| Foreword |
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xii | |
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Part One Podcasting in perspective |
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1 | (32) |
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01 Stand out from the social media noise: why you should be podcasting |
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3 | (8) |
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4 | (1) |
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4 | (1) |
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5 | (1) |
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6 | (2) |
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References and further reading |
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8 | (3) |
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02 Podcast adoption: growth and expansion of podcasting as a popular medium |
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11 | (1) |
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Global adoption of podcasts |
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11 | (1) |
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Demographics of podcast listeners |
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12 | (2) |
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14 | (1) |
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References and further reading |
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15 | (2) |
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03 Understanding how people really listen to and absorb audio content |
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17 | (1) |
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18 | (1) |
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Understanding the Why: building personas |
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18 | (3) |
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21 | (1) |
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21 | (1) |
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21 | (2) |
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04 Building genuine personal engagement through podcasting |
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23 | (1) |
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Podcast personality and value proposition |
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24 | (2) |
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26 | (6) |
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32 | (1) |
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Part Two Building your business case and plan |
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33 | (50) |
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05 How to use podcasts to drive business results |
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35 | (1) |
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36 | (1) |
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The challenges of podcasts |
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37 | (1) |
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38 | (1) |
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Traditional brand metrics |
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39 | (1) |
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Understand the value of every marketing activity |
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40 | (2) |
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42 | (3) |
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06 Understanding the role of podcasts in the user journey |
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45 | (1) |
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The role of podcasting in multichannel marketing |
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45 | (1) |
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Two different types of user journey |
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46 | (4) |
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Using podcasts as content marketing |
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50 | (1) |
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Illustrating the steps within the user journey |
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51 | (2) |
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Fitting podcasts into the user journey to enhance our value proposition |
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53 | (3) |
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56 | (1) |
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07 An introduction to podcast marketing |
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57 | (1) |
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58 | (1) |
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59 | (2) |
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08 What differentiates a great podcast? |
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61 | (1) |
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Clarity on value proposition |
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61 | (1) |
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62 | (1) |
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62 | (3) |
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09 What is digital branding and how does business development fit in? |
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65 | (1) |
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66 | (1) |
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Brand awareness as an excuse |
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66 | (1) |
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What digital branding really means |
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67 | (1) |
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How digital has changed branding |
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68 | (1) |
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68 | (3) |
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71 | (2) |
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10 Defining your content plan and using content calendars |
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73 | (1) |
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Informing your content plan |
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73 | (8) |
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11 Driving action from podcasts |
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81 | (2) |
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Part Three Building your podcast and making it a success |
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83 | (2) |
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12 The importance of landing pages and show notes (and getting SEO right) |
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85 | (1) |
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85 | (1) |
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Creating your own stand-alone fully customized show website |
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86 | (3) |
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Search engine optimization |
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89 | (6) |
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13 Defining your podcast audience and content |
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95 | (1) |
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Finding your niche and sticking to it |
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95 | (1) |
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96 | (1) |
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97 | (1) |
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Stay focused and true to your audience |
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98 | (3) |
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14 Understanding and selection of different podcast formats |
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101 | (1) |
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102 | (1) |
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103 | (1) |
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104 | (1) |
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105 | (1) |
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106 | (2) |
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Roundtable/panel discussions |
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108 | (3) |
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15 Preparing your podcast recording environment in Your war on unwanted noise |
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111 | (2) |
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113 | (4) |
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16 Choosing your recording hardware and software |
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117 | (1) |
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Essential equipment for getting started |
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117 | (3) |
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Voice-over-IP call interviews |
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120 | (2) |
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122 | (1) |
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Mobile recording on the run |
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122 | (5) |
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17 An overview of podcast editing options and how to do it |
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127 | (1) |
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Editing your podcast: why edit? |
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127 | (2) |
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129 | (8) |
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18 Using interviews with influencers to maximize your podcast strategy |
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137 | (1) |
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The basics of influencer outreach |
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138 | (3) |
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Setting your guest at ease |
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141 | (1) |
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142 | (3) |
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19 Show branding intros and outros: making the right first impression |
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145 | (1) |
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145 | (4) |
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Making the right first impression |
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149 | (6) |
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20 Podcast advertising and monetization: where to begin and how to manage |
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155 | (1) |
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Inspiration for monetization |
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155 | (1) |
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156 | (3) |
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Podcast advertising revenue models |
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159 | (1) |
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160 | (2) |
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162 | (4) |
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References and further reading |
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166 | (1) |
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21 Publishing and distributing your podcast |
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167 | (1) |
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Getting your podcast episode ready to publish |
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167 | (6) |
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Distributing to multiple destinations |
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173 | (5) |
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178 | (3) |
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22 Measuring success: tapping into how and why people listen to your podcast |
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181 | (1) |
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181 | (8) |
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189 | (2) |
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191 | (4) |
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23 The podcast marketing toolkit |
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195 | (1) |
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195 | (7) |
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202 | (4) |
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206 | (6) |
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Gaining opt-ins and building a list |
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212 | (8) |
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220 | (5) |
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References and further reading |
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225 | (2) |
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24 The value of web analytics: measuring the impact of your podcast activity |
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227 | (1) |
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Making the most of Google Analytics |
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227 | (5) |
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Using `multichannel funnels' reporting |
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232 | (2) |
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234 | (1) |
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How web analytics can be used in relation to our podcasting activity |
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234 | (1) |
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References and further reading |
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235 | (2) |
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Part Four The future of podcasting |
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237 | (2) |
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25 Where next for podcasting? Conversational design, artificial intelligence and machine learning |
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239 | (1) |
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240 | (3) |
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26 Future-proofing your podcast strategy for the ever-changing user journey |
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243 | (1) |
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243 | (2) |
| Index |
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245 | |
Biežāk uzdotie jautājumi par e-grāmatām