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B2B Marketing Spotlight: Ann Handley on Being a “Badaxe” Marketer #mpb2b

Interview Ann Handley

Interview Ann Handley
Twelve years ago I had the good fortune to connect with Ann Handley, Chief Content Officer at MarketingProfs and she’s been a positive influence to me on what’s possible in content and B2B marketing ever since. I’m not alone. During that time, we’ve both grown as marketers. Well, maybe I’ve grown, but Ann has exploded. She regularly fills keynote rooms at conferences, draws long, long lines of people to get one of her best selling books signed and her company MarketingProfs has attracted over 600,000 subscribers. Ann Handley is a marketing influencers’s influencer or more creatively, she’s an Annfluencer. Since Ann is the very first Chief Content Officer ever, a multi-book best selling author, international keynote speaker and who I like to call, The Khaleesi of Content, we’re pretty fortunate to share the following interview. And after recent events in Toronto, you call also call her a “badaxe” marketer. In the video below Ann and I connected through Zoom to talk about a range of topics including a game of “hot or not” with content marketing tactics, examples of B2B brands doing it right, how she’s achieved meteoric success with her newsletter growth and of course, the upcoming B2B Forum conference happening near Washington D.C. on October 16-18. Enjoy! On Axe Throwing and Marketing Metaphors: “In Toronto for an event I went ax throwing with a bunch of other speakers and attendees at the event. I mean the obvious analogy would be that in marketing it’s all about hitting the target, but I actually think it’s a much richer analogy than that. The analogy that I drew, or where I see marketing and writing reflected in ax throwing, is that sometimes it’s just enough to hit the target, you know? It takes a lot of practice. It takes a lot of courage to stand up there and actually try something. And I think that’s probably why in B2B marketing, it’s so much safer to not throw the ax, to instead just sort of sit behind and do what you’ve always done.”

It’s incumbent on all of us in B2B marketing, whether you are a writer, or a marketer, or whatever role you play to take some risks and just get out of the box and throw an ax at that target. @marketingprofs

“And so the analogy is that some days it’s just enough to hit the target, and that it is scary and it’s dangerous, and it can feel uncomfortable to try new things. But I think it’s incumbent on all of us in B2B marketing, whether you are a writer, or a marketer, or whatever role you play in an organization to take some risks, and just get out of the box and throw an ax at that target.” On B2B Marketing Trends for 2020: “I’ve been all in on this for a while, and it’s so old school, but email newsletters have made a such a comeback. So many brands are really missing the opportunity with email. They’re so focused on trying to get really great ads, at voice activated applications. You know, what should I … what’s our Alexa strategy? It’s like, why do you have an Alexa strategy? Why are you even thinking about that, when your email newsletter really needs help over here? The email newsletter I think is it’s, it’s vastly undervalued.” On the Most Common Marketing Questions Ann Gets Asked: “People ask me a lot about writing, and here’s kind of the funny thing about when people ask me questions about writing. It’s usually preceded by an apology like, ‘I’m sorry, I’m really nervous writing to you, because I’m worried about grammar’. And that’s sort of the problem right there. It’s like, I don’t care about grammar, necessarily. I mean yeah, you want to sort of know the grammar rules more generally, but you can always get some help. You can always fix that later, fix it in post, right? And so I don’t think about great writing the same as great grammar. They’re very different things.” “When someone expresses some anxiety right off that, ‘I feel so awkward writing to you, because I’m so worried that it’s going to have a mistake.’ I mean, number one, just let go of that judgment, you know? It’s like the ax throwing analogy again. Just stand in the pit and throw the ax. Don’t worry about it.” Thank you Ann! B2B Forum
Bound for B2B Forum: For more information about imagining what’s possible in B2B, check out the MarketingProfs B2B Forum conference including agenda, list of speakers (including Ashley Zeckman and myself) and many other fun facts on the website here. If you’re in marketing, I can’t recommend Ann’s Newsletter, Total Annarchy enough. You can subscribe and see back issues here. Follow Ann on the Twitters here: @marketingprofs & @annhandley

The post B2B Marketing Spotlight: Ann Handley on Being a “Badaxe” Marketer #mpb2b appeared first on Online Marketing Blog – TopRank®.

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10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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