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Opt-In! A Sales and Marketing Podcast

Why Every Business Should Have a Podcast

with BetaWorks' Allison Behringer

*Opt-In Revisited: Our listeners have spoken. Many of you reached out after listening to Dan and Allison talking about WHY you should be podcasting wondering HOW you can start and WHAT to keep in mind as best practices. Episode 6 covers WHY. This post covers the who, what, when, and how you need to start a podcast. Enjoy!

If you read our love poem to podcasts on the blog last week, you know that I’m a huge fan of the medium for a number of different reasons. They can be incredibly personal to the point where you actually feel like you know the people you’re listening to every week.

This level of personality can be an incredibly effective tool for marketers to use as a way to engage their customers. Companies like Hubspot, Unbounce, and InsightSquared have already started to experiment with podcasting, and have created a new way for their customers to interact with them online.

Today I’m breaking down my conversation with Allison Behringer, the producer and host of the smash-hit podcast The Intern. Allison hits the nail on the head when it comes to the WHY behind podcasting. But what about HOW?

How to Build a Podcast for Your Business

1. WHY a Podcast should be an essential building block of your personal brand & business

Got 30 minutes? Hear Dan’s full conversation with Allison, otherwise let us break it down for you:


The U.S. Podcast audience has already grown by 25% in 2016

podcast listening statistics 2016

And Allison explains why, perfectly:  

Audio, when done well, is extremely engaging…it’s so intimate” (5:00)

“You might be running or walking or on the subway or in your car but you’re just focused on what’s going on [with a podcast]” (5:30)

“It’s a medium with untapped potential…they can be two minutes, they can be an hour” (5:50)

PODCAST SPOTLIGHT | 5 Minute Marketing 

Brian Moran, a marketing expert and the co-founder at SamCart, shares his daily insights from growing and running a multi-million dollar software startup, so that you can apply them in your own business. This is a podcast that perfectly embodies getting less with more in the content marketing world.

2. Hack your Calendar to Make Podcasting an Easy Part of Your Schedule

“While anyone can make a podcast, it’s not something anyone can just do in a few hours…the thing that you need if you want to make a podcast is time” (7:17)

“What I do it’s more produced. For the half-hour that came out… that took me six weeks of like non-stop work.” (8:10)

Hack your calendar like Nathan Latka, host of The Top Podcast. Nathan groups his podcast recording sessions in consecutive blocks, allowing him to “backlog” a month’s worth of content in an afternoon. He then spreads post-production and distribution preparation on a calendar relative to the post’s decided launch date.


3. How to Capture an Audience with Audio

Podcast listeners are tough to hook. 66% of them are on the go, likely multitasking as they consume your content. Not only do you have to drive listeners to your episode, but you also have to get them to care enough to listen.

If a podcast gets boring for 2 minutes, people are  just going to turn it off.” (8:37)

Our advice? Focus on feedback. Allison relies heavily on talking to friends and asking them for edits and feedback. You want to ask three key questions (9:51): 

  1. Where did you lose interest?
  2. What’s confusing?
  3. What do you want to know more about or what are you excited about?” 

The best north star for you as a producer or host is your own engagement level as you listen once, twice, or three times through. If you’re bored, we the listeners are probably bored. 

PODCAST SPOTLIGHT | What’s Your Worth – The Intern  

4. How to Plan and Produce a Podcast Like the Pros

Not all content deserves to be published:

Do 10 Interviews and, very likely, two of those are not going to go well…then you have five that are great, and those are the ones you publish” (11:40)

As content creators, it’s really important to understand where you should draw the line in the sand and say this is something that is good enough to go on my blog…and be very consistent with that, because that’s the way you build trust with your audience. (13:05)

Plan for the release

You want to have 5-10 episodes queued up, because the way to get yourself into the ‘New & Noteworthy’ section of iTunes is to release a lot and have a lot of downloads.” (15:23)

You have 8 weeks from when you first launch to get into the ‘New & Noteworthy section.” (16:43)

New and Noteworthy podcasts

Want more info on how we landed in the New & Noteworthy section? Revisit Nathan’s blog above for more context.

5. How To Track Your ROI and Audience

Website analytics have spoiled us. One of the toughest sells for marketers on podcasting is the lack of attribution and analytics around the impact a podcast has on driving leads and brand awareness.

What you do know is how many people have downloaded it or clicked play.

Many podcasts are subject to the same tactics for tracking outbound marketing: “Use the promo code XYZ to get your free month”. This is one way to track ROI.

In the meantime, you need to try and connect with your audience. Who are they? Ask your listeners to review the podcast, reach out on Twitter, or email you with questions. It’s tough to bridge this engagement gap, but it needs to be a priority to produce the content they actually want.


Listen to the opening of any of Tim Ferris’ podcasts. He’s the king of both the audio ad and also emphasizing the use of the promo code.

6. The Tools You Need to Get Going

At the end of the day, Podcasts are largely unexplored territory. In other words, “You can do whatever the heck you want.” 

But there’s some tech you need to actually get going. Allison recommends to find the best fit for you in terms of gear and set-up.

Here are some other key resources:

7. What else?! What did we miss? What questions do you have? Reach out in the comments or on Twitter.


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About the Author

Dan Pratt is the co-founder and COO of AdHawk (Techstars ‘15). Prior to founding AdHawk, he worked on the Accelerated Growth team at Google, helping startups assess, refine and grow their digital advertising. He’s an expert in all forms of paid advertising and has been honing his marketing and sales skills since selling homemade pizza from his desk in third grade.