My favorite podcasting moments from 2022 with Justin Brown

Episode Summary

In this episode of Recorded Content, host Justin Brown takes a break from the normal interview-style format and provides an overview of what he learned from producing episodes in 2022.

Justin discusses the importance of learning from other successful podcasters and shares some thoughts on how you can stand out in the crowded world of podcasting.

He shares specific examples of podcasting strategies you can use for your company’s show and covers how Motion helps companies grow and differentiate themselves in a variety of industries.

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Key Insights

You can learn so much from other podcast success stories. Everyone has a different podcasting journey, and if you listen to other people's success stories, you might get closer to your breakthrough moment. Justin says, "Now, as years have gone by, we've brought more and more of our customers onto this show to highlight what they're doing in B2B podcasting because, frankly, a lot of them are doing a really good job. Now, one of the things we're not doing is just bringing them on and saying, 'Hey, how did B2B podcasting change your life or change your business or what it's been like for you?' We really tried to bring them on and have them tell stories of ways that they're succeeding in a way that's very individualistic or unique to their company, or they're really good at something, and we highlighted the way that they were good at that specific thing and how they're doing it."
There are a lot of ways B2B podcasting can help your company stand out. Podcasting is the most popular marketing strategy right now. And there's a reason for it — it's effective. Justin says, "For me, over 2022, we really hit this point where our shows have been around for years, and now we've had the ability to highlight some of the work of our customers — who frankly are fantastic marketers who have been able to run a consistent strategy for a long time — and how they've been able to roll out the successful shows that they have, that have helped their businesses grow, helped their marketing department to be more respected within the organization, and had a content marketing department that was setting the company ahead of the others in their space. What I want to do today is look back on some of the customers of Motion that have come onto Recorded Content this year, why they've come on, what they've demonstrated, and how these folks are using B2B podcasting to stand out within their industries."
Drive people to consume your podcast, not just to buy from you. Distribution is one of the most common challenges for podcasters. Justin says, "People have a lot of questions about how to use video content successfully within paid campaigns to drive people to consume their content instead of necessarily trying to drive people just to buy. And I love how Toby has that mentality that these ads can serve as ads to drive people to consume his podcast and the company's podcast instead of just driving people using paid for them to buy a service or a technology."

Episode Highlights

Implement new strategies

“Over 2022, something that I talked a lot about is running solo episodes, and the reason is because it’s tough to have an every-other-week show or a weekly show and have to get a guest every single time. So from conversations with Camille, we were able to decide she was going to set out and try solo podcast recording. For me, it’s been fun to talk about, on our show, how people are implementing some of the things that I talk to them about on a weekly or biweekly basis because right now, it’s just me talking to an audience, but when I have these weekly or biweekly meetings with customers or any of the shows that we run, it’s really exciting to be able to hear questions and then talk about them on the show with people that are doing them effectively.”

Dissect complex subjects for your audience

“For every episode, she has to break down complex subject matter, which was very interesting to me because a lot of our customers are working in complex sectors, whether it’s the financial technology sector, whether it’s biopharmaceuticals and healthcare, or data analytics or cybersecurity. And so what I really wanted to talk to her about is how she’s digesting very complex subject matter. And for her, it’s even more complicated than most people because, for every episode, they have to dissect a different business unit. And so she’s having to learn and unlearn and relearn different topical subject matter for every episode.”

Getting the word out about your show is essential

“One of my favorite episodes this year was talking about everyone’s favorite topic: distribution. So I really wanted to talk to a customer who was doing an effective job of getting the word out about their show. So I brought on Toby Phillips, the VP of Marketing Communications at Kolbe. Toby is not only distributing, of course, to the podcast platforms like Apple and Spotify, what have you, as well as YouTube, and then, of course, distributing on social media organically, but he’s also running paid ad campaigns with video content driving people to his show.”