By Eric Dickmann

January 17, 2022

Podcasting, The Virtual CMO Podcast

The Virtual CMO Podcast

Season 7, Episode 12

In episode 112, host Eric Dickmann interviews Lindsay Tjepkema. Lindsay is a business leader, speaker, podcaster, and CEO & Co-Founder of Casted- the first and only amplified marketing platform.

With more than 15 years of experience in B2B marketing, Lindsay is a dynamic leader who has had tremendous success building and growing marketing teams on a local and global level. After launching a branded podcast for a global marketing tech company, Lindsay realized her passion for authentic conversations. This passion led her to founding Casted.

Aside from brand marketing, Lindsay is passionate about women empowerment, strong workplace culture, and content marketing that prioritizes audiences over algorithms.

You can connect with Lindsay on LinkedIn and Twitter.

Lindsay Tjepkema
Lindsay Tjepkema

Listen on Apple Podcasts

How Effective is Podcasting for Your Business?

A well-setup podcast can establish a business as an authority in a particular industry. Podcasting is different than blog posts or YouTube videos. It gives listeners an opportunity to learn about a specific topic and engage with the host and guest in a more personal way. Podcasting positions your business strategically and lets you pitch your products or services during the show. This opportunity can open the doors to a wide array of connections that can be beneficial to your business.

These are some reasons why you should consider podcasting for your business:

  • Podcasts are easy to set up.
  • Podcasting is a fun and educational experience.
  • Podcasts can serve as an additional revenue stream.
  • Compared to other content types, podcasts are more engaging and interactive.
  • It builds brand trust, awareness, and authority.

What is Podcasting?

Podcasting is a mostly free service that allows users to stream content anytime, anywhere. Podcast topics can range from marketing, fashion, and wellness, to entertainment. As of today, there are 850,000 active podcasts available on Apple Podcasts which means they have published an episode within the last 90 days.

Podcasting for Your business

Highlights from Our Conversation with Lindsay:

“Authenticity will get you a long way.”

  • [00:02:10] What is the basic need that Casted is filling in the marketplace?-  Casted aims to establish more human interactions and conversations by delivering content that is not always written word or SEO optimized. It takes effort to create really rich, engaging audio and video content, and measuring its impact can be difficult.
  • [00:05:36] How can you repurpose your source material?– The primary goal of content repurposing is to create an experience on your website that serves the audience, so when they go to your page, it gives them a whole branded experience. It lets marketers be much more creative with content creation and redirect their attention to other aspects of the business.
  • [00:12:27] You are trying to find content to be able to share with prospects, how does that look from the user’s point of view?- Everything that is put into Casted is transcribed. The Casted platform gives you many options as far as how sales want to use it to make that interaction personal and relevant.
  • [00:14:21] Using your integrations effectively- Since there is a myriad of tools to use, it can be a real hindrance to deciding which tools are relevant for a particular situation. By integrating your workflow with a CRM, users can respond to situations more effectively.
  • [00:18:52] Does audience size matter?-  Even if your podcast audience is small, if it’s the right people and they’re engaged, there’s real value in connecting with that group.
  • [00:22:53] Where do you send your viewers?-  With all of the podcast tools and players available, it’s not easy to know where to send potential listeners. What’s important is that you make it easy for them to connect with your business.
  • [00:28:39] Podcasting for your business without big investment- We are in a creator economy where substandard content is just not going to get people’s attention. The bar for quality content is being raised.

Podcasting for Your Business and Other Resources Mentioned

Live Stream on YouTube

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Eric Dickmann

About the author

Eric Dickmann is the Founder / CMO of The Five Echelon Group, host of the weekly podcast "The Virtual CMO" and YouTube series "Work-Life" and a fractional CMO for a variety of small and midsize companies. An executive leader with over 30 years of experience in marketing, product development, and digital transformation, he has worked with large, global companies and small startups to develop and execute marketing strategies to bring innovative products to the market.

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