Christopher S. Penn – Marketing AI Keynote Speaker

Almost Timely News, 31-July-2022: Old School Podcast Marketing, First/Second/Third Party Data, Big Data Analytics

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Christopher S Penn
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Almost Timely News, 31-July-2022: Old School Podcast Marketing, First/Second/Third Party Data, Big Data Analytics (7/31) :: View in Browser

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What’s On My Mind: Old School Podcast Marketing

On Twitter this morning, my friend Jason Falls called out a list put together of podcasting personalities that had omitted me (which was very kind of him) and that got into a brief discussion about who’s who in podcasting. Putting aside lists in general, one of the things that separates the original wave of podcasters from the generations since is some marketing practices of podcasts from the early days that have all but vanished.

For context, I started my first podcast in 2005, the Financial Aid Podcast. It ran every weekday from 2005-2010, topping out at 940 episodes and showing up in places like US News and World Report, CNN, and the Wall Street Journal. My second podcast, Marketing Over Coffee, which I co-host with John Wall, started in 2007 and is still going 733 episodes later. I believe it’s the second oldest marketing podcast behind the Duct Tape Marketing podcast. My third podcast, In-Ear Insights, started in 2018 with the founding of Trust Insights. It’s the baby of the group. Along the way, I co-founded the PodCamp unconference with Chris Brogan in 2006; Podcamps do still occur though I haven’t been involved since about 2012.

So, let’s take a walk down memory lane and see what worked in the old days – and we’re talking 2005-2010 here, the first age of podcasting – and see what still sticks.

101

Your podcast has to be worth consuming. Figure that out first. You’re asking people to put you in their ears and eyes for anywhere from minutes to hours – it had better be worth their time. Simple question to ask: if you didn’t make your show, would you willingly tune into it? Would you subscribe if it weren’t your show?

Use a Good Hosting Service

Podcast hosting services can automate a LOT of distribution. I’ve been a loyal fan of Libsyn since the earliest days of podcasting because their pricing model makes sense. You pay a monthly fee and an unlimited number of people can download your episodes. Part of their services includes distribution of your show to networks like Spotify, iHeartRadio, etc. Every time you publish an episode, it pushes to those places, which saves you time.

Publish Everywhere But Focus on Somewhere

The flip side to distribution is that your audience could be everywhere, but you don’t necessarily have time to optimize for every network. Do some market research about the channel people tune in on most, and then focus your efforts on marketing your show on that channel. Maybe it’s Spotify. Maybe it’s YouTube. Wherever your audience is most, that’s where your time, effort, and maybe some ad dollars should go to grow your audience.

Promos

By far the tactic that worked best for new shows in the first age of podcasting was the promo swap. These are nothing more than 30-60 second promotional spots you swap with other non-competitive podcasts that you might want to trade audiences with. Think of these as simple audio ads, but audio ads that you exchange with another show voluntarily, rather than pay. Your best bet is to find similarly sized podcasts; two shows with 5,000 listeners each will benefit each other equally; a show with 500,000 listeners swapping with a show that has 500 listeners isn’t going to receive equal benefit unless those 500 listeners are super high value.

By the way, this works for all channels, not just podcasting.

Guest Hosting

Popular especially during the holiday season, guest hosting is a way to attract a new audience, especially if you know your audience well and you know who else they listen to. Find out through market research and then approach other podcasting personalities about guest hosting a show, where they play your role on your show and you play their role on their show.

Show Notes Are Everything

A podcast without show notes is just a waste of material. Show notes – hosted on your own website, thank you very much – help listeners find and recommend episodes of your show to others. They also help search engines find you and index your show, especially if you’re linking to your media from your show notes. It seems obvious, but back in the day, there were a number of shows that never built a digital home for themselves, instead relying on a podcast network. That was fine until the network went belly up and then the show went with it.

And also, what happens when you put up a website and you include web analytics like Google Analytics? You get audience insights about your listeners. Super valuable, especially if you want sponsorships.

Want to double down on accessibility? Make sure your podcast has transcripts, too. They help those with hearing disabilities as well as those folks who just plain prefer to read rather than listen or watch. I recommend Otter.ai for this – while it’s not perfect, it’s really good and it speeds up the process enormously.

Your Newsletter Is Your Podcast, Too

A great podcast has an accompanying newsletter that summarizes each episode or a series of episodes, helping remind audiences who might have forgotten to tune in that you’re still making valuable content. Critically, newsletters provide something a lot of social networks don’t: an easy way to distill down your audience’s demographics when you use a data appending service. Here’s an example, using my newsletter mailing list:

Example list diagnostic

This tells you in detail who’s listening, who’s in your audience, which helps you tailor your content better.

Your Audio Should Be Video

YouTube isn’t exactly new. It came about in 2005 at the same time podcasting did. Yet an astonishing number of podcasts are available in audio format only. Record your podcast as both audio and video – even if you don’t want to be on camera, you can generate audiograms that are animations synced to your audio. Services like Headliner can do this for you and are worth trying out for free.

Why? Because YouTube is the second largest search engine in the world, that’s why. If you’re doing a good job of entertaining and educating in your show, YouTube is a platform that caters to those two objectives.

Your Podcast is a Product

At the end of the day, your podcast is a product. That means you have to market it like any other product or service. You may not be asking for money, but you are asking for time and attention and arguably, those are harder to come by today than money is. Treat your podcast like a product, develop a marketing plan for it, and market it as hard as you’d market any product or service if you want it to succeed.

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ICYMI: In Case You Missed it

Besides the new Google Analytics 4 course I’m relentlessly promoting (sorry not sorry), I would recommend the piece explaining what first, second, and third party data is. It’s a good primer that explains a lot of the jargon.

Skill Up With Classes

These are just a few of the classes I have available over at the Trust Insights website that you can take.

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Get Back to Work!

Folks who post jobs in the free Analytics for Marketers Slack community may have those jobs shared here, too. If you’re looking for work, check out these five most recent open positions, and check out the Slack group for the comprehensive list.

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What I’m Reading: Your Stuff

Let’s look at the most interesting content from around the web on topics you care about, some of which you might have even written.

Social Media Marketing

Media and Content

SEO, Google, and Paid Media

Advertisement: Ukraine Humanitarian Fund

If you’d like to support humanitarian efforts in Ukraine, the Ukrainian government has set up a special portal, United24, to help make contributing easy. The effort to free Ukraine from Russia’s illegal invasion needs our ongoing support.

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Tools, Machine Learning, and AI

Analytics, Stats, and Data Science

All Things IBM

Advertisement: Google Search Console for Marketers

Of the many tools in the Google Marketing Platform, none is more overlooked than Google Search Console. Marketers assume it’s just for SEO, but the information contained within benefits search, social media, public relations, advertising, and so much more. In my new Google Search Console for Marketers course, you’ll learn what Google Search Console is, why it matters to all marketers, and then dig deep into each of the features of the platform.

When you’re done, you’ll have working knowledge of the entire platform and what it can do – and you’ll be ready to start making the most of this valuable marketing tool.

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Events I’ll Be At

Here’s where I’m speaking and attending. Say hi if you’re at an event also:

  • MAICON, August 2022, Cleveland, OH – use code PENN150 for $150 off any conference ticket
  • Content Marketing World, September 2022, Cleveland, OH
  • MarketingProfs B2B Forum, October 2022, Boston
  • Heapcon, November 2022, Belgrade, Serbia

Events marked with a physical location may become virtual if conditions and safety warrant it.

If you’re an event organizer, let me help your event shine. Visit my speaking page for more details.

Can’t be at an event? Stop by my private Slack group instead, Analytics for Marketers.

How to Stay in Touch

Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:

Required Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.

Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.

My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.

Thank You!

Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.

See you next week,

Christopher S. Penn

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