Amplified Marketing is the next generation of enterprise marketing that focuses on putting expert interviews and conversations at the center of your content strategy and then amplifying those voices into your marketing and business strategies. One of the most powerful and effective ways to do this is via podcasting.
At Casted, we’re always talking about the power of B2B podcasting and how wringing it out can amplify your content strategy, so it should come as no surprise that we practice what we preach. We do this by not only creating podcasts that are engaging, compelling, and feature experts with great insights and stories, but we also find ways to repurpose that content gold and spread it across various channels.
It should speak volumes that we use our own platform as a solution for our in-house content needs — we truly believe in our platform and process. Let’s dive into that process a little more, specifically how we turn the potential of our own podcast into marketing gold.
It All Starts with a Conversation
Although podcasting (and then marketing that podcast content to a wide audience) may seem daunting to many at first, taking a conversation across channels doesn’t have to be complicated. This is especially true when using Casted’s Amplified Marketing approach.
It all starts with a conversation. And as most of you can see by now, it’s no secret that we love using the conversations we have to create content — but it doesn’t stop there. Our podcast sits at the center of our content strategy and allows us to tap into what guests, topics, and even channels are resonating with our audience. So how do we use our podcast to do that? We show you three ways we use our podcast to drive our strategy forward.
1. It Fuels Both Content and Strategy
Our podcast talks to brands using podcasts to further differentiate areas of their strategies — like brand awareness, strategy, amplification, etc. (the list goes on). Casted is an amplified marketing platform set on helping brands position expert conversations at the center of their content strategy. So there’s no better way to be our best use case than by taking our expert convos and turning them into content that fuels our entire marketing strategy.
At Casted, we’re consistently breaking apart the discussions we have in our podcast episodes — chopping up areas of the conversation to develop in-depth blog posts, bite-sized social posts, and even short videos, which we then upload across various channels.
All too often, marketers make the classic mistake of limiting their marketing potential and reach by exiling their podcast off by itself to a proverbial Siberia. This is a shame, especially when you can add video content to it and wring its contents out across all of your written materials, using it to provide sales collateral and much more.
The crux of the issue is that those podcast conversations should be the critical element that is strategically driving everything else you’re doing from a content marketing perspective. We want you to see podcasting as the catalyst of your marketing strategy — one that is integral to everything you will build around it — not the be-all, end-all.
Meg Johnson, Multimedia Marketer at OpenView and host of the OV BUILD podcast, shared ways to tap into the power of your podcast by repurposing content. “[Podcasting] also provides us a lot of content that we use on our blog and in our newsletter. And then in turn, the blog and newsletter kind of turn it back to the podcast, which is something I like to call the marketing merry-go-round or the content carousel.
“But like a carousel, people come along for the ride.” Meg explained, “And so there'll be ups and downs in engagement with your content when people are more or less interested in what you have to say, but as long as they're still on the ride at the end, you must be doing something right. And on the other hand, if people are flying off your merry-go-round before the ride's over, [..] or no longer interested in your content, that's when you need to ask yourself, is the ride that you're providing worth it for them? And if not, how can you change it so it is?”
Bottom Line: It’s crucial for B2B marketers to remember to capture conversations, put them first, and amplify them. Make these conversations the rockstars of your content marketing strategy. Casted exists today because we saw a need to help B2B marketers harness the power of conversation. There simply weren’t any platforms available that made it easy for marketers to upload, track, measure, and then amplify the content from their audio and video content.
2. It Delivers Use Cases
There are so many ways to use your podcast as a part of your brand strategy. So every time we talk to a brand, we’re capturing a new use case of how podcasting can help drive your brand forward. This gives others looking for ways to get into podcasting, or who are just looking for ways to up their podcasting game, real examples of what successful brands are out there doing right now.
One example is from Dan Misener, Head of Audience Development at Pacific Content. He joined the conversation to share how his brand benefits from podcasting and his advice on earning your audience.
“I believe very, very strongly that before you can make a show, you really need to understand the who, who are you trying to reach with this show? And the why, why are you making a podcast in the first place? What are the goals of the show, and how are we going to measure those goals? “…I think you really need to nail those fundamental questions of what is the audience that we’re trying to serve, how can we offer them something that they can’t already get? “What is the show that only we can make, and why are we doing it? What is the business imperative behind that? And that’s the really tricky balance, I think, for anybody who works in audio for brands. It’s nailing the balance between the business reality that underlies the funding of the show and the genuine need to create an audience-first show that people are actually going to voluntarily listen to,” Misener shared.
3. It Allows Us to Measure Engagement Across Content
You already know that we at Casted use our podcast to create content, but what you may not know is that we also use it to source clips that can enhance every piece of content we create. We’re then able to gauge which clips (and therefore which topics) are performing best to keep tabs on the current and evolving trends in our audience’s interests. Even better? Casted enables likes and shares to further understand the content that is best resonating across content and channels.
Even if the sole goal of your podcast is to drive brand awareness, there are more indicators available than just downloads and listens that can give you more insight into how your podcast is performing and what is resonating best with your audience.
For this reason, it is vital that you start using metrics beyond downloads and listens. Most podcast players allow you to see things like listens and downloads, but that’s about as far as it goes. The reality is that there is far more to the story than mere listens and downloads. If you take our above advice and look to treat your podcast as an owned channel, you’ll find signals beyond these basic metrics — for instance, SEO spikes and mentions on social media. Seeing how your audience engages with your podcast, brand, and other content will help you see a clearer picture of your audience and their journey with your brand.
Interested in learning more and getting started on furthering your marketing strategy with podcasting? Let us show you around with a quick demo.