NOW is the Time to Jump on the B2B Podcast Bandwagon

ABOUT THIS EPISODE

If you're a B2B company that thinks it is too late to launch a podcast, think again.

 

Sweet Fish Media's James Carbary says there are huge opportunities for B2B companies to leverage podcasts to drive marketing, sales, and relationships with prospects and customers.

 

“There are one million podcasts live now. There are 30 million YouTube channels and a ubiquitous number of blogs.

 

But no company is saying ‘no, we don’t want to do video or we don’t want to do written content’. So, there's so much opportunity left in podcasting”.

 

Sweet Media Media produces podcasts for B2B and SaaS companies and offers a growing library of business podcasts.

My name is Mark Evans and I'd like towelcome you to marketing spark the podcast of deliver small doses ofinsight tools and tips from marketers and entrepreneurs in the trenches bysmall doses, its conversations that are fifteen minutes or less think ofmarketing spark as a snack rather than a meal on today's show, I'm talkingwith James Carbury, the founder of sweet fish media which produces podcastfor bea to be brands. James is also one of the costs of Bdra a daily podcastfor marketers. Welcome to markey spark. Thank you so much mark I'm pumped aboutthis conversation, man as someone who just jumped on the podcast a bandwagon,my Michal thought was: Why does the world a nother podcast, especiallyanother marketing podcast? What's your advice to people and companies thinkingabout starting a podcast, because I know there's a lot of them out therewho look at the popularity of podcast and say to themselves? Is it time forus to do an as well? How do we get started? Is it too late? I guess that'sthe big question. A lot of companies ask yeah it's definitely not too late.We actually just had an episode: Go live on bt growth that broke down fivereasons why it's not too late to start a podcast. The biggest thing that weshare with folks is: You know it's easy to see the number in the headline. It'slike. Oh there's, there's a million podcast now that are live, but when youstart to dive into that million number, it gets really interesting because ofthose one million podcast. Only a fraction of them are active, shows thathave released episodes in the last say ninety days and then, when you comparethat one million number of the number of podcast that are that are alive tothe number of yout channels. It's actually pretty daunting that there's athirty million yout channels that are active in going today. There's aubiquitous number of blogs and no company is saying: No, we don't want todo video or we don't want to do written content, and so I think, there's somuch opportunity left in podcast ing...

...and it's easy to look and say: Oh, youknow everybody's already doing them. Well, no nobody's nobody's they're,actually very few people doing them, and then you can drill even farther andsay, are my buyers how many podcast are serving my specific buyer. So you knowfor you doing a marketing podcast there there are. There are a lot of marketingpodcast, but are there a lot of podcast focus on the type of marketing that youdo for the industry that you serve for the size of companies that you workwith for the specific problems that your that your specific niche ofmarketers are focused on like there's so many different ways to slice it thatand so many shows they start and then they don't? They don't continue. So youyou can do a quick search and apple podcast for marketing or some other,like keywords that you're interested in starting a podcast around and seepretty quickly. That very few shows are consistent and that's, I think, whereyou have an opportunity to win and very few shows really nich on a specific ona more specific topic. So for us it's B to be marketing. So that's one leveldeeper than just marketing in general and it's really worked well for us. Wedo a daily show and- and we do we're actually doing multiple episodes to daynow and it's allowing us to stand out and we rank for the term B to b anapple podcast. So there are always little tweaks. You can make to toreally stand out and I think there's a ton of opportunity. I think what I findinteresting. When I talk to some of my Btbai, I raised the idea of a podcast,particularly since I launched a podcast, I'm very enthusiastic about the formatand it's interesting in a couple of fronts. One is most of them have neverconsidered doing a podcast kind of takes them by surprise and they do adouble. Take. HMM, that's an interesting one. Considering they've,you know, they've pored, a lot of investment into e books and and blockpost. The other thing that I find interesting when you look at theopportunities for podcast is the is how...

...it can spark lots of other content. Sofrom a podcast you can do a block post or video or even an e book. I meanyou're, looking at B TB Mark and you're, always looking at Roy in a sense,podcast are almost a no braine for be to be brands. Do you do you think?That's the right play I in great mark, and I think you can even go furtherthan that something we're starting to do with be to be grow, we're startingto build original research based on the Post interview, questions that we askour guests so again we're doing multiple episodes a day at this point-and we just recently in the last couple of weeks, came up with a list of elevenkind of rapid fire questions. You know what's what's the biggest challenge ofmarketing team is facing right now what what channels are working best for yourmarketing team? What K pis are your CEO looking out on a regular basis, askingquestions like that? We're? Actually we don't? We don't put that in the podcastitself, but it's immediately following the podcast interview with our Guesttwe're going to roll that content up into original research. I'm sure we'lluse some of it for top of funnel stuff will ngate it, and then some of it wereactually going to productize and sell this original research to the marketplace because people are hungry for this kind of data I mean you mentionedvideos, blogs, audio grams. I mean there's so many different opportunitiesto repurpose the content from your show. It's another reason why I think, evenif your competitors have a podcast going back to your first question likeare there too many marketing podcast can almost guarantee you that none ofthose shows are repurposing their podcast content on other platforms. Theway they should be that's great to insight, and I really like the idea ofmarket intelligence. I mean over the years there's been organizations likeor but media that have provided some some good research in loving to intopodcast and the growth of the industry. But what's interesting is that orbithas in a sense, dominated the landscape because they're one of the fewcompanies offering this kind of insight, I think you're on the right track. Ithink there's a huge opportunity in...

...terms of offering business intelligence,the other. The other thing mark that I'll mention here. It's really whatwe've, what we've baked really big built our entire business around andit's what we call content base networking. So the other reason podcasting is so strategic for be to be. Companies is because not only not onlydo the interviews allow you to create really great content with practitionersin your space, but you're also building one to one relationships with potentialdecision makers, potential people that can buy your product or service. Sowith me to be growth, we ask V P of marketing at BBC companies with fiftyplus employees to be a guest on our show and create great content with themwill guess who's our buyer, a v P of marketing at a bt SASS company withfifty plus employees. So, while we're creating great content weresimultaneously building a genuine relationship with somebody that couldpotentially buy our service, our podcast ing service and it works, Imean we've built our entire business on the back of this, that's why we do somany episodes, because the short term benefit and Bob pod casting is Biz Dev.Now you got to be you can't there's a lot of room here to be be slimy aboutit exactly and not come. It has to come from a genuine place of wanting tocreate great content with your guest, but naturally through the collaborativeprocess, you're building, a genuine relationship and people want to buyfrom people that they trust they don't want to be sold to. If you can navigatethat balance carefully of not, you know not being two on the nose and not justnot just right after the interview saying so you want to buy for me. Ithink the folks listening to this are intelligent enough to know that's,obviously not how you're going to win new business, but building thatrelationship through the collaborative interview process and the pre interviewyou do the promoting of the episode. Naturally, that person is going to beconnected and want to stay connected with you, and so that's the thing thatI will preach for ever and ever and ever is people be to be company,everybody be company should have a...

...podcast really for that reason aloneand the con the content is almost like icing on the cake, but the fact thatit's a relationship builder for me is the primary reason that it's such a bigpart of our strategy yeah. Well, that's an excellent point, particularly whenyou consider that it's so hard to connect with people. I mean there's alot of discussion these days about the value of MLS. There's a lot ofdiscussion about how more bt brands are focused on account based marketing,because they're looking to become more focused and try to develop thoserelationships. When you look at podcast ing again, it's a bit of a no rainer,so your a B B Company you're interested in podcast ing in there, you like theconcept to how do you get started and what are some of the keys to successnow granted. That's a loaded question yeahs. So perhaps you can focus on someof the early steps that lay the ground work for a good podcast. So I think thefirst question you have to ask is: What audience do we want to serve? Who isour ideal? Buyer who's, our or WHO's our most profitable buyer? We talked toa lot of folks are like Oh, we have. We have multiple people that buy from us.Well, if you sell to finance and you sell to it- who is your most profitablebuyer? Who who are the relationships that are the most valuable to you? Okay,it's it! Okay, let's, let's figure out, then how can we create a show that yourideal buyers both would want to be a guest on and also would want to learnfrom your content and so getting real clear on who your audience is? Going tobe who your guests are going to be is step number one and then the biggestmistake I see mark that companies make with their podcast is they want tobrand their show around themselves and around their expertise instead ofbranding the show around their ideal buyer. So if you're selling, let's sayyou sell finance some sort of finance tool, yourexpertise is finance, but you're selling it to entrepreneurs. Youshouldn'tbrand the show around finance.

You should brand the show around thepersona of your ideal buyer, which is entrepreneurs. What that does is itallows you to actually go interview, your ideal buyers and tap into theirexpertise. It allows you to understand your buyer better and it allows you tocreate content that other buyers are actually going to want to consume, asopposed to creating content around your expertise, which a lot of people thinkthey need to do, because they need to establish authority and establish thatthey know what they're talking about, but to really see results from B to Bpodcast Ng in the way we advocate, for which is both one to one relationshipswith guests, as well as the reach that the content can get it. It's reallyfocusing on branding the show around your buyer persona around that idealperson that you ultimately want to work with. If you name your show around youand not them you're getting off on the wrong foot and it's going to Stut, Ithink the potential that you have to actually grow your business throughyour podcast. The other question would be once you've establised thosefoundations. How do you determine the right kind of content? I guess maybethe other way of putting it is. How do you make sure your content is good andthat it's serving the knees of your target audience yeah? So this is. Thisis actually something that we're really starting to press into. Now we arestarting to build a methodology, what we call Pov discovery and this Povstands for point of view, and so what we're starting to do with the guests onour show is we go through a pre interview process for them? It'susually a fifteen minute call. Sometimes it goes a little bit over,but what we're trying to do is figure out this. You know this guest for inour context, again we sell to marketing executives so we're talking to a VP ofmarketing and a Btsan and on the pre interview, I'm asking them themquestions like this I'll say you know so, and so what is a commonly heldbelief in B TB marketing that you just passionately disagree with, and then Ijust shut up and let them talk and sometimes they'll have something that,like really is like. Oh my gosh, I wish people understood attribution. You knowin the way that I've learned to figure...

...it out or learn to think about it orthey'll. Talk about AB M or they'll talk about something that they think islike grossly underrated, they'll get really excited and then sometimes theywon't. They won't really hit they're, like I don't really know, and so I'llgo on to another question I'll say hey. What is something that you know, btmarketers are doing right now that they should stop doing immediately and andso or the other. The flip end of that question is you know what somethingthat every that every b marketer is it's? What what are they doing now thatthey should stop doing or what are they not doing that they should start doing,and it's asking questions like that that will actually allow you to figureout. What's the unique point of view of your guest and when you can touch onsomething that they get really fired up about, you now press into that, and youstart to you know that, like man, I can build an interview around this topic,because this person has a lot of passion around it and now what we, thenwe phase them into what we call our what why and how framework, which isokay, what are some unpacked? The idea that you have a different sated pointof view on talk about why this is, in your opinion, the right point of viewthe right way to think about this, and then, let's talk about how? How haveyou implemented this in your organization? What were some of theprocesses that you guys created? How did you actually bring this to life,and so the combination of the POV discovery with the? What why and howquestions ends up allowing you to create really really good content, eventhough it's not coming from your brain, it's coming from a guest in theory.That sounds is like a great approach and it's definitely something that I'mgoing to borrow from you. The other thing that I want to ask you is thatpersonally- and this may be something that I've only experienced at thatcreating a podcast is pretty easy. I mean the actual reaching out to peopleinterviewing people editing. The audio was relatively easy. The hard part likeanything is, is promotion and distribution, because you can createsomething, but it doesn't really matter...

...if no one reads it or listens to it orwatches it. So maybe you quickly can give people a few tips on how to makethe world aware of all the great work that you're doing so. The biggestgrowth channel for B to be growth has been organic search within ApplePodcast, and so many people sleep on podcast seo within the podcast channels.But when people search Bob an apple podcast, they find our show. When youare naming your show, I always recommend you name your show in a waythat is clear and concise and not cute and fancy. So many people want to nametheir show around one of their core values or or something that is notgetting searched in podcast search engines. For us, we noticed that wewere ranking for people searching B to B, but when people search to bemarketing or marketing, we were nowhere to be found. So we actually added a tagline to our show name in Lipse, which is the host the host that we use to ohost our podcast, and so now it's be to be growth. Colan, your daily btMarketing Podcast, through that we actually started ranking in Google forB to be marketing podcast, and we also started ranking for be to be marketingin apple podcast itself. The majority of that Iseo is going to come from thename of your show and how the name or the sub title of your show. So that'sone way to do it. Another way to do it is to be a guest on other podcast. Bydoing like kind of almost like a tip for tat, like Hey I'd, love to be aguest on your show, have you on my show, that's a great way to do it. You can dothat with like co Promo spots. We've done that with the marketing bookpodcast, where we said Hey, we'll talk about your show for a month. If youtalk about our show for a month, co promos work being a guest on otherpodcast work, repurposing your content into micro, videos on linked in or justother types of content on linked in work really well. We actually create acompany page specifically for our show and any time we talk about the show wemake sure to mention the company page,...

...and so people can click through see itgo to the you know and end up going to the website and subscribing to the showfrom there. So getting active on linked, in which I know you're doing reallywell already mark would be a great way for you to get more eyes and ears onyour show and then the other thing. I mean it's more, it's much more of atraditional approach, but it's paying for mentions on larger shows. So if youwant to go to podcast in your industry or maybe podcast, that are a little bitoutside your industry, but you know a lot of people in your industry. Listento it. You can always pay those shows to to do an ad spot for your podcast ontheir podcast and because you know all of those people consuming it alreadylisten to podcast. It's a really good medium for growing your audience. Thoseare those are a few quick things that that marketers can think about asthey're trying to figure out distribution. One final question talkto me a little bit about sweet fish media. What's the company's history andand what does it do to help me to be companies with podcast? We producePODCAST FOR B to be brand, so we do all the guest guest out reach. We can helpour customers come up with episode plans. We do all the audio engineering,the repurposing, of the content into videos. We really help our customersstay consistent with their show. We found that a lot of brands that try totake this in house just they don't have the band with they're working in a lotof different things. We can help take all of the kind of the day to day blockand tackling that needs to happen, for your show to stay consistent and we cantake. We take that off companies we take that off of our customers and onto ourselves and and we've gotten really really good at it. So we helplaunch and produce shows for about eighty customers right now, and I guessthat we're working with a lot of B, SASS companies- and if I had to behonest with you, I think that I've just got a twenty minute: free consultation, great and market a podcast. So Iappreciate that, thanks for listening to another episode of marketing spark,if you enjoyed the conversation, please leave a review as well as subscribed byI tunes or your favorite podcast APP. If you have questions, feedback wouldlike to suggest a guest or you're...

...looking for help with be to bemarketing, send an email to mark at Mark Evans, Dotie Talk to you next time. I.

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