“How to Develop Amazing Audio and Podcast Content Marketing”

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How to Develop Amazing Audio and Podcast Content Marketing

Pamela MuldoonNext Stage Media Group

@pamelamuldoon • #cmworld

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Traditional Radio Meets Digital Audio

• Podcasting Consulting/Coaching• Audio Content Consulting/Creation• Voice Over Talent• Editing/Production• Copywriting/Scriptwriting

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Today…

• Why Audio Content?• 7 Things To Consider When Developing

Audio Content Or Launching A Podcast

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Why Audio Content? • Verbal Processing is powerful• Audio is the most intimate of content

experiences• Perfect for the multi-tasker

• Car• Desktop• Mobile Device

• Audio can be leveraged• Easy entry onto the content platform

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Verbal Processing • Talk It Out & Record Everything!

• Blog Post• Presentation• Brainstorm• SME Interviews

• Not Everyone Is A Writer• Transcription = What you really said

• Moments of Inspiration

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Audio Is Intimate• Between You & Your Audience of One

• Thousands of subscribers listening one at a time• Theatre of the Mind

• Visual use of language• Never Insult Your Audience

• Balance of Evergreen & Real-Time PR

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The Listener As Multi-Tasker• Audio has a unique listener commitment

expectation• Stop/Start/Replay

• Audio Can Go Anywhere• Car• Desktop• Mobile Device

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Leverage!• Create it once; Use it again and again and

again….• Transcription

• Blogs• Articles• Testimonials• Quotes

• Editing• How many ways can one audio piece be edited for use?

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Easy Entry Into Audio• Microphones

• USB Mics• Under $100

• Software• Free to $100 to a few hundred $’s

• Social Sharing• MP3’s • Audio platforms

• Free to multiple monthly fees

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Podcasting Is A Content Player… • Podcast listenership up 43% from 2010• Podcast audiences are moving from “early

adopters” to mainstream media consumers• 2/3 of podcast consumers have listened to digital

audio files in their vehicles • Mobile devices ensure audio can be listened to

anytime, anywhere

*Edison Research 2011

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7 Things To Consider… • What is your objective?• Who is your audience?• How often will your audio content be produced?• Who will lead the audio content project(s)?• What format will you use for your audio content?• Who will fulfill the different roles necessary to

implement your audio content?• How will you track the results of your audio content?

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What Is Your ObjectiveHow does this audio content fit into the overall content marketing plan?• Brand Awareness• Expert Positioning• Leading Resource• Lead Generation• Sales Conversion/Sales Process• Customer Retention

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Who Is Your Audience?

Who will listen to your audio? Why will they want to?• Buyers• Industry Peers• Vendors• Strategic Partners

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How Often?

What type of consistency will need to be implemented?• Daily• Weekly• Monthly• As needed

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Who will lead the audio project?

Audio Content requires a project lead just like any other content initiative. Necessary skills:• Project Management• Time Management• Organization• Scheduling

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What is your format?

Audio Content is flexible• Podcast

• Interview• Solo• 2-Headed

• Daily Tip, Motivation, Fun Fact, etc…• Testimonials• Assist in sales process• Other ideas…

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Who will fulfill the different roles?Different Needs Based On Format• Scheduling Guests• Voice Talent

• Put The Right Person On The Mic!• Editing• Production• Transcription• Promotion

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How Will You Track Results?Go Back To Your Objectives• Strong Call To Action• Evergreen vs. Real-Time

Define Your Definition of Success Before Your Launch Your Audio Content!

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Audio Examples

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Connect With PamelaPamela Muldoon

Next Stage Media Grouppam@nextstagemediagroup.com

www.nextstagemediagroup.com

www.facebook.com/NextStageMediaGroupwww.facebook.com/ContentMarketing360

@pamelamuldoon @NextStageMedia

www.linkedin.com/in/pamelamuldoon

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