- July 06, 2020
- Video Strategy & Marketing
I’ve often discussed with my guests on The Fintech Files Podcast about what to do once the episode is published, so I’ve decided to put my thoughts in writing here. An interview-based podcast like The Fintech Files, my podcast dedicated to enterprise fintech is a content collaboration. The collaboration starts by creating content. It continues with promoting it, as we both have an incentive to maximize its reach.
Here you will read what we do once the content is published and a few ideas on what you can do to promote it and use it on your side.
Why appear on a podcast.
A few PR firms have contacted me recently on behalf of b2b fintech firms, to pitch me one of their executives as a guest. For those, there is no doubt that “guesting” on podcasts is a worthwhile effort and they’ve figured out that their buyers audio content will influence their buyers.
When I launched The Fintech Files, my approach was to have casual conversations about a technical, niche topic. I started by inviting clients and friends. But from the onset, I wanted to deliver a good ROI “Return on Investment” for my guests.
There are two ways to improve R/I (!):
- Reducing the I – Investment: Make it as easy as possible for the guests. Minimize the time, effort (and possibly stress) on their side, by helping them with questions and taking care of technical aspects.
- Increasing the R – Return. I will share the 9 steps we are implementing on our side and what guests can do.
But first here is what is unique about podcasts for B2B marketing.
Podcasts, like any other media, play a part in the funnel: they can improve Awareness and Appreciation in particular. But it’s not just about reaching people with audio, as well as everything else. By allowing a longer, more personal conversation, podcasts are probably the best medium to improve likeability.
The value of that concept only became apparent to me after following a strategy course by NYU Professor Scott Galloway. It is a key strength that is hard to exploit in B2B. A podcast is a one-sided medium, yet it is effective at building relationships with the listeners. It gives the feeling that the listeners know the person speaking on the podcast.
Ideas to promote your episode
The best way to make your content seen or heard is to promote it yourself, by using the assets we provide you. We noticed that it has a much greater impact when the interviewee shares it. It is about the connection between you and the public.
1. Share it on social media, particularly Linkedin
Linkedin is a good place for B2B content and typically where our guests have already built an audience. Here is a recent post from our guest Alokik Advani:
2. Encourage colleagues to share it
A proactive approach to Linkedin sharing across that company can multiply the impact of your post. We’ve seen it work for our clients, like Solactive Ag. They consistently reach more people than similar firms with a larger following and get their own employees engaged.
3. Embed it on your website
Adding the episode to the website creates a link with your business, is a good way to make the content your “own” and helps with SEO. It is a tactic that GMEX Group is using successfully. With nearly 1,000 views or downloads in a few months across different pieces of content, this method seems to pay off.
Another way of doing this is to use the transcript to quickly generate a post like Simon Owens does on Medium.
4. Post natively
Orama’s work after the podcast is recorded.
The focus is on the longer term and the long tail. Too often, podcasts have a short lifespan and get all their traffic in the first few days or weeks after release. We aim to make the content evergreen. Here is the process we follow for each episode.
Vodcast or Podcast?
Firstly, I need to say that it’s not just audio content, we also create multiple pieces of video content for each episode. This is a strategy adopted by many creators, including Joe Rogan and Goldman Sachs, although it’s less frequent in the business world.
Once we have reviewed it and done some light-touch editing, the content is distributed across the main audio platforms. The main ones are Apple and Spotify.
We also post it on YouTube as well. It provides more detailed analytics and we use its search engine features.
We create an automated transcript. This allows you to double-check the content for any compliance or NDA issues. It can also be used as a pre-written blog. For us, it’s also a way to retrieve the content as we revisit it (see pooling and repurposing below).
3. Detailed metadata with links
We include a detailed description and make use of all the metadata that can improve the experience of the viewer and make it more discoverable.
We use different tools, including VidIQ which provides an instant SEO score (68 on the example, over 50 is considered ok).
While the content of the podcast is conversational and not sales-y, the accompanying text is an opportunity to offer something tangible that can bring the audience directly to your company. We will include some links by default, but feel free to suggest more.
4. Visual Assets
We build visual assets that can be used across the web and social media. We make them available to you as well.
We are also evaluating the performance and tweaking them in our own properties to improve the Click-Through-Rate (CTR). A change in thumbnail can lead to a 3x higher CTR.
This is an ongoing process, that we do as part of our YouTube channel management and optimization. At the moment the global CTR for FintechOrama is around 3.5%. For corporate videos, this is typically 1% but for Creators the range is 2% to 5% and can be much higher.
5. Building an audience
We are growing our subscribers based across platforms, but with a focus on YouTube by posting consistently and optimizing the content. We are encouraging listeners and viewers to try more episodes. We are seeing close to 100% month-on-month growth.
6. Pooling and revisiting the content
Last week I noticed something unusual: downloads had once again spiked on the first episode. If the episode is searchable and the content is evergreen, there is no reason why it should not keep generating interest long after it was published first.
Furthermore, we plan to re-use the content opportunistically. It is segmented, filed, to make it easy to look at all the interviews as one pool of content. The snippets can later be grouped thematically or by industry.
7. Re-editing Clips
We create multiple shorter clips from episodes.
We call them “Highlights” where we add some imagery and editing.
And “Clips” when it’s just a snippet from the interview, with minimum editing.
(PS: you can see on the thumbnails above how we are experimenting with small tweaks)
8. Sharing the files
We don’t just send you the link to the content we posted; you can also request the files to post them natively (see above – posting natively).
Make the most of your episode
Podcasts can connect you with people that you couldn’t reach otherwise, they are also a great way to increase the likeability of your leaders.
What you will get from participating on The Fintech Files is a lot more than a podcast episode. We are striving to develop assets and tools that will be useful to promote your episode and make the most of your “investment”, mainly an hour of your time.
After all this talk about ROI, I need to add that coming from a video background, one of the things I appreciate the most about podcasting is that the person you talk to is a guest. It should be a friendly conversation and a pleasant experience. When filming, she/he is an interviewee and it is a different perspective.
If you are reading this as a guest of The Fintech Files, I hope it was useful. If you want to be featured on the show (or invite me as a guest on your show), get in touch.
I have also put together a little video to explain what The Fintech Files is about: bringing the providers of financial technology and innovation closer to those that will benefit from it.