Podcasting has experienced explosive growth the past few years, with an estimated 67 million listeners in 2017. It’s also a very engaged group of listeners, with 85% listening until the end of each podcast. Brands now have an opportunity to engage prospects and customers in new, compelling and affordable ways. This workshop will focus on helping your brand develop a compelling content strategy that is authentic, consistent and memorable. We’ll outline best practices, strategies and tactics to build quality content that will increase awareness, engagement and ultimately, revenue for your brand. This presentation will help you: -Develop a podcast format and frequency that meets your objectives and listener needs -Leverage competitive research, industry insights and partners to uplevel your podcast content -Incorporate elements that maximize visibility for your content

1. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Creating a Podcast Content
Strategy for Your Brand
February 26th, 2019
Digital Summit Seattle | #DSSEA #DigitalSummit
Presented by:
Kent Lewis, President & Founder, Anvil
@KentjLewis @AnvilMedia
www.anvilmedia.com

2. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
About Me
2

3. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Agenda
3
– Why podcasting matters – a few statistics
– Building a podcast content strategy
– Marketing your podcast
– Resources
– Q&A

4. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Podcasting Statistics
— 64% of Americans have heard of podcasts
— 44% of Americans have listened to a podcast (124M people)
— 26% of Americans listen to podcasts monthly (up 24% from 2017)
— 32% of Americans ages 25-54 listen to podcasts monthly
— 48M Americans listen to podcasts weekly (up 6M from 2017)

5. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Podcasting Statistics
— Podcast listeners consume an average
of 7 different podcasts weekly
— Podcast listeners have increased
listening by 40% over 2017
— 80% of plisteners consume “all” or
“most” of each episode
— 69% of podcasts are consumed on a
mobile device (up from 55% in 2017)
— 49% of of Americans listen to podcasts
at home vs. 23% in the car
— There are currently 550,000 podcasts
available today

6. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Why People Listen to Podcasts
— Authenticity
— Convenience
— Simplicity
— Nostalgia

7. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Why People/Brands Podcast
— Hone speaking skills/messaging
— Share information or insights
— Generate awareness/engagement
— Drive traffic/links/subscriptions
— Become thought leaders
— Build an online community
— Create a new revenue channel

8. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Auditing your Social
Presence
GETTING STARTED

9. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Align Your Objectives
—Objectives: awareness, thought-leadership, engagement, revenue
—Strategies: format, talent, POV, guests, research
—Tactics: frequency, duration, syndication, marketing

10. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Making the Investment
Hard Costs:
—Podcast/website hosting ($5-50/mo)
—Headphones ($20-300)
—Microphone & stand ($30-500)
—Mixer ($25-1,500)
—Editing software (free-$400)
—Acoustic panels ($10-$1,500)
—Optional paid advertising
—Optional talent (writers, voice talent,
production/editing, marketing, etc.)
—Hosting: free to $99/mo

11. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Show Fundamentals
—Title: unique, memorable, relevant, keyword optimized
—Description: accurate, intriguing, optimized
—Category: as specific and relevant as possible
—Optional: intro/outro and transition music
—Feeds: syndicate as appropriate, including RSS

12. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Alternatives to Hosting Podcasts
—Strategic partnership
—Strategic sponsorship
—Public relations
—Advertising
—A 15-second Pre-Roll commands
$18-35 per 1000 CPMs (listens)
—A 60-second Mid-Roll commands
$25-50 per 1000 CPMs

13. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Auditing your Social
Presence
CONTENT STRATEGY

14. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Creating a Brand
—Authentic = Trustworthy
—Unique = Memorable
—Descriptive = Intuitive
—Consistent = Credible
Tip: Logo should be 14000x1400 pixels for iTunes and Podcatchers

15. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Selecting a Host
—Professional: soothing, modulating, etc.
—Knowledgeable: about your brand or topic/theme
—Credible: level of visibility in company or industry
—Experienced: previous on-air work is helpful
—Consider co-hosts to cover the bases

16. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Content Strategy
—Start with your business & marketing objectives
—Expand to internal executives and other influential employees
—Reach out to key customers and strategic partners
—Conduct a competitive benchmark audit
—Evaluate industry publications, association and event content
—Conduct keyword research to quantify popularity
—A/B test topics, content and format
16

17. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Content Strategy Tips & Tricks
—Leverage your network: start with who you know
—Expand to who you want to know (excellent networking tool)
—Create a Series (drip campaigns extend value)
—Leverage Partners (increase exposure/decrease costs)
—Product Reviews (drive engagement & conversion)
17

18. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Content Strategy: Keyword Research
18

19. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Funnel-Centric Content Ideas
—Awareness: news, trends, interviews & promotions
—Interest: how-to’s, Q&As, demos & behind the scenes
—Intent: success stories & product comparisons
—Purchase: FAQs & training seminars
19

20. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Planning Content
—Frequency: daily, weekly, monthly
—Duration: 1, 5, 10, 20, 30, 60, 90 minutes
—Format: interviews, segments, live, etc.
—Guests: single, panel or audience

21. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Start with a Storyboard/Outline
—Fundamentals: working title &
description
—Format: basic segment
breakdown
—Timing: minute marks for
segments
—Optional: create script and/or
interview questions
—Open/Close: ensure the
introduction and close are strong
—Promotions: don’t forget calls to
action (subscribe, visit site, etc.)

22. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Think Long-term: Scheduling
—Record 2-3 podcasts to test format, process and equipment
—Publish and promote to generate initial feedback & sponsors
—Finalize format and record another 5-10 episode (season)
—Refine planning and scheduling process for ‘season 2’
—Create a backlog of backup content for emergencies

23. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Auditing your Social
Presence
MARKETING YOUR PODCAST

24. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Organic Social Media Syndication
Facebook/Twitter/Google+
— Promote episode summary on website or link to podcatcher like iTunes
— Leverage hashtags for Twitter (and Instagram) like #podcast, #podcasting, #podcastguest, #instapodcast
Instagram/Pinterest
— Leverage thumbnail image to promote episode
— Utilize teaser or behind-the-scenes video as teasers or stories
YouTube
— Optimize archived episodes, utilizing playlists as appropriate
— Don't forget adding calls-to-action
Google+
— Share podcast episodes directly from website in posts
— Supports Google SEO efforts
LinkedIn
— For business-oriented podcasts and episodes
— Create article with embedded podcast or post as status update

25. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Paid Social Media Options
—Boost posts featuring the podcast to
increase reach/impressions
—Generating significant early traffic in a
short time period can help earn a spot on
iTune’s New & Noteworthy
—Game the algorithm with listens,
downloads, subscribes, ratings & reviews
—Create targeted ad campaigns to target
listeners/subscribers
—Explore pay-per-conversion affiliate
program for referring site traffic resulting
in listeners

26. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Paid and Organic Search Marketing
—Transcribe episodes (Google loves text)
—Utilize as basis for recap/summary article/blog post
—Optimize title, meta description and any images on website
—Expand reach and listeners via keyword-relevant paid search

27. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Don’t Forget Fundamentals
—Add link to email signature file
—Promote in email newsletter
—Promote on home page
—Provide pre-made promos to guests and partners
—Identify and engage Superlisteners (evangelists)

28. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Additional Ideas
—Leverage guests’ network and
resources
—Leverage timely news and
relevant media outlets
—Explore partnerships with like
podcasters/shows (cross-
promote)
—Create and promote bonus
content (video, checklists,
worksheets, resource lists)
—Repurpose content into other
form factors

29. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Re/sources
29
The 13 Critical Podcast Statistics of 2018
2018 Podcast Stats & Facts (New Research From March 2018)
Driving Social Media and Marketing Results Through Podcasting
The Top 10 Podcasting Microphones for 2018
4 Popular Options in Podcast Editing Software
The 9 Best Podcast Advertising Networks
6 ways to grow your podcast audience with SEO
How to Increase Your Podcast Following Via Social Media
Hack Your Way to 10,000 Podcast Downloads with These 15 Tips
Hacking Podcast Ads: How to Reach Podcast Audiences with Paid Social
Ads
25 Business & Marketing Podcasts to Listen To in 2018
Podcast: Kent Lewis: Anvil Media
Anvil Podcast Program Audit & Plan Service

30. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Thank you. Questions?
> Attend future monthly webinars
> Visit Anvil’s Insights section
> Read our blog, articles & white papers
> Sign up for our monthly email newsletter
> Follow us on Twitter - @AnvilMedia
> Request a free digital marketing audit
www.anvilmediainc.com