4 Steps from Starting a Podcast to Live Streaming with David Bain

4 Steps from Starting a Podcast to Live Streaming with David Bain

As brands continue to search for exciting new ways to engage audiences and showcase their products and services, they’re starting to recognise the huge potential in podcasts and live streaming. With the number of podcasts now being over 1.2 million, they can provide some of the quickest and most valuable mediums of content consumption–if done correctly!

Podcasts and live streams can build powerful relationships–not only with influencers in your industry–but also with your audience who prefer to listen to you rather than read your content. Listeners describe that they can develop a more personal relationship with the hosts of the shows they subscribe to, creating a unique style of emotional engagement which is more similar to that of a friend or family member giving advice.

At DigiConf2020, we were joined by David Bain, Author of Marketing Now, and Founder of Casting Cred, a B2B podcasting agency, working on behalf of brands to exercise thought-leadership via this new and exciting medium. David created his first podcast back in 2006 and explains that when the iPhone 6 was launched in 2014, podcast creation skyrocketed. Within a year, his podcast Digital Marketing Radio was hitting 20,000 downloads a month, and then he partnered with HubSpot to start creating live online streams.

Based on the continuous growth of podcasts as a means of delivering regular, engaging content, David explores in our webinar four steps that brands can take when starting a podcast before moving into the live streaming space.

How do podcasts fit into a B2B marketing strategy?

“The content marketing model that I tend to focus on was started on the basis of Google’s 3H model,” explains David, “which is Hero, Hub and Help content. I added a 4th H to this model. That is Heart.”

  • Hero: big, incredible pieces of content which people can find to discover your brand
  • Hub: regular episode content such as a blog, YouTube channel or podcast
  • Help: typical content that people can interact with and ask questions in relation to your products/services
  • Heart: product-specific content that can be used on a landing page and encourages a specific CTA

This variation of content slots in nicely at different points within the “Pump and Funnel” B2B marketing model. However, many brands choose not to focus on their Hub content because they cannot find a specific place to put it on the customer funnel.

“It sits outside of the funnel,” David says. “But it’s absolutely key. People may visit for the first time, drop out, forget about your brand, and then be reminded about it again through your Hub content. They will go back, experience your website, search for other things and potentially engage with the Help content. Hub content is an opportunity to build thought-leadership and allows you to remind people that your brand exists. Once they’re ready to make a decision, eventually people will come back. And podcasts are a wonderful way of doing that.”

How to create a successful podcast before moving into the live streaming space?

  1. Simple Audio Podcast (around 20 episodes)
  • Get comfy with using a good dynamic microphone that doesn’t pick up unwanted sounds from where you’re sat
  • Use a green screen
  • Use headphones when you’re interviewing people
  • Use (free) software to record and edit your podcast
  • Publish your podcast with a platform called Captivate
  1. Pro Audio Podcast
  • Use a higher quality microphone, funnelled through a mixer or audio interface for effects
  • Use higher quality software to edit your podcast
  1. Pre-recorded Video
  • Remember when you start doing video, you have to start thinking video, such as looking into the camera, interacting with people, and knowing when to come in
  • Try the audio steps first, otherwise, your video may suffer
  1. Live streaming
  • Don’t go live straight away – take time to practice and get comfy with audio and video first
  • Live streaming brings in an audience, so it’s important to have a plan in case something goes wrong
  • Use streaming platforms or use various forms of social media to live stream

Watch the full video where David further discusses the 4 steps of starting a podcast before moving into the live streaming space, the Pump and Funnel model and how it fits with the 4H content marketing model, and how to determine who your competition is once you start podcasting.

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