About Simon Thompson

Simon Thompson is a podcast content marketer, and founder of Content Kite. In past roles he has worked on major content projects with publishers such as Daily Mail and MSN, and brands such L’Oreal, Nissan, Disney and Nike to name a few. He now focuses solely on Content Kite, helping B2B companies establish authority and build relationships through podcasting.

Podcasting For Advertising Agencies: How to Win New Clients, Part II

This is part II in a series on podcasting for advertising agencies. Read part I here, then come back and join us for part II. Earlier this week, I shared with you why and how podcasting for advertising agencies can help you win new clients. I even shared with you how to line up stellar guests (and new business prospects!) for your podcast. If you followed my advice, you've likely got some podcast guests waiting in the wings now. So, you might be wondering: Now that I have podcast guests, what do I talk about with them? I think the real question here is: how do I turn this interview into a sales/partnership conversation. I’ll get to this. For the interview itself, though: Rule #1: Serve the audience. It needs to be something your core audience will actually find interesting. So, you can talk about that. But the benefit of an interview, is that your guest is the content. Be curious about what they do, their story, and treat it like a conversation so you bring out the best in them. Aside from that, the topic of conducting a great podcast interview is for another post entirely. I won’t get into it here. It is 80/20 though: you can extract the vast majority of value from a guest simply by asking them questions like you would ask someone at a dinner party. But serve your audience: what do they want to learn about from your guest? You will probably find the same questions you have in your mind, are the same your guests have in their minds. Ask those questions. Remember, your guest is the content—you’re just facilitating. What’s important is that you don’t launch [...]

By |September 12th, 2018|

Podcasting For Advertising Agencies: How to Win New Clients, Part I

If you run an agency, or any B2B services firm, you’re in the business of relationships. Relationships = partnerships, (and therefore sales). The more conversations you have with the right people, the better your business will be for it. If we disagree on this, you may not derive much from this article... If we agree, however, read on! Imagine if you had a way to get a meeting with anyone you wanted to, and build a genuine value-driven relationship with them? At scale. A Tier 1 potential client. A great referral partner. An influencer who could promote you to their audience. What would that do for your agency? In this post, I’m going to detail the exact process for building those relationships at scale, in a very short amount of time, by using a channel that is massively under-utilized by agencies - podcasting for advertising agencies. Podcasting For Advertising Agencies It won’t go into detail of how to properly launch a podcast - that’s another post entirely (or you can see this free video workshop here). So with that, let’s get into it. But first, to dispel some myths: Don’t I need to build an audience over 6-12 months before I see results from podcasting? Short answer: no. When most people think of the benefits of podcasting, they think of the primary content marketing benefit. Build an audience of listeners, provide valuable content, give away free education and build trust in the eyes (or ears) of your listeners. Eventually you will get leads, and those leads will be great leads, because they feel like they already know you. After all, you’ve been in their ears for 30 minutes every week. And believe me, that’s a [...]

By |September 11th, 2018|