Today, I'm talking with Meg Johnson of OpenView Partners.
If you don't know already, it's time you knew. OpenView is doing some really cool stuff with their content. They started their podcast a couple of years ago and have since used it as fuel for lots of other content.
So listen in as Meg tells you all about how she works her magic. You'll get real examples of how they're amplifying the voices of their experts across other channels, which you can dig into on the Related Resources section of our episode page on the website.
And definitely, definitely stay tuned to hear how carousels or merry- go- rounds or whatever you'd like to call them fit into this whole situation.
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 Megan's episode.
When talking about where podcast fits into their marketing strategy, Meg referenced that OpenView creates a content carousel... or a marketing merry-go-round (whichever alliteration you prefer). As fun as these are to say, the premise behind them is even more fun and brilliant. Their podcast brings in guests who are excited to speak with them, which creates authentic, engaging audio content. That content then fuels blog content, newsletter, and more. And then (are you catching on to what's happening here?), that content ultimately leads back to the podcast. As Meg puts it, if people are staying on the ride and coming back for more content, you must be doing something right!
We've all been there. Unsure of the right cadence for releasing podcast episodes. But ultimately, many of us fall into a regular pattern of weekly releases. That's where Meg and the OpenView team were until she decided to switch to a biweekly release schedule. Initially, the biweekly switch was meant to give Meg more time to give each episode the attention it needed. What started as breathing room for her, turned out to be marketing gold for OpenView. When they switched to a biweekly cadence, they saw better engagement across the map. Not only that, but giving each episode room to breathe was great for the guest relationships, as each episode got more immediate promotion.
At the end of the day, it's important to understand the wants and needs of your audience first and foremost. Being able to read the room and understand when it is and isn't appropriate to push out content (whether that's podcast or anything else) is incredibly important to building trust with your audience, but also to being authentic. There's a delicate balance of being a marketer and being a good human. Be the good human first.
Meg believes in the power of community. Find a group of people who you can bounce ideas off of and who understands the challenges you face as a marketing team working with a podcast. There's so much you can learn by taking in other strategies and spending time learning from others in similar roles as yourself.
Check out the amazing work Meg is doing on the OpenView podcast!
Interested in skimming through Meg'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.