In this episode of Recorded Content, host Ben Decowski engages in an insightful conversation with Lindsay Tjepkema, the CEO and Co-Founder of Casted. Their discussion revolves around the multifaceted world of podcasting and its strategic impact on businesses.
The conversation kicks off by diving into the five key stages of podcast maturity, an essential roadmap for any organization considering or currently running a podcast. Lindsay highlights the critical distinction between merely having a podcast and harnessing it effectively to grow brand influence and drive business impact.
The heart of the episode lies in their exploration of podcast ROI and its measurement. Lindsay emphasizes the necessity of understanding your podcast’s audience, correlating listener engagement with tangible results in lead generation, pipeline growth, and ultimately, revenue. Her insights underscore the importance of moving beyond vanity metrics and aligning podcasting efforts with broader business objectives.
Join Ben and Lindsay in this episode as they unravel the intricate layers of podcasting’s potential and how it can be a dynamic catalyst for brand growth and increased revenue. Whether you’re a seasoned podcaster or considering stepping into the realm of audio content, this episode offers valuable insights into leveraging the power of podcasts strategically.
Podcasting’s Multifaceted Impact: Beyond Marketing
Lindsay dives into the diverse ways podcasts impact businesses. She explains how podcasts can foster brand authenticity, employee engagement, and thought leadership. Lindsay underlines their role in uniting a team’s efforts and empowering employees to tell the company’s story.
“You break it down into pieces, atomize it, make it into short-form content, and then amplify it. And you take the clips and you embed one into a blog post and you take another clip, and you get it in the hands of your sales team so that they can have a conversation about some great thing that somebody said on your show. And it’s through that amplification that you extend your reach, and therefore it extends your impact and therefore expands your ROI.”
Beyond Growth: Podcasting’s Business Impact
Lindsay emphasizes the danger of fixating on audience growth alone. She discusses how podcasting matures through five stages, highlighting that understanding the podcast’s alignment with business goals is crucial. Beyond early phases, the focus shifts to metrics that correlate with sales, lead quality, and customer experience.
“The dangerous hangup is thinking that stage three is the end. Okay, we’ve got our show, we’ve got our routine, we’ve got our format, we’ve got our layout, it’s a great show, the audience is growing, awesome. […] The other end of the story is you just established the foundation. Now, build the house. “
Navigating ROI Metrics: A Podcasting Journey
Lindsay provides guidance on when to focus on podcast metrics. She advises aligning measurement efforts with the podcast’s maturity, emphasizing the importance of tracking who the podcast reaches, its impact on deal cycles, and how it supports sales and customer experience.
“You’ve got to know who’s engaging and how that engagement overlaps with your target accounts, how that engagement overlaps with people who are in the pipeline.”
Timing Matters: Strategic Metrics in Podcasting
Lindsay highlights the significance of timing when assessing podcast metrics. She discourages early fixation on leads and ROI, suggesting that a focus on metrics should evolve as the podcast matures. She stresses the gradual nature of podcasting’s impact, necessitating aligned measurement with its growth.
“It’s not sophisticated enough yet. It’s not mature enough yet to be able to make those calls. You haven’t given yourself enough game tape.”