Description
Book SynopsisDaniel Rowles is a CIM Course Director, lecturer at Imperial College London, and lead judge for the CIM Marketing Excellence Awards. He is the host of the
Digital Marketing Podcast, an iTunes top 10 business global, and CEO of TargetInternet.com, where clients include the BBC, Mastercard, and Warner Brothers. He is the author of
Building Digital Culture, category winner of the 2018 CMI Management Book of the Year.
Ciaran Rogers is the marketing director of Target Internet. He has worked for and trained a large number of international brands including QA, Liz Earle, Elemis, Time to Spa, Highlands & Islands Enterprise, UKSA, Jubilee Sailing Trust, The Sustainable Food Trust, Hershesons Bliss, REN Skincare and FatFace.
Trade Review"A definitive guide to everything you need to know about podcasting." * Gemma Butler, Marketing Director, The Chartered Institute of Marketing (CIM) *
"Podcasting continues to be one of the highest-impact forms of content marketing, and guides to the subject don't get more comprehensive than this." * Kelvin Newman, Founder and Managing Director, Rough Agenda (the company behind BrightonSEO) *
"A comprehensive guide to the world of podcasting. This book will help you create a podcast - but far more importantly, it will help you create a powerfully loyal audience for it." * Rebecca Moore, Arts Marketing Association (AMA) *
"This book is a really practical guide to both podcasting and podcast marketing ¬- it covers absolutely everything you need to know. If you are already on your podcasting journey or are just starting out, this is a must-have guide." * Tracy Hastain, Founder and Director, Wentworth Consultancy *
Table of Contents
- Section - ONE: Podcasting in perspective;
- Chapter - 01: Stand out from the social media noise - Why you should be podcasting;
- Chapter - 02: Podcast adoption - Growth and expansion of podcasting as a popular medium;
- Chapter - 03: Understanding how people really listen to and absorb audio content;
- Chapter - 04: Building genuine personal engagement through podcasting;
- Section - TWO: Building your business case and plan;
- Chapter - 05: How to use podcasts to drive business results;
- Chapter - 06: Understanding the role of podcasts in the user journey;
- Chapter - 07: An introduction to podcast marketing;
- Chapter - 08: What differentiates a great podcast?;
- Chapter - 09: What is digital branding and how does business development fit in?;
- Chapter - 10: Defining your content plan and using content calendars;
- Chapter - 11: Driving action from podcasts;
- Section - THREE: Building your podcast and making it a success;
- Chapter - 12: The importance of landing pages and show notes (and getting SEO right);
- Chapter - 13: Defining your podcast audience and content;
- Chapter - 14: Understanding and selection of different podcast formats;
- Chapter - 15: Preparing your podcast recording environment;
- Chapter - 16: Choosing your recording hardware and software;
- Chapter - 17: An overview of podcast editing options and how to do it;
- Chapter - 18: Using interviews with influencers to maximize your podcast strategy;
- Chapter - 19: Show branding intros and outros - Making the right first impression;
- Chapter - 20: Podcast advertising and monetization - Where to begin and how to manage;
- Chapter - 21: Publishing and distributing your podcast;
- Chapter - 22: Measuring success - Tapping into how and why people listen to your podcast;
- Chapter - 23: The podcast marketing toolkit;
- Chapter - 24: The value of web analytics - Measuring the impact of your podcast activity;
- Section - FOUR: The future of podcasting;
- Chapter - 25: Where next for podcasting? conversational design, artificial intelligence and machine learning;
- Chapter - 26: Future-proofing your podcast strategy for the ever-changing user journey;
- Chapter - 27: Index
