Today - 2018 - audio is the immediate future of content marketing and personal branding In these slides you'll learn: - my personal motivation to become a podcaster - why podcasts are the new frontier of content - why blogging no longer suffices to establish thought leadership - how to launch a podcast, step-by-step - product / marketing expertise applied to podcasting - opportunities for you to develop thought leadership in your domain ~ Andre Piazza @apiazza

1. How to Establish Thought
Leadership via Podcasts
Andre Piazza
/in/andrepiazza | @apiazza

2. This presentation has 4 parts
1. Why podcast?
2. How to launch a podcast is simple steps
3. Product / Marketing expertise applied to a podcast
4. Capturing Thought Leadership

3. 0. Ma story

4. Ma theme
Entrepreneurship in
Portuguese Language
260 million people in under/developing countries

5. Ma team
Vinicius Fachinetto Andre Piazza

6. Ma podcast
Octanage.com

7. 1. Why Podcast?

8. 67,000,000monthly
People listen to podcasts monthly (only in the US)
Source: 2017 Edison Report
42,000,000weekly

9. 4 statsyou need to know about podcasting in the US

10. # of episodes listened to on a weekly basis
… consuming it in quantity & variety
… among an educated and
affluent audience...
Podcasts are growing...
comparison of US population and podcast listeners
comparison of US population and podcast listeners
Source: 2017 Edison Report Infographic: Visual Capitalist
% monthly podcast listeners by age group

11. Audio is the Future Present
of Content Marketing
What’s Gary Vee doing here?
Listening to music
Listening to podcasts
Talking on the phone
Giving instructions to Siri
Hustling
What else is he doing?
Consuming information or entertainment on his own terms
that’s the power of Audio

12. 5 hoursis the average time podcast listeners spend listening to
your stories
narratives & worldviews

13. "Audio is one of the
most intimate
forms of media
because you are
constantly building
your own images of
the story in your
mind."
~ Emma Rodero, a communications professor
“In a sense, I’m
painting something but
I’m not holding the
paintbrush. You are.
So it’s this deep act of
co-authorship, and in
that is some potential
for empathy.”
~ Jad Abumrad, host of Radiolab

14. 2. How to launch a Podcast?

15. Two approaches to launch a podcast
https://www.obscureentrepreneur.com/free-ebook-offer/http://broadcastyourmessage.com

16. M.E.S.S.A.G.E method
● Better guide for the first steps to take: purpose,
concept and branding
● Ronsley Vaz is a leader in the Australian school of
podcasting
● Method used time and again by many people
around the world

17. The Obscure Entrepreneur
● Better when you already have clarity and some
content and brand developed for your podcast
● Fantastic job in explaining the technical and
publishing aspects
● Information rarely found on other guides

18. 3. Product / Marketing applied to
Podcasting

19. Some Product /
Marketing techniques
involved in shipping a
podcast
● Core Competency and Branding
● Personas and Channels
● Competitive Intelligence
● Market Intelligence
● Product & Market / Product & Channel fit
● Agile development and publishing of
episodes
● Sprints / Batching production
● Scripting and Copywriting
● Coding the website
● Design Thinking: Early prototyping
● Results / Success Metrics
● Thought Leadership
● Innovator’s Dilemma & Crossing the Chasm
● 4Ps of Marketing
● Digital Marketing
● Traction / Growth hacking
● Business Canvas
● NPS surveys and score

20. 4. Capturing Thought Leadership

21. thought leadership
in this new platform with limitless appetite for new narratives
tremendousopportunity to capture and claim

22. From Product Entrepreneur
to Podcast Connoisseur
0. Ma story
1. Why podcast?
2. How to launch a podcast is simple steps
3. Product / Marketing expertise applied to a podcast
4. Capturing Thought Leadership

23. These slides on slideshare
slideshare.com/apiazza
Tell me your story
/in/andrepiazza
@apiazza