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On this episode of AMPUP Your Digital Marketing we start a new series focused on podcasting as a marketing tool.  First up in the series is Mark Schaefer, co-host of the popular podcast, The Marketing Companion.  In this discussion, Mark talks about his tough decision to start a podcast.  He shares some guidelines for deciding if a podcast is right for you and your brand and talks about the value of podcasting in a changing digital marketing landscape.

Takeaways:

• Your podcast as to be something you love because your audience can tell
• Determine underserved, unmet needs of customer/audience
• Take a holistic perspective when deciding on whether or not to start a podcast and be a content creator
• A lot of the dependable marketing channels are going away so a podcast becomes a new way to connect with your audience
• Podcasting isn’t for everyone and every brand and it can’t be about selling stuff
• Presenting information in a way that is relatable
• Need discipline to be a podcaster:
  • Be consistently interesting and bring value
  • Allow yourself to absorb content and ideas
  • Write them down as you hear or see them
  • Schedule time to do your prep work
  • Requires a different mindset – thinking like a writer or journalist
• We create content, but content also creates us
• Gaining audience
  • Starts with your differentiation, having a unique brand that is distinctive
  • Is there even an audience big enough to matter?
  • Establish goals for your podcast that will guide your marketing to the audience; backward engineer the podcast based on this
• Just START!  You can’t be perfect and won’t ever be, but if you start you can improve and move forward.

Connect with Mark at Businessgrow.com, on twitter @markwschaefer or on LinkedIn

About Shel Holtz

Shel Holtz, ABC (Accredited Business Communicator), is director of Internal Communications at Webcor, a commercial general contractor headquartered in San Francisco. Before joining Webcor, Shel spent 21 years as principal of Holtz Communication + Technology. In addition to integrating technology into communications strategies, his expertise includes strategic communications planning, change management, organizational culture, business initiatives and communications research. Full bio