 Key to a Successful Podcast or Content Marketing Campaign: Asking the Right Questions
In the world of podcasting and content marketing, success often hinges on asking the hard questions during the development process. It's easy to get caught up in the excitement of creating a groundbreaking campaign, but overlooking the logistical and operational details can lead to failure before you even begin. Questions like "Do we have the budget for this?" or "What is the long-term goal of this content campaign?" are crucial, yet frequently overlooked. Companies facing these questions often find themselves at a crossroads: either putting the project on hold or opting for a generic approach that's been tried and tested. Another common pitfall is launching a campaign without a safety net, only to face burnout and failure after several months. But it doesn't have to be this way. One safe and iterative approach that I recommend to all my clients is to create a pilot. The Power of the Pilot Developing a simple pilot for your content does several things. It removes the long-term financial risk, making the goals of the pilot and the potential of a series more approachable. It also allows you to sell an idea with something tangible and concrete. A pilot can also reveal that simple foundational content can serve as a building block for more complex campaigns in the future. Take, for example, a cybersecurity company that wants to create a podcast to educate the public about their brand. The initial idea may seem daunting in terms of time and money, but what if they started with a series of 3-minute shorts derived from one day of interviews with cybersecurity experts? These short, snackable pieces could serve as a case study for the larger project. Overcoming Resistance The challenge often lies in convincing CMOs and C-suite executives of the benefits of this approach. If a project isn't generating direct ROI, it can be seen as a mere line item. However, by positioning a pilot as relatively cost-effective and low-risk, you can demonstrate the potential for larger projects to receive the funding they deserve based on the performance of the foundational content. In conclusion, asking the hard questions and taking the time to develop a pilot can set your podcast or content marketing campaign up for success. By starting small and building from a solid foundation, you can achieve your goals while minimizing risk and maximizing impact.  Here's how I attracted a loyal podcast audience and reached over 30 million listeners worldwide in just 5 years, all without spending a dime... ➡ Started my storytelling journey with a karaoke machine and cassette tapes as a 5-year-old, hoping someone in the universe would listen. ➡At 20 years old, inspired by Marlon Brando, I moved to New York to train as an actor, only to discover my true calling as a storyteller. ➡Performed live, extemporaneous monologues in Chelsea cafes (NYC), and experienced the shared impact it had on myself and the small crowds that gathered. ➡Tackled the student debt crisis in America with a monologue, touring for 4 years and sparking conversations around the country. ➡Transitioned back to a suburban Midwest life, focusing on family while trying desperately to keep my storytelling passion alive. ⭕ Found my solution: Put 90% of my initial effort into the continued development of my craft and storytelling style. Started recording my stories into a borrowed microphone, putting them on the internet, and asking my dear friend to gamble on the potential reach of these stories & potential business opportunities in exchange for his production skills. (Luckily he said yes. We work together to this day). Thanks Ken Wendt ➡This resulted in my podcast 7 Minute Stories. In 7MS I tell extemporaneous, simple, but true stories about my life. Instead of trying to monetize the show, I made it free and open to the public. The hope was to connect with listeners' cherished memories and add value and perspective to their day. ➡Maintained a relentless commitment to WEEKLY storytelling ideation, performance, and distribution for over 5 years regardless of ROI or short-term growth. The "I" in this case in ROI is my time (blood, sweat, and tears). ➡Over 4 + years slowly gained a global following of podcast listeners (That's the chart in this post). Adapted these audio stories into short-form video content on YouTube reaching over 20 million viewers. 😃 Proved to myself that the art of storytelling and consistent effort can create an impact, even without a lot of financial resources. 💵 Businesses from around the globe started calling and asking me to help develop their podcasts (with an emphasis story). Started my own podcast consulting business 3 years ago. ❇ Imagine if you're a cash-strapped individual or business with an amazing story to tell. If you apply this same commitment to the quality of developing and sharing great stories, there's a repeatable formula for success here. ✳ NOW imagine you are a business and you applied this same commitment to storytelling AND you have (in a worst-case scenario) a moderate marketing budget. There's no ceiling for the impact you can make. ✴ But, no matter what, the secret sauce is the commitment to curating and sharing quality stories. Maintaining a commitment and reverence for the craft of one of our oldest traditions is the foundation that can separate you from the white noise.  |
AuthorAaron Calafato is a Storyteller, Content Marketing Specialist & Podcast Consultant. ArchivesCategories |
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