A podcast provides a way to have amazing conversations. And it also provides a way to present raw & unfiltered thoughts through solo episodes.
But that’s as far as most podcasters go. B2B podcasters don’t realize there’s often a hidden treasure within every episode – beyond just the audio file.
In the latest episode of Recorded Content, host Tristan Pelligrino uncovers how Anna Furmanov created the “Modern Digital Content Strategy For Startups Playbook” – all from a single podcast episode.
Anna, the owner of Furmanov Marketing Consulting and the host of Modern Startup Marketing breaks down the most important steps every aspiring podcaster should take before speaking in front of the microphone. She also discusses her approach to solo episodes and how this format can help you articulate “how you think”…before a prospect decides to buy a product or use your services.
“I want prospective clients to know how I think before I start working with them.”
Furmanov Marketing Consulting
Finding Answers to Crucial Questions
“Startups start with the activity that they’re supposed to do, which is, ‘We need to get blog posts up. Look at the competition. They’ve got tons of blog posts up. We need to be on Instagram, Facebook, YouTube, Snapchat, Twitter. We need to do ads.’ The problem with that is you haven’t figured out who you’re for, haven’t done the right voice of the customer research, uncovered those insights, the problem you’re solving with your product. What are the challenges for this person? What are their goals? How are you going to think about having a conversation with them, building a relationship with them, and building trust? What are the words you’re going to use? Messaging, positioning, all that stuff needs to come before.”
Podcasts With Guests are Different Than the Ones You Do Solo
“I love playing around with the podcast because it’s mine. I’m building it and making the decisions. That’s the fun part. Coming up with new ways to give people useful information is a creative process. When you’re the person that’s doing the show, and you’re solo, you get to control the message a lot more. I like bringing on guests. I think they have so much amazing stuff to say, but I don’t get to control that message as much as I do in the solo episodes.”
Creativity Is Important, But There Should Be a System Behind It
“I typically like to have an outline of what I’m going to say. I’m not the kind of person that’s like, ‘I’m going to talk about content strategy.’ I don’t like to ramble, so I need some structure, at least some outline of what I’m going to talk about first. Maybe some key phrases that I want to say. That’s how I started my ‘Unfiltered thoughts.’ It’s unfiltered, but there’s still some structure to it where I’m not just rambling.
You still have to think about the listener and the value they’re getting. Sometimes I listen to folks on shows, and there’s a lot of rambling, and I’m turned off by it. So I still like to keep the structure.”
Being Where Your Target Audience Is
“You have to be everywhere. For digital, you have to be everywhere where your target audience is. Be focused, prioritize, but your website is not where your target audience hangs out, and that’s maybe the old stodgy way. A lot of companies are thinking, ‘We have to change our website. It’s been the same thing for six months. We need to update this on our website.’ I’ve been at companies like that.
Spending a lot of time there versus spending time where your target audience hangs out is going to give you a much more effective impact. That’s my approach. Spending a lot of time on the website doesn’t make sense. You have to get your key stuff there. But most of the time needs to be spent outside of your website.”