Great questions. Unfortunately, podcasts and measurement still don't get along very well. I think about podcasts differently. While you want to build your audience and get higher download numbers over time, it's actually all about the guests. Zaius' podcast, The Empowered Marketer (http://theempoweredmarketer.com) is really an ABM/customer marketing strategy for our brand. All of our guests are either customers of ours who we love and think have great stories, or they're target accounts that we're trying to build a relationship with. However, we also have all of our videos on YouTube (for SEO) and on Wisita (for measuring video plays and engagement on our site). But on LinkedIn, native video performs better. I chose Medium for The Empowered Marketer to drive more community engagement, but Marketing Unboxed is hosted on our own WordPress site so we get more SEO value from the content. The pace of work and the high stakes of that job make everything I've ever done in marketing seem relaxing.
Hi Kamil! Great questions.
1. Unfortunately, podcasts and measurement still don’t get along very well. Even with Apple (finally!) adding podcast analytics, the numbers are hard to measure. You can see subscribers and plays, but you don’t know much about your audience. I think a lot of brands are doing a podcast because they’re “supposed to”, but don’t have a plan for it. This leads to failure, because they get a low number of downloads and no real results to show for all the effort it takes to launch a show.
I think about podcasts differently. While you want to build your audience and get higher download numbers over time, it’s actually all about the guests. Zaius’ podcast, The Empowered Marketer (http://theempoweredmarketer.com) is really an ABM/customer marketing strategy for our brand. All of our guests are either customers of ours…
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