Tag Archives: westwood one

The Why and How of B2B Podcasts – a 15 Minute Download



Those tracking the uptake of podcasting, such as Triton, Edison Research and Podtrac, have encouraged advertisers to embrace the medium, especially since it hit critical mass of 100 million+ monthly listeners! But what about brands who want their OWN podcast for B2B purposes?

In 15 minutes I’ll walk you through the WHY and the HOW of creating a B2B podcast for your company. And if you’re still overwhelmed let me know and we’ll handle it all for you! Here’s the scoop and the Episode 5 topline:

Why a B2B podcast?

  • You have to be everywhere your customer may be, including in their ears, even if you’re speaking to a vendor, an agency or a potential new hire. “Picture a company’s most savvy seller whispering about a value proposition in the prospect’s ear”!
  • Humanize an executive to drive trust and transparency
  • Leverage the best platform for explanatory journalism!
  • Attract employees by painting an audio picture of the company environment, like Xandr did with their Unsponsored Content show, or provide a thought-provoking platform to spotlight divisions or clients, such as the Floor 9 podcast from IPG Media Lab does!

Caveats:

  • Expectations should be managed: this is a longtail marketing tactic with a limited pool of listeners
  • Start with the strategy! WHO do you want to have listen? WHY? WHAT with your content me? As Gimlet Managing Director, Matt Lieber, was cited, “What makes for a successful branded podcast are a lot of the things that make for a successful podcast period. If a brand wants to make a commercial that’s 20 minutes long, it will fail.”

The What:

  • Most B2B podcasts are interview style, except for those companies who may have a high-profile personality at the helm. (Think Gary Vee of Vayner Media!)
  • What informative content is endemic to your brand’s expertise? (Example: ReWork podcast on productivity, from SaaS platform Basecamp).
  • Recording a B2B podcast for A+E and The Knot

    How will you grow your podcast to help you grow business? (Example: The Wealth Without Wall Street team invites high profile guests , like Pat Flynn, in their work wheelhouse, and appear as guests on other podcasts, too like this episode of Dave Jackson’s School of Podcasting!)

The HOW:

  • It starts with your microphone! There are lots of suggestions you can easily Google, but here’s a snapshot:
  • You might have had a studio at your offices…even an editor… but as we #WFH think bedroom! Think closet! Think where can you find sound absorption…Listen to Shelly Palmer’s advice to me and the sound difference in Epi 2 of Insider Interviews. You can record on an editing platform like Squadcast or Descript… then you’ll need to UPLOAD the audio file to a hosting site. If you want to try Blubrry use MOSSAPPEAL as your promo code for a discount, or look at Libsyn, BuzzSprout, Captivate and more.
  • ..MARKET THYSELF! More hints and suggestions are in this 15 minute dump and download, from my experience to you.

And again, I’m here to help. If you’re in the media/marketing world with a senior executive who is guest-worthy please drop me a line or reach out on social media! If you want help creating your own podcast from scratch, happy to exec produce or host! LMK!

E.B.


The Scoop from Shelly Palmer on WFH Tech and Keeping Connected



One of the smarter ideas I’ve had recently was to invite the even smarter Shelly Palmer to guest on this episode of the Insider Interviews podcast. I had an ulterior motive: I’d been challenged by my work-from-home (WFH) tech set up and he is the go-to guy for keeping us all on point. 

Palmer, of CNN, CNBC, Fox 5 NY contributor fame, advises companies on their “digital transformation” and was also a LinkedIn Top Voice in Technology. And I needed help.  Our conversation went from scientific explanations to fun anecdotes about his own podcast on the Westwood One network, Think About This with Shelly Palmer and Ross Martin, to the topic of his most recent interactive online chat, hosted on his new tech-focused social network, PGX: what a post-Corona Virus society might look like. Palmer is not shy about airing strong opinions without much prompting.

You’ll hear thoughts, recommendations and advice on:

On Choosing One Tech Tool Over Another:  (“In some cases, it’s just personal preference. In others it has to do technologically with where you are and what you’re trying to do.” He uses Zoom for meet-ups with 150 or so attendees and Webinar Jam for one-to-many.)

On Adapting to Technology: (“People have been accepting of technical glitches that they never  would have before… like when smartphones [drove] vertical video. It’s been fascinating to see how fast people are willing to adopt bad lighting, camera angles, and bad hair. It’s fantastic because the most important thing is that we figure out how to be social animals in a time when COVID-19 is forcing us to be less social.”

On Using A Personal Tech Stack More Personally: (If you’re working for a bigger corporation, they’ll likely dictate the VPN and office suite you’re going to use. [A good choice] for small collaborative companies is Google Suite and have Slack running to interact with clients without having to send email. But a lot of clients are using Microsoft Teams. But when you’re working totally by yourself right now, the most important thing you can do, I think, is send an email or a text message to everybody you know in the world — and find out how they’re doing.”)

On AI (replacing for journalists?!), and “Truthiness” in media, and if we will continue to Zoom like crazy?: That you’ll have to listen to the podcast for. Bonus: you’ll learn which recording platform I picked too.

And visit shellypalmer.com for his very robust list of resources for your own WFH tech set up. Whether or not it involves a podcast.


The Scoop on Success in Radio and Podcasting – with Gary Krantz



With more media consumption projected during our current crisis — and radio and podcast hosts perceived as companions — I thought it was a fitting time to speak with someone who has spent an entire career in audio – from on-air in college to the C-Suite of major radio networks, to delivering multiplatform content aligned with high wattage personalities:  Gary Krantz, chief executive officer of Krantz Media Group LLC (KMG).

Proof positive? One of the last times I hung out with Gary was alongside classic rock legends like Alice Cooper, Jimmy Page and Brian May, in London. But I digress….

Conal Byrne of iHeart Podcast Network with Gary Krantz

Krantz has taken entertainment companies and brands from conventional broadcast to digital business models and helped fuel the radio careers of such notables as Carson Daly, Ryan Seacrest and Rachel Maddow. In a conversation for Insider Interviews podcast, he explains how he leveraged his stick-to-itiveness to go from unpaid “gopher” to ultimately help run MJI Broadcasting (later acquired by iHeartMedia, where he became executive vice president of their Premiere division), on to president of Air America to chief digital media officer at Westwood One. We learn how his gut instincts led him to syndicate some of the biggest names and events on air and ultimately adding to the utopian landscape of podcasting, with the launch of half a dozen new podcasts, some in conjunction once again with iHeart, including The Fred Minnick Show and Politicon, hosted by Clay Aikens.

You’ll want to listen to the whole conversation to get the inside scoop on radio from the 70s to today, and making moves in podcasting and syndication.

Here are the pictures, as promised in the episode!