Podcasting for Business: Why Marketers Are Betting on Podcasts

Have you considered starting a podcast?

Would you like to discover how to use a podcast to grow your business?

To explore why marketers are placing big bets on podcasting, I interview Jay Baer and Joe Pulizzi.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.

In this episode I interview Jay Baer and Joe Pulizzi. Jay is the host of the Social Pros podcast and Jay Today. He's also the man behind MarketingPodcasts.com. His company is Convince & Convert. Joe podcasts at This Old Marketing and Content Inc. He's the founder of the Content Marketing Institute and the man behind the Content Marketing World conference.

Jay, Joe and I explore how podcasting has evolved since we all started.

You'll discover how podcasting can help your business, how to work with sponsors and more.

Share your feedback, read the show notes and get the links mentioned in this episode below.
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Here are some of the things you'll discover in this show:
Podcasting for Business
Why Joe and Jay started podcasts

Joe, who has been podcasting since November 2013, explains how encouragement and research led him to start a podcast.

His company did a gap analysis to find out the biggest difference in tactics between the most and least effective marketing professionals. Two tactics—books and podcasts—are the factors that made the difference. He noticed the audio version of his book Epic Content Marketing really took off, so he figured there must be something to audio.

Joe shares how his and Robert Rose's podcast evolved. Joe recalls how once after their weekly phone call about what was going on in content marketing, he said, "We should have recorded that." Robert asked, "Why don't we?" They launched This Old Marketing the following week.

Jay started podcasting in January 2012, and just finished the third season of his Social Pros podcast, which totals about 150 episodes.

Jay explains that Tristin Handy, who was director of marketing at Argyle Social at the time, said, "Did you ever think about doing a podcast? We should do a podcast." And Jay thought, "No and okay." They got together and decided to create a show that paid attention to the unsung heroes of social media. Jay says it's grown far beyond the expectations he had for it at the beginning.

Listen to the show to discover which podcasts I listened to when I started the Social Media Marketing podcast.

How podcasting helps their businesses

When Joe looked at the behaviors of those who attend Content Marketing World, he realized his core customers engage in at least three different content vehicles, such as the newsletter, magazine and/or webinars. It's the third thing that's the tipping point, so he figured the audio content could be what gets people to the event.

Jay says the Social Pros podcast allows them to spotlight their corporate clients, as well as interview potential future clients. Podcasting has become a strong lead-generation business strategy. It's also helped Jay from a personal branding and awareness perspective, because it positions him (and his company) as a leader in the field.

Listen to the show to hear how podcasting builds customer loyalty.

Their new ventures

Joe's releasing a new book called Content Inc., which will be out in time for Content Marketing World in September. Rather than just doing a book, he's creating a platform.

"If it's important enough to be a book, it's important enough to be a bigger media property," Joe explains. "You can launch an entire platform off of a podcast." The Content Inc. podcasts are 7-10 minutes long, and reuse and repurpose his other content.

Jay recently launched Jay Today,