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How to use your podcast to drive your company’s content strategy with Tristan Pelligrino

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Episode Summary

A podcast is more than an audio channel. And a branded podcast can unlock a ton of opportunities for your company. But, it’s not just about the different content formats you can create. Yes, it’s great to get to record a video podcast and then build out video, audio, and written content. However, when you think about your podcast as a “show”… you start to move away from the mindset that a podcast is an audio format. And if you set up your podcast the right way from the beginning, you get away from one-off content projects and shift more towards a connected strategy…all designed to help your audience.

In this slightly different episode of Recorded Content, our host Tristan Pelligrino reviews a few previous episodes creating a brief guide on how to integrate a podcast into your overall marketing strategy. In addition, we get to hear what Zach Moreno, Mike Wolber, and Jacob Miller said on this topic while appearing as guests on Recorded Content.

Guest Profile

Name: Tristan Pelligrino

What he does: Tristan is the Co-Founder of Motion and leads the creative execution for all of the shows produced by the company.

Company: Motion

Key Insights

  • Podcasts are more than an audio format: As Zach Moreno explains, a big aha moment happened when podcast creators realized listeners wanted to become viewers. That’s when they acknowledged the role of video in the overall audience experience. In addition, including a video as an integral part of a podcast allowed podcasters to present their work to a broader public. Podcasters are very familiar with submitting their show to Spotify and Apple and all of these different places that make it easy for listeners to find their show. We started to think of YouTube or video as an extension of that.
  • Each podcast episode is a valuable source of different content pieces: The great thing about podcasts is that a produced and published episode doesn’t mean the end of the creative process; in fact, it is the beginning because podcasts are a true example of how content repurposing works. A podcast is one of the easiest ways to get a boatload of content that can be changed to suit a bunch of different arenas. Some are easy to measure and monitor, and some are a little bit more difficult. It’s also a really great way to get an engine of content that you can use as your single source of creation to then replicate into blogs or videos or tweetstorms or things that you can ask your company to share from more of a guerrilla marketing standpoint, says Mike Wolber.
  • An effective marketing strategy emerges when different departments join forces: Most companies create a marketing strategy to expand the customer base. But the best results come when a marketing team collaborates with other departments. So we’re now more collaborative. Before it was like, “Hey, marketing is going to get this done.” We were kind of in silos, but now we’re actually meeting every week and talking about the things that we’re working on together, says Jacob Miller of Headway. In addition, they realized that a podcast as part of content strategy could drive the overall marketing strategy.

Episode Highlights

Audiences perceive a podcast as a show

Edison research is responsible for releasing the Infinite Dial Report, which has a lot of interesting data based on polls that they conduct with both creators and consumers of audio content. And they interviewed a bunch of listeners to podcasts and found that audience members really think of it not as a podcast but as a “Show” with a capital S, and an audio podcast is a big part of that show. But the video of that conversation is another way that an audience member may choose to engage with it, says Zach Moreno.

A podcast allows you to build meaningful relationships with potential customers

I realize that most people are up for joining a podcast even if they don’t work with you. And if I’m a brand, especially in the early days trying to find a product-market fit or the nuance and area of focus, it’s a great way to talk with potential customers in a way that’s going to help them amplify their career or their brand. It’s definitely going to amplify yours, says Mike Wolber.

A podcast can drive your overall marketing strategy; it all comes down to collaboration

We now actually have a full marketing team where it was mostly just me before for about a year or two. And then slowly folks started getting added to the marketing team for us to help it grow. Now we are cross-functional, collaborating with our product strategists that do client work, and they’re starting to help us reconfigure our messaging. They’re helping us with customer research. We’re interviewing founders and all that kind of stuff, says Jacob Miller.

4 simple steps to launching your company's content series

step 1

Schedule a call with us

Book a call to get started. We’ll develop an understanding of your needs and set the foundation for your content strategy.

step 2

We'll discuss your requirements

Discuss your goals and requirements with our team to tailor a content solution that fits your business.

step 3

We'll scope out your ideal program

We’ll create a detailed plan outlining your ideal video series or podcast program, aligned with your objectives.

step 4

We'll build & execute your content plan

Our team will produce and manage your content, ensuring high-quality delivery and engagement across various channels.