On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito are joined by MCS top dog, Jed Morey, to discuss the state of podcasting and our new podcast production service offering.
Today, we're going meta. A blog about a podcast about podcasting.
If you're reading this, I'm sure it will come as no surprise that podcasts are popular. How popular?
- More than half of the U.S. population has listened to a podcast.
- An estimated 90 million people listen to podcasts monthly.
- An estimated 62 million people listen to podcasts weekly.
These numbers are only going to keep growing, exponentially.
What brings us to this topic today? Two reasons:
1. Podcasts are here to stay, and are integral to a successful inbound marketing strategy for B2Bs and B2B2Cs.
2. We've been hoarding our podcast skills for too long, and we're ready to share them with the world.
Let's take it from the top.
When we tell you that you need a podcast, trust us.
We've been at this a long time. 'Inbound & Down' has been running for five seasons. Our social justice + hip hop podcast, News Beat, has been producing stellar content for three years. Beyond that, Morey Creative Studios is deeply rooted in broadcasting (learn more on our comprehensive history page).
We've done the work. We have the experience and the know-how to deliver our strategic services to listeners, readers, and clients.
If you didn't hear me the first time, you need a podcast.
Why? Inbound marketing isn't just blog content. You need to appeal to leads on every platform, at each stage of the buyer's journey, all the time. It's what we call a read, watch, listen strategy.
Just like a "traditional" inbound content marketing strategy, podcasting takes time. If you're expecting to release an episode or a season and immediately become the next Serial or Radiolab, you have to manage your expectations a bit a lot. We don't say this to be harsh, but to be realistic.
So you won't be the next podcast superstar overnight. Why is that a bad thing? If you have a small, but loyal, following, and that following helps you to obtain 100 new, qualified customers, isn't that better than ranking #1 on the iTunes charts?
Attracting steady listeners—and, potentially, a new batch of customers—isn't impossible. But it does take skill. Sure, anyone can produce one entertaining episode of a podcast. But can they create eight? Crafting multiple high-quality episodes that are entertaining, well-written, properly edited and mixed, skillfully hosted, and distributed to all the proper platforms is a huge undertaking. Oh, and lest we forget the importance of having an optimized website, supporting content, and active social accounts designated for the show...
That's a lot, right?
Yeah, it is! And there are over 700,000 individuals taking a crack at it. That's what makes it all the more important to be doing this well, and soon.
We've scared you with the stats. Let us un-scare you with the solution.
That long list of things you need to do to have a successful podcast? We can do that. We do that.
We offer two varieties of podcast services: E.A.T. Podcasts, and Branded Podcasts.
E.A.T. stands for expertise, authority, and trustworthiness. The backstory on the name: when Google rolled out the Medic Update in August '18, they enacted new protocols designed to protect against misinformation in the YMYL (Your Money, Your Life) space, with a heavy target placed on medical websites. The goal was to deliver fact-based results that were written by individuals who demonstrated expertise, authority, and trustworthiness on the searched topic.
We took this theory and shifted it to podcasting. E.A.T. podcasts are designed to demonstrate expertise in an industry or field by positioning your company as the authority, and developing trust among prospects, current customers, and employees. 'Inbound & Down,' is an E.A.T. podcast, and has helped our agency grow in numerous ways.
- Gives us visibility in the industry, and positions us as a thought-leader to our agency colleagues and potential customers.
- Educates others within the industry, as well as our own employees.
- Serves as a recruiting tool. The show displays our company culture, and gives potential hires a feel for who we are and what we stand for.
Branded podcasts are for the next-level, enterprise type of organization. They're centered more around “why,” rather than “what,” you do, and are intended to leverage primal and emotional connections. Think about the Inside Trader Joe's podcast. It's not about the history of Trader Joe's, and what aisles products are in; but rather, it speaks to the lifestyle of their typical customers.
"The overarching theme that we press with our clients over and over and over is, what we do is not sexy, and it takes time. But when you implement it, and you follow the rules, and you grind it out, and you do it the right way, over time, it works. Never not. Always works. But you have to put in the time, you have to pay attention to quality, and you have to be an expert in your field. "
This Week's One Thing
- Danielle is a seltzer connoisseur. Her favorites are Schweppes, Hal's and Waterloo. She's lookin' for those primo bubbles.
- Mike loves producing podcasts.
- Jon's a fan of the NPR podcast Up First. Released every day, it provides you with a roughly 15–20 minute breakdown of the news of the day.
- Sage loves podcasts, in general. She's been listening to them for nearly half her life.
- Jed is a soccer dad. Sorry, he's the soccer dad. He loves watching his all-star daughter kick ass during her games.
- Morey Creative Podcast Production Services
- News Beat Podcast
- Edison Research The Podcast Consumer 2019
- What is Inbound Marketing?
- Press play: Find and listen to podcast episodes on Search
- Up First Podcast
- Trader Joe's Podcast
Do you have questions about producing a podcast? Send them in to email@example.com.
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