How to use a podcast to demonstrate your company’s expertise with John Tyreman

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Episode Summary

Over the last couple of years, podcasts have become an indispensable marketing tool. They are practically a gold mine of content that allows you to reach new audiences, drive engagement to your website and provide a ton of value.

But podcasting requires a bit more involvement than just speaking into the microphone. It takes research, strategic effort, and some technical expertise to get your podcast on the right track.

In the latest episode of Recorded Content, Tristan welcomes John Tyreman, podcast expert and host of the Digital Marketing Troop podcast. They get into the technical side of podcasting, how to ensure that you’re consistently putting out quality content and why a podcast is a great way to highlight the experts within your organization.

Guest Profile

Key Insights

“It’s more than just pushing it out on social.”

John Tyreman

Director of Marketing

Silverback Strategies

Episode Highlights

You Need to Make the Expertise of Your Experts Visible

“We’re a digital marketing agency, and we specialize in search, social, content, and analytics, which are some pretty technical services for marketers. We’re in the business of selling expertise.

Based on everything that I learned about visible experts and selling expertise, I realised that what we needed to do was to make the expertise of the experts visible.

The first year at Silverback, we went through different ideas on how we can take our internal subject matter experts, bottle up their expertise and package it in a way that’s digestible to our target audience.

And what we found was that it’s easier to record a 20-minute podcast episode than it is to spend four to five hours writing a blog post.”

Have Fun With Your Podcast

“When we first started out, we were testing out a few different concepts. So one of them (and this is one that didn’t really work out) was to have two experts that had opposing viewpoints and we wanted to make it more like a debate.

And what happened was that we just had fun with it. We got people together, and we just recorded conversations.

And it’s naturally sort of gravitated to talking about a specific topic in the digital marketing world. So if we’re talking about SEO, one episode may be about keyword research while another episode may be about Google’s Core Web Vitals.”

Podcasting is Also About Distribution

“Really getting it off the ground and then getting internal buzz around it — that’s one of the biggest things [when it comes to podcasting]. When you launch a podcast, it’s great to get that first episode out, but then you’ve got to get people listening to it.

And then if you get folks excited about it, then more and more people are likely to say, ‘Hey, you know what, I’ll be on the podcast.’ And then it starts to snowball.”

Hosting Internal Guests is a Great Way to Ensure Podcast Consistency

“We wanted to have a weekly podcast, and starting out, that’s fairly aggressive. And I’m finding that interviews for a weekly show can be hard.

And so having all our internal experts willing to jump on a Zoom has been really instrumental to helping us hit that weekly cadence. And over the past couple of months, the number one reason we’ve been able to see the show take off is that we’ve been able to deliver on a weekly [basis].”

As a host, I Like to Adapt to the Guests and Their Style

“If you are reliant on subject-matter experts to create content, whether it’s a blog post or a podcast, the process is remarkably different based on the personality and skill sets of the expert.

So every one of our guests on the show prepares differently for the podcast. Some folks want the questions ahead of time. Some folks are like, ‘Hey, cool. Give me a rough outline, and that’s okay.’

With some folks, I’ll give them the questions, and then they’ll go in and write detailed notes, which is great because then it gives me fuel for follow-up questions.”

Podcasting Can Help You to Become Better At Your Job

“I’m in a unique position — marketing to other marketers. And so, to some extent, I fit the profile of our target audience.
So, these podcast episodes where I interview these subject-matter experts, I’m trying to learn more about marketing and digital marketing so that I can be a better marketer.

And I think that’s the biggest benefit for me: I take away these nuggets about SEO, paid media, content strategy, and then I can go and implement some of these things. These experts are helping clients generate leads and new revenue.

So I know that they’ve got the skills and if I can just tap into them a little bit, I can then apply those skills. And I’m curious enough to learn more about it. If I find value from the podcast, I know that our listeners and other marketers are going to find value from it.”