Full-Funnel Podcasting | Tara Robertson, Sr. Manager, Demand Generation

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 Follow Knotch on LinkedIn for Q&A sessions with our guests! Subscribe to Pros & Content on Apple, Spotify, or your favorite podcast app.

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. See more episodes

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