Peter Levitan & Co.

The New Business of Advertising

Podcasting

Google And Your Advertising Agency Podcast

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Advertising agency podcast

Do you have an advertising agency podcast? Yes? Cool. If not, Google might give you a new reason to consider having one.

You know that Google wants to eat your advertising agency’s lunch. How? By moving their considerable power to a no click environment. That means in an ever-increasing search universe, many searchers, your Google target market, are getting all the information they need from the Google home page or directly from a Google service. Ever search for flights on Google? Chances are the first thing you did was to go to Google’s own flight search.

Big Time Google Advertising Agency Podcast SEO Benefits

Now Google wants to get on the podcast wagon. They’ll deliver podcast information directly in search results. Like, why search beyond Google on podcast platforms for podcasts. What do I mean? Here is some copy from Google itself.

“Starting today, when you’re searching for a podcast about a topic on Google – such as “podcasts about Awkwafina” or “Instant Pot recipe podcasts” – we’ll show you playable episodes in Search results alongside web pages, news, images and videos. We’ll surface these episodes based on Google’s understanding of what’s being talked about on a podcast, so you can find even more relevant information about a topic in audio form.”

And from SEO-Hacker:

With podcasts becoming present in Google search results, this makes promoting podcasts much easier, while making them more accessible to a wider audience thanks to the increased searchability. The increased convenience helps make the listening experience more efficient while making more users discover new podcasts without having to browse and search through hosting platforms.

I’ll keep it simple:

Google will highlight information about individual podcasts in related searches. Example: Do you want to own an advertising-related podcast about “Instagram video advertising”? Google will find you.

Google will also transcribe some podcasts into text. Yikes!

This can be good stuff for your advertising agency podcast.

Ready? Go.

Beat the agency down the street to podcast subject ownership.

 

 

The Best Podcasts In The World

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Yikes, “the best podcasts in the world” — How is that headline for click-bait? Maybe a 7 on a scale of 10? OK, a 6? Really, how lame are the click-bait headlines we all get sucker punched into launching?

Ok, Ok… Now on to a couple of podcast recommendations.

I have an agency client that is training for her first marathon and she asked me for some podcast recommendations. I’ll share my recommendations with you.

Side note: I have often been ahead of the digital curve. In case you think I am bragging, I was too early, which means ill-timed and not smart about the market. I like those ‘shiny’ pennies. I had my first podcast in 2006.

The Best Podcast Player

I use the podcast app Pocket Cast to organize my podcasts on my iPad and iPhone. It has a decent search tool by subject. Here is how they sell themselves:

A podcast player by listeners, for listeners.

Pocket Casts is the world’s most powerful podcast platform. Our podcast player provides next-level listening, search and discovery tools. Find your next obsession with our hand-curated podcast recommendations for easy discovery, and seamlessly enjoy your favorite shows without the hassle of subscribin

Some Of My Favorite Podcasts

 

– General smart about the digital, news, etc. industry: Pivot, Recode Media, Recode Decode from VOX (just do this)
– Daily News: The Daily from NYT, The Daily 202 from the Washington Post (these two depress me every morning), and Marketplace
– Smartest guy in the room: Stay Tuned with Preet (smart enough to get fired by the prez)
– Music: All Songs Considered and Switched On Pop (you will be hipper than the kid down the street)
– Internet marketing: Marketing School, Social Media Marketing, Marketing Geeks (hours of insights on how to do your business)
– Advertising: AdAge Ad Lib, Advertising Influencers (frankly a bit boring, but, hey, you are probably in the biz)
– Branding: Real-World Branding is a podcast for and about brand and business building hosted by Bill Gullan, President of Philadelphia’s Finch Brands.
– General: anything by Malcolm Gladwell, Against The Rules Michael Lewis, This American Life, The Chernobyl Podcast (after you’ve seen this great 5-part series.)
– Art: Art Tactic, A Piece of Work (aging but smart)
There are more. I’ll spare you.

The History Of Podcasting

Just as an FYI, here is my older blog post, number 600!, on The History of Podcasting.

The Best Marketing Podcast

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Could There Be The Best Marketing Podcast?

It seems that everyone has their favorite or best marketing podcast.

Maybe you have or want one.

I know from talking to my advertising agency clients that many agency leaders are thinking about developing and publishing their own podcast – if they are not already out there already. However, getting to the best, like all things marketing, requires some strategy and superfine execution.

Before I get to the best, here is one podcast stat from The New York Times (3/2019).

Past reports from The Infinite Dial showed a creeping increase in podcasts from year to year. That has changed in 2019, when there was a dramatic jump. Compared with 2018 figures, the number of people who have listened to at least one podcast in their lives increased by 20 million, and an additional 14 million people described themselves as weekly listeners.

This stat is both good and bad news. Good news that podcasting has become a part of everyday life. Yet, bad news since it appears someday’s that EVERBODY has a podcast.

Frankly, like many things marketing, get it right or do not bother.

What Is The Best Marketing Podcast? Marketing School.

Of course, there isn’t a best. But, since I listen to multiple podcasts across a range of subjects, I am beginning to develop a sense of what works and does not from the perspective of a core podcast format. As an FYI, I did my first podcast in 2006 and even spoke at Boston University’s very early stage, as in 13 years ago, Podcasting 201 and Beyond.

Today

Today, as it relates to marketing company podcasts for folks like you, I think you should take a hard look at and listen to Marketing School with Neil Patel and Eric Siu. Even if you are not a marketer, well, actually, who isn’t in some way in 2019, check out what Eric and Neil do. [Read more…] about The Best Marketing Podcast