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Podcasting marketing strategy : a complete guide to creating, publishing and monetizing a successful podcast

Author: Daniel Rowles; Ciaran Rogers
Publisher: London, United Kingdom ; New York, NY, USA : Kogan Page Limited, 2019. ©2019
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Understand why podcasting is such a disruptive technology and unique tool for measuring engagement, and learn how to implement podcasts into your wider marketing, brand building and business development strategy.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Rowles, Daniel, author.
Podcasting marketing strategy
London ; New York : Kogan Page, [2019]
(DLC) 2019004540
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Daniel Rowles; Ciaran Rogers
ISBN: 9780749486242 0749486244
OCLC Number: 1086496438
Description: 1 online resource (xii, 252 pages)
Contents: Cover; Contents; Foreword; Part One Podcasting in perspective; 01 Stand out from the social media noise: why you should be podcasting; The growth of podcasts; The barrier to entry; Podcast passion; The podcast opportunity; References and further reading; 02 Podcast adoption: growth and expansion of podcasting as a popular medium; Global adoption of podcasts; Demographics of podcast listeners; New ways of listening; References and further reading; 03 Understanding how people really listen to and absorb audio content; What, where and when; Understanding the Why: building personas Speed of contentBringing it all together; Reference; 04 Building genuine personal engagement through podcasting; Podcast personality and value proposition; Podcast format; Further reading; Part Two Building your business case and plan; 05 How to use podcasts to drive business results; Driving your objective; The challenges of podcasts; Beyond the last click; Traditional brand metrics; Understand the value of every marketing activity; Benchmarked measures; 06 Understanding the role of podcasts in the user journey; The role of podcasting in multichannel marketing Two different types of user journeyUsing podcasts as content marketing; Illustrating the steps within the user journey; Fitting podcasts into the user journey to enhance our value proposition; Reference; 07 An introduction to podcast marketing; Pragmatic curiosity; Reference; 08 What differentiates a great podcast?; Clarity on value proposition; Hosts' dynamic; Content is king; 09 What is digital branding and how does business development fit in?; It's all digital; Brand awareness as an excuse; What digital branding really means; How digital has changed branding; Global soapbox; Reference 10 Defining your content plan and using content calendarsInforming your content plan; 11 Driving action from podcasts; Part Three Building your podcast and making it a success; 12 The importance of landing pages and show notes (and getting SEO right); A supporting website; Creating your own stand-alone fully customized show website; Search engine optimization; 13 Defining your podcast audience and content; Finding your niche and sticking to it; Snap decisions; Pitching your show; Stay focused and true to your audience; 14 Understanding and selection of different podcast formats; Solo show Narrative storytellingThe two-host format; Interview shows; Multiple show hosts; Roundtable/panel discussions; 15 Preparing your podcast recording environment; Your war on unwanted noise; Voice-over-IP interviews; 16 Choosing your recording hardware and software; Essential equipment for getting started; Voice-over-IP call interviews; Audio editing; Mobile recording on the run; 17 An overview of podcast editing options and how to do it; Editing your podcast: why edit?; The editing process; 18 Using interviews with influencers to maximize your podcast strategy; The basics of influencer outreach
Responsibility: Daniel Rowles, Ciaran Rogers.

Abstract:

Understand why podcasting is such a disruptive technology and unique tool for measuring engagement, and learn how to implement podcasts into your wider marketing, brand building and business  Read more...

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