A presentation to the Public Relations Society of America (PRSA) Hampton Roads Chapter in Norfolk, VA on January 15, 2020.

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2. My name is Douglas Burdett and my day job is running a marketing agency called
Artillery and our focus is manufacturers and industrial companies who are serious
about growing their sales. I’ve been in the agency business for over 30 years.
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3. On a personal note, about 10 years ago, in lieu of a mid-life crisis, I started performing
standup comedy. I’m all better now, thanks - and I no longer perform standup comedy
but I do channel some of that into my public speaking and my podcast. If you met my
wife, she would counsel you not to laugh at my jokes because it only encourages me.
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4. For the last 5 years, I’ve been the host of The Marketing Book Podcast where each
week I publish an interview with the author of a new marketing or sales book. I
recently passed the 250 episode milestone and I’ve read every single book featured
on the show.
And no, when I started the podcast I didn’t realize I was going to need to read each
book, and yes, that’s really cut into my Scotch drinking.
Anyway, the podcast now has listeners in over 150 countries, over a million
downloads and has been named by LinkedIn and Forbes as one of the top marketing
and sales podcasts.
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5. Before we talk about building an audience with podcasts…
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6. Let’s review the significant changes that have occurred in our world in recent years as
it relates to the media world.
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7. There was a time when there were somewhat captive audiences, held in place by
media gatekeepers. It was very much about filling up the existing space, either
advertising inventory or media coverage.
I’m talking about businesses that had the resources to build their own audiences like
media companies, TV stations, newspapers, magazines, direct mail printers. To build
an audience you had to go through some kind of media gate keeper. PR was much
more about gaining coverage from a media gatekeeper.
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8. But with the internet, you can avoid media gatekeepers and build your own audience.
You can cut out the media gatekeeper middleman.
A lot of PR work has added creating content in addition to media (or influencer)
outreach. And that's why a lot of former journalists are finding their way to working
in marketing.
This has led to a massive decline in traditional advertising supported media. There
will always be advertising, it’s just changed. Two-thirds of digital advertising is now
with 3 companies: Google, Facebook and Amazon.
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9. And that’s why, if you think about it, EVERY organization is (or can be) a media
company.
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10. If you’re not trying to build your own audience, you’re doing in the hard way.
And podcasts are just one of the tactics commonly known as content marketing
whereby you can build your own audience.
But remember, YOU DON’T HAVE A CAPTIVE AUDIENCE!
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11. Keep in mind that in building your own audience, you’re competing with cat videos.
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16. Ask about Twitter
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19. What is the most important consideration for podcasting?
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37. Thanks for the opportunity to present today.
If you’re interested in keeping up with the latest ideas to help you succeed in the
quickly-changing world of modern marketing and sales, go to your favorite podcast
app on your smartphone like Apple Podcasts and subscribe for free to The Marketing
Book Podcast.
And if I can recommend any marketing or sales books or other resources for whatever
situation you find yourself in, just connect with me on LinkedIn where we can chat
and I’ll try to get you pointed in the right direction.
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