You Will Need An Unignorable Advertising Agency Podcast Strategy
I recently wrote a white paper on how to create a successful advertising agency podcast. “9 Unignorable Reasons Why Your Advertising Agency Should Not Podcast” covers learning from my 15-year podcast marketing journey and provides the pros and cons of podcasting. Even better, the doc is designed to guide you through an advertising agency podcast strategy that will deliver a must-listen-to podcast show. Here is how I start the 3,000-word white paper:
What’s Up With Podcasting?
I recorded my first podcast in 2007 when I owned the Portland advertising agency Citrus. After recording 18 shows, I gave up.
Why did I give up? It was just too early in the podcasting wilderness to put the time and effort into the show. I had great conversations with an editor of ADWEEK Magazine about the future of digital marketing and the growing power of Google as an ad platform (she was right); a business development guru that grew Saatchi & Saatchi Advertising Worldwide, and two with the father of podcasting itself. You can hear a couple of those early interviews in my current podcast series “Advertising Stories”.
I recently gave up again.
I just ended my latest podcasting series. Why? Last June I had a plan to test a series of podcasts to see if this audio platform, which has grown exponentially since 2007, could drive my awareness and leads to my advertising agency business development consultancy. My plan was to record 40 shows between May and December 2020. These are really good interviews with cool, smart advertising people from New York to New Delhi… and I am a good interviewer. But, despite doing lots of things right, I have seen no appreciable business gain from all of this work. Some pain, no gain.
Which brings me to this instructive missive.
OK, that was the intro. You can get the white paper by subscribing to my occasional email newsletter (see the links on this page) or by contacting me at firstname.lastname@example.org
A Winning Advertising Agency Podcast Strategy – How To Be Unignorable
In the last section of my advertising agency podcast recommendations doc, after my take on some “how-tos”, I discuss how to create a podcast that is well-targeted and will be hard to ignore. I stress hard to ignore (by your cherished target market) because the list below covers the things that you will undoubtedly compete with for your future client’s work-life attention and time:
- The client’s actual 8 to 7 management and marketing job.
- 72 daily emails.
- All the incoming biz dev messaging coming in from your advertising agency competitors that are vying for the same client’s attention.
- SMS text messages from Gary Vaynerchuk.
- Clubhouse. Yikes, now Clubhouse.
- And, a world of a zillion general podcasts from small players like The New York Times, Campaign Magazine, and NPR. Even worse, you will not be alone in the growing world of 30 to 60-minute marketing and advertising agency podcasts.