Full-Funnel Podcasting | Tara Robertson, Sr. Manager, Demand Gen

Pros & Content Brief

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2y ago 34:28

MP3•에피소드 홈

Tara Robertson joins us for the most meta topic this season: a podcast episode about podcasting! As host of Demand Gen Chat over at Chili Piper, Tara hosts her own stellar lineup of marketers. On this episode of Pros & Content, she and Ellen Schwartze get nerdy about the ins and outs of podcast production: inviting the right guests, building a following, and amplifying the content. Plus how to determine the right metrics to prove the ROI of a podcast.

(00:58) – Tara’s background and journey to Chilipiper
(02:40) – Why would someone in B2B want to make a podcast?
(05:18) – How do you choose B2B podcast guests?
(07:05) – How to choose topics for a B2B podcast
(12:07) – How to repurpose, distribute, and amplify a B2B podcast
(16:00) – How can you get on other podcasts?
(18:37) – How do you know your podcast is working? What metrics can you look to?
(20:11) – Podcasts are a notorious black hole of metrics.
(23:16) – Make tactical decisions with the end goal in mind
(26:18) – How do podcasts fit into your audience journey?
(27:55) – Podcasts can serve your full funnel (including customers!)
(29:24) – Podcasts are more cost-effective and easier to redistribute
(30:16) – Podcasts are a long-game, evergreen play for ROI
(31:08) – The Lightning Round!
(36:12) – The takeaway: Podcasts strike the right balance of content and demand

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