Picture this, as a marketer: a couple of people from your sales team decide to start a podcast.
As the marketing leader, what do you do? Do you shut it down because podcasts should be a marketing thing. Do you simply try to go in and take ownership of it? Or maybe instead, you do what today's guest and her team have done.
You show up in full support.
Listen in as Holly Enneking shares the story of this exact experience and how approaching the podcast and its hosts with a positive, open mind and an eagerness to really partner with them and offer marketing support, has made all the difference. As she says, it's all about providing freedom within a framework.
Digging into Key Takeaways
In each episode, we like to highlight the key takeaways from each show. Think of it as a podcast outline or live show notes. Here are just a few of the takeaways that really stood out to us in Holly's episode.
Starting a podcast because some employees have stories they want to tell🎙
For many brands, their podcast is a creation of a team who did a lot of vetting of topics, guests, and hosts. At Lev, their podcast came to life because two members of their sales team had a brilliant idea. These two team members spent a lot of time talking to customers, understanding their pain points and challenges, and uncovering how they could solve them. They knew how valuable that information was and wanted a way to give that information to their entire audience. Creating a podcast, because your employees have stories to tell and expertise to share, is a great way to quickly and easily get that content and those insights in front of your audience.
Finding collaboration and building trust between the marketing and sales team 📈
We've all been there. Working at an organization where sales and marketing just can't seem to get on the same page. At Lev, they work hard to ensure that each team feels supported by the other and the work to build trust with each other. This has paid off in many ways, but the one we want to point out (hi, we are Casted after all), is in their podcast. A passion project from two sales team members has now become an amazing collaboration between both teams. Each party brings their own perspective and goals to the project, and they work together to make them happen which makes the podcast better for them and better for the audience.
Creating your brand’s voice through your podcast and making these digital experiences personal 🗣
2020 has presented many challenges for brands around the world, but it's also given the the opportunity to become more empathetic, more personal, and ultimately more human. As brands have changed their strategies and adapted to a digital-first (and in some cases, digital-only) world, they've also found their voice. The Lev team spent time working together to better find and understand the voice and personality that best fit their brand and what they wanted to offer and show their audience. They used their podcast as a way to find that literal voice and distribute it throughout the rest of the brand.
Approaching your podcast with an open mind and being open to collaboration 🧠
Don't get too caught up in keeping your podcast strategy under lock and key. Be open to other ideas, other insights, and other people bringing perspectives to your podcast. One of the best things about podcasts is that they offer a unique way for people to get to know your brand. There is no other brand like yours and that is largely thanks to the people who make up the brand behind the scenes. Because of that, you have an opportunity to create something truly unique from the perspectives of those people. You don't have to take every idea that comes your way, but being open minded and open to collaboration will allow you to always be iterating and improving your show.
Interested in more from Holly Enneking & Lev?
Check out the amazing work Lev is doing with their In the Clouds podcast!
Interested in skimming through Holly's episode instead of listening? Check out the transcript here.
About Season 5 of The Casted Podcast
Welcome to season five of the Casted podcast, where we're focusing exclusively on our own users. Why? Well, because, by becoming Casted customers, it's pretty clear how committed they are, not only to podcasting as a key piece of the future of their marketing efforts, but also to the bigger picture of how these shows fit in to their integrated marketing strategy. They're the most forward- thinking brands that are harnessing the perspectives of experts with podcasts, but they're not stopping there. They're then bringing out those interviews to be amplified across other channels. They're practicing what we preach, and we want you to hear all about what they're doing and why they're doing it, and even better, how you can do it too.