Jan. 16, 2022
How to Harness the Power of Podcasting for Your Business with Lindsay Tjepkema
In episode 112, host Eric Dickmann interviews Lindsay Tjepkema. Lindsay is a business leader, speaker, podcaster, and CEO & Co-Founder of Casted- the first and only amplified marketing platform.
With more than 15 years of experience in B2B marketing, Lindsay is a dynamic leader who has had tremendous success building and growing marketing teams on a local and global level. After launching a branded podcast for a global marketing tech company, Lindsay realized her passion for authentic conversations. This passion led her to founding Casted.
Aside from brand marketing, Lindsay is passionate about women empowerment, strong workplace culture, and content marketing that prioritizes audiences over algorithms.
For more information and access to the resources mentioned in this episode, visit:
https://fiveechelon.com/harness-power-podcasting-business-s7ep12/
Send us your questions or comments
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WEBVTT
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Welcome to The Virtual CMO podcast.
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I'm your host, Eric Dickmann.
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In this podcast, we have conversations with marketing professionals who share the strategies, tactics, and mindset you can use to improve the effectiveness of your marketing activities and grow your business.
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Hey, Lindsay, welcome to The Virtual CMO Podcast.
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I'm so glad you could join us today.
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Hey.
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And the pleasure is all mine.
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This is going to be great.
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Thanks for having me.
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Yes, absolutely.
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I've been looking forward to this conversation because here we are doing a live stream, recording a podcast, talking about all things content, and you're the founder of a company called Casted, and we're going to get into exactly what that means and the services that you provide.
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But I would just love it.
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If you could just kick us off here and tell me a little bit about your journey, about becoming a founder and starting a company.
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Yeah.
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So I'm excited to be here too, because this conversation we're gonna have today really is the essence of why Casted even exists.
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So my background, I spent 15 years as a B2B marketer, and it was always on the brand and content, customer experience side of things.
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And right before starting Casted, I was at a company leading the brand and content team globally.
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And we were doing podcasts and video series much like this, to connect with our audiences in a much more human way.
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And I quickly found a couple of things after rolling out those shows and the series is that it was effective, but there was no platform to serve me, my marketing team, and what we were trying to do or measure the impact we're making on the business.
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And so I made the leap, I went up to be the change I wanted to see and go build the thing that my team and teams like mine needed.
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And that's how Casted was born about two and a half years ago.
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That's exciting because you know, the best companies I always think are the ones that really address an unserved need, as opposed to just building something, a better version of something that's out there.
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And it sounds like that you really saw that.
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When you founded it, what did you really see as the basic need that Casted was filling in the marketplace?
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Yeah.
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So yeah I'm trying not to go too far back or get too much on a soap box just yet.
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But in my career, I saw digital marketing kind of entered the scene with content and more connection and more ability to meet with your audience in real time.
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And that became something that was like, okay well, we have all this stuff, how are we going to measure it?
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Okay, well now we have data.
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How are we going to measure that?
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Everything has to be measurable.
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Okay.
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Let's optimize for everything and let's automate everything.
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And we kind of got to this place where it was like- Okay, are we actually serving audiences anymore?
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Like, are we actually going after that human connection anymore?
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And so that is starting to come around with shows like this with more human interaction, with more connections, more conversation and delivering content that is not always written word on page that's SEO optimized, but like, how can we provide content that's really rich and engaging, it starts with conversation.
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And so that's great and more and more brands are coming around to that.
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However, again there was no way before Casted existed, no amount of money could buy a platform to say, how are we going to provide access to that content throughout the marketing org and to the sales org, and to the customer success org until leadership and throughout the organization so that you can get more value out of it.
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And how are we gonna measure it?
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It's great that the companies are starting to create more of this content.
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But the problem that we're solving is saying- Okay, how do you get as much value out of it as possible?
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Because it takes work.
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it takes effort to create really rich, engaging audio and video content.
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How can you get even more value out of it?
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And then how can you measure the impact of that value is making?
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And so that's what the platform does in a nutshell.
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Well, that's interesting because you know, we're at a time when there is so much rich content out there.
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You know, we're way past the stage where marketing just produce brochures that the sales team would take out on their customer meetings, right?
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Now, you've got this rich content that's being created.
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But I think oftentimes sales teams don't even realize that it exists or how to use it within the sales cycle.
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And so that's partially what you guys are trying to solve?
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Yeah, that's part of it.
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So one thing that's kind of fun is that one of my co-founders is more on the sales side.
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Like he is our Chief Revenue Officer now, but his background as much as mine is in marketing, his is in sales and solutions consulting.
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And so we've been on opposite side of the table, even at the same company.
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Where it was like, not me and my team were creating this content that he and his team either didn't know about it, didn't feel like it was a fit.
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It didn't feel like it was aligned.
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Um, and so that's been a great push pull of like, how are we actually not just saying that we're bridging the gap between sales and marketing, but actually doing it.
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And it's not enough to just create great content.
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How are you making it really useful and accessible to the people who actually need to use it?
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In outside the business of course, but also that internal audience of sales and customer success super important.
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Well, and I think we're in an era where certainly webinars continue to be important, live streams, Zoom calls, all of these things.
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But as you mentioned, we're doing a podcast here, we're doing a live stream.
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This is going to be able to form assets, whether they're short clips or blog posts, but there's a lot that can be created from some of the initial source material.
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And I think that's often where some of this gets lost because it can be used in many different ways, it's not just that original webinar, that original live stream, or whatnot.
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It's content that can be repurposed in many ways.
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Absolutely.
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And so perfect segway into big part of what Casted does is say, how do you take that content new and existing?
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So that's another piece of the puzzle, which is like you mentioned earlier that there's so much content.
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Once upon a time, creating more was the challenge.
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Like, I don't have enough content, we're not doing enough.
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Everybody has enough content now.
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That's rarely the problem.
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Especially, I mean, we work mostly in mid marketing enterprise.
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It's not problem.
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It's how do we use what we already have in myriad ways, not more for the sake of more, not more channels from Sycamore channels, but how do we continue to reach our audience with meaningful messages both new and existing.
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And so what part of what the platform does is say- Okay, you're going to create this content, that's great.
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You do you, get creative, look for ways to really reach your audience with conversations and content that matters, then you upload it into this platform that really exists to serve you as a marketing team to say- Okay, now what I'm going to do with it?
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Yes,, we're going to publish it.
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Yes, we're going to create an experience on our website that serves our audience when they come here and it really gives them a whole branded experience.
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But what else?
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How can we use a transcript that's created for every webinar, every virtual event, every live event, every podcast, every video of a customer success story?
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How can we use that transcript to create supplemental written content, to boost SEO value and accessibility by making something that's audio and video also readable.
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How can we create clips and key takeaways to break it down into smaller pieces that can be shared on social media and also given into the hands of the sales team and the customer success team to again continue to engage more people and expand the reach of that content and more and more, and more.
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And then how can I also go back and search through all the content that they already have?
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So if I'm creating content next quarter about apples, right?
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Do I have anything on Apples?
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It's a common question that I would get all the time from sales about like, do we have anything on?
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Well, how do you know if you've had anything on that?
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You know, that Apple content.
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In audio or video because it's all audio and video files until, until very recently in a telecast.
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And you couldn't search through it all because there was no way to index everything you have unless you're going through and tagging and titling so that it can be found later.
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So it's all about making it more accessible, more findable so that you can do more with this.
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It lets marketers be much more creative with what they're creating and think less about how to index what they have and provide access to it much more manually.
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Well, I'd love to just take that a layer deeper and let's just use today's show as an example.
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So when we're done with today's interview, we will have a video file, an audio file, and a transcript of our interview today.
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So if I was a Casted customer, what would I do with these three things that then could solve some of these problems that you're talking about?
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Sure.
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So if you're a Casted customer, all of those things would be created from the one file.
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So if you uploaded a video file, Casted would separate it into audio and video so that you have both versions.
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So you could publish the audio as a podcast, you can publish the video onto YouTube, all from Casted.
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So that's one, you get it out there.
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Also in Casted, a transcript is created, which is human transcription.
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So within a couple of hours, you have a transcription, it's an actual human being, so they can actually spell check coma and don't try to make it into, you know, something that AI can identify.
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Um, so human level transcription that goes live on that page, that belongs on your website.
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So again, you're inviting people, you're owning your audience.
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Yes, you're publishing and syndicating out to the players and the YouTube and Spotify, and everything of the world.
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Through Casted, you're also creating a page in Casted where people can come to your site and experience your brand and your content related content.
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And the transcript was live there as well.
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So now, you've published it, you've syndicated it.
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How can you also provide related resources and break the content down further?
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So on the back end of Casted, you would go through and highlight clips in the transcript that you think are really important.
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So if you and I talk about something that is really important for your audience that you really want to highlight, you would literally highlight it in the transcript that creates a clip and a key takeaway on that show page on your website so people can click around, and if they don't have the full hour to listen or consume that content, they can click just to the part that matters most.
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Um, those clips, that key takeaways are also downloadable and accessible on the backend, so you can later on use those clips, create audiograms from them, right in the Casted platform and videogram so you can post them on social media, so people can see our faces as you're posting about the show, get it in the hands of your sales team to say- Hey, you remember when Lindsay said that as our customer, she saved all this money by working with us, like, here's that clip, make sure you share that and you use that.
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So you can start to see how it's ringing it out and from this one conversation that we had.
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It's atomizing that content.
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So it can be used across myriad channels and over a longer period of time.
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Then what good is all of it if you can't measure it.
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So back in the dashboard and through integrations with CRM, working foundation platforms and CMS, we make that content accessible and also measurable.
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So we can say not only how many people are engaging with this content now and later in overtime and all the ways that it's atomized, but who are they?
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Who are those people?
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Who are the accounts?
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Who are the individuals that are engaging with our content?
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What are they engaging with?
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And then how can I follow up?
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So it sounds like what you've done is you've really taken a number of tools that you've taken a hosting platform, you've taken an editing platform, you've taken something like a headliner that you can use to create smaller clips, you've kind of combined all of those into one tool.
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And then does it go as far as you know, something like an Uber Flip where you're creating sort of micro-sites around specific content topics, that allows sales teams and others to access this?
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Yeah.
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And that's actually something that we're trialing now internally, because we obviously use our own platform.
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And our own sales team is creating a kind of an account based approach.
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As you mentioned to say, here's this page that I created just for you or here's a fun use case that we're doing to do.
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Let's say I'm giving you a demo right now of the platform and I'm showing you all around.
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I'm recording it, I put that into Casted, I highlight the things that were most important to you as key takeaways, I'm attaching some of the related resources, if we're at that point, even attached to contract right there in that custom built page, just for you as my prospect to help make that customized experience.
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So, yeah, it's all right there in Casted.
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No, that's interesting.
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And so if I changed roles a little bit and I'm a salesperson, so maybe I'm interacting in my HubSpot CRM, I'm trying to find this content to be able to share with my prospects, how does that look from an internal facing user's point of view?
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Yeah.
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So that search function is something that I really love for this use case because again, I would get asked all the time and still you know, do we have anything on?
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Do we have anything on Apples to continue that?
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how we'll do anything on Apples, like I have customers ask me about Apples and sure, I'm sure that there's all kinds of shows and we focus a lot on Apples over time.
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So I'm sure that there's tons.
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What about that one conversation that I had with Eric, where that was totally.
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The Virtual CMO, but there was this one 30-second clip where you talked about Apples and it was gold, but that would be lost and gone forever, except the fact that everything that's put into Casted is transcribed.
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And so I can just type in Apples and that, and all of the related keywords will come up and surface to me, content that's related to Apples, including that tiny little clip that would have been lasting on forever if I didn't remember it.
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So that's a great place to start.
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And then sales can pull clips, marketing can pull clips for them, whatever works for the team and how that works internally as far as workflows.
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But they can then use that clip, download it as an audiogram, and then that can be either embedded.
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It can be shared as a social card.
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It can be shared as like an actual, it's a video file or an audio file.
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So it gives you a lot of options as far as how sales wants to use it, to make that interaction really personal one really relevant.
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Well, I love that because I think one of the big hindrances to adoption is if you have a myriad of tools that you need to go to, to be able to get information that can be a real hindrance to people actually using the tools, right?
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If it's in the main tool that they're using, if it's in their sales system, their CRM system, that makes it a whole lot easier and the chances that they'll actually use it and take advantage of it, go up significantly.
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Exactly.
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Which is why integrations, let's see last summer written in the heights.
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I mean, I don't know what the height was.
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But in the early days of pandemic life, we really leaned into integrations.
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It was okay, none of us know what's coming, let's control what we can.
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Let's really start to lean into integrations, which was really strong for us and for our customers, because that's when we built out, you know, HubSpot integration and Salesforce, Marketo, Pardot, Eloqua, WordPress integration with the Drifts integration, and so many more to come, because exactly to your point, for sales and for marketing and for CS, like if I have to use one more tool, one, it's gonna be frustrating, two.
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It's not going to happen because I have my workflows and I have the places that I got and the places that I live, right?
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And that's as simple as even like the difference between a content marketer and a social media marketer, right?
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Social media person is working in social media and you give them something else that they have to get into that makes their life easier, it's not, it's one more thing to you.
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So why not integrate with where they already are, to provide access to what that content team is creating.
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And so that's where our integrations really shine is to provide that access and then when it matters pulling the data so that it's actionable like CRM.
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Again, what if I know who is interacting with my content so that my SDRs or the account owner can respond accordingly and can take action in a way that's really relevant.
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Like, Hey, you know, you haven't been responding to my outreach for six months but I'm seeing that there's activity and you're really consuming a lot of content.
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I know that now.
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And I can take action accordingly.
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I think that's such a smart strategy.
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You know, we talk a lot on this podcast about the plethora of tools that are out there, there are just so many.
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But many of them are actually features, they're not standalone tools by themselves.
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And I think that there are far too many companies who look at their tool as a platform, and that really hurts adoption because if it's not integrated to the main tools that people are using, the chances of it becoming you know, one of their primary tools I think goes way, way down.
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And so I think their strategy is smart.
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What a great time to do it during this COVID craziness, where you had to make some choices, right?
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It's true.
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And you know, it's also interesting because what I found personally as a marketer, was that there's you're right, there's thousands.
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I mean, what's the landscape of all of the insane tools that exist and there's thousands and thousands and thousands.
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Yes.
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But so many of them actually, they measure the crumbs of the chaos, right?
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They say, okay, here's this thing, we know your life is crazy, but what if you can measure it
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Yeah.
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it's like that, it doesn't help me.
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Okay, now I can measure this insane thing that's happening or I can do this insane thing faster as opposed to saying like- What if we actually approached this whole thing differently?
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And that's something that's really important to me that we're doing.
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We're providing real change, not for the sake of different and not because of a market opportunity, but because it's time, it's time.
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Hey, it's Eric here and we'll be right back to the podcast.
00:17:51.010 --> 00:17:55.871
But first, are you ready to grow, scale, and take your marketing to the next level?
00:17:56.080 --> 00:18:02.441
If so, The Five Echelon Group's Virtual CMO consulting service may be a great fit for you.
00:18:02.711 --> 00:18:08.621
We can help build a strategic marketing plan for your business and manage its execution, step-by-step.
00:18:08.860 --> 00:18:11.411
We'll focus on areas like how to attract more leads.
00:18:11.681 --> 00:18:15.820
How to create compelling messaging that resonates with your ideal customers.
00:18:16.181 --> 00:18:19.750
How to strategically package and position your products and services.
00:18:20.080 --> 00:18:24.490
How to increase lead conversion, improve your margins, and scale your business.
00:18:24.820 --> 00:18:32.590
To find out more about our consulting offerings and schedule a consultation, go to fiveechelon.com and click on Services.
00:18:33.040 --> 00:18:34.300
Now back to the podcast.
00:18:36.350 --> 00:18:41.090
Well, and I love the focus on measurement too because as marketers, we all know this is a challenge, right?
00:18:41.760 --> 00:18:44.911
People are constantly wanting to see that ROI.
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They're wanting to see that the money is being well-spent, that it's driving results.
00:18:48.540 --> 00:18:51.090
But sometimes things take time.
00:18:51.300 --> 00:18:57.181
I know if we're talking about podcasts as an example, you know, podcasts grow slowly.
00:18:57.181 --> 00:18:57.360
Yeah.
00:18:57.360 --> 00:19:00.600
You have your initial set of downloads when you release a new episode.
00:19:00.941 --> 00:19:04.496
But my whole back catalog goes up, you know, every month.
00:19:04.526 --> 00:19:06.925
It's not just the latest episode that goes up.
00:19:07.165 --> 00:19:15.475
And so for a marketer, are you finding that the clients that you're engaging with that that is really one of the primary drivers to being on a platform like this?
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That they just don't have a way of measuring it, and this measurement can really help them prove the value of what they're doing?
00:19:21.945 --> 00:19:22.786
Yeah, definitely.
00:19:23.046 --> 00:19:31.550
That is one of the reasons we do get often is people that are interested and obviously ultimately come on board is I need to know more.
00:19:31.570 --> 00:19:43.296
And another thing that's tied to that, that we see people getting excited about is when a podcast for example is seen as a standalone channel and its own thing.
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It's reach is limited, its measurement is limited.
00:19:47.756 --> 00:19:48.506
Like what does it mean?
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What do those downloads mean?
00:19:50.536 --> 00:20:08.530
when it's seen as an integrated part of a comprehensive strategy and it can actually fuel everything else, and it's all in one place, that changes the narrative entirely, it's not like, okay, we have our content strategy and a marketing strategy over here and your podcast, you know?
00:20:08.901 --> 00:20:13.181
And like, oh let's also tweet about podcasts and then it kind of pulls it in.
00:20:13.181 --> 00:20:21.040
It's like, no, what if we actually use the podcast or the webinars series or whatever it might be, or all of the above to actually fuel everything out.
00:20:21.070 --> 00:20:26.320
You know, when we were talking earlier, I was talking about the workflow about this, then this, then this, then this, it's the starting point.
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The conversations that you're having right now, that's the starting point to everything else.
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And why shouldn't it be, right?
00:20:32.980 --> 00:20:34.181
And you talked about measurement.
00:20:35.381 --> 00:20:36.250
Absolutely.
00:20:36.250 --> 00:20:39.971
That needs to be measurable, not just in quantity, but of who?
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Not just how many, but who is actually engaging?
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Are they loyal?
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Are they really interested in coming back over time?
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Even if your audience is really small, small relatively speaking.
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If it's the right people and they're super engaged, perhaps, you know, depending on what your needs are and what you're doing, that's the best way to go.
00:21:01.076 --> 00:21:05.185
And you don't know, you just don't know that when you're just looking at number of downloads or number of views,
00:21:05.885 --> 00:21:10.316
Well, that's always a frustrating thing for podcasters in particular is that's the number you see.
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You see downloads, you can tell what platform they're downloading from, you can see what country they're coming from.
00:21:15.516 --> 00:21:16.596
But you don't really know.
00:21:17.395 --> 00:21:35.215
If you're reaching your target audience or not, because you just don't have that kind of demographic data where that tends to come in is the supplemental content when you drive people back to your website, when they download, you know, the tracking pixels take effect and you can sort of see who's coming back and how they're engaging, then you get a little bit better sense of that.
00:21:35.395 --> 00:21:37.665
But it's a real challenge for people like podcasters.
00:21:38.155 --> 00:21:38.516
Yeah.
00:21:39.405 --> 00:21:43.256
And not to know anything about who until they're on their second engagement with you.
00:21:43.256 --> 00:21:44.955
I mean, that's pretty risky, right?
00:21:45.546 --> 00:21:58.346
And so some of the ways that we solve for that is by one, being a player, and so that gives us a lot more capability to capture information and pass it back to our customers.
00:21:58.625 --> 00:22:02.260
By advocating that players are great.
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Yes, Apple, Spotify, YouTube, those are great, those are fantastic.
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But what if you could also own your audience and bring people to your website as much as possible, then that unlocks a ton of more data because you're not at the mercy of whatever those big players want to share.Three, through that integration with CRM, if somebody is in your data database, You know then how they're interacting with your content because we're able to provide that information.
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