Lindsay Tjepkema: The Power of Podcasting for B2B Thought Leadership

ABOUT THIS EPISODE

Creating valuable,and interesting content is a huge challenge for B2B companies.

There is so much competition that standing out is really difficult.

Lindsay Tjepkema, CEO with Casted, says that podcasts are the way that B2B companies can create content that resonates.

Podcasts offer companies the ability to connect with experts (customers, employees, analysts, media, investors) to have conversations that deliver amazing insight and information. 

These conversations can, of course, be turned into podcasts. But, as important, they offer great content for blog posts, eBooks, social media, and sales collateral.

Casted is a SaaS service that allows companies to manage, activate, and measure podcasts from end-to-end while engaging their audience,s increasing sales alignment, and quantifying podcast value with metrics that matter.

My name is Mark Evans and I'd like to welcome you to marketing spark, podcast that deliver small doses of insight, tools and tips from marketers and entrepreneurs in the trenches. By small doses, it's conversations that are fifteen minutes or less. On today's show I'm talking with Lindsay Check Coama, the CEO and founder with casted, which bills itself as the first platform built around branded podcasts. Lindsay has more than fifteen years of experience in baby marketing, so I'm looking forward to her insight of a podcasting and the digital marketing the landscape. Welcome to marketing spark, Lindsay. Thank you so much for having me. I'm very happy to be here. Well, let me put you on the spot to start this interview. In a recent press release, you said that casted is revolutionizing the traditional content marketing strategy. What do you mean by that? Over the last, you know, Gosh, even twenty years, we as marketers, specifically content marketers, have really been working from basically the same...

...playbook. Right. So you go and you make the blog the center of basically everything you do. You work to optimize it for search engines, you leverage keyword opportunities, you take what the business and leaders and marketing needs to say, you line it up with product and you push out there are written content in mass, in mass quantities to kind of cut through the noise as a foundation of your strategy. And then you through CTA's and advanced content promotion and social media. That's really the foundation. And then again, over the last you know few years, within the last two decades that we've been doing this, a few things have emerged, like social media and the rise of mobile devices, things like video and podcasting, and so we've crammed those in on the side. Even though our audiences are demanding more and more richer, more engaging types of content, we're still leveraging kind of old, older,...

...more outdated forms of content production as the center. And so by revolutionizing or by really, you know, talking about next generation of content marketing and therefore really brand and marketing in general, we're saying, okay, all of the pieces of the puzzle still apply. Blogging is still very effective. Lots of people like to read blogs. It's we use it. I mean there's nothing wrong with it. But what if, instead of putting that at the very center of everything you're doing. You just kind of turned everything on its side and said, what if we started first with conversations like the one that you and I are having right now, made that into, yes, a show, and then spun all of our content out from there? Our blog content comes from this conversation, or social media content comes from this conversation. Are the way that we're enabling sales and in creating marketing, email marketing campaigns, all comes out of these conversations that we, as brands, have with experts in the areas that our audiences are interested in. So it's it's really just taking a new perspective, a different perspective on the way of that we're we're...

...addressing content marketing and reaching our audiences. So some people would argue that, as the CEO of a podcasting company, your biased because your take on the fact that podcast should be at the center of our content marketing efforts makes complete sense from your point of view. But does that mean that every company, especially BEDB company, should have a podcast? Absolutely, and I'm biased. I'm not biased because I I'm in this position of running this company, I started this company, because that's the perspective that I have in my past role I was leading brand and content for a large global MARTEC enterprise, Sask Company, and we in the first year that I was there, you know, I wrapped up our content marketing engine the way that I had in the past and again, you know, focused on written content and search rankings and and again still. It's been pretty foundational for me throughout my career to leverage the...

...voices of experts. But really it was going on doing interviews and using that to produce written content. And then, you know, the second year that I was there, I was like, you know, we need we need a podcast. So heading into that second year, I leverage podcasting, just thinking hey, this is the thing that we need to do. We need a voice. It will be a great way to build a relationship and trust with our with our audience. So we launched a podcast and and started doing this. We started ringing out that podcast content. Yes, we had a show, but why in the world would we leave so much value behind by just publishing that show? So we started saying, what else can we pull from each and every episode to fuel all the other types of content that we're already producing, and it made us more efficient as a team. It made us more effective with our content, in resonating with our audiences, but there wasn't really software to help us do that. We were doing it very manually, which is why we started casted to say hey, this is the approach you should take and, by the way, here's the platform you should use. So we'll get into the cast of platform, but let's take a little bit of a step back and talk about perhaps some of the workflows or processes...

...that happen as a result of making the podcast the center of your content marketing activities. So the idea is that you connect with domain experts who who give you amazing content for all kinds of different things. But what do you do with a podcasting conversation other than producing a great podcast? What are the steps that you take to make sure that you leverage that expertise? Sure, so you're right, have a great conversation, turn it into a show, published it. That's step one, right, and then the next steps, and no particular order, and also, depending on the type of organization you're in, whether you're a team of one or you're in a very, very large corporation that has multiple teams doing these things, you publish that show and then you provide access to it so that other types of content in the people that own those types of content can access it and really amplify that conversation and in the voices of those do main experts across other areas. So what that looks like is you you have this show, you get a transcript, right, so you translate this audio content into written content. As long as that content...

...is accurate, that transcript is is accurate, you can publish that transcript and that gives the audience member something, another way to consume that content. It also we talking about search engine optimization. It's not bad, it's just how you're approaching it. So serve up that content on your website and help search engines and people find what you're talking about by providing transcript of that conversation. Then, once you have a transcript, how can you pull parts? Like literally pull parts of that transcript and dig deeper into them and expound on them and create blog content? So again, leverage that blog. But how can you use it in this new way by harnessing the voices of experts to be amplified through that that written content, social media content. So how could you pull clips? How could pull actual audio clips from this conversation, break it down into smaller, little bite sizes and publish them on social media with audiograms. Give people something to be excited about that they can find on social media and hopefully come in and listen to more embedding. So take take a piece of that show and embed it on your website or in an email so that...

...people can find and dig into that content in those areas. And then also, how can you provide your sales team with clips of that that content that will resonate with the customers and prospects that they're talking with in ways that they can? They can easily share those clips. So again, you can get to see how turning it on all of its sides to say what are all of the different channels that were already using and how can we use this content by breaking it apart and amplifying it across those different areas? So one of the secret weapons, I think, and this is I think at the core of your your approach to content marketing, is the ability to tap experts to provide you with insight. There's a whole conversation going on these days about quality content versus quantity content, and if you're going to be going down the quality road. Then the ability to take a conversation with an expert and then leverage it and many different ways. That's got to be the magic of a content...

...marketing strategy. Absolutely, and and experts too. I think it's really important. We've made the word expert mean influencer, author, speaker, like that kind of person. But an expert is your customer and expert is, you know, people in the product or engine hearing team of your company. There your sales people. It all depends on who your audience is and what they're hungry for, what they're what they're excited about, what will engage them. So find those people that have that expertise in whatever subject matter your audience is interested in, harness it and then why in the world would you stop it simply publishing it in a show? Why wouldn't you do as much as humanly possible with it? You're right, that's that's the magic. So I asked you earlier whether bdb company should have a podcast and your immediate reaction was absolutely so. Is it too late to get on the podcast bandwagon? I know what you're going to say, but I guess ask it anyway. And how do you start? How would a company that's never done a podcast before but is excited about their potential get themselves going? Sure? So, yes,...

...you knew that I was going to say. Yes, absolutely every company should have one, and but here's why, and here's why. It's not too late. In fact, it's the opportunity is is incredible. Right now we're talking a lot about blogging. There are over six hundred million blogs today, six hundred million. Yet all of us is companies, use them as we should. You know, our audiences expect us to have them. But what about podcast it feels like podcasts are all over the place, but you compare six hundred million blogs with the fact that we just crested a million podcasts, that's it. That's it right. I mean if I just told you that number alone and it was like, oh, there's a million podcast out in the world, am I going to cut through the noise? Well, we're all blogging and we're looking at ways to provide better and better and better blog content to cut through the noise of six hundred million competing blogs when truly, you know there's there's a million podcast and it all comes back to WHO's it for? Why are you doing it, how can you resonate with the people that you're trying to get excited as as members of your audience? And so...

...that's the that's yes, you should, that's why you should, how you should. The question that I always tell everyone that asks me this question said to ask yourself who is it for and why are you doing it? If you're going to create a show, make sure that you know. Anyone is a marketer knows. The first step is identify your audience as as clearly, ascinctly, as narrowly as possible, so you know exactly who you're talking to, and then understand why you're doing it. Why are you? Why are you, as a brand, doing it? What, what purpose does it have? And then from there you can really start to work backwards to say, okay, what's going to be most interesting? What does the format look like? Who should host? What kind of what kind of show should it be? How how many episodes should we do in a season? How often should we produce it? There is no one size fits all approach. So really, really seek to understand what works best for you and what's going to resonate best with your audience and address it like any other type of content. Try It, give it a fair shot, give it a long shot before you try to make any drastic changes. Just get rolling on it. Seek to serve your audience. That's great advice. So let's talk about the story...

...of casted. How did you go from being a digital marketer being assass CEO at the at the in the eye of the podcast hurricane, and what have you learn along the way? I, as I mentioned before, I was leading brand and content for a global company. When I was there, I started a podcast and, you know, quickly saw the opportunity that I just was talking about, the opportunity that existed for our brand to better connect with our audiences and in a more human to human way. So we launched it. I saw the power of it. I saw the opportunity that existed because there was no software that existed to serve our team and myself as a marketing leader and leveraging this rich content in the way that I've been talking about through our conversation. It was really anyone who's doing a podcast knows, it's really a see of one off tools and point solutions, some of which aren't even made for podcasting, that we just we use them for them so I said, what if there was a platform that allowed us to leverage these conversations that we're having and work together as a marketing team and also with our agency to,...

...yes, produce great shows, but also use that content in a lot of other ways, to provide access to that content to each other as a team and to other people within the company, and then to see what it's doing for our brand. And so we I left that role. I partnered up with Hi Alpha Venture Studios here in Indianapolis and got started. That was in April of two thousand and nineteen, and here we are, almost a year and a half later, with this platform. That's just it's finally what marketers need to actually leverage podcasts as the the center of their brand strategy. So is it fair to say that cast it is a onestop shop for companies that want to record, produce, distribute podcast and then leverage these conversations into social media, blog posts, another kinds of marketing? Yeah, yeah, so the pot the platform itself says okay, go create your show and then when you uploaded into casted, everything else happens from there. And then we do have services on top of that to say if you even need to.

So go step further and work with you on the production of that show. We can do that and help with ringing out that content in the platform as well. One final question. So CASSETT ray raised about with dis over two million dollars and seek capital or earlier year. What was that journey like and what's the reaction out there to fast growing podcast companies? It was in hindsight, it was. It was incredible and any time you're in something like that, especially for the first time, it's a lot. But I think as a marketer going through, you know, raising, raising around, you have a lot of you have a lot of experience on your side in presenting and being kind of the representative of the brand and the face of a company. So that was it was a lot of fun. It was it was a lot of work. Excited to do it again soon. What did you learn along the way? Did I learn? Oh Man, learned that there is again there is a ton of opportunity and podcasting. There are the questions that we got along the way where either oh my gosh, why didn't this exist yet? All the way through, tell us what you think the future of...

...content marketing and podcasting looks like. For brands and there's a lot of excitement around it for good reason. The opportunity is huge for brands to leverage conversations as a way to build stronger, more meaningful relationships with their audiences. That's great, Lindsay. You really appreciate your insight. I'm with you. I'm on. I'm friendly on the podcast bandwagon since I launched marketing spark a couple months ago. I just am amazed by the potential of podcasts and your ability to connect with really smart people's thank you so much for having me. It's fun to be on the side of the Mike Well. Thanks for listening to another episode of marketing spark. If you enjoyed the conversation, leave a review and subscribe by Itunes or your favorite podcast APP. If you like what your herd, please rate it. For show notes of today's conversation and information about Lindsay, visit marketing spark DOTCO blog. If you have questions, feedback, would like to suggest a guest or would like to learn more how I help you to be companies as a fractional CMO consultant and adviser. Send an email to mark and marketing spark dotcom. DAUNTING NEXT TIME.

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