Backbone Media B2B Marketing Blog
Backbone Media discusses the power of podcasting with marketing thought leader Jack Sweeney in this audio blog post. More and more of Backbone’s clients are launching podcasts to boost thought leader visibility among other things so this is a highly relevant topic for content marketers.
Jack: Absolutely. You want to make content that connects with other individuals, other people out there. You should be thinking about how to create good content that connects. Traditional thought leadership where you developed it in-house, it was always thinking perhaps sometimes a little too hard about how to wrap our strategy around a particular idea. I think with podcasting you need to be a little more freewheeling. You want to latch onto good ideas. Now, if you’re creating this in-house, your people are going to be part of it. If they’re interviewing, it gives you an opportunity to really reach out to other individuals in your company’s orbit.If you want to do it all in-house and interview your own executives, I think you’re missing a huge opportunity to connect with others and build momentum around ideas together. Think of this podcast, every time you send an invite to a potential interviewee, you’re going to make a connection at the end. That content is going to have value to that individual to market for you.There’s a huge strategy, as we know, of commingling content. That means the podcast that you produce is also going to be distributed by whoever you interview. That’s a really neat dynamic. Again, think of it as this orbit that you’re constantly saying, “Okay, who can we reach out to? Who’s business is somewhat aligned with ours?” Of course you want to be picking up on interesting people, people who can articulate ideas.
Jack: Circling back to what we were talking about, who’s the thought leader in your company? You’re going to be trying to find those people in other companies because they are the ones who bring the passion.
Backbone: Agreed. I feel another key success factor is not only finding that thought leader that can tell a story, but also the person in the company or a freelancer that is comfortable being the podcast host. You need someone that is a strong subject matter expert and who can communicate as a host. That’s a key component to being successful.
Jack: I agree, and there’s an art to that. Let’s face it, there’s a lot of timing, not stepping on it, and we know this is tough.
Backbone: I’m still trying to manage it.
Jack: Yeah, and among the ranks, the finance executives, I still haven’t mastered it yet either, but we’re getting better anyway.
Backbone: Well, I want to thank you for your time. I’m going to ask you in a moment where people can find you, but I just want to let everyone know that you’re a Top 50 Influencer in New Business Podcasts, Jack Sweeney. Jack, if someone wants to learn more, where can they find you?
Jack: Thanks so much, we enjoyed this. This was fun.
Backbone: I agree. Let’s do this again soon.