Wendy Covey
Build brand trust and shorten the sales cycle using a one-two punch of rich content combined with derivative micro-content.
-png.png)
Jason Swenk, host of the Smart Agency Master Class podcast and coach to growth-oriented agencies nationwide, does not enjoy writing blogs. And he's certainly not alone in that sentiment! But what Jason does enjoy is helping businesses grow through education. He's developed a one-two content marketing punch that capitalizes on his strengths and expertise, with rich podcast content at its core.
His primary marketing focus is a thrice-weekly podcast, which he records in two intense batches during a portion of the year. This is where you'll find him most in his element -- talking (not writing) and lending a personal aspect into the content that doesn't translate as easily to the written word. He finds in sales engagements and at conferences that his listeners feel a connection to him, like they already know him, because of the personal style of podcast content.
Once each episode is recorded, his team creates derivate micro-content to hook new listeners and supplement the audio content with written blogs. Here are some of his tips for optimizing this approach:
- Every episode and blog post should have a call-to-action
- Use analytics to uncover your most popular content and refresh to keep these current
- Categorize posts by customer benefit, don't get hung up on keywords
Jason is a big advocate for podcasting, and feels that without it businesses are missing out on significant opportunities to reach new markets. Whether hosted by an executive, marketer, or subject-matter-expert (or all of the above!), with supporting technology abound, getting started has never been easier.
Resources
Wendy Covey
Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.