In this episode, Lindsay Tjepkema, CEO and co-founder of Casted, a podcasting and video platform for B2B marketers discussed the importance of relationships in business, the evolution of B2B marketing, and the value of podcasting as a content format.
Lindsay shared her experience running a services consultancy and how it taught her the importance of prioritizing relationships with customers. She also talked about the limitations of current podcast analytics and the need for more meaningful engagement metrics. She explained how Casted aims to provide B2B marketing teams with a platform to publish, syndicate, manage, and measure their audio and video content.
She also touched on the challenges of measuring the value of podcasting and the future adoption of podcasts by B2B brands. Lindsay emphasized the human need for connection and the importance of leveraging conversations to create a unique bond between the listener and the brand. Lindsay believed that brands that prioritize human connection and use technology to enhance it will ultimately succeed
- The push and pull of satisfying market demand
- The evolution of B2B content marketing
- The value of conversation and human connection in podcasting
- The importance of evergreen content
- The need for long-term commitment to podcasting
- The value of podcasting in B2B marketing
- Changing the marketing playbook
- The importance of human involvement in content creation
- The shift from growth at all costs to pragmatic action
- The importance of relationships and creativity
- Staying sharp through conversations and self-care
- Visit Casted
- Connect with Lindsay Tjepkema on LinkedIn
- Connect with Alex Birkett on LinkedIn and Twitter
- Connect with Omniscient Digital on LinkedIn or Twitter
Listen to the podcast:
[00:03:25] The push and pull of satisfying market demand
Balancing the need to speak the language of the market while also pushing towards future trends in marketing.
[00:10:52] The evolution of B2B content marketing
Talk about how the perception of B2B podcasting has changed over time and has become an integrated part of content marketing strategies.
[00:13:12] The value of conversation and human connection in podcasting
Explain the value of conversations in podcasting, how they can be measured, and why human connection is important for both individuals and marketers.
[00:17:48] The importance of evergreen content
Discussion on the value of evergreen content in podcasts, including the ability to repurpose predictions and capture emotions and intonation for future use.
[00:22:08] The need for long-term commitment to podcasting
The importance of viewing podcasting as a long game and committing to ongoing engagement and repurposing of content, even if new episodes are not being produced.
[00:26:05] The value of podcasting in B2B marketing
Discussion on the tangible value of podcasts, even with low download numbers, and the importance of repurposing podcast content.
[00:31:04] Changing the marketing playbook
The need to change the marketing playbook and prioritize human connection, trust, and loyalty over using technology like AI for marketing.
[00:34:43] The importance of human involvement in content creation
Discuss the role of AI in content creation and emphasize the value of human involvement in identifying insights and creating meaningful content.
[00:39:24] Shift from growth at all costs to pragmatic action
Discuss the shift in mindset from pursuing growth at any cost to focusing on practical action and adapting to the current economic reality.
[00:43:16] The importance of relationships and creativity
Discussion on the importance of reconnecting with people, getting creative, and the positive impact it has on business.
[00:44:20] Staying sharp through conversations and self-care
Conversation about how the guest stays sharp by talking to people, asking questions, writing, and taking care of herself through exercise and reading.