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Why Digital Marketing Podcasts Belong in Your Learning Routine

Posted on May 26th, 2015
Written by TopRank Marketing
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    Marketers are always looking for new and efficient ways to learn. As a marketer, I’ve recently begun working podcasts into my ongoing learning routine. I’ll admit, I resisted for awhile (which was dumb). I think it’s because I have an aversion to books on tape/CD, which comes from being forced to listen to children’s books on repeat during annual family trips up and down the Oregon coast.

    A realization hit me one day when I was reading entertainment “news” and taking a quiz to find out my spirit animal. I spend an exorbitant amount of time consuming a lot of content-light when I’m on the go, when I should be using that time to keep up to speed with what’s going on in my industry.

    Do any of you feel the same way?

    What Makes A Good Podcast?

    For me, that answer is partially dependent on what setting I’m in while consuming the content. If I’m driving to work I enjoy listening to a podcast that offers quick tips and news highlights. However, If I’m walking my dog or sitting at my desk, I prefer listening to interviews or more in-depth analysis of marketing topics.

    Ultimately though, the format is not as important as the foundation. A good podcast should have the same elements as any other form of content marketing and should answer the following questions:

    • What is it? Defining the topic that will be covered and the people involved.
    • How does it help the listener? Provide valuable information that helps solve a marketing problem that you may have.
    • What’s the next step? Encourage the reader to listen to more podcasts, implement the tips learned and then come back for more or visit other content marketing assets created by the podcaster.

    Expert podcaster Jerod Morris believes that there are four elements that create a remarkable podcast:

    • Authenticity
    • Usefulness
    • Sustainability
    • Profitability

    My (Current) Top 5 Favorite Digital Marketing Podcasts

    Understanding what makes a good podcast is important because you can very easily begin going down the rabbit hole and spend an entire hour listening to information that gets you nowhere. Below are some of my favorite digital marketing podcasts:

    1. This Old Marketing Podcast: Joe Pulizzi and Robert Rose have great banter and provide a healthy mix of content marketing smarts and lively discussions about the latest news.
    2. Marketing Smarts: MarketingProfs’ podcast features interviews with some of the top marketing experts in their fields. The in-depth interviews provide a real look at the subjects and their journey to success.
    3. The Sophisticated Marketer’s Podcast: Jason Miller of LinkedIn has only aired two episodes of his new podcast, but I’m already a fan. The way that Jason approaches interviewing his guests incorporates a lot of humor and natural conversation.
    4. Online Marketing Made Easy: Amy Porterfield is so easy to listen to. When she’s talking about social media, lead generation or content marketing, it feels like she’s speaking directly to me which makes it hard to tear myself away from listening.
    5. Unpodcast: Alison Kramer and Scott Stratten’s podcast is reminiscent of your favorite morning radio talk show, filled with humor, awkward tangents and oh yeah, marketing!

    Best & Worst Times for Listening to Podcasts

    Unfortunately, I now want to listen to podcasts all the time. Through a series of trial and error, I was able to uncover some of the best and worst times to integrate podcasts into your routine:

    Best Times for Listening to Podcasts

    • When you’re sitting in seemingly endless traffic: hook up your smartphone to your car stereo and you’re good to go.
    • Hitting the pavement or the treadmill at the gym: catching up on Keeping up with the Kardashians can wait.
    • Walking your pet: I’ve found that listening to a podcast while walking my Puggle is better than music.
    • During your lunch hour: It’s finally nice out, so I’ve been enjoying spending some time taking a walk outside, listening to digital marketing podcasts and soaking up some sun.

    Worst Times for Listening to Podcasts

    • While trying to write emails, marketing content or your name: podcasts and writing are not a good mix.
    • When you’re in an important meeting: this one should be obvious right?
    • When you’re reading a news article, book or pretty much anything: unfortunately you won’t retain much from either.

    What Are Your Go-To Podcasts?

    We asked, and you answered! Thank you to the members of our online community that shared your favorite podcasts with us. Below are some of the responses:

    Amber Jones: Oh yes, I love marketing podcasts! They let me “tune in” and learn something new while I continue to be productive. My faves are Why I Social (hosted by Christopher Barrows), iSocialTalks (hosted by Brian Fanzo), and the UnMarketing podcast (hosted by Scott Stratten and Alison Kramer)

    Craig Johnson: Marketing Smarts and HBR Ideacast

    Doug & Emily Allison: Home Business Profits with Ray Higdon!

    If you didn’t have a chance to tune-in earlier, now is your time to share. What are your favorite digital marketing podcasts and what keeps you coming back?

    Disclosure: LinkedIn is a TopRank Marketing client.

    Image: Shutterstock