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Becoming a Better Marketer by Embracing Your Passions Outside the Office

How Our After-Hours Passions Elevate Us as Marketers

How Our After-Hours Passions Elevate Us as Marketers In the first post I ever wrote for the TopRank Marketing Blog, I reflected on the marketing lessons I’d picked up through my baseball blogging hobby. Helping build an online community at Twins Daily has instilled many important fundamentals that, I feel, make me better at my day job. I’m always fascinated by this interplay. We spend so much of our time each week alongside our coworkers, but are often unaware of the interests and side hustles that drive them outside of the office. Those very passions can be such integral parts of who we are and how we operate. More recently, this has been a topic of focus for our friends at LinkedIn*. In April, Jason Miller wrote a piece about following your dreams while staying committed to your career, and in June, Sean Callahan profiled a LinkedIn marketer who moonlights as a DJ. The subject of Sean’s piece was Ish Verduzco (aka DJ Ishh), who says that spinning the turntables on weekends has helped him learn how to get in tune with online audiences as a social media marketer. Incidentally, Jason and Sean themselves are great examples of this dynamic — Jason is a rock-and-roll photographer whose creativity and energy infuse the content he produces, while Sean is the author of several children’s books with a knack for conveying information clearly and understandably. These posts from LinkedIn inspired me to learn more about my own colleagues here at the TopRank Marketing office, and how their outside hobbies or passions help shape them professionally. So I asked around: What activities occupy your time when you’re not at the office, and how do they help make you a more clever, curious, and courageous marketer? Hopefully their answers will inspire other marketers to fully embrace their own passions, and think about ways in which their personal pursuits can fuel their professional success — or vice versa.

The After-Hours Passions that Elevate Our Team Members’ Marketing Skills

Improving Through Improv

Josh NiteJosh Nite, Senior Content Marketing Manager His jokes and puns are cherished staples during the workday, and Josh puts his sharp wit to good use after it ends by participating in improv shows and competitions. He believes that these comedy performances make him a better marketer for two primary reasons. “First, they force me to carefully consider words, how they have an effect on people, how powerful they can be. Second, they’re performed live in front of an audience, so I can see whether or not I’m making a connection. It really helps me have a mental image of the reader in mind when I’m writing content.”

Making a Habit of Being Helpful

Debbie Friez, Influencer Marketing Strategist Debbie is very active at her church, Spirit Garage, where she applies her professional skills to help out with marketing functions. “I serve on the marketing committee, so that has me looking for new ideas,” she says. “I subscribe to a few newsletters and I’m active in Social Media Shepherds, a group of church communicators.” In turn, Debbie’s community work through church and other endeavors — she picks up garbage at local parks on Earth Day, participates in a book club, and serves cotton candy during street festivals, for example — helps her develop rock-solid relationships with influencers and clients.

Finding Focus on the Fairway

Anne Leuman, Content Strategist As someone who regularly covers SEO-related topics on the TopRank Marketing Blog, Anne understands the importance of links (she recently wrote about examples of link-worthy content). And on the weekend, she likes to unwind by hitting the links. “My No. 1 hobby outside of work is golf,” Anne says. “Golf, believe it or not, requires a great amount of imagination. If you can see a shot, you can make the shot. Playing the sport allows me to hone my imagination skills, leading to more creativity and well-thought-out content strategy.” She also adds that the sport’s individualistic nature helps her focus on self-improvement. Bolstering your score on the golf course is all about looking inward and making the right personal tweaks, which is also true of content creation. “Similar to working on my golf game,” she starts. “I’ll take lessons, ask for advice, or spend hours writing each day to ensure I’m above par.”  

Managing to Make a Difference

Elizabeth Williams, Account Manager As a mother raising two young children of mixed race, Elizabeth feels strongly about doing her part to create a more accepting and fair environment for individuals of all ethnicities and backgrounds. “As a marketer sometimes it’s hard to see that direct impact on ‘making a the world a better place’ in your day-to-day. But, it’s something I crave. Having that reason behind what we do inspires us to keep going when we’re feeling frustrated or overloaded.” She continues: “My ‘making the world a better place’ is working toward MLK’s dream — for a world where people will not be judged by the color of their skin. In my family, we experience racism nearly every time we’re in public, whether it’s big or small.” And so she commits much of her energy outside of work to advocating for the cause of social justice. A marketer’s understanding of how to engage and influence proves helpful in this regard. “I love applying my knowledge of digital marketing to my activist communications,” she says.

Making Creativity is the Name of the Game

Patrick Pineda, Motion Designer If you watched any of the awesome 8-bit videos he whipped up for our Content Marketing Combos series, you might peg Patrick as an avid video game enthusiast. But his real passion is for tabletop role-playing games like Dungeons & Dragons and World of Darkness. Earlier this year, he collaborated with Anne to create a blog post around content marketing lessons from the realm of D&D, such as the value of originality, the pitfalls of corralling an audience, and the importance of customization — something that is incredibly important and top-of-mind for marketers today. “The best Dungeon Master doesn’t just create a good story, but they also help players reach their goals,” Patrick noted.

The Rabid Researcher

Lane EllisLane Ellis, Social & Content Marketing Manager Working remotely from northern Minnesota, Lane conducts plenty of helpful research for the team at TopRank Marketing, and his proclivities in this area are deeply ingrained. “Since 1994 I’ve been doing family history research, including several years as one of Duluth’s few professional genealogists, which has taught me many research-related lessons that I try to apply to my social media and marketing career,” he explains. As someone who was using the internet for research before many of us were using it at all, he’s very adept at quickly finding what he’s looking for.

Harnessing Healthy Results Like a Boss

Lee OddenLee Odden, CEO Employees at TopRank Marketing are accustomed to the occasional week or two where Lee isn’t in the office, given the amount of traveling he does for speaking engagements around the world, but recently we’ve noticed that we’re seeing less of him — literally. The agency cofounder has been on a major health kick over the past several months, and the impact has been visibly evident in his physique. “I’ve found diet, cardio and other exercise have direct correlations to goal-setting, discipline, quality of effort, time management, and optimization of marketing performance,” Lee explains. In particular, he’s sees parallels in the ways success is measured for fitness and marketing. In neither case should vanity be the name of the game. “I found it interesting not to focus on weight loss, but clothing size, energy level, and quality of life improvements since those are the real goals,” he says. “I think there are lessons there as a marketer in measuring performance. Views, shares and impressions are like sugary candy metrics that give spikes of endorphins, but don’t really reflect the real goals of leads, deals, and revenue.”

What Drives You?

At TopRank Marketing, we’re lucky to have a team with diverse interests and hobbies. Working with these folks on a daily basis, it’s easy to see they are keeping their marketing skills sharp through after-hours activities, even if that’s not necessarily the inherent rationale. Meanwhile, staying busy and focused on other things outside of work helps us stay refreshed and rejuvenated once we arrive each morning. So, I ask you, too: What passions outside of work make you better at your job? Let us know in the comments section below. Disclosure: LinkedIn is a TopRank Marketing client.

The post Becoming a Better Marketer by Embracing Your Passions Outside the Office 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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