This Week in Content Marketing: How to Create a Successful Podcast
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.
In our special 150th episode, Robert and I spend some time talking about what makes a podcast successful and share our thoughts on why PNR has already lasted 2.8 years. We also discuss why Facebook has become public enemy No. 1in the eyes of media companies and journalists, and explore Salesforces potential purchase of Twitter. Rants and raves include the cost of content marketing and the reasons why we do content; then we close the show with an example of the week from Petfinder.
This weeks show
(Recorded live on September 24, 2016; Length: 1:01:07)
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1. Happy 2.8-year anniversary to PNR (06:00)PNRs podcasting milestone: This week, PNR celebrates its 150th consecutive week of podcast content goodness. In addition to revealing behind-the-scenes secrets, listener feedback, and tools of the podcasting trade, we share some lessons we learned on our journey towards this milestone, as well as our thoughts on just how helpful this immensely personal content format has been for connecting with our audience. HANDPICKED RELATED CONTENT:
Podcasting Pioneers Explain Value of Audio Content and Rookie Mistakes to Avoid2. Content marketing in the newsWhy Salesforce might be interested in Twitter (27:10): TechCrunch explores breaking news, rumors, and mounting evidence that the cloud CRM giant could be eyeing an acquisition of the social network, and offers some thoughts on why a deal between the two could make more sense than it might appear. While Robert doubts that a purchase by Salesforce will ultimately take place, I offer my opinion that this is an opportunity that Google would be crazy to let slip away, given the news value and revenue implications that such a deal would present.Why Facebook is public enemy No. 1 for newspapers and journalism (32:45): A recent article on The Guardian points out the overload of criticism about Facebook on a number of fronts over the last few weeks including accusations that the social media mainstays News Feed algorithm is killing journalism by narrowing users news agenda. Above and beyond these potentially alarming implications for the media industry, this is just more fuel for my fiery argument against marketers relying on publishing platforms that they dont control. HANDPICKED RELATED CONTENT:
The Seductive Power of the Dark Side [Rented Land]3. Sponsor (40:08)ion interactive: 50 Ways to Engage Your Audience Interactive Lookbook: Want a fun way to get 50 ideas for improving content engagement? Thats what this interactive lookbook is all about. Each capability is illustrated as an example of itself. Have fun. Get ideas. Get results. Get the Lookbook.
4. Rants and raves (42:30)Roberts rave: Marketing leaders should consider this recent interview with GEs new CMO Linda Boff on cmo.com to be required reading particularly for those who have aspirations of becoming a chief marketing officer. Its a compelling and contemporary conversation on what it takes to lead a legacy brand through its digital transformation and strengthen its relevance and value in the modern age of marketing. HANDPICKED RELATED CONTENT:
How to Build a Content Marketing Practice in a Year: Lessons From MonsterRoberts mini-rave: Robert has had more than a few people reach out to him of late to ask about statistics that quantify the cost savings that content marketing may offer. As he explains, providing the argument that content marketing is a cheaper way of doing business is not an effective approach to getting buy-in. Depending on a companys particular goals, expenses, and ROI expectations, content marketing may not always turn out to be the most cost-effective technique; but this is something each company must decide for itself, rather than relying on one narrowly-focused data point to tell the whole story.Joes semi-rant: Like Robert, Ive had multiple people approach me with a question around getting buy-in in my case, they are related to creating social media content or increasing the volume of the content they produce. I explain why my stand-by answer to both questions is, I cant tell you how to do these things, because I dont even know whether you should be doing them. The success of content depends on what problems you are trying to solve, and whether content can make a meaningful impact on those goals. You never want to try to sell your management on content itself; instead, approach the topic from the standpoint of the things they care about, and how content might contribute to achieving them.4. This Old Marketing example of the week (53:21)Petfinder: As a dog lover and proud pet parent, this weeks example is near and dear to Roberts heart. Petfinder isa web-based service that helps connect adoptable pets to the people who are looking to give them a loving furever home.Since its original launch in 1996, the organization has aided in the adoption of over 22 million homeless animals. Not only has this worthy for-profit organization been able to successfully monetize its content by becoming a go-to resource for all things pet-related, but its efforts also attracted enough industry attention to earn it the distinction of becoming the first-ever digital acquisition by pet-product giant Nestl Purina in 2013. In an AdAge article that covered the purchase, Purina Brand Manager Michael Kotick had this to say: This is an interesting acquisition for Nestl as a whole, mainly because it shows, above and beyond providing products, that experiences and utility are important. Not only does the Petfinder brand and its target audience continue to align with Nestl Purinas values to this day, it also serves as a wonderful example of how a for-profit company can monetize its audience by providing access to the information and experiences they are passionate about.
For a full list of PNR archives, go to the main This Old Marketing page.
Cover image by Joseph Kalinowski/Content Marketing Institute
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