Tag Archives: b2b

Bonus Epi – On ContentCast and Lantigua-Williams Redux!



It’s been a busy couple of months for me in podcasting… so I didn’t get to podcasting! Here’s what I mean: This is a BONUS episode…actually a republication of Epi 12 featuring my interview with Juleyka Lantigua-Williams from exactly one year ago. She is a force to be reckoned with, a holder of two masters and embracer of two kids and a proud publisher of a show with 1 million downloads now. Yup, “Latina to Latina” just crossed the million listen mark this week. But there’s more you can hear in my interview with her as part of CONTENTCAST next week!

Whaat? Well, I’ve been busy with podcasting…and TV…in producing the first-ever conference about the intersection of those platforms as cross-over IP. That means a HECK of a lot of companies are turning popular podcasts into TV or film content and TV companies are expanding their shows into fan engagement podcasts. Trust me, it’s all the rage.
Want to hear it from the experts? Then register for free and catch this huge conference created by NATPE, the global content trade association, on July 14th, 2021: https://natpe.com/contentcast. Just look at the SPEAKERS tab! See what I mean? From Kevin Pollak to Glynn Washington…the heads of SiriusXM to Tegna to iHeartMedia to Triton Digital to…well, you get the picture. Did I mention I also corralled my friend Amy Hill into hosting?(And yes, you heard us chat around a year ago on my other podcast, “It’s Quite A Living!” Keep your friends close….)
So, that’s why this is Epi 12 REDUX. What Juleyka had to say a year ago is still important and appropriate today…only the numbers have changed. (But there are also twice as many podcasts published now as there were then! Yup, we also have Edison Research and Nielsen sharing info at ContentCast.

Thanks for listening…and learning… and I hope I see you at ContentCast!

Talking Business…and Podcasting…and Content! With Ken Kraetzer



For this quick but special episode of Insider Interviews I was in the guest seat! In highlights from my appearance on Ken Kraetzer’s show, “Talking Business” for CBSI, Ken interviewed ME to get my recommendations about how businesses can get in to the world of podcasting, best ways to leverage social media — and social audio — and why it’s key to create content across all platforms.

You’ll understand in just a few minutes how it all comes together for the show I’m producing for trade association, NATPE — their first-ever conference on the intersection of TV and Podcasting! (I’m very proud of this project and working hard to create a chock-full of takeaways agenda for content creators, marketers and producers across both screens.)

Ken also got a little bit of my life story — at least my career path, as well as a story about the good-news/bad-news of tech, when I recently confused a “Zoom friend” with an “IRL” friend!

You can catch the FULL VIDEO of my interview with Ken on YouTube where we also discuss social audio and social media best practices! https://www.youtube.com/watch?v=L6PU_IDU9iA&t=27s

Here are some links to topics discussed:

NATPE’s July 14th “ContentCast” Conference 

David Berkowitz’s Serial Marketers (Start with the newsletter. You’ll thank me.)

Erica Keswin on Rituals (Of course I’m going to point you to my podcast episode with her!)

Susan McPherson’s book, The Lost Art of Connecting

And check out PodcastMovement (I’ll be doing a virtual preso at the August event on B2B podcasting, but read their daily newsletter for great scoop.
If you found this helpful, or liked any of my Insider Interviews episodes, feel free to “buy me a coffee!”: https://buymeacoffee.com/mossappeal
If I can help you connect YOUR podcast/tv/content dots, or just get started, please reach out to me at podcasts@mossappeal.com

Please follow on:

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@mossappeal

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IG:

@insiderinterviews

@mossappeal

Facebook: InsiderInterviewsPodcast

 


Marketing NPR – The Insider Scoop from CMO Michael Smith



Michael Smith joined National Public Radio as chief marketing officer at a time when the nation — and the world — had just entered crisis mode. In addition to adapting to his new job he’s needed to shift the company’s marketing message, outreach and the very stance the brand has taken over the past years. Part of that shift was motivated by more digital audio listening given more at-home workers during our pandemic. The parallel motivation was to amplify more multicultural voices and drive greater diversity within the halls of the company itself. 

In Episode 15, Michael shares his observations, his approach and some insider scoop from his winged-back chair in New Jersey. For example, he explains how different audiences respond to NPR’s content. Michael tells us that “among regular users when we look at people of color versus white listeners, their satisfaction levels are actually higher. So it’s an exciting thing in the sense that if we can get more people to know that we’re there and to get us into their consideration set, when they come, I think they’re going to love it.” 

Michael had primarily been focused on network video, developing strategies to reach younger and more diverse audiences on streaming platforms for Cooking Channel, and Food Network — where he and I worked together during the last big crisis for the country, 9/11! He has quickly learned to apply his know-how to linear radio and on demand audio.

“When they start to know some of these shows where there are young, diverse hosts, a Sam Sanders or [they get to know the] hosts of Pop Culture Happy Hour, that creates so much more engagement than when they just see the three block letters, NPR.”

The fast 35-minute discussion includes suggestions all brands can appreciate from a world-class marketer like Michael Smith. We talked about:
  • The challenges most media companies are facing right now
  • How to move from linear to on demand streaming digital platforms
  • Balancing linear, podcasting and the NPR One app
  • How has Coronavirus Daily evolved as a show…and the ongoing need for that content?
  • How NPR itself has evolved since its origins in the 60s, and why its signature audio style is intentionally like a mental “exhale”
  • Working with the sponsorship team, NPM
  • Michael’s optimism — and any pessimism — for the future.

Follow Michael on LinkedIn. Follow NPR on Twitter.

Follow Insider Interviews on Twitter, Instagram and Facebook. And reach out to be considered for an episode or for your own bespoke podcast series produced and/or hosted by E.B. Moss. 

Michael’s “studio” chair

Lawrence M. Kimmel: Direct (Marketing) from the Heart – Epi 13



How do you circulate a message that even the Pope shares — and ultimately get 2 billion impressions across hundreds of countries around the world? Ask Lawrence M. Kimmel. His Rung-UP team created the #WeRemember campaign for World Jewish Congress. What marketing advice would this former Chairman of the Direct Marketing Association give politicians to help them appeal more to the public? And, what does Larry think are standout marketing tactics these days?

I asked Larry all of that – and he answered specifically and thoughtfully in Epi 13 of Insider Interviews. He also shares what led him to create Rung-UP, a strategic marketing consultancy…and why he calls it the first “C2C” agency.

You’ll immediately value Larry’s creative vision, branding and marketing expertise when you hear him discuss these elements as well:

  • How the current pandemic is affecting global consumer behavior  
  • His personal experiences that impacted his evolution into a mission-driven clientele — and lessons from his father, Howard Kimmel, who put his lifeblood into building affordable housing
  • Rung-UP’s work with the World Jewish Congress and how he came about the campaign #WeRemember
  • Why a C2C approach is so important for those in the “C-Suite”
  • His tips on branding and marketing a politician
  • How advertising has changed and become more complicated throughout the years
  • Why both traditional and digital channels are important in advertising
  • Instagram stories or TikTok? And will he still embrace Facebook? Is there a place for traditional direct mail?
  • His predictions for consumer behavior in the future
  • The ripple effect of brands’ response to consumer buying habits
  • His recommendations for companies who need to do better in bringing more of a multicultural team — and what young entrants to a career in media should focus on.

Be informed and inspired by Larry Kimmel, who is living and working this reality: “If we can do well for the world and make a living at the same time, it’s even better.”

Social Media Links:

Twitter @kimmelsCorner

Linkedin @LawrenceKimmel

Rung-UP’s Linkedin @Rung-UP


Carl Fremont On Brand – and On Demand: Epi 11



Back in January I had the good fortune to get seated next to someone I’ve long admired — Carl Fremont — on our return flight from CES. If you’ve been to CES you know it’s non-stop learning about what’s trending. And my non-stop flight next to Carl made for even more learning as we recapped what we’d each just experienced, and then he was kind enough to share his own projections for the future of the media and advertising industry. I immediately understood why Quigley-Simpson had made Carl CEO just months before. So, for this episode of Insider Interviews I asked him to share a lot of those thoughts so more people outside of row 8 could benefit from his insights.

Carl has held senior roles in the media/marketing industry for decades, and explained how his longest tenure – 16 years with Lester Wunderman – gave him skills that are still applicable today. Hear how the former Chief Digital Officer for MEC and Chief Media Officer for Digitas describes direct marketing and performance marketing, and the importance of brands optimizing every channel possible – including how to capitalize on eCommerce.

Long an advocate of supporting women and diversity in the industry, Carl discusses how this transformative time is also a time to embrace change in order to evolve and benefit business. He shares a moving story of his own diverse background and how a discovery of his father’s past dovetails with his own unique hobby tied to vintage radios.
We are all fortunate that Carl loves sharing knowledge, and listeners will benefit from priceless marketing and advertising advice. And yes, I found an opportunity or two to sing to him….
Please listen – and share – Carl Fremont’s thoughts on advertising trends, common brand pitfalls and diversity including:
  • Is “direct marketing” different from DTC?
  • How the pandemic accelerated the emergence of alternative channels for businesses
  • Creating a harmonious consumer experience
  • What you can do to speed up purchasing path
  • Authenticity: How to build it and what it truly means
  • Mistakes brands make and how you can avoid them
  • The pros and cons of third-party eCommerce platforms
  • Considerations for building your own eCommerce platform
  • The holistic approach to promoting your brand
  • What omnichannel really means
  • Influencers: Does scale matter here?
  • Diverse creative staff to reflect diverse consumers
  • How mentoring benefits companies – and oneself.

Social Media Links:

Resources mentioned in the episode

Quotes

“We’ve been practicing direct to consumer skills since our founding. We just didn’t call it “DTC”. “Direct marketing” does not mean you abandoned brand.”

-Carl Fremont

“We need to always make sure that we’re giving opportunities, that we’re mentoring, that we’re helping to grow the industry with a more diverse background.”

-Carl Fremont

“I love looking back and looking forward. I believe a lot of lessons can be obtained about moving forward from looking back.”

-Carl Fremont

Carl Fremont’s father’s radio

New Schedule for Insider Interviews Podcast!



Normally I come out with a new episode of “Insider Interviews” every Thursday, but did you know that I also have another podcast? It’s sort of my personal passion project and it’s called “It’s Quite a Living“, and it’s with “my friends in high places”. They’re really casual conversations about some high profile people who happen to be my friends. Now, that one comes out every other Tuesday.

So I’ve decided to make “Insider Interviews” — the B2B one speaking with those in media marketing and advertising — come out every other Thursday…at least through the summer.

Of course, if an eager sponsor* wants me to produce more frequently bring it on! Otherwise, you’ll hear Episode 11 NEXT Thursday.

Frankly, it’s been a LOT to create, host and post two podcasts a week, even though I love it — especially during our current times, and especially since I seem to be developing a reputation for singing to my guests. Listeners understand that…. But do stay subscribed because you won’t want to miss the CEO of Quigley Simpson, Carl Fremont, who will be my very interesting next guest!

And now you have some time in between to catch up on the past 10 episodes with amazing folks like Minjae Ormes of Visible, Claude Silver of Vayner Media, Sree Sreenivasan (don’t miss his #NYTimesReadalong on Sundays!), Rachael Henke of Dell Technologies, and guests from NYI, Tidal Wave Productions, Krantz Media and more!
I’m very, very proud of what we’ve been able to do together to bring you great content about the industry. And I really appreciate all of the great ratings you’ve given me and the subscribing and sharing. You can listen just about anywhere you like (although Pandora is still a hold out, I’m just sayin’.) Thank you for telling everyone in the industry. It means a lot to me.

*And, if you want to sponsor an episode of EITHER podcast, or suggest a guest for “Insider Interviews”, please reach out at podcasts@mossappeal.com. I’m “hear” for you!

E.B.