Looking for strategies and tips for success in the crowded field of podcast marketing? Our guest E.B. Moss, an active podcaster and podcast marketing advisor, shares her experience and enthusiasm in this episode. E.B. advises podcasters to begin with a clear understanding of our target audience, and what we are trying to accomplish. From there, it’s a straight shot to identify key success metrics and develop strategies and tactics for content, production and promotion. Listen in to learn why podcasting is such a popular medium, and hear about some of the exciting new tools on the horizon that will take the medium to even greater heights. E.B. recommends Triton Digital for podcasting research, Sounds Profitable for advertising information, and Descript for voice editing and video dubbing.
E.B. highlights three key areas for successful podcasting:
- While an estimated 3 to 5 million podcasts are out there, only about 10 percent are active—a phenomenon amusingly called “podfade.”
- The most effective channel for promoting your podcast is paid social, but don’t neglect building your email subscriber 1st party list, which will be the second most effective.
- The next big iteration for podcasting now is video, as YouTube has recently begun ingesting RSS feeds. It’s time to start adding video to your audio programs.
About our Guest
E.B. Moss
Founder of Moss Appeal
E.B. Moss is a content strategist, creator and award-winning writer who makes brands and executives more relatable through the art of storytelling, across every platform, and her special ability to bring out the human to human side of B2B marketing.
Her marketing consultancy, Moss Appeal, has produced award-winning collateral, revenue-driving sales promotions, and attention-getting podcasts -- such as Trade Up with Angi — for such clients as A+E, Artcraft Health, NBCU, Reelz, Sodexo, Sounds Profitable, Vector Health, and Wondery, and pro-social messaging for JDRF to NYC Board of Ed. E.B. also profiles executives via her own upbeat and informative b2b podcast, Insider Interviews with E.B. Moss, including C-suiters from Cadillac to The Clorox Company, NPR to the NFL.
Her career began as an ad copywriter and newspaper columnist, and ultimately led marketing departments for Food Network, Cumulus/Westwood One and Ampersand, devising contextual campaigns for high-profile advertisers. She tapped her reporter skills to become managing editor of MediaVillage, and editor-in-chief for Quigley's The Continuum. Her reputation for balancing sales messaging with engaging journalism led to an SVP content role with Brand Innovators, and now frequently contributes to trade publications Cynopsis, The Customer, OOH Today and more.
E.B. is a sought-after speaker and moderator and has conducted panels during such media conferences as CES, IAB, MIPCOM, NAB, Podcast Movement, and SXSW. She also produced the first-ever conference about TV/Podcasting IP crossover, for NATPE. Between it all, E.B. can be found swing dancing, strolling Central Park or memorializing lost toys at instagram.com/trashed.dolls.
Meet the Hosts
Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.
Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.
Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.
Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.
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