Why all B2B brands NEED a podcast with Lindsay Tjepkema, Ep #34
Why all B2B brands NEED a podcast with Lindsay Tjepkema, Ep #34
Why do all brands need podcasts? How does a podcast create a brand connection that other content doesn’t? How can you harness the voices and perspectives of experts as the centerpiece of all of your marketing? In this episode of Content Callout, Lindsay Tjepkema—the CEO and co-founder of Casted and THE podcast queen—talks about why brands NEED podcasts, about outdated marketing playbooks, and harnessing the voices of experts.
Outline of This Episode
- [1:55] This is a podcast about podcasts
- [3:05] Why all B2B brands NEED a podcast
- [5:48] Where a B2B brand should start
- [7:03] The ability to create connections
- [9:15] How Casted changed the game
- [12:42] Move away from old playbooks
- [18:30] Harnessing the voice of experts
- [21:03] Where Lindsay sees the field headed
- [24:36] How to learn more about Casted
Resources & People Mentioned
Connect with Lindsay Tjepkema
Connect With the Content Callout Team
Subscribe to CONTENT CALLOUT on
Mark: Listeners. Thank you so much for joining me on the Content Call Out. You've got Mark here. We have Lindsay Tjepkema on the show today. She's the CEO and co- founder of Casted the first and only marketing platform built around branded podcasts, specifically around B2B, which is pretty cool. With more than 15 years of experience in B2B marketing, she is a dynamic leader. We've officially dubbed her the podcast queen. And you'll hear why on this amazing episode. We talk all about why all brands need podcasts and why they create connection in a way that other types of content just don't. We talk about the marketing playbook that we all grew up with and how it's now outdated. And we talk about harnessing the voices of experts. Absolutely thrilled with the way that this interview went. I highly recommend that you reach out to Lindsay. She's pretty amazing and incredible. Reach out to her on LinkedIn or wherever she is on social and check out what they're doing over at Casted. Enjoy this incredible episode. Lindsay. We did it. How are you?
Lindsay Tjepkema: I'm great. How are you, Mark?
Mark: I'm absolutely thrilled to have this conversation with you. What are you now? Do they call you the podcast queen now? What's your royal title?
Lindsay Tjepkema: Gosh, well, officially I'm CEO and co- founder of cast it, but I like podcasts.
Mark: I feel like that should be your title, right?
Lindsay Tjepkema: I think I need to rally for that-
Mark: B2B podcasting world that needs to be your headline. Put that on LinkedIn official business card.
Lindsay Tjepkema: I'll take it. I'll take it. I'll take it to the board at my next meeting. Yeah.
Mark: Yeah. Right. And when people address you, they have to like curtsy or bow or whatever it... I think that it fits actually.
Lindsay Tjepkema: Just fits. I like this very much. Yeah. We'll start that. We'll see how my co- founders feel about that.
Mark: Yeah, exactly. Well, we can call them the podcast king, I guess.
Lindsay Tjepkema: We can start a trend. I'm for it.
Mark: Yeah. Awesome. Well, the reason that you're the podcast queen is because you're all things B2B podcasting. And before we get into that discussion, let's tell the listeners what they're going to be listening to today.
Lindsay Tjepkema: Sure. Well, I mean, this is a podcast about podcasts, so we're going to get super meta. I want to talk specifically about B2B podcasts and why all brands need a podcast today. If you don't have one yet, it's time. This is the sign that you need at this time.
Mark: The podcast queen has come down and now shalt have.
Lindsay Tjepkema: It is time for the podcasts and also thinking bigger picture from there, especially for B2B, not only should you have a podcast, it's not enough to simply have a podcast. It's really time to start thinking about your content marketing playbook and how it's outdated. If you're doing it the way you have been doing it for the last few years, several years, it's now outdated. The way you're doing it is now the old way and how you can and should be harnessing the voices and perspectives of specifically voices, we're on a podcast, of experts as the centerpiece of all of it. So those three things. crosstalk Who should have a podcast, what you're doing is kind of the old way at this point and how you should be leveraging voices as to fuel it all.
Mark: I love it. Okay, let's start with the top one, all brands need podcasts, specifically B2B brands. And I know that you're going to drag some old school brands, kicking and screaming into the new age with this one. So why should all B2B brands have podcasts?
Lindsay Tjepkema: So many reasons. And I know you know this, I mean, here we are on yours. There is a constant pursuit of connection, right? From both sides. Both the brands and their audiences, everyone is seeking connection. And that's because as humans, we're seeking connection, it's a basic human need. And because it's a basic human need that makes it a basic business need, right? And businesses are constantly seeking connection and podcasts offer a way to do that like no other content. Blogs are great. We do a lot of blogs. I'm all for blogs. Other forms of content, social media, and videos, those are really great, but podcasts have a really special way of creating connection because you're literally inviting someone into a conversation. You're getting in their head. Like we're literally in people's ears right now, Mark. And when people are invited into this conversation that you, as your brand are having, they establish a relationship. They establish connection, they establish trust with the host of the show, with people that are on the show and therefore the brands that they represent. So connection is one. And then we're also always looking for ways to cut through the noise, right? Always talking about it's so noisy. It's so crowded. Well, we're all blogging again. I love blogs. It's great. I'm not here to say stop blogging, keep blogging. But we're doing that even though there are more than 600 million blogs in the world today. You compare that with the number of podcasts, there's about a million, right? So there's still incredible opportunity to cut through the noise, to own your space and to create that connection with your audience.
Mark: A hundred percent agree with you.
Lindsay Tjepkema: We can keep digging into. I have so many more reasons.
Mark: Yeah. I a hundred percent agree with you. I think there's no shortage of opportunity in the podcast space. I think if you're a B2B brand right now, and you're not podcasting, you're missing out on a massive opportunity, not only for the reasons that Lindsay said, but also to create community and brand affinity and all of those things that are super important to your branding efforts. Also lead gen like massive lead gen opportunities, huge top of funnel creation and the amount of content that spins off of the long form content on the podcast is insane in what you can create. I think there's not a lot of companies in the world that do it really well and can really coach those B2B brands on what they should or should not be doing. So if I was a B2B brand right now, and I was considering going into the podcasting world, what's the first thing that I need to think about?
Lindsay Tjepkema: Oh man, I always say, start with, who's it for and why are you doing it? And that's how you should start any content. Who's it for, why am I doing this? Why am I writing this blog post? Why am I recording this episode? Why am I starting this campaign? Who is it for? And the more you can define that, the better, because if you try to appeal to all of the marketers in all of the land, okay, you might resonate. You might get a few, but if you appeal to this marketer at this stage in their career, dealing with this problem in this industry, this moment in time, you're going to be their favorite episode at that moment. And they're going to share it with everybody else, who's in the same boat that they are. Who's it for? Why are you doing it? What are you looking to get out of it? You and I just listed off a ton of great reasons that you should do a show, but which one is the top one for you? Not everyone wants to do a show to generate leads. I mean, that seems crazy to those who, that's their reason that they're doing it. Others, maybe they have a really compelling thought leader that they want to get in front of more people. And so it's like if they get asked to be keynotes at virtual conferences, like that's a big reason, or they want to develop more partnerships or they want more users in their platform. Understand why you're doing it so that you have an understanding of what success looks like and can therefore lean further into it and understand what's working and what's not.
Mark: One of the key things that you said, which I think is super critical to the conversation is the ability to create connections. And so many, I think, especially in today's day and age, there's a lot of older brands that are really wondering how do I network in today's day and age and how do I make sure I connect with my target market in a whole new way? And one thing that I found to be super beneficial is bringing your target market on as a guest in the show to be able to create that connection. So not just sharing with your target market, but also bringing that target market on, because the amount of understanding that you're going to gain from that target market is huge. And the amount of market research that you're going to get is crazy.
Lindsay Tjepkema: Yes. And I'm so glad that we're not talking about like bring inaudible on and then try to sell to them because that happens. And sure, if that happens, because it's a really great fit and that's where it goes, cool. But I so, so, so want people to be leaning more into what you just said, which is bring your target market on to learn from them, to build relationships from them so that you can be better, so that you can be more well- versed as you go out and try to speak to more of them, right? I mean, you build those relationships so that yeah, you can serve them and that you can be a great partner to them, but how can you also just learn from them so that you can be more appealing to them and more engaging, more interesting as you get to know them better. Right?
Mark: This is the thing that I see as the biggest benefit to podcasting is understanding your customer at the deepest level possible. Because the questions that I ask you, for example, on the show are going to be top of funnel, content creation questions that I'm going to create blogs off of or videos off of or social content off of. And your answers are now going to become things that get shared on social media. They're going to resonate with the target customer, which is you essentially and then that is all going to stem from there as well. And the amount of value that that provides to your community and the amount of brand awareness that that drives for your brand is next level. I mean, we've seen it on our show. You guys have seen it in the past on your show and your customers have seen it as well through the Casted platform. So I want to highlight Casted because I think it's an amazing product. And I think what you guys are doing is incredible. Let's talk about that for a second. Tell me what that's all about.
Lindsay Tjepkema: So Casted, backing up a little bit more as to like why, how Casted. How it came to be. I spent 15 years as marketer. I've been on the agency side, I've been on the brand side. I've always been in B2B. I've always been the brand and content and customer experience world. Right? And so most recently before starting Casted, I was leading a marketing team at a global enterprise SaaS business and said," Okay, we are doing some really great content. We've got this really great engine going. We're missing our voice literally and figuratively." So we launched a podcast. I was a big fan of podcasts. I had felt that connection with a lot of the brand podcasts that I was listening to. So we launched a show. I got to see firsthand... I was the host and I got to see all behind the scenes. I got to see and feel what it was like and how we connected with our audience, both externally and also internally with our 900 people around the world that were like," Oh my gosh, we have a voice and there's this person who's doing this show. Like we have a show." So I get to see that. But then it was also completely just vastly underwhelmed with the amount of technology and platforms and solution that just did not exist for someone like me as a marketing leader and my team that was a large business, trying to duct tape together these one- off tools and point solutions that some of them weren't even made for podcasting, let alone for a marketing team trying to leverage conversations, like the one that you and I are having as part of a comprehensive, integrated content marketing strategy. That solution just did not exist. So fast forward to today. That's why I started Casted. That's why I left my role as a marketing leader and jumped into CEO land and started this company that says," Okay, there needs to be a full solution for B2B marketers to harness the power of podcasting as part of this content strategy. So we have a platform that does that and says," Great, go create a great show. And we'll help you everything from hosting to syndicating out to where everybody's listening to this show right now and transcription so that you can ring it out and use the written version of that podcast, of that audio content on things like your blog." Again, I'm a big fan of blogs. It's just what fuels it, right? How can you take this conversation and ring it out and amplify it across other channels? And then how can we help you with attribution? How can we give you metrics that matter to you as a B2B marketer and help you understand the impact that that content is making on your brand and on your business. And then that's what the platform does. On top of that we have services and solutions to help make it happen, everything from production to wringing it out, to managing it from there. So that's Casted. That's who we are today.
Mark: We're not talking about small potatoes here, either. We're talking about Drift, Terminus and Open View. These are some of your customers, right?
Lindsay Tjepkema: Mm-hmm(affirmative).
Mark: So especially for me, like which was like a mind blow because I know the amount of effort that Open View, for example puts into content marketing. That's what separated them from your competition inaudible big, big way. If you read any kind of research on them, you'll see how much effort they put on. The fact that they chose you is a big deal. And so I really want to highlight this for the people that are listening. If you don't have a podcast right now, your B2B brand, and you're considering," Hey, where do I go to do this?" You really need to be speaking to Lindsay because they're at the leading edge of what's going on in the world right now to do with podcasts, especially when it comes to B2B podcasts, which leads me to my next question around playbooks, because this is why a lot of these older brands are stuck because they're stuck in this old mindset. They've got this old playbook that they've been running over and over and over again, I chatted with one company the other day and they were running newspaper ads for God's sakes.
Lindsay Tjepkema: Why not?
Mark: So, why should people get rid of their playbook and how does podcasting tie into that?
Lindsay Tjepkema: Yeah. I mean, it's like, it's time to toss out the playbook for a playlist. Right?
Mark: Nice. Oh, that's cute. I like that.
Lindsay Tjepkema: Okay. So again, I've been a marketer. I'm one of those weirdos who actually went to school for marketing and a master's degree in integrated marketing communication. Like I am a marketing nerd. And so if anyone knows the playbook, it's me. I was there when early, 2000, 2005, the term content marketing started to emerge. It had been happening since the days of John Deere and their print almanacs and things like that. But like really content marketing started to emerge in 2000, 2005. And that was before we could stream video comfortably at our homes, that was before we had smartphones, that was before the iPad existed. That was before social media really and definitely before social media was a thing that brands did and it was certainly before podcasts, right? So the term content marketing, as we know it, is founded on go write, write a lot. Write often because it was the first time that brands had the opportunity to write something and not publish it in a newspaper that I could write something today, hit publish, and you could read it five seconds later. That was a new thing. So it was like, do that, do that a lot. And oh, by the way, the more you do that, there's this thing called Google that's going to find you and it's going to help more people find you. And so, of course, that worked and it works well. And then you have CTA. You have the calls to action that serves up more content and then that helps you develop lists and then your salespeople can nurture these lists and then you have closed deals. That's great. It's great. It works. But then as those things like smartphones and social media and video and podcasts emerged, we didn't change the playbook. We just added them all on top. And it was like, okay, keep doing the blog, but do more because it's getting noisier. So just do more and more and more and more and more and make sure that you rank. And also by the way, like do all this other rich stuff that your audience actually wants. So here we are today in 2020, as crazy as it is and our audience wants to see us. They want to hear us, but we are still playing this rat race, this game of trying to serve Google so that our audience will find us and then find all the content that they actually want to consume when they find us. So it's a tangled web, a mess. And to me, the new playbook of the playlist I should say is, if we turn all that just ever so slightly on its side and said," Okay, what if we kept all the same people we have? What if we kept the same stuff we have, but we just... Instead of trying to go, write, write, write, write, write SEO, SEO, SEO, rank, rank, rank, and then do the other stuff on the side, what if we started with a conversation?" What if we started with this conversation that you and I are having right now, Mark and rung out and said," Let's start here. Let's serve our audience first, but then let's not stop. Let's also transcribe this and let the search engines find us because of the written version of this great conversation we're having." Let's also dig deeper into the little pockets and pieces of this conversation that are worthy of their own blog posts. Let's pull clips of this and share it on social media and let's serve up our sales team with clips so that they can follow up with their prospects about something really cool that Mark said on my show. There's so much more that you can do, starting here, that's more efficient and more effective for everyone. It's more efficient for your team and it's more relevant and exciting for your audience. So it's time. It's time to just take everything that we've done and just not overhaul it. Just let's turn it on its side and start at a different point.
Mark: I think your timing on this is so good because with the advancement of voice technology in general, how is that going to integrate with what your written content is online? You have to have some sort of voice content that exists for your brand, whether it's a blog or whether it's a podcast or whatever it might be. For the B2B brands that are listening right now, think about how Alexa or Google or any kind of voice tool is going to be progressing. And when someone wants to search," Hey, give me X, Y Zed to Google," then Google is going to serve up voice on your voice device. And if you're not there, you're not even in the game.
Lindsay Tjepkema: Right. It's so true. And why wouldn't you be? This is more fun anyway. I mean, we're having way more fun. This is way more fun than if you had said," Hey, Lindsay, will you write a blog post for me? And I'll publish it on my blog," which would have been great, but this is more fun. And it's more fun to create. It's more fun to consume. And it's also more fun for the team to go in and wring it out because they have source content to dig into and then they can really editorial about it as they bring it out and use it across other channels.
Mark: Yeah, exactly. A hundred percent correct. Let's talk about harnessing the voice of experts, because I feel like there's a lot of people that are listening to this show right now that are thinking," Okay, I get it right. Thank you, Lindsay. We understand now we have to start a B2B podcast, but I'm not great at talking to people and I don't want to go on some classic monologue approach like Jay Leno. It's not going to work out for me. So how do I even start that?" And so having guests on your show to harness the voice of those experts is a great... why we're doing this right now. It's a great place to harness those experts expertise and also highlight your brand and their brand at the same time. So it's a win- win- win. Right? It's great for the listener. It's great for the guest. It's great for the podcast host. It's great for everyone involved. How should people start thinking about who should I get on my show, what kind of questions should I ask, how do I do this?
Lindsay Tjepkema: Yeah. Okay. You say experts and I say, when we talk about experts, it immediately triggers thoughts of authors and keynote speakers and influencers. No, it doesn't... Sure. Maybe, but depending again. That's why it's so important to start with who's it for, right? Who is your audience? Is your audience developers? Is your audience manufacturing business leaders? Is it restaurateur? I don't know. Who's your audience? And therefore who are the experts that they want to listen to? That could be your customers. That could be your partners. It could be people within your organization. It could be entry- level people in your organization. Who's it for? Drift does a really great job of this. I think they have six shows now and they have a few different pockets of audiences and therefore they have different hosts throughout the business at all different levels of seniority that are talking directly to that audience, right?
Mark: Love that.
Lindsay Tjepkema: So when you think about expert, ask yourself that question. Who do we know, who are we connected with or who do we want to be connected with that our audience wants to hear from? And that's not necessarily... In fact, maybe skip over some of the people who everyone's already hearing from. Who can you highlight? Who can you shine a light on, who has a really great perspective that you could harness and that your audience want to hear from?
Mark: Incredible. I love that because there's a lot of people that are probably thinking," Well, I've got nothing to say. There's nothing really that I can add." And that's not necessarily true because at any level of the organization, there are people that need to hear about your brand message. And I love that you brought up the Drift example of all the different levels that they produce shows that because it goes to show that whatever level of the organization, there's an audience. There's an audience that needs to hear your message. And so many people get stuck on, especially when we think of like persona management, they get stuck on like the one persona that might be consuming their brand. And they're not necessarily thinking about anyone else. And I think when we think of all the different personas that might be interacting with our brand, this is why this is so key. We're writing to different audiences. And so often speaking to different audiences. And so often we get stuck in our own heads of trying to talk to ourselves really, right. Where we are feeling like," Well, this is how if I think like this, then my customer must think this way," and that's not true.
Lindsay Tjepkema: Yeah. Yeah, absolutely. So this is a interesting example. We had interns over the summer, like a lot of people do, a lot of businesses do and our interns created a podcast about being an intern. I'm not an expert in being an intern. I was one a long time ago. Our audience is not necessarily interns, but that's a great example of like, look for who your experts are based on what your content is. It's not necessarily the business leaders. It's not necessarily the most front and center person of the brand. It's the person who knows the most and is going to be most passionate about and excited about whatever the subject matter is.
Mark: Yeah. There's so much to be gained from it. So where do you see this all going? I mean, you're on the forefront, you're on the bleeding edge of podcasts, especially B2B podcasts and content marketing. Where do you see this whole movement going?
Lindsay Tjepkema: Yeah. So I see more brands bringing on podcasts. I mean, we got started a year and a half ago and the change and the shift that's happened just in that short period of time is incredible. And so I see podcasts becoming ubiquitous. Just like everyone has a blog now, everyone's going to have a podcast. And yes, there are going to be some great ones and they're going to be some awful ones. So you have an opportunity now to get in and own your space and do it well. You do that. And then I see brands and the most forward thinking brands leading the way in starting with those conversations and starting with the expert voices and then ringing it out from there. There're already brands that are doing this. There's already thought leaders. Gary V is doing this and he's starting with great conversations and then he became one, bringing it all out. And so I really do see the playbook changing and becoming more conversational, especially with all of us around the world rethinking the way we do things this year. I think that this is really just pushing this richer content to the forefront and saying," Why are we actually doing what we're doing and how can we make it more effective?" And podcasts are an amazing way to do that. So I see more brands starting here where you and I are right now and wringing it out, spinning everything out of these great conversations.
Mark: I also think it's a great way for... One of the major criticisms I have for a lot of B2B brands is they take themselves way too seriously. And I think this is a great way to show a human side to the brand because if you think of like, I won't name a company, but like X, Y, Zed Consulting that has the stock consulting website that looks very-
Lindsay Tjepkema: Everyone looking at a whiteboard crosstalk you're at a conference table.
Mark: Exactly. You think of that. And you're like, no one does this. This is not a human brand, but this podcasting especially brings such a human element to the brand and people. Especially now, I think more than ever with the advent of social media, people trust people. They don't trust brands, right? And so when we think about the brand being trusted, you got to make that people, that human connection to the brand, otherwise going forward, your brand's not going to be as trusted as someone who has made that human connection and who has a human connection with their customers. And if you can't see that going into where we're going, especially with social media, then you're really missing a big part of where advertising and marketing is going, in my opinion.
Lindsay Tjepkema: It is so true. I mean, we were talking about humanizing our brands for years, right? Myself, specifically in Casted, that's been part since day one. It's like, you should be doing this. Humanize your brand. Podcasts are great. This is the way you do it. And now here we are in 2020. I am sitting on the floor of my bedroom. This is 2020. There's stuff going on in my office right now. So welcome to my room everyone. And the thing is that pre 2020, pre everything's going on this year, we would all be a little bit more hesitant about this, but we're all more comfortable on video now. We've all seen the inside of each other's homes. We've all met each other's children and each other's pets and seeing each other's piles of laundry, it's human. Business is human. Brands are human. And the more we embrace that, I don't care what you're selling, I don't care what your services are and what your product is, you are a human selling to a human and the more compelling and engaging you can be and the more friendship and a trusted relationship you can develop, the better.
Mark: Yeah. This is the key point to all of it really is creating that human connection. I love this. This has been such a great conversation. Okay. So, as we close off, how do people find you online? How do they connect with you? How do they find out all about Casted and podcasting for B2B?
Lindsay Tjepkema: Sure. Website is Casted. US. Podcast is the cast in podcast. Try to make it easy for everyone. And you can find me at Casted Lindsey, C- A- S- T- E- D- L- I- N- D- S- A- Y or our Twitter handle for the business is @ gocasted on Twitter. On Instagram find me on LinkedIn. I'm really active on LinkedIn and I love interacting with people. So reach out to me and us directly and listen to our show.
Mark: Amazing. I love this. I love what you guys are doing. I think it's incredible. For the listeners, just so that you know we will link out to all of these resources in the show notes as usual. Lindsay, thank you so much for coming on the show. Thank you for telling us all about B2B podcasting. Love what you guys are doing. Keep rocking.
Lindsay Tjepkema: Thank you.
Mark: Wow, man, that was a fantastic episode with Lindsay Tjepkema. Recommend that you go check out Casted. Pretty cool platform, like what they're doing over there. Here's what I got out of this promote. Promote in various forms of content. You've got all of this ability to promote what you're doing through educational content on your blog and on social and all the rest of it. But so few brands are really taking advantage of podcasts now as a way for them to become these thought leaders within their space and it's not saturated. It's not even close to saturated yet. There's so much more opportunity in the podcasting world. Highly recommend that you consider. If you haven't already, that you consider putting together a podcast for your brand. It's a great way to create thought leadership amongst what you're doing. I mean, it's the reason that we started this show. So I recommend that you reach out to the people at Casted and check them out. Love what they're doing. Thanks so much for joining us. If you enjoyed this, please obviously give us a great rating on Apple podcasts and tell your friends about it on social. Tag us, let us know what you think. Have a great day everyone.