How to Market a Podcast
This is a recording about the best way to market your podcast with podcasting pioneers Tim Bourquin, Michael Geoghegan, Jason Van Orden, Wing Yu and yours truly discussing best practices for marketing a podcast.
It was recorded at a special panel on podcasting at the Consumer Electronics Show in Las Vegas.
6:04 – Tim Bourquin introduces himself and panelists Jason Van Orden, author, podcaster, podcast consultant and host of the website howtocreateapodcast.com; Eric Schwartzman, podcast marketing specialist; Michael Geoghegan, CEO of GigaVox Media and creator of some of the first corporate podcasts and Wing Yu, CEO of FinancialContent.
10:26 – Orden reveals the elements needed to create a successful podcast, including selecting the most effective content and identifying what information to include in the feed.
12:47 – Schwartzman explains how to choose a format and a message that will lend to marketing a podcast that adds a new level of transparency to the marketing mix.
14:56 – Geoghegan talks about the launch of the Disneyland podcast and how to best format a podcast that will appeal to marketing and advertising executives.
17:40 – Yu discusses best practices for podcasting and producing a podcast that resonates with listeners, produces sales leads and stimulates word of mouth marketing.
19:55 – Geoghegan reveals the reasons behind the failed Starbucks podcast and the significance of creating a podcast that appeals to the listener, rather than to a corporate board room.
21:54 – Schwartzman on choosing the most compelling content for a podcast, the pressure on the mainstream media to reach out to audiences already targeted by many social media players, and using electronic media as a tool to release information about a brand, such as instructions for product use.
25:55 – Geoghegan reveals how to secure approval from C-level executives to create a podcast.
27:45 – Orden on how to promote a podcast, secure downloads and give it its own legs in the age of new media growth and competition. 30:37 – Orden talks about podcast measurement and the technological limitations of podcasting metrics.
33:08 – Schwartzman weighs in on the opportunity podcasting creates to influence target audiences that Time Magazine and other mainstream media outlets cannot reach.
35:29 – Geoghegan on the time commitment, costs and efforts involved in regularly releasing a podcast.
38:52 – Yu explains how to integrate podcasts into the traditional marketing mix.
40:43 – Schwartzman recommends leveraging podcasts for a different goal than other social and traditional media tools.
42:55 – Orden talks about the significance of engaging listeners on a consistent basis.
44:16 – Schwartzman explains how to build a loyal audience for your podcast.
45:40 – Yu shares the benefits of advertising on podcasts.
46:58 – Geoghegan on video podcasts versus audio podcasts and the different attractions of both types of podcasts.
50:05 – Schwartzman talks about the importance of the marketing department’s involvement with the podcasting process, and the serious investment of time it takes to market a podcast.
55:48 – Orden reveals how an advertiser should approach a podcaster and the importance of finding a podcaster that genuinely believes in your product.
57:40 – Geoghegan on Grape Radio selling sponsorships to advertisers and the care and attention that is given to advertisers by podcasters.
60:04 – Schwartzman offers advice on how to manage expectations for podcasting initiatives.
64:40 – End