Episode Summary
Today, practically everyone has at least one social media account, if not several. We share every detail of our lives, both personal and professional, on social media. Employees share information like company milestones, details of what they are working on, and other forms of company information. According to Statista, 91.9% of marketers in major companies are expected to use social media as part of their jobs in 2021.
But, companies aren’t getting as much as they can from the information shared out of their podcast. Usually, the host posts the link to a new episode when it goes live, and the company’s social channels broadcast it. But what about all the employees? One of the biggest marketing opportunities for companies is to involve their employees in the distribution of their podcast.
According to Tristan Pelligrino, Co-Founder of Motion, it’s not that employees don’t want to share content, they just don’t know how. In this episode of Recorded Content, Tristan and his Co-Founder Justin Brown discuss some ideas on how you can get your employees to create powerful and organic content related to the company’s podcast.
Featured Co-Founder
- 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
- Embrace distribution from your employees. Rather than relying on the brand’s social media to share podcasts, companies should take advantage of their employees’ expertise and encourage them to share and create organic content. Tristan believes that while you get significant assets from a podcast, the best content is created organically when your employees share the podcast with their social media circles. “We all know and we all hear that people buy from people. So why don’t you create content from the different people in your organization? That adds a layer of their perspectives and their own past experiences to just enrich the content that you get out of a podcast.” he says.
- Many employees aren't sure about how to share content on social. Employees generally don’t share podcast content because they don’t know how. It’s up to you to provide some guidance and encouragement to your employees. Tristan argues that it’s not that employees don’t want to share, it’s that they aren’t sure how to go about it and are worried about making a mistake that hurts the company. “A lot of employees are just frozen; they don't know what to do. They don't have anything to start with. They're looking at a blank page. Where do I start? How do I build a post around some content that my company is creating? How do I tie this to my customers and make it relevant to them?” he says. “If you’re able to provide your employees with an example or a framework, it will prevent that inaction.”
- Allow employees to be themselves. The key to employees organically creating content related to the podcast is to be genuine in their posts. Tristan says that once employees have those frameworks for sharing podcast content on their social media, they just need to be authentic. “If you can pinpoint things that are interesting to you within a podcast episode, and talk about that and write about that, chances are that your audience will also find those things interesting,” he says.
“Companies have a huge opportunity to create unique content by pulling in the unique experiences from their own employees.”
Tristan Pelligrino
Co-Founder
Motion
Episode Highlights
Share information about your podcast episodes earlier
Share information about your upcoming podcast interview before you even hit record to generate engagement with listeners. “Share the summary of a podcast episode before you bring on the guests. If you know you’re having a guest on your show, and you’ve prepared as a team, why don’t you share what you’re trying to get out of the interview beforehand? Then, if you assemble a post out of those ideas, you can create engagement by asking your audience what other questions they would like to ask your guests.
This is almost a precursor to the episode itself, and you’re creating this sense of community with the folks on your LinkedIn network or Twitter. They’re almost becoming a part of your show.”
Identify your biggest takeaways
Rather than just sharing the summary of the episode, employees can also include their biggest takeaway or what surprised them the most, which is probably different for each person in your company.
“If you listen to a 30- to 45-minute podcast episode , there’s probably one big thing that you were able to take away as a listener, and that might be different from someone else.
But if you can write that up, put that into a LinkedIn post, and then perhaps couple that with an asset, like a video or an image to reinforce the big takeaway that you had, that is a really good way to share a podcast episode.
I view a big surprise as something that may have changed your mind, or you went into the episode expecting one thing, and the guest or the host or some interaction during the conversation changed your mind or brought something new to the surface. So those are unique things that you can share in the form of a LinkedIn post or on any other social media platform.”
Share your favorite quotes from the conversation
“We hear a lot that as a copywriter or a marketer, you want to try and use the language that your customers use so that you can appear to be on the same page as folks. I think a podcast episode is a great opportunity to do that. A lot of branded podcasts bring on industry influencers, prospects, customers, and these people are using language that you can then use in your content. So you can take a quote that might be something that you learned, or that might just be a perspective on the industry, and then you can provide your perspective on that outlook.”
Encourage employees to tie in their own personal experiences
For the most unique and compelling content, ask your employees to share a personal experience related to something discussed in the podcast episode.
“This is a big opportunity for companies. Let’s say you pull out a trend that was discussed in a podcast episode, or perhaps you use a quote from the guest or the host during a podcast episode. Then, add a layer of your own experience to that before you share the post.
If you have 10 employees that add their own unique story to that podcast summary and they’re providing their own layer of experiences to reinforce this idea, you have 10 completely unique posts that are now getting shared on LinkedIn or Twitter or anywhere your employees are living or having conversations online.
You’re exponentially increasing not only the podcast episode content but also the value that’s contained, all within your organization.”
