Full-Funnel Podcasting | Tara Robertson, Sr. Manager, Demand Generation | Chilipiper
Tara Robertson joins us for the most meta topic this season: a podcast episode about podcasting! As host of Demand Gen Chat over on Chilipiper, Tara hosts her own stellar lineup of marketers. On this episode of Pros & Content, she and Ellen Schwartze get nerdy about the ins and outs of podcast production: inviting the right guests, building a following, and amplifying the content. Plus how to determine the right metrics to prove the ROI of a podcast.
Connect with Tara Robertson
Connect with Ellen Schwartze
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Episode Outline:
- 00:58 – Tara’s background and journey to Chilipiper
- 02:40 – Why would someone in B2B want to make a podcast?
- 05:18 – How do you choose B2B podcast guests?
- 07:05 – How to choose topics for a B2B podcast
- 12:07 – How to repurpose, distribute, and amplify a B2B podcast
- 16:00 – How can you get on other podcasts?
- 18:37 – How do you know your podcast is working? What metrics can you look to?
- 20:11 – Podcasts are a notorious black hole of metrics.
- 23:16 – Make tactical decisions with the end goal in mind
- 26:18 – How do podcasts fit into your audience journey?
- 27:55 – Podcasts can serve your full funnel (including customers!)
- 29:24 – Podcasts are more cost-effective and easier to redistribute
- 30:16 – Podcasts are a long-game, evergreen play for ROI
- 31:08 – The Lightning Round!
- 36:12 – The takeaway: Podcasts strike the right balance of content and demand
New episodes of Pros & Content are released every Tuesday.
