Let's talk about Drift, shall we? Their network of shows is referenced just about every time someone mentions B2B podcasting, and for good reason. They've got not just one epic show, but four or five, sometimes six. And who knows, maybe they'll launch another one soon, but it's not the quantity of shows that has made Drift a B2B podcast icon. It's what they're doing with that podcast content that makes them so stinking special.
In this show you have heard from Molly Sloan, who runs the podcast network at Drift, among many, many other things. You've heard from Gail Axelrod who runs the content at Drift. Earlier this year, I got to chat with Drift CMO, Tricia Gellman about the pivots and strategy changes in the midst of a pandemic. And last season, I got to talk to Dave Gearhart, who started and hosted Drift's flagship podcast, Seeking Wisdom, before he moved on to Privy.
And today you're in for another treat, we're dropping even more wisdom from Drift all thanks to their VP of Content and Community, Mark Kilens. Hear Mark explain how and why Drift has, is, and will continue, to prioritize podcasting and the role it all plays for the brand and for the business.
In each episode, we like to highlight the key takeaways from each show. Think of it as a podcast outline or live show notes. Here are just a few of the takeaways that really stood out to us in Mark's episode.
Podcasts can serve as a storytelling function for your brand, and who doesn't love a good story? Some of the best marketers are leaning into storytelling to educate their audience by digging into the very real experiences of their guests. And those learnings go both ways. By bringing people onto your podcast to talk about their experience and share their story, you can educate your audience, and also educate yourself and your brand. Using storytelling and learning together can create a captive audience that keeps coming back for more.
You've probably never heard us talk about reusing and repurposing content (you definitely have), so you know that your podcast is a cornerstone piece of content in your marketing strategy. Repackaging each episodes into other pieces of content like a blog or eBook is a great way to reach your audience and expand your brand. Whether this is for demand gen or customer marketing, by creating these additional pieces of content, you can unify your story across your content and customer lifecycle.
There are a lot of considerations when starting a podcasts. What's the topic going to be? Who is going to host? What it ultimately boils down to, is passion. You want that passion to spread like wildfire, and what better place to ignite it than with your host? By putting passion at the core of your show (and having a host that truly captures it), you are able to garner a better community of listeners who are excited and engaged with your brand. You're also able to get guests on your show who are equally thrilled to share their expertise, and ultimately help grow your audience.
You can have all of the content in the world, but if it doesn't resonate with your audience, what value is it adding? Creating an effective content marketing strategy starts with understanding the wants and needs of your audience. Once you know who you are marketing to, you can start providing enriching content tailored to them, whether that be via your podcast or content repurposed from your podcast. By honing in on who you are trying to connect with, you are able to create real value for that audience.
Check out the amazing work Drift is doing with their network of podcasts!
Interested in skimming through Mark's episode instead of listening? Check out the transcript here.
Welcome to season five of the Casted podcast, where we're focusing exclusively on our own users. Why? Well, because, by becoming Casted customers, it's pretty clear how committed they are, not only to podcasting as a key piece of the future of their marketing efforts, but also to the bigger picture of how these shows fit in to their integrated marketing strategy. They're the most forward- thinking brands that are harnessing the perspectives of experts with podcasts, but they're not stopping there. They're then bringing out those interviews to be amplified across other channels. They're practicing what we preach, and we want you to hear all about what they're doing and why they're doing it, and even better, how you can do it too.