Podcasting as a content platform is gaining traction around the world. The latest statistics show that 35% of the world's Internet users now listen to podcasts. That's a huge opportunity for global marketers. But what's involved? In this presentation, Kathrin Bussmann, Head of Verbaccino, shows how even startups and SMEs can start building their global brand through podcasting. As a case study, she looks at The Worldly Marketer Podcast, her own weekly audio show about international & global marketing issues. (NB: Slide #14 on "The Global Podcast Audience" is used here with kind permission from Simon Kemp at Kepios.com.)

1. Building Your Global Brand
Through Podcasting
presented by
Kathrin Bussmann, Ph.D.
Founder & Principal at
Verbaccino
Creator & Host of
The Worldly Marketer Podcast

2. What is a
podcast?
 On-demand audio show (sometimes video)
 Available via the Internet
 Usually free of charge
 Episodes can be downloaded or streamed
 Top sources include: iTunes, iPhone & iPad App, Android App,
Google Play Music, and Spotify
Verbaccino 2018

3. Advantages of podcasts:
 Allow for multitasking (eyes & hands free)
 Lend themselves to long-form content
 Very mobile-friendly format (less data heavy)
 Create a sense of intimacy
 Great for building thought leadership
 Appeal to a coveted demographic
 Lots of room for audience growth
Verbaccino 2018

4. SOME
STATS
Verbaccino 2018

5. Who listens to podcasts?
In the U.S.A., according to Edison Research’s latest survey,
The Podcast Consumer 2017:
 24% of the population over the age of 12 had listened to a
podcast in the past month (up from 21% in 2016).
 Listeners were predominantly 18 to 54 years old (77%).
 56% were men, 44% were women.
 Podcast listeners were more affluent, more highly educated,
and more likely to be employed fully-time than the average
population.
 Podcast listeners were more active on social media than the
average population, especially on Twitter and LinkedIn.
 Podcast listeners were more likely to follow brands on social
media than the average population. Verbaccino 2018

6. 84%
of monthly podcast listeners
listen at home.*
*Source:
Edison Research, 2017
Verbaccino 2018

7. 65%
listen while in
a car / truck.*
*Source:
Edison Research, 2017
Verbaccino 2018

8. 42 %
listen while
walking around /
on foot.*
*Source:
Edison Research, 2017
Verbaccino 2018

9. 39 % listen while at work.*
*Source:
Edison Research, 2017
Verbaccino 2018

10. 29 %
listen while
at the gym /
working out.*
*Source:
Edison Research, 2017
Verbaccino 2018

11. 29 %
listen while
riding public
transportation.*
*Source:
Edison Research, 2017
Verbaccino 2018

12. But what about
podcast consumption
beyond the
U.S.A.?
Verbaccino 2018

13. Some activities reported by active Internet users around the world*
*since Q2 2017, according to GlobalWebIndex’s 38-country survey

15. GETTING
STARTED
Verbaccino 2018

16. Hardware essentials:
 Computer
 Microphone (e.g. Audio Technica AT2020, ca. USD $100)
 Microphone stand and pop filter
 Audio interface (e.g. Focusrite Scarlett 2i2, ca. USD $150)
 Headphones (e.g. Audio-Technica ATH-M30x, ca. USD $70)
 Cables to connect everything
 External hard drive (for backups)
Verbaccino 2018

17. Verbaccino 2018
My setup:

18. Software essentials:
Skype account + Call Recorder plugin
Convert-to-AIFF app (for converting .mov files)
Voice-leveling app (e.g. Auphonic, or Levelator)
Audio-editing software (e.g. Audacity,
GarageBand, or Adobe Audition)
Metadata tool (for MP3 tagging)
Verbaccino 2018

23. Other
technical
requirements…
Verbaccino 2018

24. A podcast hosting service, such as…
Others options include SoundCloud, Audioboom,
PodBean, BuzzSprout, Blubrry, Castos, ZenCast, etc. Verbaccino 2018

25. A website
for publishing show notes,
collecting email addresses,
etc.
www
Verbaccino 2018

29. Intro/outtro music
and other sounds
(e.g. from Pond5, Jamendo,
Free Music Archive, ccMixter,
FreeSound, Soundbible, etc.)
Verbaccino 2018

30. Visual
design
for thumbnails
and promotional images
(e.g. Canva for DIY,
or Fiverr for affordable help)
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31. STRATEGY
A successful podcast requires
consistency
and a significant
time commitment.
Verbaccino 2018

32. First of all: WHO
is your target audience?
Know who
you’re talking to.

33. WHAT
is your goal?
 Thought leadership
 Brand awareness
 Education
 Inspiration
 Entertainment
 Building an email list
Verbaccino 2018

34. Approach podcasting
as a form of
CONTENT
MARKETING
rather than
a source of
direct revenue.
Verbaccino 2018

35. HOW
will you appeal to
a global audience?
Verbaccino 2018
 Speak clearly and avoid using local jargon.
 Feature guests from other countries.
 Make your website welcoming for global visitors.
 Promote your podcast strategically on social media.
 Consider podcasting in other languages if you can.

36. Monthly?
Bi-monthly?
Weekly?
Bi-weekly?
Daily? Verbaccino 2018
You’ll need to
COMMIT
to a regular
production
schedule.

37. You’ll need to
PROMOTE
your podcast
on an ongoing basis
on every possible channel.
Verbaccino 2018

38. CONSISTENCY
is key.
You’ll need to think of yourself
as a showrunner.
Verbaccino 2018

39. CASE
STUDY:
The
Worldly
Marketer
Podcast
Verbaccino 2018

40. The Worldly Marketer Podcast is a
weekly, interview-style show about
global marketing topics. Every episode
features a different guest expert.
The target audience:
owners of startups and SMEs who are
looking to leverage today's global,
social, multilingual marketplace.
The goal:
to learn about the best practices, the
challenges and the rewards of going
global in the Digital Age.

41. Quick facts:
 Launched on May 17, 2016
 Weekly interview-style show
 106 published episodes as of May 2, 2018
 Downloads from at least 93 countries so far
 21,837 unique downloads since launch
 Average downloads per episode: ca. 200
 Estimated total audience per episode: 500+

42. Geographic distribution of downloads
from May 2016 to December 2017:

43. Top 20 countries for downloads
since January 1, 2018:
1. United States
2. Canada
3. United Kingdom
4. China
5. Japan
6. Spain
7. Ireland
8. Turkey
9. Saudi Arabia
10. France
11. Brazil
12. Norway
13. Australia
14. Russia
15. Netherlands
16. Italy
17. Indonesia
18. Germany
19. Belgium
20. Sweden

44. Happy
podcasting!
Verbaccino 2018

45. Further reading/listening:
 http://www.edisonresearch.com/wp-
content/uploads/2017/04/Podcast-Consumer-2017.pdf
 https://kepios.com/data/
 https://rainmaker.fm/series/showrunner/
 https://www.wired.com/story/apple-podcast-analytics-
first-month/
 https://www.skyword.com/contentstandard/creativity/
why-you-should-consider-podcasts-in-your-content-mix/

46. Kathrin Bussmann
Website: www.verbaccino.com
Twitter: @KathrinBussmann
 Head of Verbaccino, a Toronto-based international marketing consultancy that
specializes in content strategies for today’s global, social, multilingual marketplace.
 Creator & Host of The Worldly Marketer Podcast, a weekly audio show that explores
how even small brands can go global in the Digital Age.
 Fluent in English, French and German, rusty in Spanish.
 B.A. in Communications Studies, and B.A. & M.A. in Linguistics from the University of
Ottawa; Ph.D. in Linguistics from Humboldt Universität in Berlin.
 Founding Member of the Canadian Association of Marketing Professionals (CAMP),
and Member of the Richmond Hill Board of Trade (RHBOT).