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Tips for Organizing Your Wistia Channel

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It’s a problem most of us marketers face — we have a lot of great videos on our site, but find it difficult to showcase many of them in a way that attracts more viewers. It’s a problem we’ve experienced here at Wistia over the years (and one we’ve heard our customers talk a lot about, too). That’s why we created Wistia Channels — from a binge-worthy video series to customer support videos, product announcements, and more, Wistia Channels makes it super easy to get up and running in no time.

If you’re wondering how Wistia Channels can help you display your content in a cohesive and engaging way right on your website, then you’ve come to the right place! First, let’s dig into how you actually organize videos on your Channel within your account.

In order to create a Channel, you’ll first need to start with a Wistia Project that contains all of the related videos you’ll want to display. If you’re creating a Channel that’s focused on an episodic series, for example, you’ll want to have every episode of the series in that Project.

To create a new Project, simply select New Project from the Actions menu. Remember, if you want to move videos from one Project to another, use the Move & Copy feature. Once you have all the videos you want in your Project, it’s time to organize how it’s all displayed! You can create Sections to organize the videos within your Project. Each new section will appear as a new row within your Channel.

project
Check out those sections! Lookin’ great.

Create a new Section in your Project by going to the Project Actions dropdown menu and selecting New Section. Edit the section name, and either upload or drag and drop videos into this section. Videos will appear in the same order in your Channel as the order they’re listed in your Project, so be sure to move around the videos in your section accordingly! Take a look at how your Channel is shaping up by clicking on Project Actions and selecting View as Channel from the dropdown menu.

Now that you’ve seen a preview of your Channel in the wild, you may want to consider mixing up the layout depending on what content you’re showcasing. Choose between a Carousel or Grid format by clicking on Layout. The Carousel format is great if you have a large number of videos in each section of your Channel and want viewers to be able to scroll through easily. The Grid format, on the other hand, shows all thumbnails in a section in, well, a grid — no scrolling necessary. We recommend using this when you don’t have a ton of videos but want to clearly and prominently feature them.

Want to make your Wistia Channel shine? Check out this post for more tips on how to customize your Channel even further.

Excellent! You’ve got your Channel set up within your account, you’re ready to get a little more strategic about how you want to lay out your content. The possibilities are endless, but here we’ve got some examples that will help get your wheels turning!

Episodic video series

Working on a sweet new video series that has multiple episodes? Sounds great!
Klaviyo, a business that helps ecommerce brands drive more growth, created an original docu-series called Beyond Black Friday that follows the marketing campaigns of three brands, and what they’re doing differently. They cleverly organized their series’ Channel by creating a section that focuses on the videos for each brand, making it easy for viewers to follow along. The last row of their Channel features bonus content, like the series trailer and an AMA panel with the cast.

For viewers who may not be ready to dive into the entire docuseries, they have the opportunity to check out bite-sized clips and get to know the content a bit more before committing. Featuring additional, behind-the-scenes content on your Channel is a great way to drum up engagement and keep viewers watching (and wanting) more!

Educational videos

If you’re sitting on a pile of awesome educational videos that need a little more love, then this one’s for you. You can use Channels to display your content however you’d like — whether you want to showcase your videos in a linear, step-by-step fashion, or in a way that lets viewers jump around and consume in whatever order they like. At the end of the day, it’s all about organizing your content in a way that puts the smallest burden on the viewer.

Take, for example, The Beginner’s Guide to Video Production Channel on our site. We organized the sections by sequential subtopics — Part 1, for example, groups videos that are focused on a particular theme together, like “Preparing for Your Shoot.” Part 2 is centered around “How to Use Your Camera” and Part 3 is all about “Understanding Audio Basics.” As you can see, when displaying educational videos, you want to think about the journey your viewer takes when they land on your Channel. If you’re just starting out on your video production journey, you’re going to want to know what you need to prepare for your shoot before you start shooting.

Customer support videos

When it comes to customer support videos, organization is key. Think of the last time you were looking for an answer to a problem on a company’s website. Chances are, you probably spent at least 10 minutes surfing around to find what you were really looking for. Maybe you even gave up on finding the answer yourself and decided to reach out to their customer support team instead.

Keep your support tickets down by taking the time to make your Channel as clear and organized as possible. If you have access to data around what questions people ask most frequently, why not make a section that covers all of the issues right at the top of the page? Placester, a business platform for real estate professionals, uses sections to group videos in their Channel by support subtopic, making it easy for users to find exactly what they’re looking for.

Conference or event videos

Many businesses host annual conferences where they unveil new and exciting updates to their products and even highlight tips and tricks of the trade on a large scale to big audiences. However, conferences can be expensive and not everyone can travel to far off places to attend. Luckily, Channels make it easy for businesses to showcase their conference videos and sessions online so no one misses out! Workforce Software, a business that creates cloud-based workforce management software, uses a Channel to showcase videos from their annual conference, VISION.

Using a Channel to display your company conference videos is a great way to show prospective attendees a taste of what they’ll experience if they register for your next conference. It’s easy to group these videos in sequential order or use Sections to group event videos by theme or topic.

If you have a series of product launch or update videos, adding them to a Wistia Channel is an awesome way to keep them organized and accessible to all. We feature all of our product launch videos on a Channel with rows that are organized by type of update, starting with our most recent product updates followed by other specific sections that speak to different aspects of our product.

Helping your customers get the most value out of your product is key to keeping them satisfied with what you have to offer. Using a Channel to bring those important announcements and updates to the surface is a great way to ensure that your users know what’s going on, what they should pay attention to, and what they should try out if they haven’t already!

One of the best parts about Wistia Channels is that once you’ve embedded it on your website, you can always add additional videos to the Project, add or remove sections, and modify it to your heart’s content without ever having to touch the code again. Simple as pie!

And just like the delicious pie we’re now craving, we hope you’re hungry to start organizing your Wistia Channel today. It’s super simple to make your content more easy to digest for your viewers, so take the time to get it just right! All of your viewers will thank you for it in the long run.

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How to Promote Your Podcast With Email

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When it comes to growing an audience for your brand’s new podcast, tapping into your email and marketing experience is the best place to start. If you’re building a new list from scratch, you can grow your email subscriber list by utilizing your existing marketing channels to spread the word.

On the other hand, if you already have an existing database of people who love the content you create, you can hit existing relevant lists while also growing a dedicated inventory for your show!

In this post, we’ll share how you can leverage your audiences differently and give you best practices for promoting your podcast via email. Let’s start getting your podcast in front of the right folks!

Your show’s subscribers are the folks you’ll email regularly about teasers, new episode releases, exclusive content, and more. These people are highly qualified because they have opted-in to receive news about your show! We’ll cover how you can grow this type of list where your podcast lives, on your actual podcast with a call to action, and across your social media channels.

Ask people to subscribe wherever your podcast lives

If your podcast is on streaming sites like Spotify, Stitcher, Apple Podcasts, Google Podcasts, or Overcast, you should include extra information about your show to help build a direct relationship with listeners. Profiles about the show hosts and guests, show episode notes, and full episode transcripts are just the beginning!

Including information on your website about your podcast doesn’t hurt either. Get creative and think of different ways to provide value, like with a show “starter kit” for new listeners or by including other content formats, like related videos and blogs, on the same page.

Be sure to focus on the value your show will provide your audience, and include an email collector for listeners to subscribe to stay in the loop about future releases, show news, and exclusive content.

Include a CTA on your show

Another great place to remind listeners to subscribe to your podcast? During your actual show! If you include a call to action at the end of your podcast, you’ll catch listeners who made it all the way to the end of your show — folks who are already super engaged and the most likely to want more. For listeners who found you on streaming sites instead of your website, suggesting the next step during your show might be the only opportunity you have to get them to subscribe directly.

For example, at the end of our new original podcast, Talking Too Loud, we say, “Listen to Talking Too Loud wherever you listen to podcasts. And hey, rate and review us wherever you listen. And check out more content from Wistia Studios at Wistia.com.”

Another example of a podcast including CTAs on their show includes How I Built This with Guy Raz. At the end of his show Guy says, “To see our full interview you can go to facebook.com/howibuiltthis. And if you want to see all of our past live interviews you can find them there or at youtube.com/npr.”

To sum it up, your CTA could be any next steps you’d like your listeners to take. Both of these examples don’t outright tell folks to subscribe, but lead people to places where they can discover more about your brand (and where they can take the leap to subscribe for more content).

Spread the word on social media

You should also use your existing social media channels to promote your podcast and find listeners who could lead to new subscribers. Use clips and content teasers to give people a taste of what your podcast is about — pique their interest! Social media is a great way to drive people to where your podcast lives and entice them to subscribe to your show.

Here’s an example of a Twitter post on Wistia’s account promoting Talking Too Loud:

Some social media platforms, including Facebook and LinkedIn, even offer direct integrations with email marketing and CRM providers. These connections make it easy to build and nurture your lists without manually exporting and uploading contacts across platforms.

What should you send these folks?

Remember, email subscribers for your show are different from folks you include in your general marketing sends — it’s important to differentiate these sends and be hyper-targeted about your content. For the podcast email subscribers, focus primarily on promoting your show. To sweeten the pot, include exclusive content like behind-the-scenes clips and additional show content to this show subscriber list.


While you’re building a dedicated list of raving show fans, keeping your existing database informed is also important. Whether these marketing lists exist for product updates or blog content, folks in these audiences might also be interested in your podcast’s unique content.

Your marketing automation and onboarding sequences can be a great place to start plugging your podcast — just make sure you’re not promoting your show right off the bat. Showcasing your podcast too early or too often in your email campaign could distract and take away from someone’s learning experience with your product.

Here’s an example of a callout we used in one of our blog content email newsletters for The Brandwagon Interviews podcast. Since this was a more broad list, we kept this section short and sweet and allowed the creative to steal the spotlight and drive traffic to our podcast page.


So, now you’ve got a solid plan in place to promote your podcast via email. But what does a great podcast email look like? And what types of emails should you be sending for your show? Check out a few examples of emails we’ve sent to support our very own shows!

New Show Announcement

Build excitement and anticipation for your new podcast by sending out an announcement email. This is a great place to leverage your existing email lists — either by sending a dedicated email or by including the announcement in a newsletter-style send.

Alternatively, you could get ahead of the curve by collecting emails before launch and then send an announcement to your dedicated show list.

Here’s an example of an email we sent to announce Talking Too Loud:

New Episode Announcement

Keep your listeners in the loop on an ongoing basis by sending out emails for new episodes. These emails can be short and sweet. It’s also important to send these emails consistently to your audience. The email cadence for announcements should follow your show cadence. Showcase your show guest (if you have one), craft a compelling preview for the episode, and drive folks to listen.

Here’s an example of what we typically send for Talking Too Loud:


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5 Brand-Building Lessons from The First Audio Conference for Marketers, “Built to Last”

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What does it take to build a brand that stands the test of time? How do you make someone fall in love with your brand? Is it possible to build lifelong audiences and advocates for your business? There’s a good reason these questions still remain at the forefront of marketer’s minds today. And that’s because, in 2020, your brand has never mattered more.

That’s why we teamed up with Buffer to bring you Built to Last, the first-ever audio conference for brand builders. Throughout the event, attendees received exclusive access to a private podcast feed where we released six episodes over the two-day conference. Each episode featured lessons and key insights that can be applied when crafting memorable content and campaigns that build engaged audiences.

We heard from marketers and creatives behind some of the world’s most-loved brands and learned a ton of valuable lessons when it comes to building brands that thrive. In this post, we’re sharing our top five takeaways from the event. But we’re curious — what lessons did you learn? Be sure to share them with us in the comments!

Did you miss out on Built to Last but still want to hear what all the fuss is about? Good news: You can still sign up to access the podcast episodes on-demand right here.

Throughout Built to Last, one theme that consistently rang true for our speakers was the power of focus. From picking very specific target customers and understanding exactly how your business fits into their lives to prioritizing building a community and crafting super-specific content — when it comes to building lasting brands, focus is key.

Emily Heyward, Co-Founder of Red Antler and author of the book Obsessed — Building a Brand People Love from Day One, pointed out how important it is to consider the context of the world we live in today when it comes to getting people to care about your brand.

“Consumers have more choice, more information, and therefore more power than ever before. Think about how what we used to buy was controlled by gatekeepers. We were only able to buy whatever was available at the drugstore or the grocery store. We only learned about brands through national TV campaigns. Now we learn about brands through Instagram. We can Google exactly what we’re looking for and access niche brands that have millions of consumer reviews and are being written about on forums that contain people who are similar to us and have similar needs.”


Emily Heyward

Co-Founder, Red Antler

Emily recommended that brands come forward with a simple, clear offering right out the gate so they can spend more time focusing on what they stand for and what it matters, rather than getting bogged down by every detail of their product offering. This can help businesses more clearly articulate the value they bring to the table, rather than having to explain away a ton of complex features of variations of their product.

Ben Witte, Founder of Recess, a consumer wellness brand in the beverage industry, touched on a similar concept throughout his episode. He noted the importance of staying focused when it comes to attracting the right audience.

“I think you want to identify who you’re speaking to very early on. I think [Recess] is relevant to all age demographics and psychographics. But your content strategy has to be very specifically defined. And if you’re speaking to everyone, you’re speaking to no one.”


Benjamin Witte

Founder and CEO, Recess

Another, perhaps, not-so-surprising thread that was woven throughout the conference? The marketing evolution from focusing on brand awareness to actually cultivating brand affinity. Businesses are doing this today by investing in high-quality, narrative-driven content like video series and podcasts (just like Built to Last).

Wistia’s very own CEO and Co-Founder, Chris Savage, spoke to this concept throughout his talk and explained how Wistia ended up on the journey towards creating this type of binge-worthy content with the goal of building brand affinity.

“We started to ask ourselves the question — we’ve been trying to go wider and get more awareness, but what if we go deeper? What if we go above and beyond for our customers and our audience members who are still engaging with us? What if we try to use the audience we have to grow an existing audience? How do we do that? And what we settled in on was we would go bigger on the scale of the content. We would try not just a blog post, we would try something much larger and more impactful and see how that would work.”


Chris Savage

Co-Founder and CEO, Wistia

As brands continue to build niche audiences of people who love their content and the experiences they provide, these people are more likely to recommend that business and share that content with the people they already know and trust. This creates an incredibly powerful organic growth for your brand, which Helena Hambrecht, Co-Founder, and Co-CEO of Haus, a modern aperitif brand, spoke to throughout her episode as well.

“Our theory was if we put 100% … 200%, everything we have into the product and the customer experience upfront, the customer will be delighted enough to share that experience and share it with their friends. Put everything that we can into the experience up front, and we will grow the word of mouth. Those were the bets that we made, and it worked. All of our growth — we grew a ton in the first six months — was 100% organic.”


Helena Hambrecht

Co-Founder and Co-CEO, Haus

“My biggest advice to our founders creating consumer brands is that your brand better have something to say.” Ben Witte shared some words of wisdom for brands during his talk that seemed to ring true for many other brand-builders throughout the conference as well, which doesn’t come as a huge surprise. After all, consumers these days are increasingly making purchasing decisions based on what a brand says, how it acts, and what it stands for.

Certainly, the pressure is on for brand-builders — why does your business even exist? What are its purpose and mission? Your values and what your brand cares about can play a huge role in shaping how your brand is perceived and the direction your business takes in the long run.

Madison Uttendhal, Founder of Utendahl Creative, a branding, content, and social media storytelling agency, highlighted why she believes it’s so important for brands to take a stand.

“In order to have returning customers and ones that are loyal to you, that have genuine brand affinity, it means that they really have to believe in you because they stand with your values. For me personally, as an African-American woman, brands that have taken stances on Black Lives Matter, on supporting marginalized groups, I’m going to continue to purchase from them. And I’m going to go out of my way to make sure I am purchasing from them rather than purchasing from a brand that isn’t saying anything at all.”


Madison Utendahlt

Founder, Utendahl Creative

Joel Gascoigne, Buffer’s Co-Founder, and CEO, also shared his thoughts on the importance of authenticity when it comes to building brands that stand the test of time.

“I do believe that modern consumers expect more transparency and authenticity from brands. I would say, in a lot of ways, they’re even demanding it. I think that they’re demanding that companies take a stance and become an aim to be a net positive for society.”


Joel Gascoigne

Co-Founder and CEO, Buffer

And last but not least, Helena shared some pretty telling insights around her modern aperitif brand, Haus, and some of the data they’ve uncovered around purchasing behavior. “I encountered a treasure trove of Nielsen data and consumer trends around millennial and Gen Z consumers and how they’re looking for something that alcohol wasn’t providing. They’re concerned about their health and their image, and they care deeply about authenticity, transparency, convenience, and quality. And you see proof of that in other industries that have been disrupted by more millennial-leaning brands that represent their values.”

Another trend that came up across several episodes was the idea that content is one of the best ways to showcase your brand. We’re not just talking about any old content though — a one-off blog post or Instagram Story won’t do. For brands to last, they need to understand their audience to the core and then create entertaining content that speaks directly to them.

Ben Witte called out brands like Red Bull, Gatorade, and Monster Energy, commenting on the fact that they are effectively media companies that monetize through “selling cans.” He also noted that the era of being able to launch a brand through ads alone on Instagram is over, and that “You should use paid as an accelerant, not to establish yourself.”

Chris Savage also spoke to this idea of creating and promoting content like a media company, just like Red Bull does with their extreme(ly dangerous) looking content. “With Brand Affinity Marketing — making podcasts, making video shows, and longer-form content — you’re making content that you are marketing like a product and treating like a product. And so just like when you’re doing product development, someone goes and asks customers, ’What do you like about this and what don’t you like?’ You just have to do the same thing with your content.”

Other speakers commented on the importance of solidifying your story and the content you are going to use to share that story, rather than focusing all your energy on racking up empty impressions. In other words, getting your messaging down and establishing what your brand is and what it stands for before you start hunting down exponential growth.

Madison also puts a finer point on the age-old quality vs. quantity debate. “I believe that quality wins over quantity any day. It is more impactful to have three posts a week that are beautifully done — thoughtful, intentional, informative than it is to have seven posts in a week that look half-hazard and a mess. Taking the time to create beautiful content and letting that project marinate so that it can be the best it can be is really important.”

Finally, and this one is sneaky because it might seem super obvious, but businesses need to remember that their audiences are made up of real people, just like them. An endless sea of demographic information, tracking pixels, and retargeting campaigns have made marketers forget just how important each individual in their audience really is. For brands to make it for the long-haul, they need to get back to the basics and remember what businesses are built on — people.

“In order for brands to make it for the long-haul, they need to get back to the basics and remember what businesses are built on — people.”

“I think that people like to forget that humans work in businesses,” says Chris Savage. “I think it’s kind of that simple. We talk about people’s job titles and we’re like, ’I’m trying to market to the VP of Marketing, I’m trying to market to the Director of Customer Growth and Acquisition.’ As opposed to, ’I’m trying to market to Kelly, I’m trying to market to Chris, I’m trying to market to Kristen.’ And they’re a person, and they watch Netflix, and they watch YouTube, and they have all these interests and all this richness. And their job is part of their life, and their career is part of their life, but they’re a human being. It’s just that simple.”

Thinking about your audience in this way can also help you unlock some of the core tenants of your brand. For Joel, Buffer’s brand evolved over time thanks to how they approached sharing the story of their journey as a business. “We always wanted to focus on sharing our journey, gaining insights by sharing a lot of the details of things we’re trying, things that are working, things that are not working. And so all of those things formed our approach and formed the brand.”

Madison spoke to the importance of building a strong community when growing a business and shaping a brand as well. She noted that businesses can’t lose sight of the fact that there are people behind every single dollar that goes into your bank accounts. “Ultimately, if a founder has the ability and balance to reach out directly to top purchasers, it’s a beautiful, incredible, and impactful way to build community and makes people feel that you see them and you value them for their loyal service.”

We heard from so many great speakers throughout Built to Last and took away a ton of learnings about everything from how to increase the lifetime value of a customer to unique tactics for creating thumb-stopping content on social media. But, believe it or not, there’s still so much we didn’t cover in this post.

If you missed this first-ever audio conference while the episodes were dropping live, don’t sweat it. You can still sign up to get access to all of this amazing content on-demand, right here.

And like we said before, we want to hear from you! Leave us a comment below and let us know what jumped out to you throughout Built to Last. What new strategies are you going to employ at your business so you can build a brand that stands the test of time? We can’t wait to see what you come up with.



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How a Former Lawyer Became the Head of Podcasting at MarketingProfs

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If you had to guess what the Head of Podcasting at MarketingProfs’ career path looked like, what would you imagine? A former blogger? Maybe even a former journalist?

What if we told you that she was a lawyer in another life?

We sat down with Kerry O’Shea Gorgone, host of Marketing Smarts, to learn how she jumped from a lucrative law career to a well-known marketing podcaster. Read on to learn her story and how anyone from any background can craft a unique and memorable show.

On paper, the beginning of Gorgone’s journey seems pretty in-line with her current career. As a Business Communications major that held several marketing internships during her time at Bentley University, Gorgone seemed destined for a career creating content.

But after she took a law class with Si Horvitz, her future mentor, her interest in law was officially sparked. She was recruited to join and eventually lead the Bentley Consumer Action Line, a service-learning program, where her interest evolved into a passion.

By the time Gorgone had to choose her post-graduate career, she realized her newfound interest in law and her top skills — research, public speaking, and psychology — were an ideal match for a legal career. She decided to enroll in law school at Suffolk University.

As a law clerk, Gorgone would sit in on hearings, do research, and then write opinions for judges. This might sound like your run-of-the-mill entry-level law job, but Gorgone absolutely loved it. “I loved clerking. It was all about finding the right answer,” she says.

“I loved clerking because it was all about finding the right answer.”

After two years of clerking, Gorgone decided to climb up a rung on the law ladder and work at a big law firm. At the ripe age of 24, Gorgone was an associate attorney and well on her way to becoming an established suit. But almost immediately after landing her new job, Gorgone started falling out of love with law. Big firm law didn’t seem to care much about justice for their clients. It was all about money.

“Big firm law was very billable-focused. I didn’t necessarily love that my boss would tell me, ’Oh, just hurry this one up because this person doesn’t have a lot of money,’ and then tell me ’Oh, this person’s got all kinds of money, so just take your time,’” says Gorgone. “I didn’t like that. It felt icky to me.”

“Big firm law was very billable-focused. I didn’t like that. It felt icky to me.”

A year-and-half later, Gorgone decided to move on from big firm law to work at a smaller law firm, where she dabbled in several new areas of law. She tried her hand at everything from municipal law and entertainment law to criminal law, family law, and more. But at the end of the day, none of these ventures really scratched her itch.

However, there was one thing that she did love about small firm life — she was reintroduced to creative work and quickly developed a craving for it. Gorgone couldn’t help but drift toward the creative side of things again, but she didn’t want to abandon law altogether. So, she decided to blend the two together.

“When I worked at the small law firm, I was always like, ‘Oh, that’s so cool that this firm actually does cool creative work, and I’m just over here making up a contract,” says Gorgone. “I just kind of gravitated more towards the creative again, and teaching is sort of a mix of the two.”

Gorgone returned to her stomping grounds, Bentley University, to launch her career as an adjunct law professor, specializing in marketing and media law. She also leveraged her prior marketing experience to become the Managing Editor of the school’s alumni magazine — a move that would later launch her full-time marketing career (she just didn’t know it yet).

After four years at Bentley, Gorgone moved to Florida to teach entertainment law at Full Sail University. And a year later, her experience at Bentley’s marketing department enabled her to level up as a Course Director of Internet Marketing.

As an instructor in charge of developing the university’s internet marketing courses, Gorgone wanted to stay on the cutting-edge of the marketing space and attend as many industry events as possible. However, Full Sail University wouldn’t pay for instructors to attend industry events.
The university would, however, grant her time off if she covered the expenses on her own. So Gorgone found a workaround — by writing for industry websites and publications, she could qualify for press passes to events.

As a result, she started writing articles for some marketing publications — one of them being MarketingProfs, the marketing education company made famous by Ann Handley, a Wall Street Journal best-selling author.

But even though Gorgone was technically writing for Handley, she still didn’t know her personally. That all changed when Gorgone’s old college friend posted something on Facebook.

While surfing Facebook one day, Gorgone saw that C.C. Chapman, one of her old friends from Bentley, had published a book called Content Rules with Ann Handley. She made a funny comment on her friend’s post, and Handley commented back. This digital interaction ended up sparking a friendship that has lasted more than ten years.

A few months later, MarketingProfs was hosting a happy hour in Miami. Gorgone decided to drive down to officially meet Handley. They immediately hit it off, and Gorgone left a lasting impression on Handley. While the encounter didn’t lead to an immediate job offer, Handley knew Gorgone had the chops for creating and running a show.

With that seed planted in Handley’s mind, she knew exactly who to offer a job to if their current podcast host left the company. Three months later, Gorgone became the new host of Marketing Smarts.

Marketing Smarts is an interview series where Gorgone chats with marketers from all walks of life about the one thing they do that would be helpful to other marketers. From nonprofit marketers to enterprise ones, she doesn’t discriminate. She’ll talk shop with anyone, including world-class mountain climbers, just to keep things interesting.

Gorgone took over the podcast at episode 79, and the show was already established as a serious business podcast. Naturally, you might assume MarketingProfs would want Gorgone to maintain its tone. But Gorgone knew if she was going to run a successful show, it had to be her own show. Fortunately, Ann Handley was all for it.

“I told Ann, ‘I’m not the old host. I don’t run that kind of show,” she says. “I’m more like USA Network than I am 60 Minutes’ And she said, ’No — you’ve got to make it your own.'”

With her vision for Marketing Smarts set, Gorgone could start building toward it. But there were a few more hurdles in her way — Gorgone had never run a podcast professionally before.

“We knew what the show was about and who it was for, but beyond that, everything else was up for grabs. For instance, how would I record the show? What would I use to record it? Who would I book? How would I do it?” says Gorgone. “And then I had to manage the podcast production calendar, an editorial calendar, and communication with the rest of the marketing team and sales team because they always needed to be in the loop about who was joining the show.”

To make sure she did all of these things before each episode, Gorgone made a checklist. It was about 15 steps long, but, eventually, she got to the point where they became ingrained in her head. Mastering podcasting on her own took her fair share of hard work. However, it was transformational for her career and completely worth it.

“Getting thrown into the craft has been transformational in launching my other shows like Punch Out and The Backpack,” says Gorgone. “Thinking about these things is second nature for me now, and I don’t know if they would be if I hadn’t had to figure it all out by myself. So, I think it’s a good thing to do if you have the stomach for it.”

“Mastering podcasting on her own took her fair share of hard work. However, it was transformational for her career and completely worth it.”

With over 300 episodes of Marketing Smarts under her belt now, Gorgone’s sharpened podcasting skills have enabled her to launch two other podcasts. Punch Out with Kerry and Katie is all about interesting people’s hobbies and has run for four seasons. The Backpack with Chris Brogan is all about achieving personal and professional success and is co-hosted with a New York Times best selling author.

Pretty good marketing resume for a former lawyer, wouldn’t you say?

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