Podcasting Archives - Online Marketing Blog

B2B Podcasting: 20 Stats that Make the Marketing Case

Joshua Nite on Nov 21st, 2019 B2B Marketing, Podcast Marketing, Podcasting

Good grief, Josh, why can’t you shut up about B2B podcasting? Does the world really need another think piece, blog post, or webinar about the potential? Don’t people get it already?

I hear you, theoretical reader. And yet, I persevere.

B2B podcasting today is where content marketing was a decade ago. It’s emerging as a marketing discipline. People are starting to get sophisticated about deploying and measuring podcasts. We’re seeing new tools to make it easier to launch, promote, and monetize. And despite the thousands of hours of audio out there already, there’s no sign that the market is satiated.

I believe that if you’re not already thinking about podcasting for your B2B brand, you should be. But if my beautiful words can’t convince you, let the data tell the story:

B2B Podcasting: 20 Stats that Make the Marketing Case

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Joshua Nite on Oct 14th, 2019 B2B Marketing, Podcast Marketing, Podcasting

Hey, friend, have you heard the good news about podcasts?

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

B2B Podcasting: What, Why and How

Joshua Nite B2B Marketing, Podcasting

Okay, B2B marketers, time for a pop quiz:

Which content marketing tactic can hold an audience’s attention for a half hour or more at a time?
Which tactic inspires an audience to subscribe to your content and make a regular appointment to consume it?
Which tactic can help boost thought leadership, raise awareness and engage influencers in your industry?
Which tactic is in the title of this blog post?

The answer, of course, is podcasting. These long-form audio programs first emerged in the early 2000s. Back then, they were a niche format for hobbyists and tech nerds (like me). But the rise of the smartphone brought podcasts to the masses. Now, there are hundreds of hours of programming available on every conceivable subject, in every genre from true crime to horror to musical. But we haven’t hit content shock for podcasts — it’s still a growing market.

B2B Podcasting: What, Why and How

Podcasting: Storytelling for the 21st Century – Pros, Cons, Examples and Best Practices

Nicolette Beard Content Marketing, Online Marketing, Podcasting

Podcasting for Content Marketing The human voice can convey much more meaning through tone and inflection than the printed word ever can. It’s why millions of Americans sat, fixated, during the Golden Age of Radio – listening to everything from adventure, comedy and drama to classical music concerts, news and farm reports.

As broadcast radio gave way to television, television to cable and cable relinquishing to the internet of everything, it comes as no surprise to content marketers that, spurred by technological advancements, broadcast radio has come full circle with podcasting and represents a new platform for storytelling.

The average podcast listener stays connected for 22 minutes on average (Sticher). This is one of the reasons why including podcasting as part of a long form content marketing strategy is so powerful. You have the opportunity to build a deep, rich relationship with your target audience.

Podcasting: Storytelling for the 21st Century – Pros, Cons, Examples and Best Practices

Interview: Amanda Watlington on Second Life and Blogs

Lee Odden Blog Marketing, Blogging Strategy, Interviews, Online Marketing, Online PR, Podcasting, RSS, Social Media, Spotlight on Search

Spotlight on Search – Interview with Amanda G. Watlington, Ph.D., APR of Searching for Profit

Photo by Jeremy Zawodny

I first bumped into Amanda Watlington via AIM, (Association for Interactive Marketing) and then in person at a WebmasterWorld Pubcon conference several years ago. Further collaboration occurred through involvement with the next iteration of AIM, the Direct Marketing Association’s Search Engine Marketing Council, of which Amanda was a past chair.

Amanda is famous for her in-depth knowledge of blogs, RSS and podcasting and she has one of the first popular books on the subject. However, this long time marketer’s roots are in public relations and she also has an extensive background with search marketing.

Interview: Amanda Watlington on Second Life and Blogs

PRWeb Podcast Rocks!

Lee Odden Online Marketing, Online PR, Podcasting

Our influencer relations firm consistently uses the PRWeb Podcast service for our clients, but I’ve not taken advantage of the service very often for our own PR efforts with TopRank.

Yesterday for the second time ever, I personally used PRWeb’s Podcast service that’s available when you select a $200 or higher option for press release distribution. As with the first time, I was totally impressed.

The process is pretty simple. You order a press release to be distributed and pick the $200 level. As you go through the process of enabling or activating the various options for the release, you’ll have the option of scheduling a PRWeb Podcast. Pick a date and time that works for you and you’ll get an email with the phone number and access code.

PRWeb Podcast Rocks!

Online Public Relations and Blogs

Lee Odden Blog Marketing, Blog Optimization, Blogging Strategy, Interactive Marketing, Marketing PR Conferences, Online Marketing, Online PR, Podcasting, Press Release Optimization, RSS, SEO, Social Media, TopRank Agency News

Later today I’ll be presenting here at DMA-06 on a panel called, Blogs, RSS and Podcasting with Amanda Watlington from Searching for Profit and Stephan Spencer from Netconcepts. Basically, my presentation will cover how blogs can be used as public relations tools in the context of “Push and Pull PR”. The presentation is broken up into:

Opportunity
Push and Pull PR
Blog Optimization & PR
Blogger Relations
Case Study

The “opportunity” section explains how many journalists are ignoring the noise of getting pitched by so many PR firms and company PR staff. Whether it’s a pitch by phone or email, many members of the media go online (98%) to find news sources (76%), story ideas (92%), experts and to research press releases (73%). The percentages come from a study done by Middleburg/Ross.

Online Public Relations and Blogs

Blogs and Podcasts for Lead Generation

Lee Odden Blog Marketing, Blog Optimization, Blogging News, Blogging Strategy, Online Marketing, Podcasting

Marketing Sherpa released findings of a Technology Marketing survey that include blogs and podcasts as two of the top 5 lead generation tactics for technology, hardware and software firms. Overall, the top 5 lead generation tactics were:

Free Trials
Webcast
White paper
Blog
Podcast

Of course, if you’re a really good marketer, you would be able to tie in four or five of the above into one campaign, especially when integrated with a blog. Not that you need to offer all five to have a successful campaign, but providing options for how to interact or make contact with your company allows you to reach more of your target audience. A podcast may work for some people, a free trial or a white paper for others. One of the new features of this report is the 13 prospect personas of prospects such as CIOs, IT professionals and business owners.

Blogs and Podcasts for Lead Generation

ad:tech Chicago – Big Brands and Podcasting

Lee Odden adtech, Blog Marketing, Blogging Strategy, Interactive Marketing, Marketing PR Conferences, Online Marketing, Podcast Marketing, Podcasting, RSS

Here is the next installment of Online Marketing Blog coverage of ad:tech Chicago 2006:

With a slight delay, this standing room only session started off with Moderator Henry Copeland of blogads.com introducing the speakers which included: Michael Moore of Nestle Purina Pet Care, Robert Claypoole “Consumer and Professional Relationship Marketing” for Johnson and Johnson Vision Care division, Heather Sefcik of Henkel Consumer Adhesives (Duck Tape) and Brian Bloom of Ligget Stashower, a marketing PR firm that works with the Duck Tape brand.

Heather and Brian Bloom did a tag team presentation with Heather starting things off by offering a quick Duck Tape 101 history. Starting in WWII, Duck Tape today is a household name with a cult like following. Duck Tape has “become cool”.

ad:tech Chicago – Big Brands and Podcasting

Interview with CEO of PRWeb David McInnis

Lee Odden Marketing Industry News, Online Marketing, Online PR, Podcasting, Press Release Optimization, SEO, Spotlight on Search

Spotlight on Search – Interview with David McInnis of PRWeb.

Undoubtedly one of the companies that has had a major impact on the convergence of public relations and search engine optimization is PRWeb. David McInnis and his talented team have created more innovations surrounding press release distribution than any other wire service.

While I’ve used PRWeb in one way or another since 1999, it wasn’t until 2003 that my company implemented press release optimization for both our SEO and public relations clients. In the past 2 years PRWeb has grown immensely and has led the way as a Web 2.0 wire service. Many new online wire service companies have sprung up trying to emulate the services of PRWeb and a good number of “old school” wire services have added the kinds of services to their mix that were originally pioneered by PRWeb.

Interview with CEO of PRWeb David McInnis

Pubcon Boston Day 2

Lee Odden Blog Marketing, Blog Optimization, Blogging Strategy, Marketing Industry News, Marketing PR Conferences, Online Marketing, Online PR, Podcasting, Press Release Optimization, Pubcon, RSS, SEO

Lots of great sessions on Wednesday here at WebmasterWorld Boston Pubcon. Unfortunatley, I was only able to attend two of them (one as a speaker) due to a teleconference I did with Bulldog Reporter.

I thought the Public Relations panel in the morning went well. Robin, Lawrence and David all made strong presentations. What I liked best about the session and this is corroborated by feedback I received from attendees, was the diversity of perspectives offered.

Lawrence Coburn offered a small company’s inside perspective of what he called “dumb luck PR” and how to take advantage of that and snowball it. Very cool story actually. Television personality and CNN maven 🙂 Robin Liss shared her perspective on getting TV coverage. David McInnis gave a rundown on press release optimization and some of the new features available at PRWeb. My presentation covered the notion of applying search engine optimization principles to blog and press release optimization.

Pubcon Boston Day 2