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Podcast Content Syndication – Beyond Podcast Directories

Podcast directories aren't enough for podcast distribution. In this episode we will learn why. We will also learn how to automatically and widely syndicate episode show notes content for quick traffic and SEO rank wins. This is the primary marketing approach we are taking for our podcasts.

Episode 8: Easy Content Syndication and Podcast Distribution For Multiple Channels

Overview & Episode Content

  1. What is Content Syndication? (01:10)
  2. What Are the Benefits For Podcasters & Bloggers? (01:45)
  3. How does this work, and how can I automate it? (04:20)
  4. SCREENCAST: The StoryChief platform we use for this (07:45)
  5. DEMO: Our podcast distribution and syndication process (12:25)
  6. COMPARISON: StoryChief's free, basic and pro plans compared (21:45)
  7. CASE STUDY: Results we have seen
  8. Invitation to join our ambassador network

What is Content Syndication?

Content distribution and syndication for podcasters
Content syndication for podcasters

Here is a definition from Search Engine Watch:

Content syndication is the process of pushing your blogpost, article, video or any piece of web-based content out to other third-parties who will then re-publish it on their own sites.

So this applies to podcasts as well. We want to create Brand Awareness for our podcasts by publishing our show notes stories on multiple websites, communities, social media and email channels.

What Are The Benefits?

Podcast Distribution & Show Notes Syndication Benefits
Podcast Distribution & Show Notes Syndication Benefits

Question: Why should podcasters care about content syndication?

Aren't we already doing a form of this when distributing our episodes to iTunes, Stitcher, Spotify and Google Play?

  • Answer: Yes indeed we are.
  • However, we are only publishing audio content on iTunes.
  • And we ought to do the same with episode show notes.

Multi Channel Presence

Content syndication is to our podcast show notes what podcast directories are to our audio files. A way to distribute our content widely. And a way to establish presence on multiple content and social platforms.

Traffic and Discoverability

This results in greater traffic and discoverability. When your episodes go live, you probably already share your show notes post on Facebook, and perhaps on Twitter. But have you thought about publishing your episode show notes as articles on Medium? (I get a lot of traffic from doing this) Or on Blogger?

The idea we are about to explore involves distribution of your show notes to as many platforms as possible.

And the benefits of this extend far beyond traffic alone.

SEO Backlinks

My backlinks from high domain authority sites have increased by 231% in 2 months of launching my podcast. This is largely resulting from the podcast distribution and syndication method we are covering here. (There are some graphics and figures at the end of these show notes)

For those of you unfamiliar with SEO, increased backlinks mean increased rank in the Google search engines, and this means better placement in the search results. I have some concrete examples of this later on, but some of my podcast episodes and blog posts are ranking on page 1 or 2 of the Google search results within 2-3 weeks after publishing. And my site does not have a particularly high ranking Domain Authority.

How Does This Work, And How Can I Automate It?

Automating Podcast Content Syndication
Podcast Content Syndication Automation

You could of course distribute your show notes to a bunch of different platforms manually. Generally this involves re-posting your episode article via copy paste, or sharing your own episode show notes URL on social media. And that's perfectly fine, but it is a lot of work, and there are pitfalls:

  • The manual approach is super time consuming
  • Each platform has slightly different rules, layouts and features
  • The more platforms you want to distribute to, the more manual work it becomes
  • If you are not careful or SEO savvy, then your podcast episodes will rank on 3rd party sites instead of on your own. We've written extensively about how to prevent this, and talked about Digital Sharecropping in Episode 7 "5 Reasons NOT to Promote a Podcast on Facebook [S1E07]"

So doing this manually is a bit foolish. And there are some great content syndication platforms out there. But there is one particular platform that is great for podcast distribution of show notes. And it addresses all the above concerns.

The platform is by a Belgian company called StoryChief, and I'd like to tell you about how we use it, and how it has revolutionized our podcast content syndication process.

Why StoryChief?

We use StoryChief for Podcast Show Notes Content Syndication
  • Podcasting Ready
  • Blogging Optimized
  • Content Calendar
  • SEO Ready With Canonical Tags
  • Lead capture integration
  • Suitable for beginners
  • Suitable for advanced marketers
  • Provides ready-made blog
  • Built-In Coaching for SEO and Readability
  • Flexible open platform with lots of embeds, integrations
  • Collaboration & Approval Workflows
  • Outsourcing Ready

StoryChief Podcast Distribution & Syndication (7:45)

podcast distribution and syndication
StoryChief podcast distribution and syndication map

Here is a quick summary of where StoryChief can distribute your podcast show notes.

Publish to multiple websites you own (7:55)

With StoryChief you create a layer above all your web sites, which simplifies the show notes production processes. After your show notes are finished in StoryChief, just publish it to your podcast's websites with one click. The layout will automatically be adjusted to defined branding of your website.

I especially like that on WordPress, any images you include are automatically imported into your social media library. And if you use Yoast SEO plugin, as most of us do, the SEO settings you define in your article will transfer over to your WordPress site, such as your SEO keywords or meta description.

Publish to your personal blog you get with StoryChief (9:30)

Don't have a blog website yet? You can use the free blog you get with StoryChief. It's auto generated when you start an account. Personally I don't use it or drive traffic to it, but I still publish each show note article there because I get a back link.

Create Social Media posts which link to the article (9:55)

Create Facebook, Twitter or Linkedin post to promote your story. The links will go to your primary website.

Publish to the new AMP channels (10:25)

Improve click through rate by 70% by boosting loading times on mobile devices. Publish your stories to Facebook and Google as AMP version.

Promote stories through your ambassadors and influencers (10:40)

Increase reach by 1000% by sharing your brand stories through the personal social channels of your colleagues, friends and influencers. My invitation to join our own Ambassador network is below and also at the bottom of this post.

Embed stories in automated newsletters (12:00)

Easily setup news digests by integrating your favorite mailing tools with StoryChief.

Publish to communities (12:10)

Increase reach and brand awareness by publishing to Medium.com, blogger.com communities.

Content Syndication Demo (12:25)

Content Syndication Demo

As you know, this is a both a podcast audio as well as video series, and in this next segment I will doing a video demo. So for those of you listening to this, I'll do my best to describe what's going on:

Podcast Distribution and Syndication Destinations (12:45)

Let's take a look at the integrations that are possible when using StoryChief. Let's go and start with the available channels that are possible to be configured. As I mentioned, StoryChief comes with its built in blog, and we can have a quick look at that so that you can see what that looks like. Here is my Polymash Podcast Growth System blog that I've set up as part of the StoryChief. As I said, I don't really use it, but I do get backlinks from it, and so that's useful.

Publish to Blogs, Website and CMS Destinations (13:10)

My primary place where I publish is WordPress. You can also hook up an API to basically publish to almost any website out there. Some of my marketing buddies out there will be using HubSpot or Magento, that's another famous CMS that's out there. So you can see you there are a whole range of choices. Another good one that's maybe worth pointing out is Shopify. I'm not sure whether that applies to you as a podcaster, but it could.

Content Hubs (13:50)

Content hubs are next, this is where you would configure Medium. Most of the time you have a personal account on Medium, but I also run a publication called Podcasting Strategy Launch and Marketing on Medium. So those are two different places that I typically syndicate this content. Let's go back to content hubs: I've also set that up the Podcast Growth Show on Blogger. As I mentioned, it's owned by Google. And finally I create an RSS feed. There are many purposes for that, that I won't go into any details.

Social Media Destinations (14:30)

On Facebook, both Facebook pages as well as Facebook groups are promoted, Twitter and Linkedin.

Ambassador Networks (14:40)

Here are the referral or the ambassador networks that we talked about a little bit earlier. I have to have them configured at the moment, one for podcasting and one for just general digital strategy. But you can easily see how, if your podcast is about multiple topics, you could easily use it for that. If you have multiple seasons, you could possibly set it up to where your podcast season one has an ambassador list that's different from season two. So this is kind of up to you to decide.

Press Releases (15:05)

Press releases, if you are big enough to warrant occasional press releases, and you have an episode on which you're talking about an event or something that are really not worthy, that would lend itself to a press release, that's a great option to have.

Email Marketing (15:25)

Email marketing, it comes built in with MailChimp. It comes built in with campaign monitor. But we'll go in a minute, we will look at what the integration strategy is. And because you can hook it up to Zapier quite easily, it basically you gain access to almost any marketing automation platform that's out there for capturing leads.

Lead Generation (15:40 & 16:30)

On the Lead Capture site, there are many ways in which you can capture a lead inside your story. So if you're mentioning something in the podcast that's a worthy add on, or you're asking people to sign up for something, or even if you don't have this built into your website. We use Thrive Marketing Automation tools to help with this. But even if you don't have anything like that, StoryChief helps you by providing it.

Mobile Platforms (15:50)

Google AMP and Facebook Instant Articles is what's available right now, and that can be quite helpful. I'm still in the process of starting to utilize these.

Other Integrations (16:30)

All right, so here we are in the integration screen, where you set up, and by the way this stuff don't let it overwhelm you. These are one time set up activities. I'm just trying to point out the rich distribution potential that you get on this platform, and most of it is a matter of a one time effort, and then it is as simple as actually just clicking to publish at the end of this.

The web hook is the way that you connect at Zapier, and as I mentioned, that just opens up a whole world of other integration platforms.

Content Calendars (17:00)

StoryChief comes with a built in content calendar. But it also integrates to external content calendars. You can have everything that's gonna go live, including on social media, you can integrate that into your Google Calendar, or into your Upper Calendar or into your Outlook Calendar. So I love that part.

Podcast Syndication Ready Editor Embeds (17:15)

Editor Embeds is where it gets interesting, especially for podcasters. Because what I want to highlight is that StoryChief supports Anchor, Pippa, SoundCloud, Mixcloud and Libsyn as well. StoryChief are working aggressively on adding other audio platforms to be directly supported. I'm sure Blueberry isn't far away.

Story Chief Editor embeds that are podcast syndication ready
Podcast distribution ready

Right now, there isn't a native integration with Blueberry at the moment. But, I think that if that's something that you need, let me know. I would reach out to them. I was the one who initiated getting Libsyn on board. I suggested that on their public roadmap, and they've been very responsive in implementing some of the features that we as podcasters were pitching to them.

A Quick Overview of the StoryChief Editing Environment (18:09)

I thought we'd have a quick look at the actual Editor itself. It's broken down into sort of a number of interesting components.

Editing could not be easier (18:17)

Those of you that have you ever written on Medium, the StoryChief editor works very much like that. You just basically get a screen that is as easy as pie to just start typing something in. As you're typing it, you can turn text into headings, into quotes. You can add links, you can even comment back and forth with your team. And this ability to comment is a wonderful collaboration strategy, where you can manage multiple writers, or you could outsource your Show Notes production.

SEO coaching (19:04)

I've mentioned the SEO coaching components before. Here the show notes that I'm actually preparing for this very episode that you're listening to right now. It's in an earlier stage than what you would see on my site, but I thought I'd share with you what this looks like. StoryChief provides an SEO sidebar that actually tells you what to do, and walks you through a number of steps to optimize your show notes for SEO.

Readability Coaching (19:38)

And it also has a area here a way you can get a score on the readability of your posts. So keeping it simple, adding headings, breaking it up, not having too many long sentences, and a flesh reading score. Which is sort of like how complex is the grammar that you're using, and getting a good score of that is an SEO factor now. Google actually uses this as a rank indication signal. I don't know how much weight it carries, but it carries some. Besides it just makes for a better reading experience to have your show notes be very easy and scannable.

The approach that we take is, is that our headings by themselves allow you to scan through an episode and very quickly see what's going on. People do scan a lot these days. So that's how it's organized.

Tabs for staying organized and to simplify the UI (20:30 )

The editing environment is split into wizard-like tabs. This is where you progress from writing, to a summary, to determining your audience, to actually publishing.

And after you write, you basically go to the summary area where you can manage the episode settings and Metadata. This is also where you put a cover image, where you add an excerpt for your WordPress blog, where you apply categories and tags. So this is all baked into StoryChief and it all translates over to any other platform that you publish to. These settings are going to trickle down into WordPress, they are going to trickle down into Drupal and Joomla, and they will be honored on as many platforms as they can be honored in.

Defining your audience (21:15)

The last part of the publishing process is that you select your audience, and this is where you can schedule your shotes notes to go live at some future date.

The best part of that is, at the end of the day when you click that publish button and you see it going live …

The 16 destinations we publish to (21:40)

As you can see here, I'm currently doing my podcast distribution and syndication to 16 destinations. Facebook pages, Facebook channels, my Medium personal profile, my Medium publication, my WordPress Blogs, my Linkedin profiles and so forth. Some people that I've seen have to up to 20 or 30 channels that they've configured. I think it's a great feeling when you then actually click the publish button and you see it go live everywhere.

StoryChief Free Version, Basic and Pro Versions

Try it for free, but the basic version costs only $10

So when I first thought I saw this, I thought it was super-exciting, because it just saves us so much time and it was a no-brainer for me to try to integrate this into our workflow.

Sign Up for Free To Try This For Your Podcast or Blog

I'd encourage you to try this for your own blog or podcast.

If you'd like to sign up for the free version, below is a link. Full disclosure, this is an affiliate link and if you ever upgrade I will earn a small commission at no cost to you. But I hope to have earned your trust with this site, blog and podcast – I have been putting significant work into this in order to provide next level thinking about podcast growth.

StoryChief Free Account Link
Get started for free and set up your account

Get started for free, but the basic plan is only $8 a month (when paid yearly)

It's 5 episodes (or stories) for 10$/month, 10 episodes for 20$/month, 15 for 30, 20 for 40, 25 for 50 up until 30 for 60$; and 20% discount if you pay yearly.

But the paid version is extremely reasonably priced for what it does. Then some of the more sophisticated integrations that we've talked about, are available in the Pro Plan. But I think that podcasters will get a lot of use and time savings, even out of the basic version and I think it's totally affordable to do it.

Feature comparison

As I mentioned, there is a free version that you can get, and then there's a Basic, Pro and Enterprise versions. I'll skip the enterprise one, but here's a feature comparison.

Free version for evaluating the platform

You can see that what you're getting with the free version is quite a lot. You had five stories a month, you could really get a feel for the platform and start utilizing it even with the free version.

Why the Basic version is right for podcasters

With the basic version, you actually get that ambassador network and some of the more, from my perspective, useful features that we've talked a little bit about.

The basic version is actually quite feature rich. For example, you do get the content calendar version history. You get a content approval and rejection, which are the collaboration features, to where you can assign shown notes to someone and communicate back with them.

Here's everything you get with the $8 a month basic plan:

  • 5-30 Stories a month
  • Unlimited Users and Collaborators
  • 50 Ambassadors/Press/Influencers
  • Free Blog
  • Publish to your own Website
  • Collaboration/Reviewer Comments
  • Share Story on Social Media
  • Publish to Medium.com and Blogger
  • SEO Assistant
  • API Access
  • Export to Word/PDF/Zip
  • Content Calendar
  • Version History
  • Content Approval/Rejection
  • Newsletters/Emailing
  • Lead Generation Forms (Teamleader CRM, Hubspot CRM)
  • Custom Domain for your
  • StoryChief Blog
  • Editorial Briefs
  • Access to Talent Pool (only available in Benelux)
  • Feeds and AMPs (Google AMP, Facebook Instant Articles, RSS, MailChimp)
  • Version History
  • PRO Channels (e.g Hubspot)
  • PRO Integrations (e.g Salesforce, Calendar Sync, …)
  • Zapier Integrations
  • Publish to Messengers (soon)

You get that integration into email letters, lead generation forms. You get that custom domain and editorial briefs and a number of other benefits that is appear integration. All of that is included in the baseline version for only $10 a month, or $8 when paid yearly. So I just think this is a smashingly good deal.

Results We Are Seeing

podcast syndication and distribution results
Backlinks to my podcast and site have increased by 229% (Source: KWFinder)

Even though we haven't even begun to scratch the surface of what we can do with this tool, I hope you do see the value of distributing your show notes as widely, and to as many different networks as you can, just like you're doing with your podcast audio.

We've certainly had great results from it. Several of my episodes actually resulting in a good amount of traffic. I mean, I'm ranking for keywords that have sort of like 500 visits a month. Click here for the examples from RANK Tracker.

But if I can be on page one for that, I'm happy. I don't expect to be ranking for something that has 25,000 searches a month. That's a bit too competitive for me. I talked about that a lot in our SEO courses, how to basically match your podcasts website with the kind of keyboards and that you can actually rank for. Something that's commensurate with your site. As I mentioned, we'll be going into that in a future episode.

Keyword rank index increase from content syndication
Rank index increases (source: SERPWatcher)

In terms of business benefit, I've landed several clients as a direct result of Google search from the above process. Results that featured my syndicated content. Plus, several people have contacted me to collaborate and to help them with their own podcast content strategy and show launches, something I love doing…

So I hope that you found this inspiring. Please visit PodcastGrowShow.com, get your free sign up link for StoryChief.

Can you see yourself doing this and getting similar results?

Try this out yourself and see what you think, and let me know in the comments what you're thinking, and what your process is and how you could integrate that. I'm hoping that you could see yourself doing this. Scroll up for the link to the free StoryChief sign up.

Invitation To Join Our Ambassador Network

One last thing I almost forgot is the ambassador network. If you'd like to join my ambassador network, I would hugely appreciate it. If we have complimentary topics and our content is in sync from an SEO, or Inbound Marketing or podcasting perspective, maybe there's a way that we could work together and support each other.

So here is a signup form where you could join my ambassador networks. I would love to have you be part of that, and I would love to be able to support you in any way that I can.

Podcast Marketing With Social Contests And Give-Aways

Promoting a newly launched podcast with a Facebook contest used to be a very popular podcast marketing tactic. The idea was to launch a contest featuring a relevant give-away and to boost it with paid Facebook ads. To enter the contest, contestants were asked to subscribe to the show, leave an iTunes review, and then to email the iTunes ID name used for the review to the podcast host as proof. The podcast host would then enter the applicant into the contest drawing.

Why Contests Are Still A Good Idea For Marketing A Podcast

In today's episode we examine:

  • The reasons why this is not as popular launch strategy anymore
  • But also why this podcast marketing strategy is still a good idea today
  • Prize selection tips and why they are key for this podcast marketing strategy
  • Contest Structure
  • We will cover some of the best paid and free contest platforms
  • Tips for setting up and running such contests
  • Need some help for your own contest launch?

iTunes Focused Launches Have Changed

Podcast marketing no longer focuses on iTunes alone
Podcast marketing no longer focuses on iTunes alone

The reason this was a successful strategy a few years ago was that the "New and Noteworthy" algorithm within iTunes was driven by the number of reviews a podcast would receive in the initial weeks after launch. And contests were a great way to get lots of reviews in a short amount of time.

Since then, the algorithm to rise to the top of iTunes has changed. It is no longer driven by the number of reviews. Instead, at the time of this writing, the number of new subscribers have the most impact, followed by the number of episode downloads. Therefore the number of reviews no longer contribute to being at the top of the “New and Noteworthy” section.

As I have said elsewhere:

I feel that podcasters needlessly obsess about getting into the "New and Noteworthy" section.

The reality is that over the last two years iTunes has become a highly competitive space, given that major popular radio stations have shifted their energies from terrestrial and satellite radio to podcasts as a way to create a digital presence.

And there has been evidence that being featured in "New and Noteworthy" typically yields only a few hundred additional subscribers.

Podcast marketing through “Launch Contest” is less common now

The main reason is that N&N is no longer as influenced my the number of reviews a podcast gets. Besides no longer being as effective, setting up a launch contest usually takes a good deal of time to set up. You need landing pages, marketing automation capability and time. Or money to spend on contest platforms.

But if you have the passion, time and effort to spare, a launch contest will still give your podcast launch a great boost, for some of the below reasons:

But iTunes Reviews Are Still Important

Reviews are still important and should not be ignored. They lend credibility and social proof to a podcast. Seeing that dozens of people are leaving great reviews for a podcast you might enjoy might tip the scale for you to take action and subscribe. On the other hand, seeing a podcast on iTunes with no reviews at all also tells you something.

Why a Launch Contest is Still A Good Idea

Getting reviews and testimonials is as hard as it ever was. We've seen this play out countless times. People are happy to offer leaving a review, but iTunes doesn't make this process very straight-forward. So when it comes down to it, even your friends and relatives somehow don't get around to it without repeat reminders.

Contest Prize Selection

Prize selection matters in podcast marketing  with contests
Prize selection matters in podcast marketing with contests

Adding the right prizes and incentives is key. The selected giveaways don’t have to be expensive. It is more important that they be relevant, and related to the podcast topic or context.

So for example, for a customer experience podcast you might have a contest to win free tickets to the biggest yearly Customer Experience conference. That beats offering an iPad as a prize, simply because your subscriber and contest participants are much more likely to actually care about your podcast and topic, instead of just trying to win an iPad.

Another example might be a podcast about podcasting, podcast growth and promotions such as my own show. If I were to run a contest for the Podcast Growth Show, I would choose to give away a premium microphone or podcasting gear package as the grand prize.

Why Choose Multiple Prizes?

But one prize is not enough. By giving away multiple prizes, you increase the desirability and success of your contest simply because there are better odds and many more ways to win.

The most successful contests offer a single grand prize, and then a number of secondary prizes in decreasing value.

In fact, you should give away a free resource for everyone entering your contest. This could be a simple lead magnet PDF, as long as it is related to your podcast's topic and focus.

Podcast Marketing Contest Example Prizes

For the Podcast Growth Show, here is how I would plan to structure my own podcast contest. My goal would be to attract new podcasters. So my prize selection would focus on thinking about what would be relevant for new podcasters.

Pretty much every podcaster I know tried to save money during their initial studio setup. And the thing they most likely tried to save money on is their microphone boom arm. A cheap version of this can be highly frustrating to use, and a more professional model with greater reach and a more solid feel is a pleasure to use. Believe me, podcasters will appreciate the difference.

  • 1st Prize: Premium RODE PSA1 Swivel Mount Studio Microphone Boom Arm (a $109 value)
  • 2nd Prize: A Great Dynamic Podcast XLR and USB Microphone – The Audio Technica AT2005 (a $79 value)
  • 3rd Prize: 15 copies of our "Podcast Marketing & SEO Online Course" – (a $97 value)
  • 9th-25 Prize: Our Podcast Marketing Bible Ebook (a $9.97 value)
  • Prize for all contest entrants: "How To Market Your Podcast" ebook and access to our online "Podcasting Resources Guide"

Contest Structure

Podcast promotion contest structure
There are many facets to consider when launching a podcast promotion contest

As I previously mentioned, the launch contests of yesteryear focused on getting iTunes reviews. But that should no longer be the only focus now. For me, it is much more important to attract the right listeners to join my email list and to subscribe to my podcast through email notifications.

So my focus would be to get contest entrants to

  1. Subscribe to my show via email
  2. Subscribe to my show's YouTube channel, because I feature lots of cool "how to" and demo videos there
  3. Like my podcast's Facebook page
  4. Join our Facebook podcast marketing group
  5. Leave an iTunes review

Multiple Actions to Enter The Contest

These are multiple actions to take, and people might think this is a lot to ask just to enter a contest. And that is right, except:

Each action completed creates additional chances to win the prize

So the logic is this: You must subscribe to my email list, that part is required because otherwise I cannot communicate with you and send you the prize. But if you complete the other additional steps, each completed tasks enters you in the contest additional times, greatly increasing your chances of winning one or more prizes.

And, each action is weighed differently: For example, subscribing to my Youtube channel is worth an additional 5 entries, but leaving an iTunes review is worth 25 additional entries.

The genius of this approach for podcast reviews is that it makes it a no-brainer for a contest entrant to do the hardest thing: Leave you an iTunes review.

Later in the podcast I explore the differences between a DIY approach versus utilizing one of the contest platforms out there. This approach of multiple contest entries for multiple actions is only possible by using proper contest management platforms like.

An example of multiple actions to increase your chances

In our video we feature a great example of this in a contest currently underway. The company is Syrp, and they are giving away some photo gear. Click below to start the video at 10:44 seconds:

At 10:44 – an example of multiple ways to enter a contest

Is it necessary to validate iTunes Reviews?

Unfortunately I don't know of any platform that integrates with iTunes directly to validate if someone actually left an iTunes review. But in my mind, most people will do so if asked, because they are afraid of missing out and being found out. What if you were to ask them for the iTunes name they left a review under before sending them their prize?

  • Note that with the Gleam.io platform, there are several easy ways to enter a contest by answering a question or by leaving a comment – and here you can simply ask the user to enter the iTunes name under which the review was left.

Creating Contest Landing Pages

If you want to create a contest, you will want to set up a contest landing page. A contest landing page is a distraction free website or page where you can send ad traffic to, and where people can learn about and sign up for your contest.

You can build such pages manually, but you may not need to when using the contest platforms we will discuss a bit later. They handle the creation of and simplify the design of landing pages, and some even allow you to create multiple versions of these pages and conduct A/B tests to see which ones perform best.

Q: Do you need to A/B test pages? A: It depends. There are people out there that have tested their contest pages. Here are some links to these tests and their outcomes. Why not learn from their tests and model your landing page on their winners? This will save you time and effort.

Generally speaking, it seems that contest landing pages with video perform better.

The Facebook Ad Campaign

Once you have a landing page, it's time to set up a Facebook campaign to boost your contest landing page. Facebook marketing is too big a topic to tackle in this episode, but here are a few tips to make this work:

Setting Up And Using Facebook Ads Manager

Creating A Facebook Ad

There are many easy ways in which you can create a Facebook ad. You shoot a quick video or FB live post, create one or more images about your contest, and come up with some fun language to use for a Facebook post.

We use the AIDA method when creating Facebook ads and landing pages for contests:

  • A =Attention – Ask a provocative question or make a statement that earns the attention of your audience
  • I=Interest – Expand on attention grabbing line with something that will peak their interest and explain.
  • D=Desire – What's in it for them to enter your contest. Duh, that's easy, right?
  • A=Action – This is the call to action, what you want them to do

Finding The Right Audience

The key in making Facebook ads effective and affordable is to show your contest ads to only your very best, most relevant audience. In Facebook parlance this is called "audience targeting". If you have never done Facebook ads before, this can be a bit tricky. Basically you are trying to limit the number of people who see your ads to only those interested in your primary topic.

Targeting Podcast Listeners

But that is not all: You also want to make sure the audience your Facebook ads are shown to are likely podcast listeners, and that part is much harder.

podcast marketing with Facebook Ads
The 5 Step Process to Advertise To Podcast Listeners On Facebook

We have a 5 step process to target likely podcast listeners on Facebook. It walks you through our method on Facebook Ads manager, and you will learn how to target people generally interested in your podcast's topic, but who also are likely podcast listeners.

Free vs Paid Contest Platforms

Are paid contest marketing platforms worth it?

Should you use a paid contest platform like the ones we outlined above? Or is there a way to build this all for free?

Advantages of Paid Contest Platforms

Paid contest platforms are the way to go. For a relatively low monthly fee they offer a range of distinct advantages over a DIY approach.

They integrate with social networks. This means they validate that someone actually shared a post, liked your Facebook Page or Youtube channel. All of this before they are entered in the contest.

Most paid platforms offer pre-built contest landing pages for you. You get up and running much more quickly, and don't have to invest in fancy landing page builders.

They send out custom email reminders. This saves you from having to create your own email funnels, saving a lot of time.

Some have A/B testing built in. This means you get to test out multiple landing pages to see which perform better.

Here are some of my favorite contest platforms to consider:

Rafflecopter

  • Rafflecopter – One of the most affordable platforms out there. Rafflecopter offers a free plan, trials for the more advanced plans starting at $13 a month at the time of this writing. While an easy platform to start with, it is basic.
  • It lacks some of the more innovative features features found on higher priced platforms.

Gleam.io

  • Gleam.io – I really like Gleam.io. It is a smart and flexible contest platform. It rewards people to take multiple actions to promote you while entering your contest. This increases the viral potential of your podcast marketing or launch contest. After having reviewed about 10 different contest management platforms, Gleam has emerged as my favorite. It is, however, not the least expensive, the Pro plan being $45 a month.

Upviral

  • Upviral – a good alternative to Gleam if the expense of that platform is a hurdle. By automatically emailing reminders, setting goals and providing incentives/rewards, your contest entrants stay on track and deliver. They get rewarded, you get new subscribers and everyone’s happy! Upviral has an example case study on their site of their own podcast launch contest which resulted in 7000 contest site visitors, 450 leads and 50+ reviews on iTunes.

Contest Domination

  • Contest Domination – a flexible platform that offers 7 day trial and a per contest payment option for $100 for a month. The benefit of their approach is that you get access to all features, where some of the other popular platform restrict their features for the basic plans.

To summarize these contest platforms, I feel that Gleam is the most innovative platform to try, and you can expect to spend perhaps $90 for a pro plan for a 2 months campaign. The major spend for podcast launch campaigns comes from Facebook ads anyhow, I would expect to spend between $20-$50 a day for the duration of the campaign. Be sure to check out Episode 3 of our podcast on Paid Podcast Advertising – A Look Behind The Scenes [S1E03]

Free Contest Platform Options

If you want to run your podcast launch contest with absolutely no additional expense, here are some ways to do it as well as some things to keep in mind:

  • To save money on prizes, you can give away content and prizes that don't cost you anything, like courseware, or eBooks or other premium content you have previously developed
  • You can use your own email list software like Mailchimp or Constant contact or even free Gmail automation tools like YAMM (we covered YAMM for Podcast Guesting Outreach in episode XX of our podcast)
  • You will need to develop your own landing pages on your podcast or blogging site.
  • Rely on your social network for free promotion and awareness of your contest, with a big enough following you can save on promoting your contest with paid ads
  • You can use tools like GoViral – a free platform from Growth Tools which ensures and validates social sharing. It is great to use as an add-on for thank you pages.
  • Try out GiveawayTools – a new contest design platform that's currently still in beta, but is free and integrates with several social platforms.

So it can theoretically be done for free, but it will require a large investment of time on your part.

My own view is that a zero cost and DIY approach is not likely to succeed

And the question you should ask yourself is about the relationship between time spent and likely effectiveness of the contest campaign you are setting up.

Need a guide to help with your own contest launch?

I've just published a resource for folks wanting to set up their own contest. This is published in "Open PDF" format, meaning the entire guide is provided on-line with no sign-up required, but you can download it guide as an option if you want.

Podcast Marketing with Launch Contests
Podcast Marketing with Launch Contests

I also offer some ways to collaborate around setting up your own launch contest, from low cost "DIY" sanity checks all the way to "Done for you" contest setup and management.

Conclusion

Apart from getting iTunes reviews, a podcast marketing contest with the right prizes and incentives can quickly add a ton of visibility and email subscribers to your podcast.

While it may not reliably get you into the "New and Noteworthy" section of the iTunes podcast directory any more, having some great reviews still lends social proof and credibility to your podcast. And email subscribers to your show are a permanent asset.

If you decide to run a podcast marketing contest, I recommend using a paid contest platform, as this will save you a ton of time and effort.

Podcast guests are key in helping promote an interview style podcast

One of the best things about having an interview style podcast is that you get to know and collaborate with some really cool people. And if you're lucky, your podcast guest will help you to promote "their" episode and your podcast.

If you're even more fortunate, your guests are well connected and have a large social media following – resulting in more people being aware of your podcast and subscribing along the way.

Don't Fall Into The Expectation Trap

You might expect that your podcast guest will help you promote "their" podcast episode.

But make sure this is not an unspoken assumption on your part.

After having launched over a dozen shows, I’ve found that getting your podcast guest to share episode links with their own social networks can be like pulling teeth. It's a bit like asking for reviews, people seem happy to do offer them in principle, but then it rarely happens without gentle reminders. Repeat reminders.

And depending on your own personality type, asking explicitly may not be in your nature. Repeatedly.

Add to this the fact that the more connected and “famous” your guest is, the less likely they are to do this without being prompted.

Getting a podcast guest to want to help co-promote breaks down into 2 parts:

  1. Designing a pleasurable experience of being on your show
  2. Making it super easy to help promote your podcast

So here are some tips to make this easy on yourself, and even easier for your guest.

Part 1: Designing the Podcast Guest Experience

Podcast guest experiences are a matter of design
Podcast guest experiences are a matter of design

You want your guests to be excited to be on your show. For guests that have never been on a podcast before, this may require some gentle education about the mutual benefits of being on your podcast. The goal is to foster a sense of excitement, collaboration, co-ownership and reciprocity.

In fact we have found that once guests truly understand all of the benefits of "guesting" on your podcast, they are much more likely to chip in and promote the episode when it goes live.

Explain How You Will Present Your Guest In A Good Light

We have an on-boarding sequence when we book podcast guests on our shows. During this process we reiterate that the process is designed for us to be able to promote the guest, highlight their background, links to their website, current initiatives and so on.

During this phase, we ask them to fill out an on-boarding form. They are to provide social media links, books they are promoting, short bios, profile pictures etc. This is so that we can create a great looking guest section with pictures and links to their work.

In other words, we want to create great looking episode show notes that our guests would be proud to share and to help cross promote. Essentially, we're doing this on THEIR behalf.

Making the Sign Up Process Easy

Still, people are busy, and they hate to fill out forms. Especially if they seem complicated. So here are some design aspects to help make this process easy:

  1. Do not use a super long intimidating looking forms with lots of fields to fill out
  2. Instead, break fields into manageable small sections with fewer fields
  3. If you are on WordPress, use a forms tool that supports a "wizard" like interface, which breaks the sign up process into smaller steps or pages
  4. Display a progress bar on the sign up form
  5. Extra credit for forms that can be "saved" in the middle of filling out a form

Here are some WordPress tools that support multi-step forms

Eliminate Technical Difficulties

You want your interview to go smoothly, and making sure there are no last minute technical difficulties is important. Look at it from your guests point of view: They may not be used to Skype. They may not have headphones, earbuds or microphones. They may not know how to connect these or configure Skype in the right way.

We produce some podcasts where our guests are an older demographic or simply "tech averse". Or we get people who cannot use Skype because they are behind a corporate firewall, and we therefore need to offer alternative recording platforms like "Ringrr".

In any case, the last thing you want is to discover these things the last minute before starting to record, which usually results in a flustered guest.

2 tips for eliminating technical issues

  1. Send a "technical setup" email as part of your guest onboarding sequence.
  2. Arrange for a brief test call a day or so before the actual interview to iron out any issues. Some podcasters have a brief 10 minute "test" conversation with their guests right before the interview starts, and this is OK as long as you are confident that your guests have the equipment and experience to handle that.

Prep Your Guests On What To Expect

Being comfortable doesn't just depend on technical issues. Guests appreciate having sense of the flow of the conversation.

A lot of podcasts follow a set interview structure, with predictable segments and questions that the guest will be asked. Take John Lee Dumas' "Entrepreneur on Fire"
podcast. He has an episode format with certain questions that each podcast guest can easily prepare for ahead of time.

Open ended conversation with surprise questions may be more unsettling for your guests. But this may make for a much more interesting listening experience for your audience, and result in more surprising and compelling podcasting.

In the end you may have to balance your guests comfort with your listening audience's expectations for compelling conversations.

Tips for balancing guest vs listener experience:

  • Approach it from a hybrid perspective. Feature open conversation segments, but also have several prepared questions for your guest to fall back on.
  • Ask your guest to listen to one or more representative podcast episode so they know what to expect.
  • Send your typical episode structure outline to your guest via email as part of the aforementioned "onboarding sequence". Even if you have mostly unstructured conversations, sending a "guest cheat sheet" ahead of time is a good idea.

Part 2: Getting Your Guests To Co-Promote Their Episode

Getting your podcast guest to share
Make sure your podcast guests know you would like them to share your episode

Make Your Expectations Clear From The Beginning

In our guest on-boarding sequence we already make it clear that we expect podcast guests to share the episode on their social networks, in a nice way. And we tell each guest that when the show goes live, they will receive ready made shareable links and notifications.

Automate The Process

Scripts and templates are designed to make your process easier.

A great tool for this on Mac is an application called Text Expander. This is where you can store pre-written emails. When you are ready to send the email, a popup will prompt you to simply fill in the blanks with the needed information. In this case that would be the name of the guest, name of episode, episode URL, etc.

Which emails are part of our typical on-boarding sequence?

  1. "Thank You Note", sent right after filling out our podcast guest application. This is a short simple email. We don't want to overwhelm with too much information at this point. But we do include a Calendly or YouCanBook.me link to schedule a test call and get this on the calendar.
  2. "What To Expect" email, sent an hour after filling out our podcast guest application. This includes our podcast "one sheet" PDF with typical episodes, show structure, about pages and other useful links. It also contains guides for technical setup, wearing earbuds, Skype etc. We ask guests to ask questions at this point.
  3. "Reminder Email", sent 2 days before recording. By this time you as the host might have formulated some guest specific questions in addition to the normal episode structure. Also this is discussed on the pre-call.

Some Automation Resources:

Make Sharing Easy For Your Podcast Guest

One of the easiest ways to get people to share is to send them an email containing instructions on how to share your show notes post on your website. They will want to check out the show notes pages anyhow, and in many casts that is true.

The problem with that is that you are asking your podcast guest to take the time to visit your website, check out your show notes page and then use social share buttons to share. And in this scenario they have to come up with some clever text to share. This is not exactly distraction free, as they might start reading your show notes, listening to parts of the interview. Next thing you know they have forgotten to share, and OMG, look at the time.

Usually our guests are extremely busy people, what if there is a better way?

Well, there is. By all means, first send your guests to the show notes page to check it all out and to see what a quality job you did.

But then send them ready-made share links in one or more separate follow up emails. A big benefit benefit of this strategy is that you want your guests to share your show notes page. NOT the iTunes link. Not the episode on Stitcher or SoundCloud or Spotify.

Social share traffic needs to go to your website, not iTunes.

There are some really awesome services out there that let you prepare ready-made tweets and Facebook shares. They are easy to use, and you can prepare several social shares for your guest to click on and use. These can simply be sent via email. Your guest does not even have to visit the show notes page to use these:

Sharing Ease Resources:

The idea is to send your podcast guest a separate email with a range of pre-made tweets and social shares.

  • Click To Tweet – is a twitter specific service that generates tweets. Click here for another example of a ready-made tweet to our "The Podcast Growth Show" homepage.

A Simple Sharing Text Example

Use something like the below for Facebook/LinkedIn and/or Google+

“I was just on the [NAME OF PODCAST] with [YOUR NAME] and talked about [WHAT YOU TALKED ABOUT]. If you’re [REASON WHY SOMEONE MIGHT BE INTERESTED], listen here: [PASTE THE LINK FROM STEP #1)

Use something similar for Twitter and include a service like ClickToTweet:

“I was just interviewed by [YOUR TWITTER HANDLE] and talked about [WHAT YOU TALKED ABOUT]. Listen here: [INSERT SHORTENED LINK FROM STEP #1]”

But be creative, and don't just send one single share. Send a range to choose from. Outline the text for each share and then paste the share link next to the share text in the email

Share The Success And The Once Is Not Enough Rule

You may think that after the initial share of your live episode you should not repeatedly ask your guest to help promote. I get that.

But your podcast guest will love to hear about how popular their episode was. So here are some good ways to stay in touch and to send additional shareable links without being a nuisance:

  • Let them know how well received the episode was, and place some additional shareables at the bottom of that email.
  • Even months after the interview, you can reach out to let your guests know that you are getting great feedback. Again, place some share links into that email.

Conclusion

Involving your podcast guest in the promotion of their episode and your podcast overall is a critical element in building a community around your show. I can summarize the important bits like this:

  • Educate your guests on the benefits of appearing on your podcast
  • Set an expectation that this is a collaboration that can succeed only with their help, beyond just showing up for an interview
  • Make it as easy as possible to be on your show
  • Make it as easy as possible for your guests to share your episodes
  • Be persistent and follow up more than once

Podcast Advertising – a look behind the scenes of the top 3 platforms

Podcast Advertising, especially with paid ads, might not be something most podcasters consider in promoting their show and growing their subscriber base. Lots of questions arise:

  • How effective are paid podcast advertising strategies, and do they work for podcasters trying to promote their show?
  • Which ad platforms are the most effective? And which are the most affordable?

We take a look behind the scenes of 3 platforms, Google AdWords, Facebook and Podcast Ad Networks.

Using Paid Podcast Advertising Strategies

Using paid ads for promoting a podcast may not be for everyone. A lot of casual podcasters are in it just for the fun. If their show grows organically, fine. But spending money on ads is not something they’d consider.

However, when podcasting is part of a business content strategy, then paid promotions seem to make more sense.

Still, here are some common questions and objections:

  1. It is an expensive way of getting new subscribers?
  2. Measuring the effectiveness of paid ads is difficult?
  3. Your ads may not even be reaching podcast listeners?

A Podcast’s Business Purpose

I find that podcasting for business is more inbound than outbound. Successful business podcasts should offer solutions, solve a prospects problems or provide training and education. Thus they are extremely effective in building a brand’s authority.

But Podcasts are not effective for direct response selling to cold traffic.

If you are a business getting into podcasting as a way to sell something, stop. You might be better off advertising on existing podcasts in your niche. We cover this later in this episode.

On the other hand, if a business has a good inbound content marketing funnel, podcasts can serve as a great entry vehicle. As a business podcaster you get to talk to your ideal and relevant audience when they are in a receptive mode. Think about what people are doing when listening to their favorite podcast, the one you are appearing on. They are likely commuting, working out, going for a walk.

This listening modality is very different from interrupting an audience in the middle of browsing through their Facebook feed. So the “getting to know, like and trust” factor is huge in podcasting. And this is why Podcast Listeners are such a lucrative audience. You get to offer solutions, entertainment, education – and present your core ideas to them. But this takes the vision to invest in a longer term “inbound” strategy.

High Ad Awareness

Podcasts result in exceptionally high awareness levels for ads.

Among those who listen to or watch podcasts, just over two-thirds (67%) say they’re aware of ads in podcasts. While not an apples-to-apples comparison, the number far exceeds the 26% of smartphone users who recalled seeing an ad in a Facebook newsfeed in the last 30 days, or banner ad on the mobile web (22%)

Podcast Advertising Stats
Podcast Advertising Response Rates (source: Magid Study)

I’d like to compare several podcast advertising platforms in this episode, and point out the differences between them. Not all ad platforms are created equal.

So here’s my take on 3 platforms.

  1. Google AdWords
  2. Facebook Paid Ads
  3. Podcast Ad Networks

Podcast Advertising With Google Adwords

Podcast Advertising With Google Adwords
Google AdWords is the 800 lbs gorilla. Can it work for podcasters?

Generally speaking AdWords is expensive. So the question you’ll want to ask yourself is this: Can I afford driving traffic to my podcast at $5-$20 per click? How do you even know if your ads are reaching podcast listeners? On AdWords you cannot target podcast audiences easily.

My own view is that you need measurable results for AdWords to make sense.

For most businesses this means sending traffic to a good podcast landing page with a compelling reason to subscribe to their podcast.

Often such landing pages features an incentive for subscribing to the podcast via email, for example a guide, gift, contest or give-away. At least these landing pages should collect email addresses. Using Google Ads to send cold traffic to iTunes and hoping that people subscribe is difficult to measure, and not worth it in my opinion.

So we don’t use it except for certain corporate podcasts or non-profit podcasts in search of PR (as we are producing several). Some organizations have a PR budget, and promoting their show on AdWords seems appropriate for them.

For example, we have a non-profit organization with a podcast that has a grant from Google. We should all be so lucky! Podcast advertising using AdWords makes sense when the cost is reduced by such a grant. Plus, in their case Google stipulates that the grant money be spent this way:)

When is AdWords Appropriate?

If you are promoting high ticket products, services or programs costing hundreds or thousands of dollars, then running a podcast advertising campaign costing $5-$20 per click may appear to make sense.

But assuming that you can convert 3% of these clicks into podcast podcast listeners and subscribers, your cost per subscriber would be between $170 and $670. If you think that’s expensive, so do I.

One example where AdWords could make sense is a Financial Investment and Trading Podcast. A client signing up to such a podcast and becoming a client later is worth many thousands of dollars.

But for casual podcasts with a small budget I think Adwords are hardly ever worth pursuing.

Facebook Advertising For Podcasts

Facebook Ads For Podcasts
Podcast Advertising With Facebook

Facebook is one of the most affordable paid choices for promoting a podcast. It may seem easy to simply “boost” an episode specific post on your podcast site, and then hope people listen and subscribe.

But I would not recommend this approach when first starting out. Instead, I would recommend sending traffic to your main podcast landing page that features an incentive for signing up.

Where to Send Facebook Traffic?

When you’re first starting with Facebook ads, you should send these ads to your podcast home page, not your episode pages. Do not simply boost your episode shared post on Facebook. This is because boosting an individual episode show notes post seems like a quick solution but rarely converts as well as a carefully crafted visual leading to a conversion optimized page. And your ad should be designed to specifically outline the listener benefit and value proposition of your overall podcast.

Some podcasters promote on Facebook by sending traffic straight to their iTunes page. This makes no sense to me, since iTunes makes for a very poor landing page. By sending your valuable ad traffic to iTunes, you miss the opportunity to present the benefits of signing up for your podcast, and to capture an email subscriber in the process. Plus, from an SEO perspective, iTunes doesn’t need traffic or social signals, but your own site does.

So let’s assume you are sending ad traffic to your own podcast homepage. You therefore want to ensure your podcast home page is optimized for conversion. We have a huge guide on podcast design patterns for conversion, I suggest you check it out.

There is an exception to this rule.

If you have a lead magnet or give-away specifically for each episode, Facebook can be a great way to take advantage of that. Your visual for the Facebook ad can focus on the lead magnet give away, instead of on static or boring podcast art. Your Facebook episode specific ads should make it clear that there is a “must have” lead magnet associated with the ad.

The more your “lead magnet” is aligned with the topic of the episode, the better the conversion rates will be.

Targeting Podcast Listeners On Facebook

As I mentioned, targeting podcast listeners on Facebook can be tricky. Here is our 5 step process for creating custom Facebook audiences that are more likely to be podcast listeners. You can use this to drive Facebook traffic to your podcast’s home page. By the way this is an example of an episode specific lead magnet:

Podcast Advertising and targeting on Facebook

Using Facebook Paid Ads For Contests

A popular and effective way to gain podcast subscribers is by running a contest or give-away on Facebook. This used to be a popular podcast launch strategy. Contests were typically set up to ask for an iTunes review in exchange for entering the contest. However, the iTunes algorithms have changed since then. Reviews no longer play as much of a role in driving a podcast into the New and Noteworthy section.

That said, contests can work for subscriber growth even after the initial launch period. The benefit here is that people entering your contest are providing their email address, and you can make it clear that by entering the contest your listeners are signing up for email notifications when new episodes launch.

The prize for a contest does not need to be anything super expensive.

But it should be aligned with the topic of the show. It is much more important that the prize is relevant. Take a Customer Experience podcast for example. Rather than giving away an iPad or some other expensive gadget, consider giving away tickets to the premiere Customer Experience Conference that year. If you were to give away an iPad you would get tons of meaningless content entries of people just fishing for an electronic gadget. But it you are giving away conference tickets, you can be sure that people entering your contest are interested in your topic, and thus ideal podcast subscribers.

Here are some good Facebook Contest Resources.

  • Heyo – Beautiful and easy to set up, including a free trial and affordable monthly rate after that.
  • Wishpond – Lots of contest templates to choose from. Also includes a free trial.
  • Shortstack – A platform for contests and quizzes. More options and a greater learning curve.
  • Agora Pulse – Most affordable platform, and ROI focused.

For a more complete review of Facebook Contest platforms, check out this in-depth review by Venture Harbor.

Additional Ways To Use Facebook for Podcast Advertising

While Facebook advertising is affordable and effective, it is also a pretty vast topic, requiring lots of expertise. We will do a deep dive into this in a future episode. Here are just some additional ideas on utilizing the Facebook ads platform.

  • Facebook Messenger bots to invite people to subscribe or leave a review. These messenger bots result in you acquiring leads with emails.
  • Installing Facebook Pixels on your site and re-targeting your site visitors to subscribe.
  • Running Facebook ads to social share gates, using our favorite social share gate tool called “GoViral”. This saves you from having to create a landing page, and still results in people sharing your podcast pages with their Facebook audience in order to “unlock” your lead magnet offer.

If you have not done so before, getting started properly with Facebook ads can be intimidating, so consider taking a Facebook ads course or hiring someone experienced to help you get started.

Podcast Ad Networks

Podcast Ad Networks

With both AdWords and Facebook you will mostly be advertising to non-podcast listeners. It is difficult to target podcast listeners only on Facebook, and next to impossible on Google.

In-podcast advertising networks are so effective because by default, your entire audience consists of podcast listeners.

One great way to get new listeners is to advertise on other existing podcasts in your niche. Most podcasters only think of podcast advertising networks as something to help them monetize their own show. But placing an ad inside one of the most popular podcasts in your niche can be super effective. According to Midroll, 61% of podcast listeners have taken action and purchased or signed up for something from such podcast ads.

The real benefit of this approach is the fact that you are advertising on your medium. If people are listening to your ads, that means they are podcast subscribers already. It is much easier to convince them to check out your show, than to show your Facebook or AdWords content to people who may not even listen to podcasts at all.

So how much does this cost?

Here is some information from Midroll, by far the best known podcast advertising network.

All Midroll podcast ads are priced on a cost-per-thousand downloads model, or CPM. For instance, with a $25 CPM, a spot on a show with 10,000 downloads per episode costs $250; with 100,000 downloads, it’s $2500.

So let’s do the math. If your ad is highly relevant to the audience of the podcast you place your ad into, and assuming 3% of listeners take action and subscribe to your show, your cost per new listener would be $0.83. If only 1% of listeners take action, then it would be $2.50 per subscriber.

On the surface, these numbers compare very favorably to advertising on Facebook or AdWords. However, there is a rub: Podcast networks charge per download, and the number of downloads do not equal the number of listens. And in order for your in-podcast midroll ads to work, you need people to listen, right? How many downloads are actually listened to depends greatly on the type of podcast. A daily news podcast might have a much lower download to listen ration vs. a podcast with a loyal fan base. Just something to keep in mind.

Midroll

  • Midroll is the largest player in this field, with an inventory of over 300 podcasts, and a focus of matching podcasters with
  • Here is a link to Midroll’s metrics, demographics and pricing, everything you need to know to advertise your own show on one of the best known podcast ad networks.

Authentic

Archer Avenue

  • Archer Avenue works with you to ensure your ads are placed only on the shows you are interested in. They can also help you design an audio ad matching the style of the show you would be advertising on.

Advertise Cast

  • Advertise Cast has an interesting tool to help you find podcasts to advertise on, as well as predict the total spend of your campaign. Look for the “filter” tool in the left sidebar of their site. You can set the Cost Per Thousand (CPM) downloads to display podcasts that match your budget, and then proceed to select shows that would be a good fit.

Podgrid

  • Podgrid focuses on small to medium sized shows, and go the extra mile to match you with the best podcasts to advertise on.
  • Because they are small, they work to match your budget. Thus I think they are a good choice if you want to experiment with a limited budget.

Podcast One

  • Podcast One is a large network with 200 shows and “400 million impressions” according to their page.
  • They claim to be able to offer metrics on spots actually being heard, instead of using downloads. This is done through “3rd party verification”. I do no know to what extent this increases their pricing, something you might wish to ask when reaching out to them,

How To Get Started With Advertising on Podcast Ad Networks

If placing ads on podcast networks seems intimidating, there is a good article on Adopter Media explaining podcast advertising rates and how they work. It answers the most common questions about how costs are determined and common pricing approaches.

In order to figure out if this will work for your podcast and your budget, I would suggest the following: Study each podcast network website listed above. Remember that the best outcome results from being aligned with the show you are advertising on.

  • Make a list of podcasts that would suit your niche and messaging.
  • Set a budget you would be comfortable with for 1/2 year.
  • Contact each network through their online form and describe what you are looking for.
  • If your budget is limited, try the Podgrid network first.

All of the podcast networks are very customer friendly. They offer consulting sessions to help you get started, and I’d suggest phone or Zoom meetings with each one to get a sense of how they work and how well aligned you are with their stable of available podcasts.

Conclusion

All in all, I think I can summarize it like this.

  1. Google Adwords is appropriate only in rare circumstances. If your podcast is associated with a “big ticket item” business, or if you have a grant:)
  2. Facebook is the most versatile podcast advertising platform simply because it’s targeting flexibility and relative affordability.
  3. Podcast Ad Networks are the most effective way to get to existing podcast listeners, but require a decent budget.

This episode reveals how “Podcast Guesting” is one of the best possible marketing strategies for podcasters.

Episode Overview

  1. What it is and why care
  2. Careful – best practices matter throughout
  3. Process overview
  4. How to best get started
  5. Using a guesting service vs the DIY approach
  6. A walk through demo of the DIY approach

What is “Guesting”, And What Are the Benefits?

Being a guest on other peoples podcasts is good PR – not just for podcasters.

As a result there are several programs out there that teach why this is such an effective marketing approach for start-ups, authors, speakers and entrepreneurs to create PR and promote their business.

Steve Olsher “Profiting From Podcasts” comes to mind

Steve Olsher’s Profiting from Podcasts is a program for non-podcasters and podcasters alike to appear on other people’s shows. As part of his site he gives away “lead magnet”. This is a free directory and contact information for 670 podcasters whose show you could appear on.

Podcasters have a built-in advantage

Podcast guesting is a good opportunity for people who do not podcast themselves. But it is an even better opportunity for those of us who do have a podcast and want to promote it. This is because as a podcaster you will have a decided advantage:

  • You are used to podcasting and fluent “on air”
  • Great sound quality is part of your own mission
  • Furthermore you are empathetic with the needs of a podcast host, and able to create value for the show you will appear on

Benefits of Podcast Guesting

The tactical benefits are too many to count.

  • Great for your SEO: Guest appearances on podcasts usually result in a back link to your business website. This is a big deal because links to your site are one of the most important ranking signal Google uses. So if you are podcasting as content strategy and want your show to appear in search results more easily, you’ve got to have links to your site. Each time you appear on someone else’s show, this is a likely outcome.
  • It’s evergreen: while you are likely to get an initial boost, the episode you appear on will continue to exist. And will allow people to discover your own business or podcast.
  • Above all, you can attract your ideal audience: people who listen to podcasts already. If listeners like you as a guest, they will check out your own show. We have seen this countless times. A great appearance on a popular show can skyrocket your own podcast subscriber base overnight, especially if your podcasting website is designed for conversion.

If you can take your own message, mission and values and match it with that of your host’s podcast, you are attracting a super engaged audience.

Careful: Best Practice Matters

I mentioned Steve Olsher’s list of 600+ podcasts with contact info. Whatever you do, don’t abuse this list – for example by sending an impersonal mass email asking to be on 600 shows. Certainly your name will be dirt in the podcasting community if you do that!

And this is true for generating a DIY list as well: There are ways you yourself can get contact info to outreach to people. But you will want to follow best practices and do your research ahead of time. So throughout this episode, we’ll point out best practices to follow to increase your success rate.

How Best To Get Started With A “Podcast Guesting” Strategy

Steve’s Olsher’s list features big podcasts with established audiences, and that’s great.

Start Small

However, don’t start there. Start with smaller players, if you are in a smaller niche yourself, and work your way up. To appear on the big shows, prove that you are worthy guest with a worthy message, and a large audience yourself.

Grow Big Later

So instead, start with the smaller players in your field, and get practice. Having been a guest on other shows will help to get on the big shows later.

The “Guesting” Strategy Process

The podcast guesting strategy breaks down into components:​​​​​​​

  1. Researching the best podcasts to appear on​​​​
  2. Finding Contact Info
  3. Outreach campaign to pitch why you would make a great guest
  4. The actual appearance
  5. Follow-Ups

Researching Podcasts To Appear On

You can use iTunes to research podcasts in your niche. Do some SEO keyword searches, locate podcasts that are good candidates for your own message, and look up the podcast website in the iTunes app. I recommend entering candidates in a Google Sheet.

iTunes vs Google

iTunes is a rather poor discoverability and research tool. Another way to do this is with a simple Google search, by entering a term or keyword and then adding +podcast at the end. In most cases there will be write ups. For example, let’s take “positivity” as the keyword and try this:

The results reveal several listicle posts about the top positivity podcasts to listen to. Perfect! Let’s drill down to examine each.

Via Player FM

Another good platform to research podcasts to appear on is Player.fm. This is because they list the number of subscribers on their platform, and this will show you how popular each one is.

Time for a mini demo (Video at 7:30)

  • searching for shows
  • filtering to display results from the last year
  • investigating each podcast site for Alexa Rank and Domain Authority
  • make sure they are interview shows

So, build a list of about 20 podcasts you would love to be on. We have a Google Sheets template for this process, and I am sharing a link to that at the bottom of this episode. Click here for that.

Finding contact information

The next stage in the process is to identify email addresses. The tool I am using is a Chrome extension called Hunter.

Some podcast sites may only have a contact form, and that’s OK too, but the majority will reveal email addresses.

So, build a list of about 20 podcasts you would love to be on,

Setting up podcast guesting outreach campaigns

There are basically 2 ways to approach this:

Time or money

Either you handle an outreach campaign by yourself, or you hire someone to do it for you. Several companies that specialize in arranging podcast guest appearances have sprung up in the last year or two, and this can save time.

Here is are two quick start services that offers to do the hard work for you. You don’t get as much control about which podcasts you get to appear on. But I would recommend this in broader niches. For specific small niches, it might be more effective for you to start out doing research yourself.

Perfect Podcast Guest:

How would you like to have hundreds of podcast producers, hosts, and other media outlets contacting YOU to be a guest on their show? Their concept is that they will list you as a potential guest in their directory. So it is a way for podcast hosts and producers to find you.

They offer 2 plans:

  • Get a 30-day listing for only $1. Subscription is $9.99/mo*.
  • A yearly plan, where you get two months free, for $99*

Interview Valet:

This premium service does a lot of the work for you, and can get you on some great shows. But it comes at a price of $750 a month. So depending on your situation, this may jump start your guesting efforts.

Podcast Bookers:

Their ideal clients are book authors, business owners, marketers, digital agency owners and entrepreneurs with a record of success and a story to tell.​​​​​​​

Their ($99)$450 per month starter plan comprises

  • 2 Bookings Per Month
  • Dedicated booking agent
  • Find and research great shows
  • Customized pitching
  • Contact and follow-up
  • Scheduling & confirmation
  • Detailed email summary
  • Replacement if show cancels
  • Custom “one-sheet” for pitching

 

We feature even more guest booking services in our podcast resources guide:

FREE 2018 Podcasting Resources Guide: Launch and market your podcast

  • check
    Gear Guides
  • check
    "How To" Tutorials
  • check
    Music & Sound Effect Libraries
  • check
    Software & Tools
  • check
    Guest Booking Services
  • check
    General Podcasting Sites & Groups
Podcasting Resources Guide

Where can we send your guide?

The DIY Way:

Doing outreach campaigns yourself can be easy and is cost effective. But you need some time,  a thick skin, and cannot have a low tolerance for rejection if you don’t want to spend a ton of money. I am assuming you are a resilient podcaster and entrepreneur here.

The good news is that you will build reusable assets the first time you run a podcast guesting campaign. Each additional podcast guesting project will take less and less time.

I would still recommend going this route. Here is why:

Because as a podcast producer we have seen tons of examples of people pitching us to be on one of our shows. 9 times out of 10 these are impersonal mass emails.

Your opportunity here is to do the opposite and to do this right: research and personalize each time you reach out to someone.

  1. Listen to a few recent episodes, not just one
  2. Jot down something you liked about their show or interview
  3. Write down 3 different ways in which you could add a new perspective to a topic they have covered
  4. Be aware about your hosts current content themes if any [xxx]

The Podcast Guesting Outreach Template

First, develop an email outreach template, and then heavily personalize it using the above research before you send it.

  • What unique information can you teach their audience?
  • Are there interesting stories their audience will benefit from hearing?
  • Can you think of the most relevant advice and knowledge for your podcast host’s audience?

Keep in mind that this template will need to only be created once, and has additional benefits. It could also serve for other outreach campaigns, such as guest posting and link building. We have a template for you to download in our resources section at the bottom of these show notes. Click here to access.

One Sheeter

Next, design a standing PR kit “One-Sheeter” for your podcast and add this as an attachment or separate section. This is another on-time only effort.

This sheet should be all about you, your podcast, the topics, audience, social proof. If you are creating your podcast one-sheet, remember this won’t replace the pitch; however, it will supplement and enhance it. A sample outline of a podcast one-sheet might therefore include:

  • A Short introduction
  • The value or topic areas your podcast covers
  • Other places you have been featured (i.e. other podcasts)
  • Your environment/equipment
  • Audience stats for social media
  • A link to your online calendar
  • Contact information
  • Sign off/thanks

Your Outreach Email

Because a one-sheeter alone does not replace your outreach email, your email should include these elements (courtesy of “Podcast Bookers”)

  1. Step #1: An enchanting subject line that grabs attention. Your subject line makes or breaks your pitch.
  2. Step #2: A personal greeting that builds a connection. Greet the show owner by name.
  3. Step #3: A killer opening that introduces you powerfully. Your opening lines should say who you are and why you’re writing.
  4. Step #4: A compact body that highlights your story. In the body copy, focus on the novelty of your story. Your originality is what gets you the gig. Show the host why your story is different. Keep searching until you find a unique angle. You should also add a dash of social proof to showcase your authority. There are so many ways of demonstrating your authority. Here are some of them:
    • Share some popular podcasts you’ve been featured on.
    • Brag about top industry blogs you’ve been featured on.
    • Mention any notable press mentions if you have any.
    • Reference an industry-related book if you’ve written any.
    • State any industry awards you’ve won over the years.
  5. Step #5: A convincing close to ram the point home. Close with a stirring conclusion that compels the host to respond positively to your request. A question makes a good call to action.2

What if no one responds?

  • Don’t take it personally
  • Be persistent
  • Don’t re-send the same email, keep adding value: Here are some ideas for adding elements to follow up emails:
    • Share links to other podcast episodes you’ve been on
    • Add social proof in the form of testimonials for your speaking or writing
    • Link to articles you’ve written that align with one of the topics you pitched

Time Savers

Here are some time saving tips:

  • Use TextExpander (or your emails built-in template system) to prepare and then personalize your podcast guesting outreach emails. This works great for one-at-a-time emails.
  • Use Chrome extensions like Hunter and YAMM to automate the outreach process so you can send campaigns to dozens if not hundreds podcast hosts. We demo this process in detail in the video at the top of this page, and in our downloadable guesting system at the bottom of these show notes.
  • Use some sort of tracking system.
    • We use a marketing automation platform called SharpSpring (think HubSpot but a fraction of the cost).
    • G-Suite and Gmail allow you to send trackable links
  • But even so, there are free options to track.  At least you will know if your recipient opened the email or not.

Your Guest Appearance

Putting thought into the podcasts you appear on means thinking about the host on the other end of your interview. Again, you as a podcast know about this, right?

Make it easy for your host, especially if you have never met. Follow the process they outline for you, if they ask you to use their tools and forms, go along with it.

Make sure you listen to recent episodes of their show.

Look up your host on their “about” page, and learn about them as a person, something you can weave into the conversation as appropriate.

Be aware of the format and structure of the show you are appearing on.

Follow-Ups

After your interview, support your host in the way you wished your own guests would. Reach out and thank your host, and offer your support in sharing the show notes. Ask if there is anything you can do to help create these, for example links, image and other information you should have already sent to the host in the form of your one-sheeter.

Links Mentioned In This Episode


Downloadable Outreach System – Our Guesting Templates

Podcast Guesting Templates

As featured in our video demo (at 7m:30sec), below are the templates we use for this. Just unlock these below and you will get

  • Podcast Guesting Outreach Email Template – (via Google Docs)
  • Outreach Database & Personalization Template – (via Google Sheets)
  • Integration ready for use with YAMM mail merge tools so you can contact 100’s of podcast hosts – in a highly personalized way.


UNLOCKED! Thanks for joining us!

Here are the links, these are public read only documents on Google Sheets and Google Docs, just copy them to your own account to start using them.

  1. Outreach Email Template for you to customize for your own show
  2. Outreach Database & Personalization Template
  3. I highly recommend installing the Hunter – Email Capture Chrome Extension
  4. Also the YAMM – Yet Another Mail Merge Outreach Campaign Tool
  5. Be sure to watch the YAMM support instructions on how to set up a campaign.

To see how this all works together, be sure to click below and the video will start right at 7m:30s:

Be sure to just ask me any questions in the comments, or better even join our Facebook Discussion Group for Podcast Marketing as well!

Cheers, Juergen


Conclusion

Podcast guesting may sound like a lot of work. But believe me, it is worth it. There are SEO services out there charging $500+ for a guest post article or back link from a reputable site. And this strategy is better. You will get an evergreen audio interview about your podcast and business, with a back-link to your site. You will also be speaking to and engaging a new audience that is already listening to podcasts and ready for your message and mission.

How does Google determine content quality?
How does Google determine content quality? Guest Post by Alijaz Fajmut

Time and time again you'll have heard that, if you want to rank higher on Google, you need to produce quality content. But what exactly is content quality?

And why does it matter? Because that's what Google wants. And because Google is the world’s biggest search engine that's probably responsible for most of your traffic, you kinda have to give it what it wants.

Indeed, when Google goes down, overall worldwide web traffic plunges dramatically by around 40%. And when Google updates their algorithm, everyone pays attention. And Google recently updated their algorithm to focus on content quality. Check out the below graphic to see what I mean:

Content Quality trend as indicated by search volume on Google
Content Quality trend as indicated by search volume on Google. Source: KWFinder

This means that marketers need to do as Google says and produce more high-quality content. But what does that mean and how can you create top-notch content? This article will show you how Google measures content quality, and what you can do about it.

Content Quality Means Google Values Expertise

Imagine if you were running an affiliate website on the camera niche.

You've got your affiliate products all sorted and you've written a few blog posts at 500 words each. So far, so good.

The thing is that you're not an expert at cameras — in fact, you know nothing about them. The only reason you're driving any traffic in the first place is that of your decent marketing skills (and perhaps a PPC campaign). Because you have no real knowledge of cameras, your blog articles suck and your conversions are down.

Not just this, but your bounce rate is through the roof. And a high bounce rate is an indicator of poor content quality. People have found you out and know that you're not an expert on cameras.

Bounce Rate is an indicator of content quality

The real problem is that Google has also found you out, and as a consequence, your ranking has dropped. Not cool.

What Google wants is experts producing content they know inside out. This improves the user experience, ensuring that the right content is matching up with the right search queries. The site visitor is able to resolve their problems satisfactorily and everyone is happy. Including Google, who's algorithm measures engagement with content as a content quality factor.

Link to Other Websites

If you've used data or any kind of facts and figures in your articles, great. This gives you more credibility in the eyes of your readers.

To establish more credibility with Google — which is of equal importance — you need to reference any source where you got your data from. This is in keeping with co-citation best practices, and it shows that you're keen to be a part of the Google family.

Get other, authoritative websites to link back to you, too. This is called a backlink and it gives your website and articles a seal of approval because it shows that what you're offering is of a high content quality.

Quality content and link strategy
Internal and External Link Strategy influence the way Google ranks the quality of your content

To secure more backlinks you can launch a guest blogging campaign. This is when you pitch a blog idea to a related website in your niche, write a solid blog post and publish it with a link back to your site.

As well as that, just focus on content that you know is offering lots of value. The more value you offer, the more share-worthy and link-worthy your content will be. And, don't forget an internal linking strategy to other articles on your own site, something we refer to as cornerstone content.

Produce Long Form Content

Research has been done into whether short-form content performs better than long-form content.

And the answer is that long-form content is considered by Google to be of higher quality, and therefore ranks better.

Long form content is considered to be of a higher quality because a 2,000-word blog post naturally has more opportunities to offer more value to the reader than a much shorter 500-word blog post. A longer blog post also has more opportunities for backlinks, useful data and it can go deeper into the problems experienced by your audience.

Why Content Length Matters to Google
Why Content Length Matters to Google

Long form content is also considered to be more share-worthy and this further increases its quality status with Google.

Creating long-form content can take time, of course, but don't forget that you can repurpose it so that you get as much juice as possible out of it. If a lengthy blog post performs well, repurpose it for a video that a different audience gets the same value out of it.

And if you're stuck for ideas on what to write about in the first place, use the skyscraper technique. This is when you take an existing piece of content on a particular niche and improve it with more value, data, actionable advice and so on.

Make Old Content Relevant

Google wants to see fresh content from you, which means you should strive to publish new content as much as you can.

Of course, freshness itself doesn't indicate content quality. Moreover, you shouldn't post new content just for the sake of newness. What you can instead do is go back to your old content and make it more relevant.

content relevance and quality
Making Old Content Relevant In A New Context

For example, let's say I wrote an article in 2016 on car tax. It was a really good article that people enjoyed. It was informative and educational.

However, since we're now in 2019 and the rules on car tax have changed, it's also now old and irrelevant — and that means it's lost the quality piece of content it was.

Instead of rewriting the article from scratch, I can make the necessary tweaks that make it relevant again. It will be fresh, and it will have the quality that Google is looking for.

Avoid Keyword Stuffing and Duplicate Content

As you can see, content quality is all about improving the user experience so that they get the best answers possible. Google wants to offer people more bang for the buck, so to speak.

To this end, Google uses a search filter called Panda to look for, and then penalize, poor quality content that's obviously just trying to drive as much traffic as possible without actually offering any value.

To make sure that you don't fall fool of Panda, avoid Keyword stuffing and duplicate content. Avoid doorway pages too, and don't take part in link schemes. All of these things will result in penalties and your ranking will plummet.

Conclusion

As long as you focus on creating in-depth, long-form content rich in links and data, and which offers lots of value to the reader, you'll be well on your way to success on Google.

Guest Post by Alijaz Fajmut

Aljaz Fajmut is a digital marketer, internet entrepreneur, and the founder of Nightwatch— a search visibility tool of the next generation. Check out the Nightwatch blog and follow him on Twitter: @aljazfajmut

Most podcasters find that after the initial success of launching their show, podcast growth becomes harder. Meaning, it becomes harder and harder to gain new listeners and subscribers.

Growing a podcast audience by relying on iTunes New and Noteworthy, or promotions via social media, or submitting to all sorts of podcast directories is a finite thing. Yes, these are all good and necessary steps in promoting a podcast, but eventually, the growth slows down or stops altogether.

The Podcast Growth System

This is why I’ve been working to compile insights we have gained over the years in launching different shows for a variety of clients. For most, podcasting has become a great content strategy for growth. So I am very excited to announce the launch of a podcast marketing system, as well as a book that teaches these techniques.

The approach we have taken incorporate Podcast SEO. And I don’t just mean “Search Engine Optimization” on iTunes, Stitcher or other podcasting platforms, I mean optimizing podcast episode planning and websites for discovery on Google and Bing.

For podcasters, applying simple to follow SEO techniques represents a massive traffic advantage in optimizing the time they likely already spend creating show notes and episode posts. And, these techniques are much more sustainable and evergreen when compared to short-term promotional or paid campaigns (which of course also have a place in the system).

Keep It Simple, Stupid

“Everything should be made as simple as possible, but not simpler.” –Albert Einstein

Podcast SEO Marketing Course

Learn more about how to grow your podcast with the “Podcast SEO Marketing Course”

SEO can seem intimidating, so we’ve tried to keep it simple, with video tutorials and easy to follow downloadable templates. In other words, an expert guide on how to grow a podcast audience, email list and web presence with podcast SEO marketing through step by step guides and practical SEO exercises for your show’s pages.

Any podcaster can learn to build a listener base and gain traffic for their podcast organically and without having to spend money on ads.

The ROI of Podcast SEO

Podcast SEO ROIYou question the ROI of spending time on SEO? I beg to differ, have a look at this graphic from the Positivity Strategist Podcast, it illustrates that the podcast is receiving $2,000 worth of clicks a month (This analysis provided by SpyFu analytics, who measure what we would have to pay in Google Adwords for the exact keywords driving traffic to the podcast website and show pages) This comes from the exact techniques we are teaching in this course.

Podcast Home Page Design

We also have some free video resources on our site pointing our conversion optimized design patterns that help grow your email list. Optimizing your podcast homepage for conversion and email sign up will help you grow your podcast subscriber base.

How To Promote Your Podcast And Increase Your Listener Base

We also have a comprehensive guide on traditional non-SEO methods of growing your podcast audience, and it outlines multiple strategies, most of which happen outside the iTunes ecosystem. A good read for anyone whose eyes glaze over at the thought of SEO based marketing strategies.


The Podcast Growth System

The Podcast Growth System 8 Tips


What Other Podcasters Are Saying

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Jeanne Bliss World renowned CX Author, Speaker, Founder at CustomerBliss

Rank as #1

"My goal was to rank as #1 on Google for the keyword ‘Customer Experience Podcast’. Polymash helped me get there, just Google it!"

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Larry Hagner Author, Speaker, and Founder of The Good Dad Project

The Real Deal

“Polymash is the real deal! I originally started working with Juergen to simply assist me with podcast production. What I received from him in service, dependability, turn around time, guidance, and coaching far exceeded my expectations. Without his help, I would not have successfully launched my podcast and re-branded my website. I cannot recommend him highly enough.”

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Robyn Stratton Speaker, Author & Founder, Positivity Strategist Podcast

Getting on page one of Google Search Results

“Polymash helped me get on page one of Google for my main business keyword, even though it is competitive! Now 65% of my site traffic comes from organic search.”

Coming Soon:

The Podcast Growth Show Podcast

Contact me here to be notified when it launches, and let me know your questions and what content topics you’d like us to most talk about on the podcast.

 

 


FREE 2018 Podcasting Resources Guide: Launch and market your podcast

  • check
    Gear Guides
  • check
    "How To" Tutorials
  • check
    Music & Sound Effect Libraries
  • check
    Software & Tools
  • check
    Guest Booking Services
  • check
    General Podcasting Sites & Groups
Podcasting Resources Guide

Where can we send your guide?

As a small creative agency owner, attending the occasional marketing workshop is a necessary investment, and I understand the value of marketing as a tool to reach my customers and grow my company to the next stage. However, like many marketers and entrepreneurs out there, I also know how important it is to continue my own education and to learn from the best out there. As such, partnering with and learning from people who have different and deeper experience with marketing is super important for me.

My partner and I have been attending a series of seminars and marketing workshops from Speaking Empire, a leading company that helps speakers and entrepreneurs figure out new and innovative ways to market their brand, and to become best-selling speakers and presenters in their niche. Their holistic system is based on selling from the stage, be it live at speaking events, or virtual stages via webinar, and the community they have built is full of entrepreneurs that have launched multi-million dollar businesses as a result of partnering with Speaking Empire.

During the last year we’ve attended multiple 3 day workshops and have been fortunate to meet and learn from many of these successful and inspiring people. Talk about JV opportunities, this alone has made being a member worthwhile.

What Is The Speaking Empire?

Speaking Empire Marketing Workshop LogoSpeaking Empire is a joint venture by Dustin Mathews and Dave Vanhoose to teach speakers, business owners and marketers to achieve their goals. From where I am sitting, they provide some of the best information out there regarding marketing, and Speaking Empire is a company that is committed to helping business owners and their companies reach their full potential.

Dustin and Dave founded Speaking Empire because they  believe that everyone has a message inside, and to help people find that message and then structure it into a way that communicates.

When you understand both the Signature Presentation Formula™ combined with Irresistible Offer Architecture™ you’ll have a powerful message.

By utilizing real-world tested methods and laying everything out in a simple and easy-to-understand manner, the team at Speaking Empire can help anyone achieve their goals.

A Marketing Workshop With a Difference

For my partner Robyn and I, investing in the time to attend the “Group Power Day” was one of the best ways to get started. We’ve also been to the “Presentainer”, where we learned presentation techniques and webinar formulas that entertain – but also help you sell in the process. You can check out this and some of their available seminars at speakingempire.com to see what they can do for you. They helped us immensely, and I know that other entrepreneurs and marketers like us can benefit from their services.

The last and most recent in the trifecta of workshops is we attended was the “Brand Response Marketing Workshop”, and I wanted to give a shout out to Dustin Matthews, the CEO of the whole thing, and Emerson Brantley, the copywriting workshop lead for the team. Here is what I got out of everything.

Dustin Mathews, CEO of Speaking Empire

Dustin Mathews at the Brand Response Marketing WorkshopWhen most people think of a CEO, they imagine some guy sitting behind a desk who can’t be bothered with day-to-day operations. Dustin, however, is very much a hands-on person who wants to make sure that everyone who attends his events is not only having a good time but is getting the most value out of the service. After all, if we are here to learn something, we want to make sure that we walk away more knowledgeable than when we arrived.

Marketing wTo that end, Dustin was excellent and provided not only advice and brainstorming ideas while we were working, but a host of tools and templates that we could use at our disposal. In the end, it really felt like he was there for our benefit, not the other way around.

PS, Dustin just launched his new book, called “The no B.S. Guide to Powerful Presentations”, check it out here.

Emerson Brantley, Copywriter and Workshop Lead

Emerson Brantley at the marketing workshop of the Speaking EmpireWhen it comes to implementing new marketing tools, many people are so eager to try them out that they don’t step back and examine the overall strategy behind it. Why are we using this tool to reach out to our clients instead of something else? What value are we providing for our customers that will make them come to us instead of the competition?

Thanks to Emerson, I started thinking critically about how marketing can be utilized as well as the role that copywriting has in the whole process. I liked that he laid everything out in a simple manner that focused more on the customer’s experience rather than the uniqueness of the tools we could use. That way, we ensure that our clients are happy and coming to us in the future. Emerson has had some amazing experience and results when it comes to copywriting and marketing, you can check him out at Web3Direct and see some of the amazing marketing case histories. Emerson helped me see things from a different perspective, which is why I appreciated his input and recorded a separate video testimonial about the workshop experience with him here.

The Upcoming Amplify Event

Amplify is the follow up event to the brand response marketing workshop By the way, there is an amazing upcoming conference called “Amplify” I can highly recommend.

If you want to craft a message that resonates, deliver that message with power, and build a platform that reaches the world then Amplify is for you.

If you’re a high-level business owner and you want to get your company to the next stage, then you most likely want to attend this exciting and worthwhile event. It’s a collection of the top minds and leaders in the industry coming together to help everyone succeed to their full potential. As such, you need to reserve your space now as they are limited. Find out more about the event and how you can participate here.

 

You might not think tips on how to start a podcast have anything to do with content strategy…

But before you laugh, for the right sort of business, launching a podcast can be an amazing content strategy driver…

How to start a podcast as content straetgy - Google trend statistics

Google Trends Interest Over Time Graphic

Sure, podcasts have been hotting up in the last couple of years, as articles in the Wall Street Journal and Washington Post pointed out.  Breakout shows like “Serial” and “Start-Up”  were responsible for increasing awareness of podcasts, and most terrestrial radio stations, and their advertisers are launching podcasts as part of their digital strategy. Alex Blumberg of PBS recently left his well-paying job as host of “This American Life” and “Planet Money”, and raised $1.6M+ for his new podcast venture “Gimlet Media“.

Here are some recent market size statistics to consider as of 2018

  • 67 million people listen to podcasts – monthly.
  • 112 million Americans have listened to podcasts.
  • As of 2016/17, podcast listening increased by 25% per year in the United States.
  • As of 2017/18, podcast listening increased by 11% over the prior year.
  • 85% of listeners hear all of a podcast.
  • Average listeners subscribe to 6 different podcasts and consume an average of 5 episodes per week.
(Stat Reference and some insights about the above at: Convince & Convert)

Impressive stats, wouldn’t you agree? But the success of this approach is more pragmatic. Assuming you want to launch an interview show with thought leaders in your space, the show notes accompanying each episode can be a huge traffic generator for your site, and lead to Google rank increases, since it is in the interest of the thought leaders to cross promote each episode.

How to start a podcast - launch effect on Alexa rankings

Podcast Launch Effect On Alexa Rankings
(click to see a larger version of the graph)

We produced and launched a podcast for our client “Positivity Strategist” and as a result, the site sky-rocketed in Alexa and Google ranking within the following three months, and their email list is growing exponentially, solely due to a successful podcast strategy.

We’ve since repeatedly used Podcasting as a content strategy to grow traffic to client sites or to get them to improve their rank on a variety of search engines.

The attached Alexa Ranking comparison chart shows the effect of positivitystrategist.com (in blue) as well as one of its competitor sites (in green) launching a podcast late in 2014.

POdcasting as Content Strategy List GrowthAnother example of how successful podcasting as content strategy can be was for a client podcast that followed our launch and content strategy called “the MFCEO Project“. It built an email list of over 17,000 within 1.5 years, and their 1.5 year old website gets 35K visitors monthly. It should be noted that there was a substantial social media presence on Instagram before we started, but that is the point: Podcasting as a content marketing strategy when done right can convert anonymous followers into more concrete email list subscriber, and most marketers recognize both the importance and difficulty of this.

In his awesome article how recent Google patents are shaping the future of SEO, Neil Patel predicts both the rise and fall of podcast’s popularity as tied to driverless cars. While podcasts are a form of content that is currently taking advantage of commute time for drivers, he predicts that eventually, other forms of content will become popular once hands-free driving allows us to consume video and visual content while driving.  (Neil even kindly linked to this post in this article, a big thanks!)

One additional content marketing benefit is that there is no shortage of topics to write about since the show’s guests and schedule pretty much set a highly relevant agenda for show content and related posts.

And while we love building a loyal listenership, this article is not just about how to start a podcast, it’s about how to start a podcast as a content marketing strategy for your business and web site.

It’s not for the faint of heart, and it is a long tail type play, but for organizations with a host “personality” and a point of view, it can be a hugely successful way of generating valuable content for both listeners and website visitors.

Benefits of an interview style podcast

Some of the  benefits of an interview style podcast with thought leaders in your area of business are:

  • Meeting, collaborating and establishing working relationships with thought leaders in your space. Each episode of your podcast gives your guests a chance to talk about their experience, products, books or latest offerings. So you are essentially promoting them on your podcast, which is why it is beneficial for them to be on your show. Therefore most of the time getting guests is relatively easy, and we have seen lasting relationships come out of supporting each other in this way.
  • How to Podcast As Content Strategy BenefitsBecome an authority in your field. Often the intent of an inbound content marketing strategy is to establish your business and your websites as authorities in your industry segment. There are few better ways than to have a regular podcast interview show to establish this authority not only in your own mind but in the mind of your listening audience as well as your website visitors.
  • Google page rank, domain authority and overall SEO for your site. These factors are driven by having high-quality incoming links. SEO is an ever-changing field, and what worked in years past no longer works today, most SEO experts agree that high-quality content and inbound links are the gold standards here. And since your show notes will promote and feature links to your guest’s site and latest products, it is a fair exchange to ask that they feature your episode on their site, as well as cross-promote it on their own social media channels. So 50 episodes into your show, you will have 50 high-quality inbound links, as well as all the traffic and social media mentions these episodes generated.
  • Self-generating topics of discussion for posts on your site. Sure, you will need to prepare to think about guests and invites for your podcast strategically, but usually what emerges from each conversation is highly relevant content, easily turned into long form show notes that will constitute a large percentage of your content strategy.

Finding your passion and your voice

One caveat: You, or someone in your organization, needs to have a passion for your topic of choice. So if the ONLY overall reason you want to start a podcast is to increase page rank and generate traffic for your site, then this may not be not enough. Starting a podcast should not be a chore, it needs to come from the heart, and it needs to show passion.

  • How to podcast, bored listenerAudio is more intimate. The connection with your audience is deeper and more intimate on an emotional level, and so are the relationships you build with your fans and followers. I know that for podcasts I myself listen to, I feel “I know” the host. This may be a mirage, to use a visual metaphor for an audio phenomenon. But ultimately my experience is one of being connected more deeply than I would be by just reading someone’s blog posts.
  • Audio is an interesting medium in this way. Your enthusiasm, or lack of it, will instantly shine through to your listeners, and be either a turn-on or turn-off. The effort required to launch a podcast is high, as are the rewards, but if it does not come from the heart, and if you don’t feel you can find something of value to share, don’t even start. I would argue the same is true for writing and blogging, but in audio format, it is way more apparent.
  • Be clear about your value proposition to your listeners. Just like when writing blog articles, the listener experience should be front of mind. We love doing Value Proposition Design workshops for our clients when building web sites, and similarly the exercises we help our clients with apply here: clarity around who your likely listeners are, what they are interested in, what they can gain from listening to your show, or what pain relievers to their issues and problems you can provide.
  • Niches are good, up to a point. In thinking about topics for your show and episodes, the more narrow the niche of your topic is, the better. This may seem counter-intuitive, but there are many examples of extremely small niches doing well in podcasting, and establishing a loyal listenership. But if you are launching a podcast for your business, the focus should be on what best serves your particular audience.

Focus on concept and content more than the equipment

You might think that starting a podcast is all about high-quality sound and production value, and therefore you will need to focus on getting the right equipment.

  • Great Expectations. It is true that with the rise in popularity of podcasts there are increased listener expectations around having great sound, but there are many great sites that offer tips on how to start a podcast from a technical perspective, as well as how to do it affordably. No matter what budget, starting a podcast is relatively affordable in terms of money, but it can consume a fair amount of time.
  • What To Focus On. Having great equipment won’t automatically make you a great podcast host or producer, so the focus should go into the planning, concept, and automating the production process. Statistically speaking, most podcasts shut down after only 7 episodes. There are many reasons for this, and my own guess is that people under-estimated the time and dedication it takes. In order to see results in terms of a content marketing strategy, obviously your podcast needs to last longer than 7 episodes, so don’t over-focus on equipment, go with basic equipment for low cost to start with. If your podcast makes it past 25 episodes, reward yourself with a nice microphone upgrade:)

Find strategic guests with an existing platform

When inviting guests for your podcast, there is a strategic way to look at this:

  • podcast episode show posts are a giftIt is a good idea to set expectations with your guests up front. Be crystal clear about the fact the this is a mutually supportive endeavor and win-win gift exchange, where you create a piece of great content that promotes your guest, and that in return you expect a blog post or resource-link back to your site and the episode post in return, as well as active guest participation in sharing the episode on social media.
  • Having a platform.  Of course you want to pick your guests to be interesting and entertaining for your audience, but ideally, your guest should also have a popular site, with a Google page rank of 4+, as well as a large social media presence. It may sound harsh, but otherwise getting links back from a dormant or low-value site is of little SEO value, and guests with little or no social media following are not likely to help share your episode widely.

Promote your podcast, but not just in iTunes

As of late 2018 / 2019, the current iTunes podcast ecosystem is difficult in terms of marketing. Discoverability is low, and there are 600,000+ shows to compete with. So how can people discover you?

In addition, the iTunes charts are currently badly broken, although Apple is aware of this fact and is starting to address it. The top podcasting charts are hackable and people are gaming the system to get into the top 200. There are many podcasts there that don’t belong, and we provide details as well as solutions here: We just published a comprehensive guide to podcast marketing and promotion.

The point is that promoting a podcast needs to happen outside of iTunes, and the above guide explains strategies and over 50+ marketing tactics in great detail

Write great long-form show notes

how to podcast with long form shownotesLong form content is better in terms of SEO, while 300+ words are required from an SEO perspective, 700 words plus is better.

  • Create standard headers and footer. We follow a recipe for creating a standard header and footer segment for each episode. We use automation tools like Text Expander to create show notes footers, with pre-programmed subscribe links to the podcast on iTunes and Stitcher; a standard section on how to share the podcast; where to find links to books or sites mentioned in the episode.  This helps in creating longer form notes post.
  • Create some standing segments for questions you ask each guest.  You might also find that you have some standing questions you ask each guest, and you can prepare a show notes template that already includes the <H2> titles for each segment.
  • Use a Transcription Service or Dragon Dictation software: We have had some pretty good luck with using Dragon Dictation software to process our podcast recording and to transcribe the content into a text file. While this process does not produce punctuation, it is helpful in creating summary notes or themes for show notes segments. There are many transcription services that will do a better job, and turn around a full transcript of each episode in about one day. The only drawback is that this approach is a bit more expensive.
  • Podcast Transcription Services Using AI: The New Players on the Block
    • There are several very interesting alternatives emerging using artificial intelligence and Google speech to text translation engines. One of these services is called Temi, a transcription service that is automated and very effective and accurate, as long as the speaker speaks English. It struggles with accents but is otherwise very accurate.
    • IBM Watson, their cloud-based supercomputer, also features a nearly free transcription service, but I have found it not to be as accurate as Temi.
  • Include a nicely formatted audio player bar for each episode. We have found that many of our listeners visit the web page and listen to the entire episode there, using our built-in web player. This is great in terms of getting high Google analytics engagement and time on site scores, as well as very low bounce rates.
  • Invest 1-2 hours to learn the basics of SEO for podcasters, using our free 5 part SEO for podcasters tutorial series.

Build A Conversion Optimized Podcast Home Page

Podcast Website Design Patterns For Conversion And List Building

We recently published a video walkthrough which outlines a highly converting podcast website design pattern called “The Upside Down Podcast Home Page”.

It is designed and optimized to create a guided experience for your site visitors and to encourage them to subscribe to your podcast via email.

The video covers 2 versions of this – a more complete version for established podcasts with multiple seasons or topics, and a simple version for new podcast sites with a narrow niche and focused audience.

Why focus on podcast email subscribers?

In the last few years, we have been lucky to help launch a dozen or so podcasts. And most of our clients have been obsessed with getting into the “New and Noteworthy” section of iTunes. However, as of late 2018, it is worth pointing out that the iTunes charts are somewhat broken and full of podcasts that have simply hacked their way into the charts. To see how this is possible, just watch this great video by Lime Link, about how the podcast ecosystem is being hacked. Please do NOT use these techniques to get your own show to rank, Apple will at some point have to address the weakness in their algorithm, and I expect a lot of shows to get banned in the process.

Invest in your sound quality and the editing process

Make sure you make your guests and yourself sound great.

Earlier I mentioned about audio as a medium being more intimate. This means it can also be more annoying – when a lack of sound quality results in a “hard to listen to” experience, people will bail much more quickly than if they encounter one or two spelling mistakes on a blog post.

The better and more professional your podcast and each episode sounds, the more likely your guests will see it as an asset they are eager to share on their site, their social media and as part of their PR kit.

  • Sound Editing Resources. If you are editing the episodes yourself, there are several resources to help producing high sound quality regardless of  your software of choice. One of the best is Ultimate Vocal Formula, a generous course run by Rob Williams, which offers great editing tips, a terrific cheat sheet for correct use of equalizers and compression to shape your show’s sound to be broadcast standard.
  • Remove “Ums”, “Ahhs”, “You Know” and “Lip Smacks”. Unless your guests are totally fluent public speakers, if you are like us you may be surprised to notice just how many of these flubs are in the un-edited field for each episode. I can’t stress how important the editing process is in shaping the overall listener experience. I was interviewed on a podcast recently and was surprised to find I say “you know” all the time. The podcast editor removing this was a relief for me and saved much embarrassment. So take the time to make your guests sound great.
  • Be Ruthless. We not only try to remove flubs, but we may at times even delete irrelevant or repeating and rambling parts of a longer conversation, in order to create a better and more concise episode.
  • Sound Tracks and Segments. Having a great sound track and theme intro, even having repeating show segments with their own theme music can make your show stand out and sound professional and broadcast ready.

Promote and build your e-mail list

How to start a podcast email list buildngWhen people visit your show notes page, they should have an easy way to subscribe to podcast episode reminders via email.

  • Mention an easy to remember show-notes URL during each episode. Use tools like “Easy301 Redirects” or “Prettylink” to create short URLS in addition to your long episode specific URLs. This is because you want to mention an easily accessible URL during the episode to encourage listeners to visit there, find out more about the guest, or download special offers and lead-magnets. So for example, instead of “myshow.com/long-podcast-episode5-description”, create a short URL for episode: “myshow.com/5”, which is easy to remember for listeners.
  • Offer a way to subscribe via email. Make sure visitors have an email opt-in to be notified for each episode. We use a Mailchimp based automated RSS driven email campaign to send email notifications out for our podcasts. Most other marketing automation engines can generate RSS triggered emails. However, even if your platform does not offer this in an automated fashion, think of creating manual email notifications to your list as an advantage: It allows you to be more specific and personal in each email you send out.
  • Email notification do’s and don’t’s:  Be careful not to provide the entire show-notes within your email. Your email is meant to alert your subscribers to the fact that a new episode is available, and to raise some curiosity about it. And then get them to visit your site, that should be the primary goal and single CTA. Plus, who reads long emails anymore.
  • Promote opt-ins and giveaways. Where applicable, create downloadable content for each episode, and allow clients to opt-in for these using tools like LeadPages.

How much time will it take, and are there good ways to save time?

podcast content strategy - saving timeI’ve heard experienced podcasters agree that that the overall time it takes to produce a podcast episode is about 4-5 times the amount of time of the actual episode recording length. I would say that this is a conservative estimate, coming from people who have their workflow down to a finely honed art, with templated processes and automation.

Overall, the steps involved are

  • Guest Management. Identifying guests, inviting them and scheduling pre-interviews and the actual interview
  • Recording. Recording the actual episodes sound files.
  • Producing. Editing the audio files in audio software, outputting the .mp3 files, tagging the .mp3 files with show information, uploading to your podcast hosting service, and preparing episode titles and summaries, as well as scheduling each episode for release and distribution on feeds and social media.
  • Show Notes Production & Promotion. Writing a blog article to accompany each episode, with links to your guest’s site and resources, as well as managing social media shares.

However, there are ways to save time:

  • Establish a schedule and stick to it. John Lee Dumas of the highly successful “Entrepreneur on Fire” podcast shares that he sets aside one day a week to schedule, record and produce content for a month. In our experience, this is no small feat, and podcast related activities tend to bleed into the rest of the week. This is, of course, subject to your resources.
  • Automate as much as possible. When producing podcasts we have templated everything, from guest invite emails to basic show notes structure, episode footers and other lead magnet downloads. This greatly decreases the amount of time to produce show notes.  (I will share our process for applying some great automation tools in the near future).
  • Get help. If your business has the resources, you can easily farm out some of the more time consuming aspects of doing a podcast. For example, you can assign interns to handle guest scheduling and invites. Or, you can take advantage of podcast production packages like the ones we offer here at Polymash, where the only thing a host has to worry about is the actual recording of the interview, and where everything else from editing to basic show notes and publishing of each episode is taken care of.

Formulate A Podcast Content Strategy

Cornerstone content is an SEO concept that works particularly well with high quality and long-form content. It builds on the most important themes of your site or business and creates an internal linked network of related content on your site. For each “cornerstone”, a long-form 2,000+ words article or “hero post” is created, and then other articles on your site are modified or created to link to this one “cornerstone” piece of content.

When Google indexes your site, these many internal links provide context and point to the “cornerstone” article as the centerpiece. Google recognizes the importance of the “cornerstone” article for your site, and typically ranks it more highly than individual shorter articles.

This approach works very well in planning out your podcast content strategy.

Podcast SEO Marketing CourseIn our Podcast Marketing & SEO course, we teach creating a 6-month podcast content strategy using step by step methods to identify the best keywords, topics, and themes for your podcast, and then implement these themes using the “cornerstone content” approach. We typically use the episode show notes, and for cornerstone pieces add transcriptions to the posts, which results in long-form content.

Since Google introduced “Rank Brain” in late 2017, their focus has shifted to measuring “quality content”. Google does this by measuring bounce rate, time on page, scroll distance and other factors. Suffice it to say that the more you can engage someone to stay on your hero post or episode, the more likely Google will rank your episode highly.

Last Tip: Define what success means for you

When first launching a podcast, it is easy to get caught up in your download stats. Don’t.

You can set your own goals and ways to measure success.

For example, building a loyal listener base can matter, or maybe it’s establishing lasting relationships with peers and clients.  There is intrinsic high value in having people want to listen and visit your site because they are truly interested in the topic. Our bounce rates on podcast episodes are below 20%, sometimes in the low teens. And our email sign-ups have skyrocketed.

This is a longer term strategic investment, but as you can see from the Alexa ranking graph at the top of this post, the reward can be massive.

FREE 2018 Podcasting Resources Guide: Launch and market your podcast

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    Gear Guides
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    Music & Sound Effect Libraries
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    General Podcasting Sites & Groups
Podcasting Resources Guide

Where can we send your guide?

  • If you’ve made it this far reading a long post about how to start a podcast as content strategy, then chances are it might be a good fit for you.  I’d love to hear your perspective, please leave a comment!

 

Available now: iTunes, Android marketplaces.

The 2012 World Appreciative Inquiry Conference in Ghent, Belgium held in April is available for download from iTunes and Android markets.

Enhancing Attendees Experience

The app is the hand-held concierge of the conference. We had fun designing features to enhance the experience of conference goers that can’t be done in a standard conference program, particularly one that is traditional print.

Anticipation and Imagination

In the Appreciative World, we seek to discover the best of humankind, to build on strengths, to celebrate the talents of all participants, to anticipate and imagine what more can be done to make a situation, a person, a product excel.  We used that perspective in designing this app for the World Appreciative Inquiry Conference.

Sustained Connection and Learning

The Conference app is available before, during and after the event so that the learning and engagement continues well beyond the event itself.

Conference-app-system

For a more detailed view of the features set, please visit our conference-app-system website.  The app is a native universal app, designed for iPad and iPhone. No persistent wifi connection required to access the conference program, presenters, sponsors, venue, transportation information and animated maps.

Instant access to Papers and Presentations

Attendees can easily search and filter presentations, papers and abstracts in context as part of the session detail information and provide information as needed during the event.

Sharing and Networking

The Facebook, Twitter and LinkedIn integration enables attendees to share interesting sessions with their peers and extend the reach for presenters and event organizers.

Real-Time Updates and Reminders

Attendees receive just-in-time notifications regarding news, scheduling and program changes, made visible on the home screen.

Rich Experience and Paperless Events

The Conference-App-System can make your conference truly paperless, with the integration of slides and pdfs.  The app has a note taking feature, enabling participants to create a personalized and valuable reference app to be used long after the conference and can be emailed to others in the spirit of collaboration.

App Features:

  • Search feature to find presenters, their bios, their photos, their session outlines and room locations
  • Personal session builder to build your personal conference program with an intuitive color coded program view based on themed tracks
  • Notetaker to take your own notes, edit them, collate them and link them to other other notes relevant to the same theme
  • Email individual notes and insights during the sessions, or a a summary report of all notes taken at any time
  • Share your notes with others to co-create entries for blogs, papers and other publications
  • Presenters’ slides and presentations can be uploaded for participants to read
  • Provide feedback to others via notes features
  • News and notifications keep you informed about latest updates, program changes, newly scheduled events and meetings
  • Conference blog feed
  • Participate in live Twitter streams about the conference
  • Share news on Facebook and connect to others on Facebook
  • Sponsors’ information and links
  • Around town: interactive maps with POIs, restaurants, sights and entertainments (iOS only)
  • Local information about the International Convention Center (ICC), the town and its attractions, and transportation

 

App Support:

Feel free to contact us with any feedback and app support questions using our contact page