If you want to establish your organization as a thought leader, you need a content marketing strategy that includes a number of different formats. Right now, a lot of organizations use webinars to attract and engage prospects. However, a podcast makes for a highly effective way to show off your experience in a field as well. It’s long-form content and will allow you to discuss topics in enough depth to show the breadth of your knowledge to an audience. You’ll be able to have interesting guests on that engage the interest of the listener or viewer. Because podcasts are such a long-form type of media, they are easy to break down into smaller segments and really amplify your B2B marketing efforts.
In this post, we are going to discuss the various ways that B2B marketers can repurpose podcast episodes into other thought leadership formats and use across virtually every type of digital marketing channel. These methods will allow you to extend the reach of your work and possibly bring added utility to it that did not exist before.
The full-length episode is the original content and therefore might not strictly be considered a repurposing – the full episode is truly for your dedicated podcast listeners. If you are not using your full-length episode to its fullest, however, then you are not fulfilling its purpose. You want to ensure that your podcast episode is available in as many places, and in as many formats, as possible. Having a great piece of content won’t do much to establish your thought leadership if nobody sees it. If possible, record your episode on video so that you can distribute it across all the popular video platforms as well as popular podcast platforms.
You should also put your podcast on your own website, preferably with some of the repurposed versions described below that would complement it nicely. Any quality additional content that you can place on your website helps to drive traffic to it and improve your search engine rankings.
If you’re looking for an efficient way to embed the full-length podcast, here are a few podcast players that work great.
The Fusebox Podcast Player (formerly known as the Smart Podcast Player) is a product of Pat Flynn’s podcast success. Pat created this to highlight his own podcast, and to provide a great tool for others to use. The player is available for less than $10/month, so it packs a lot of value.
SimplePodcastPress is an affordable option (less than $200 for a license) that provides a lot of functionality to increase engagement. The player features clickable timestamps, Apple Podcast reviews, fully customizable buttons and a transcripts component.
Powerpress is a WordPress plugin that makes it easy to fold in the entire episode with a shortcode. The plugin is highly rated and boasts both simple and advanced modes.
Podbean, which is a leading podcast host, provides a player for all those who have a plan. The company allows you to customize the skin of the player and even display a number of shows in a single list.
Show notes/episode summary
For all the advantages a long-form format like podcasting provides, it does have the downside that in order to hear all of that message, people must spend a long time watching or listening to it. For traditional podcast listeners, this is great. It’s one of the reasons that the long-form podcast has become such as successful medium in the first place. Some people, though, just don’t have the time. They may be very much interested in your message, but are too busy to make time to consume your podcast in its entirety.
For those people, you can convert your podcast into a short episode summary or collection of show notes. With this method, you can keep all the important information that you want to convey and get rid of the filler that a conversational medium like podcasts add to the finished product. This way, even people who are in a hurry will be able to consume your message. So what goes into your show notes? What should you (or should not) include? Well, here’s a short breakdown of what we feel all show notes should provide…at a minimum:
- Summary of the show (mentions the host, guest and an overall snapshot of what’s included)
- Highlights of the show include major points addressed during the episode (these are often listed in a bulleted list format)
- Key quotes identified during the show can be called out and even referenced with a timecode (these are also great to use as a foundation for quotecards or audiograms)
- Resources or links provide information on any key items referenced during the episode and also provide a way for viewers to check out websites or other calls-to-action
Single blog post
Show notes or an episode summary are great for someone who wants to read the material quickly and get a general overview of the information that is presented in a marketing podcast. Many people enjoy longer form reading. This is especially true for people who are happy to spend some time engaging with your content but are in a situation where playing audio and video might not be acceptable. For these people, a blog post would be the type of medium that is mostly likely to gain their interest.
Because we can read much faster than we can talk, reading a blog post is also a much shorter process than listening to an entire podcast episode. For this reason, blog posts are also a great choice for people who are not in a hurry but do have limited time and for people who just prefer reading content over listening to it.
Turning your podcast into a blog post also makes it easier for search engines to pick up, which will help you to establish yourself as an authority in the eyes of search engines and allow you to grow your organic search traffic.
Blog posts are also a fantastic way to expand upon an idea referenced in a podcast episode. Let’s say you have a B2B podcast dedicated to discussing trends in sales enablement. And, what if one of the topics you discussed on a recent episode covered the top five sales enablement platforms to use for tech companies. Well…creating a blog post from this audio snippet would be a very effective way to build upon that one conversation. This would allow you to reinforce blog content with an actual conversation held between the host and the guest on your own show.
Transcripts of your podcast’s content can serve to supplement or replace it. Often, after someone has watched a podcast, they’d like the ability to come back to key pieces of information without having to listen to the entire podcast again. Providing them with a transcript allows them to easily find the information that they are looking for. You can also use your transcript as a subtitles file for any video editions of the podcast, making it more accessible to the hearing impaired and giving people the opportunity to catch things from industry leaders they might not have understood in the audio.
If you host your podcast episodes on your website, and put the transcript on the same page, then it can serve a similar function as a blog post does. It will allow people who would rather read the content of the podcast to consume it that way and will allow Google to pick up on the content of your podcast. Also, make sure you use timecodes in your transcripts so your website visitors can go directly to a specific point in time within the actual podcast episode…if they like. Below is an example of a full-length transcript we used for Tech Qualified’s Episode 251 with Laurie Hood of Mobilewalla.
Intro Voice: [00:00:00] The Tech Qualified podcast is dedicated to providing B2B technology marketers with access to real world case studies and best practices. We interview industry leaders to uncover what’s working in the world of B2B technology marketing. If you’re wondering how you can position your technology company as the choice in the marketplace then follow along as we go on this journey together.
Justin Brown: [00:00:27] Hello and welcome to another episode of Tech Qualified. I’m Justin Brown and this episode is brought to you by Motion, a marketing agency that focuses on the strategy and development of thought leadership programs for B2B tech companies. Today our guest is Laurie Hood SVP of marketing at Mobilewalla. Laurie, thanks for joining me today.
Laurie Hood: [00:00:45] Thank you so much for having me, Justin. I really appreciate it.
Justin Brown: [00:00:49] Absolutely. And just to get started here, for the audience who may not know you, do you mind giving a little bit of background on yourself? Tell us a little bit about your past experience, and then what you’re up to right now at Mobilewalla.
Laurie Hood: [00:01:03] Sure. I’d love to. So as you said before, I’m the Senior Vice President of Marketing at Mobilewalla. I’ve been working in technology and technology marketing for my entire career, which has been a lot longer than I’d like to admit to. I started my career as a consultant at Accenture, and since then I’ve worked with a variety of B2B technology companies from the very large actually became part of IBM when they acquired Silverpop, a marketing technology company where I was VP of Product Marketing as well as I was employee number nine at a really small startup.
So companies I’ve worked at, span the gamut. My skills lean more towards the technology side of marketing, and I’ve held a variety of both product marketing and even product management roles throughout my career.
So Mobilewalla is a data and insights company, and we’re a leader in consumer intelligence solutions. So we’ve got this really robust data set that we can buy with our deep Artificial Intelligence expertise, and we help organizations better understand, model and predict customer behavior. So at Mobilewalla, I lead the marketing organization and we’re responsible for three primary things, driving brand awareness, generating demand and enabling our sales teams.
Justin Brown: [00:02:25] Very nice. And then can you talk a little bit about your solutions at MobileWalla who is your Ideal Customer Profile and how do you help them?
Laurie Hood: [00:02:35] Sure. So we provide consumer data and insights that address marketing use cases. So for most marketers, whether you’re B2B or B2C, marketing boils down to the same key goals, attract, retain, and grow. I want to attract new customers, I want to retain the ones I have and I want to grow the business I’m doing with them. We at Mobilewalla primarily sell to B2C companies across a variety of industries. So retail, telecommunications, travel, financial services, or some examples around the world.
We also partner with advertising agencies to help them serve their clients. The companies that are interested in our products are usually larger enterprises. We’re kind of the new disruptors. Many of those in the on demand economy. What they have in common is a focus on data and being data driven, as well as teams of Data Scientists and analysts who can leverage this data.
Our buyers come from both the Data Science side of the business as well as the Marketing side. And again, these teams are interested in attracting new customers, retaining their existing customers while growing share of Walla. What we do is we help these companies enrich their existing data or we provide features that they use as part of their machine learning efforts, building predictive models to increase the predictiveness of those models.
And what they’re trying to do is they’re trying to model customer behavior by either making offers or doing churn modeling or something to drive some kind of outcome, which is typically accepting a product or service.
Justin Brown: [00:04:23] And what’s it like having an ideal customer that’s similar to yourself? Now, they may be different, not everybody has that situation where they’re selling to other marketing professionals. And it sounds like you have a few different personas, but what’s that like selling to ones that are marketing to ones that are similar? And then what are the different personas that may have to change your messaging a little bit.
Laurie Hood: [00:04:46] So in terms of marketing to ones that are similar, it’s fun to be a marketer, marketing to other marketers and working with other marketers. I’ve come from other Martech companies, so it’s a space that I’ve been in.
You know, while we’re all trying to do the same thing. The difference between the B2B and B2C is probably where it’s most pronounced. And with my customers who are B2C marketers, it’s that much broader scope of attracting a consumer. Many of them trying to leverage digital channels to do that and just that different perspective versus that much more structured sales process of a B2B sale.
Justin Brown: [00:05:33] Yeah, that’s interesting we’re all marketers, and I’m using finger quotes here that nobody can see, but very different when you’re in the B2B space. Trying to figure out ways to break into accounts, leveraging different, buying bodies within an organization versus that B2C sale, which is to a consumer.
Laurie Hood: [00:05:55] Yes.
Justin Brown: [00:05:57] So talk to me a little bit about how you break through to these folks. What is your strategy for generating demand and interest? Is it using an SDR, BDR team? Are you using ads, organic traffic? What’s your way of getting people to get that initial interest in what you’re doing?
Laurie Hood: [00:06:20] So right now, a key tactic for us is Content Marketing. And I think we’re similar to a lot of B2B companies going in that direction. We’re focused on providing quality thought leadership around a variety of industry topics, clearly related to what we do, but going much broader beyond just what we specifically sell and trying to drive interest and drive engagement with Mobilewalla through that.
So we’re either placing the content on our own channels, on our website, social media properties, as well as partnering with groups who serve or try to attract a like audience by using some of their content channels. And then, once we engage, we have nurture programs with additional, what we feel as high value content and trying to move folks through the top of the funnel that way.
And also in today’s times with the, in-person events going away or being postponed trying to get as much out of those content assets and leverage them as well with people at home consuming more of that content. We think that’s where we’re going to continue to invest our resources.
Justin Brown: [00:07:44] And what are you doing now that those have, I guess for lack of a better word, gone away what are some of the strategies that you have pivoted to?
Laurie Hood: [00:07:54] So we are looking at, again, more digital. So webinars that we can participate in sort of digital summit kind of days where they’re often multiple sessions that are being held.
I have told my sales teams to do more. Reach out to, local groups who would have done, In -Person Events and offer up our content for what the virtual events that most of those groups are moving to. I’m involved in some local groups in Atlanta, and normally we would have done something in-person. With cocktails, and now we’re going to do conference calls with cocktails.
So looking at those sorts of things and looking at other partnerships with other providers or companies that have some synergies and what can we do together to try to leverage both of our audiences and expand our reach.
Justin Brown: [00:08:56] Yeah, absolutely. I think people are trying to figure out how to continue to have that organic feel to it. So, what is your go to Zoom cocktail?.
Laurie Hood: [00:09:09] Usually a glass of wine. Sometimes the Margarita, sometimes depending on how long the call is.
Justin Brown: [00:09:16] Yeah. Some places out here, are actually delivering. Margarita is now, I think alcohol delivery services did not exist before, but, I’m sure a lot of your types of clients are figuring out, there’s new ways that you can, get through to here, your consumers and try figuring out ways to get them the things that they want.
Laurie Hood: [00:09:36] Absolutely. It’s very much, it’s a time to be creative.
Justin Brown: [00:09:40] No doubt. So talk to me and then things may have changed a little bit for you, but talk to me a little bit about the customer journey. So I get it that, you’re generating demand through some more of the traditional content marketing initiatives, historical events, but now more of these digital summits, maybe webinar.
But let’s say that somebody either notices you and they say they’re interested, or you tap them on the shoulder in whatever way that you’re going about outbound prospecting. But let’s say that they do say, “Yes Laurie, I am interested. What next?” How do they get from that moment of interest, filling out a contact form, whatever it may be, to actually becoming a customer of Mobilewalla.
Laurie Hood: [00:10:23] So right now we’ve got a direct sales team. You had mentioned earlier in the discussion, BDRs, we are looking at adding that resource, but we’re not quite there yet. So we’ve got a direct sales team. They will reach out and engage with the customer, with the prospect, and determine what their specific needs are and whether, you know, we’ve got the capabilities to fill them.
Because we sell data, typically a proof of concept is involved in a deal. So what we’ll usually do is sort of map out kind of a time box proof of concept. We’ll give them a data set to help them do that sort of testing, and then based on the results of that we’ll move forward in terms of negotiation, that’s usually what happens if we’re selling on the data side.
If we’re selling around more of a predictive modeling use case. Sometimes when we’re selling to marketers and it’s data enrichment, they want to increase what they know about their customers. So they’re going to add some additional data to customers in their loyalty programs. You may not do a proof of concept with that.
But typically they’ll want to look at some sort of sample data, understand what the match rates are in terms of our data and the population of first party data that they have. So usually there’s sort of that step in the middle where we are exchanging data with them and they’re doing some sort of evaluation.
Justin Brown: [00:11:56] Gotcha and so then what happens once they’re doing their evaluation, what will it take for someone to actually become a Customer?
Laurie Hood: [00:12:04] So a lot of it just depends on kind of what their goals are and does our data help them achieve it. Then we’ll move to commercial terms and our data’s very easy to consume.
We don’t require you to implement a platform. We can integrate with existing, data management platforms. customer data platforms, we can work with customers who were using AWS or Microsoft Azure implementations. We can send somebody a flat files that we’ve got or a CSV. So we’ve got a whole variety of ways that we can then get our data to our customer and they can begin to consume it. So there’s not really a lengthy onboarding process. I would say more the evaluation where were the companies saying,”Is this going to provide the value that I’m looking for? And then once that’s determined, we can move pretty quickly.
Justin Brown: [00:13:03] Okay. Interesting. And then in terms of the thought leadership content that you’re producing, you mentioned that content marketing is a big part of what you do. What are you doing for content in regards to thought leadership, your blog, what are the focuses there?
Laurie Hood: [00:13:23] So the focus is multifaceted. As I said, we sell to enterprise customers and we all set partner with advertising agencies. So our content is trying to sort of answer the questions of both of those groups. And we’re usually publishing maybe a significant piece of content like a white paper quarterly, and then two to three blog posts a month.
Typically there were related around some major themes. So Data Enrichment being a theme, leveraging Artificial Intelligence in your marketing, being a theme. Things around, linking keying and linking consumer identity, building an identity graph and then general current events.
We did a webinar the other week where we had polling questions and then we just posted a blog on the results of those polls and sort of where attendees stood on leveraging data within their organizations and adopting Artificial Intelligence and their level of sophistication. So we’re writing on a variety of topics, that we think are going to be interesting, both through our blog and as well through the white papers that we publish.
Justin Brown: [00:14:38] And how are you using that content along the journey? Are there specific places where your sales team is using it? Are you remarketing, retargeting to folks online? What does that look like and how are you leveraging content along the customer journey?
Laurie Hood: [00:14:54] So at the top, if you simplistically break the journey into you know education solution selection from an education standpoint that’s where we’re using the white papers and the blog posts.
We’re going very, sort of broad, topical and things of interest to a vast number of people. We also have some more specific content that we call ‘Our Technology Briefs’, and those go a lot deeper and even a little more, I’ll say technical maybe more on the Data Science side that talk about what kind of Artificial Intelligence that we use to cleanse our data.
What are the types of machine learning that we’re applying to do matches between a Mobile Advertiser ID and an IP address. So those kind of indicate more of a level of sophistication and potentially more buying intent. So as somebody engages with this more, we’re serving up kind of more specific content as we try to move them through the customer journey.
Justin Brown: [00:16:03] Gotcha. Are there any specific pieces of content that are working better for you? What do you like to be able to use and develop?
Laurie Hood: [00:16:12] So, we’ve been very reliant on white papers, things like that. I’d love to move more into doing some more video. We just did a webinar, so I should have said I joined Mobilewalla in December of 2018 so I’ve been there a little over a year, and I was really the first marketer.
So I started from a standing stop. We had a website and that was about it. So there’s been a lot of just foundational material creation over the last year, and now we’re working on building on that. So hoping for more video, more webinars, but in a much shorter form just taking like a little specific area and maybe doing that 5 or 10 minutes. Continuing with the strategy we have because that is working for us. I like the podcast format. I think now, again, if we’re not going in person, it’s just how can you look at different types of content assets and push those out there and give people a variety of options.
Justin Brown: [00:17:21] Yeah, that’s great. I think that’s huge right now, is just finding ways to still connect with people, that may not be the traditional face to face meetings or events or what have you, but there are so many options now with technology.
Laurie Hood: [00:17:37] Yep. We’re also trying to create material at a variety of levels. I think you read all of this stuff that everybody’s doing AI. And AI has become very ingrained in our lives, when you look at chat bots and voice response and things like that. But from a marketing standpoint, using predictive modeling, it’s still relatively new.
So we’re also trying to create a lot of foundational educational materials to help these marketers understand the role that AI can play in addressing their marketing use cases, as well as providing more sophisticated materials for the data scientists. We have a large data science team they present at the IEEE conferences and submit papers. A lot of them are PhDs, so we’re kind of running the spectrum sort of educational materials as well as really detailed documents that go in depth into some of these data science techniques.
Justin Brown: [00:18:45] And it sounds like it can be tricky at times. What are you finding to be your biggest challenge from the time that somebody expresses some form of interest to the actual time that they purchase.
Laurie Hood: [00:19:01] Well that challenge has just got magnified with the current economy.
Justin Brown: [00:19:07] Tell me more.
Laurie Hood: [00:19:09] There are companies who with the current times, have very much more understood their acute need for data within their businesses. So we do get people reach out who want to move quickly, but we’ve had a lot of deals that we’ve been working for a while that have slowed down.
You know, for whatever reason and every company is dealing with these challenges in a different way and trying to make the right decisions that are best for them. I think all marketers would love to speed up our sales cycles. We find is, a lot of it just depends we get a lot of people who express interest but are still really early in trying to figure out what they want to do and really are still in that education phase and maybe in it for a while.
And then we get calls for people who have a very clear understanding of what we do and understanding of how they would use us and are ready to move relatively quickly. But buying data, it’s a highly considered purchase and the sales cycles can be anywhere from 6 months to 18 months.
Justin Brown: [00:20:19] Yeah those long sales cycles can be tough because, especially in a situation like where we are right now, just being able to evaluate what’s working and what’s not.
Laurie Hood: [00:20:28] Yep.
Justin Brown: [00:20:28] And I know you work closely with the sales team. You mentioned that at some point bringing on a BDR team which in different organizations sometimes SDR’s or BDR’s they fall under marketing and other organizations, they fall under sales.
Some organizations they’re their own department in and of themselves. But in your organization, how are you currently interacting with sales? Obviously there is the notion at times that sales and marketing do get along great then there’s the notion that they butt heads. What’s it like in your organization?
Laurie Hood: [00:21:03] I think most any place sales and marketing have sort of a sibling love, hate relationship. Sometimes we’re the best of friends and other times, there’s a lot of, “No, he did it. No, she did it” sort of. But my team has tried to build a very close relationship with our sales team.
We’ve got our team distributed around the globe. So we’ve got sellers in New York, we’ve got sellers in Singapore, we’ve got a team in Australia, we’ve got a team in India, we’ve got people in the US home office on the West coast, or people in Malaysia and Indonesia.
So yeah we’ve got a lot of folks in a lot of places with some cultural differences, so it’s been important to me to try to keep a high profile in front of our sellers be out there with “Here’s what we’re creating, here’s what we’re doing”. We do regular meetings with both the US team and the Asia team.
I do regular calls with the sales leaders. I’ve tried to encourage my marketers, and again, we’re a small team. I’ve only got two marketers working for me. We’ve got a couple, well we’ve got about 12, maybe 15, if you pull on our sales people around the globe. So right now it’s just stay close.
Listen to them try to walk the mile in their shoes and be very open to their feedback and every day we wake up thinking, “How do we help them close more busines?” Because at the end of the day, that’s what we all benefit from.
Justin Brown: [00:22:43] And being that you have a smaller team and a lot falls on your plate for demand gen purposes, as well as content developing those white papers, blog posts, thought leadership. How do you balance those two sides?
You know, it contend to be a bit of a Seesaw where if you run too far to one side trying to figure out, “Okay we got to set up a webinar and we’ve got to have this conversion strategy and this is how we’re going to bring in new leads, new opportunities”.
Then the thought leadership, especially on a smaller team. Could suffer because you’re so focused on the one thing. So you run to the other side and “All right, well, we got to get out. So we gotta find some people within our space. We gotta do some co-branded things with partners” and then the demand side can suffer.
So how do you balance those two things? It’s a lot to fall on a small team shoulder.
Laurie Hood: [00:23:34] I probably don’t balance it well. A lot of it, we’ve tried to kind of get out ahead of it and plan and be proactive. But the reality is we do end up being reactive to a lot of things.
I think the key is when you have a small team, you need people with a strong skill set. So the people on my team are relatively senior and they can just take something and run with it and that’s been important. We do have broader skills, I’d like to think we’re all a little bit of a Swiss army knife and we can write, and if I need to get into Salesforce or somebody needs to get into HubSpot, they can do that.
We do outsource some of the work as well, but I think the key is try to at least get some sort of planning down. Some sort of a process feels like a strong word for a small team but some sort of standard operating procedure, ‘how you approach all of these marketing activities, how you’re going to be successful, find some good groups that you can outsource some of this work with’ because you can’t all do it yourselves and a lot of communication.
Justin Brown: [00:24:50] Alright.
Laurie Hood: [00:24:51] And sometimes some disappointment. You can’t get it all done.
Justin Brown: [00:24:56] Yeah. I think that’s a very important lesson though, for any marketer is. Understanding, not only “What do I want to do, but what can I do and what can we do and do well” and make sure that we have results from it versus spreading yourself too thin, working on too many programs and then maybe they don’t come all the way to fruition in the ways that you would have wanted.
Laurie Hood: [00:25:20] And I think the important thing too is really aligning. The vision of the marketing team very, very tightly with the sales team’s goals and the company’s broader business goals and how does everything you are doing in marketing move the dial.
From that bigger picture, which for most of us is getting more business and getting more revenue. And sometimes as a marketer, you do need, at times, we’ve needed to step back and say, wait a minute, we’ve got these infrastructure pieces that we need to build before we can move forward doing some of these other initiatives.
And we’re just gonna have to stop and do that I know nobody likes to hear. Especially sometimes your senior leaders that you can’t do it tomorrow, but some of it as much at a small company and depending on your leadership team is educating them on. What does it mean to be doing demand based marketing and generating leads and what are the tactics of, what are some of the challenges.
Because a lot of times, like I have a Technical Founder and he is a PhD in Data Science. He was a Professor. He’s a Serial Entrepreneur. He hasn’t worked in a big organization with large marketing teams and structured marketing processes, so there’s a lot of opportunity to educate him on what we’re trying to do and get his buy in.
Justin Brown: [00:26:49] Well, that leads me to my first of two closing questions. The first being, to educate someone else. You need to probably educate yourself. What do you use to stay up to date on any marketing trends within B2B marketing, B2B tech? What are your go-to avenues for staying up to date and continuing your ongoing marketing education?
Laurie Hood: [00:27:14] So I’m sure a lot of the blogs that a lot of marketers use. We’re a HubSpot shop. They publish a lot of great quality content. Business insider has good stuff. I go to sources like Marketing Props, Content marketing and followed those blogs. I would say for me personally, I’ve got a wonderful network of marketers in Atlanta, which is where MobileWalla Headquartered. And we get together periodically and they are just a great way to share, “What we’re doing? Where we’re having challenges? Where we’ve had success?”
Some of it is structured conversation, some of it is just friendship and camaraderie. But it’s really, really helpful to meet with groups of people who are experiencing your similar challenges and know where you’re coming from. So a lot of my knowledge is just through building a really strong network of peers, and even if it’s just going to lunch, but knowing there’s a couple people that I can call and just talk through a challenge or ask them’how they’re doing something’ and that to me has been invaluable.
Justin Brown: [00:28:27] Yeah, it’s one of the reasons that we run Tech Qualified. It says conversations and the opportunity to just talk with people who are in your space and getting their real world insights on what they’re doing and be able to help you with advice. And I will say, you mentioned HubSpot and maybe some people think that is, a layup answer.
But I would go the other direction which is HubSpot to me and their blog and their insight center is like the little kid who asks “Do you know where my toy is? Or whatever it may be, and it’s like, “Well, did you check your pocket first? Because likely they’re going to have the answers on there. It may be the biggest one, it may be the one that everybody mentions, but there is just a wealth of good information. I mean, they crush it with their content marketing.
Laurie Hood: [00:29:15] Sometimes the simpler answer is often I think we get so distracted and sometimes you just need to get yourself back to the basics and start and go from there.
So I think they do a nice job. They publish on a lot of topics and it’s the right information for where Mobilewalla is right now.
Justin Brown: [00:29:37] Yup. Exactly. All right. And then last question for you here. Laurie, where can people go to find you and to find Mobilewalla?
Laurie Hood: [00:29:45] Well, the easiest way to find me is on LinkedIn and I’m Laurie Hood and I am easy to find, cause lots of people find me. And then www.mobilewalla.com is the best place to start for Mobilewalla information.
Justin Brown: [00:30:00] Great. Well, Laurie, thanks again. I really appreciate you spending some time with me today. It was great having you on Tech Qualified.
Laurie Hood: [00:30:05] Justin, thank you so much for inviting me to join you. I really appreciate it and enjoy it.
Justin Brown: [00:30:10] Absolutely. For our listeners, thanks for joining us on this episode of Tech Qualified. If you’re looking to generate engaging conversations with your ideal customers while also positioning your tech as the choice in the marketplace, then access Motion’s ultimate thought leadership course for B2B tech companies.
The online course provides a complete step by step process required to establish a thought leadership program using a podcast or video series. Get free immediate access today by visiting motion agency.io/access.
Social media is a great place to share your content – especially new episodes. It sparks conversations with your ideal customers and creates engagement for a B2B business. LinkedIn especially is a powerful networking tool that can help establish you as an industry leader. The one problem for podcasts is that social media users like to consume short snippets of information, not full-length video or audio episodes – directly in their feed. So, this is where audiograms, a format tailored specifically to social media, come in.
Audiograms are short snippets of audio that are matched with an image to create a short video file. By taking the most interesting points from your podcast episode and turning them into audiograms, you make a piece of social media ready content that directly relates to your ideal target audience.
If you are tech-savvy, then you can create your own audiograms in whichever video editing software you prefer. If not, or if you just want a simpler process, you can use purpose built audiogram software such as Wavve or Headliner. Wave.video is also an option – checkout our podcast episode Episode 218: Social Video Marketing with Kate Skavish from Wave.video.
“But I’m not saying marketing automation doesn’t work at all. What you’re seeing is that it’s significantly marginalized.”
Another great option for sharing parts of your podcast on social media is a quotecard. A quotecard takes a static image and adds the text of an interesting quote from one of the key influencers featured on your podcast. As these are even smaller pieces of content than audiograms, they make for an excellent choice if you have quotes in your podcast that are both interesting and small enough to fit on the card. The length of the text is key here. You should limit your quotes to short sentences – much more than that and social media users will just keep scrolling without taking the time to read it.
You should also ensure that you pair your quote with an interesting and eye-catching image. It could be a headshot of the person making the quote or something that your graphics team puts together. Either way, putting text onto an image serves no purpose if the image itself does not grab the viewer’s eye.
A part of a roundup of episodes
As your podcast grows, you’ll likely have a number of episodes that all discuss related themes and overarching success stories. If you have a podcast about software development, perhaps you have a number of podcasts that discuss different programming techniques and another set of episodes that discuss marketing or funding options. Whatever your area of expertise, you’ll eventually end up with a number of episodes that can be logically grouped together.
By releasing these podcasts as a part of a roundup of related episodes, you’ll be able to not only draw attention to the new one, but to increase traffic to all the other episodes in the list as well. This strategy also puts all similar content in one place and makes it easy to find. Overall, this showcases that your organization has a larger breadth of knowledge that a single episode alone may indicate.
What’s in your newsletter? Do you even have one? Yeah, newsletters used to work quite well…and they still can. The only thing now – you have to provide value when you roll out an email marketing campaign….you actually have to have something to say to your audience. You simply can’t include a list of your latest blog posts and call it a day.
There are a number of ways you can slice up an email newsletter. But, when you have a B2B podcast, one of the things that you can do is use your episode assets as a way to build material for a newsletter. On a regular basis, send out a list of some of your best success stories captured on the show. In the email newsletter, include quick quotes or summary notes for the episodes and demonstrate why the content will be useful for your list.
A part of sales collateral
Having third-party guests is one of the most beneficial aspects of your podcast and it can really fuel the content creation for your sales team. When you have a dialogue with someone in your ideal target audience, you have the ability to reference this conversation when involved in other lead generation activities. Or, perhaps the interviews on your podcast can substantiate some of the claims in sales decks or other sales enablement collateral.
Ultimately, having your ideal prospects on your podcast validates your organization and places you in “good company” among your competitors. Just as search engines like to see external links to your content to establish you as an authority, so do your potential clients or customers.
By using quotes from the guests that you have on your podcast as part of your marketing material, you are letting the public know that you are somebody that influential people in your industry feel is worthy to talk to.
The old saying goes that you should work smarter, not harder. A lot of work goes into creating a quality podcast episode, but the benefits of that hard work can be multiplied by taking the final output and transforming it into separate pieces of content. If you’re looking for a company to help you launch a B2B podcast, then Motion might be a good fit. Contact us today and we can help you get your podcast off of the ground.
Written by Tristan Pelligrino
Tristan Pelligrino is the Co-Founder of Motion. He’s a serial entrepreneur who started his career as a consultant with large IT companies such as PwC, IBM and Oracle. After getting his MBA, he started and grew one of the fastest video production companies in the country – which was listed on the Inc. 5000. Tristan now enjoys leading the content marketing strategies of some of the most innovative B2B technology companies in the country. You can find him on LinkedIn and Facebook.