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Marknadsföringsinnehåll till Gen Z? Du spelar bättre enligt deras regler


Marknadsföringsinnehåll till Gen Z? Du spelar bättre enligt deras regler

As Generation Z emerges from their older millennial siblings’ shadows, they expect brands to play by their rules.

Appealing to this digitally savvy and empowered audience requires reevaluating your marketing strategy to better connect your company’s content with them.

Gen Z isn’t willing to play by brands’ marketing games; they expect brands to follow their rules, says @joderama via @CMIContent. Klicka för att tweeta

To get inside the post-millennial mind, Streamly (owned by CMI parent company Informa) interviewed several youth marketing experts at Content Marketing World. Here’s what they say about what makes Gen Z consumers tick and click and what brands must do to win their attention, trust, and loyalty.

Support of Gen Z’s goals and identities

Even though the tail end of the generation hasn’t yet reached adulthood, they already have tremendous influence in the marketplace. A 2021 report from Bloomberg (subscription required) put their estimated disposable income at $360 million. But, growing up in an era of financial instability, Gen Z tends to be savers, not spenders.

To get them to pay attention to (let alone spend with) your brand, you must prove your worth. That starts by meeting Gen Z’s need to be understood and for their values to be upheld.

Likely the most diverse U.S. population in history, 48% of Gen Z is non-white, according to 2018 data from Pew Research Center, followed by millennials (39%) and Gen X (30%). Furthermore, according to a Gallup poll, 20.8% of Gen Z identifies as LGBT.

Those characteristics may factor into their attitudes around equality and social justice – and why they often spend with brands that share their views. Almost three-fourths (72%) say they’re likelier to purchase from brands that contribute to social causes, according to a WP Engine report on generational influence.

Yet, Women in Revenue’s Deanna Ransom says that isn’t a simple equation: “With young folks that are marginalized, there is an extreme passion and need to be heard accurately,” she says. “They’re more mission-driven [and willing] to put themselves out there across multiple platforms to say, ‘We will not stand for this.’”

Deanna characterizes this attitude as “radical intolerance” for the systemic barriers that impede Gen Z’s goals. To attract this generation, marketers should communicate their alignment with that intolerance and back up those words with action.

To attract Gen Z, brands need to align their message of intolerance and back up those words with action, says @DeeRansom3 via @joderama @CMIContent. Klicka för att tweeta

“They consciously look for companies who do good in the world, stand for more diversity, and want that inclusion. And they will vote with their dollars to support brands helping shift the narrative,” Deanna says.

A lovely example of an inclusive story comes from the whiskey brand J+B. It delivered a heartwarming holiday video on transgender acceptance to its audience in Spain – with a surprising, multi-generational twist.

The non-spoken spot features an older man as the central character. He borrows, shops for, and tries on cosmetics, clocking the judgmental stares of shopkeepers.

He remains undeterred in his purposeful mission. Ultimately, viewers realize he did it to empower his young grandchild to come out to their family as transgender. (Note: YouTube has an age restriction for the video.)

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Though a single video is one small gesture, the effort speaks volumes about the whiskey brand’s vision of acceptance and understanding of Gen Z’s drive to live authentically.

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Enterprise Marketer's Content Creation Guide: Ett ramverk för att utveckla innehåll som lockar, engagerar och konverterar

Förhöj ditt skapande av innehållsmarknadsföring med detta tredelade ramverk baserat på vår erfarenhet av att producera över 100 000 delar av innehåll. Perfekt för företagsmarknadsförare som är redo att skala. Ladda ner e-boken idag.

How to update your content strategy to reflect Gen Z better

Generation Z wields plenty of marketplace power. But to compel them to use it to benefit your brand, you need to tailor your outreach to their engagement preferences and communication style.

Understand and incorporate their perspectives

Before attempting to engage the Gen Z audience with your content, Deanna says to ask, “What do we want to say to them, and what’s important to them?”

Revisit and update your marketing personas to reflect this audience’s interests and preferences accurately. Deanna also recommends bringing in external expertise to expand your content team’s perspectives. “You must be mindful of what you’re putting out and what it looks like to others,” she says.

Communicate empathetically and act intentionally

Gen Z never lived without social media’s existence. Seeing a prevalence of fake news and false claims online trained them to look for conflicts between what brands say and what they do.

“If marketers are signaling a virtuous purpose that doesn’t ring true, young people can pick up on that,” Deanna says. “It shows a lack of empathy. We all know when someone is talking us versus when someone is talking with us, and those nuances are so important.”

If you don’t want to set off Gen Z’s BS meter, forgo lip-service messages. “They’re not just looking for statements and soundbites. They’re looking for action, and they’re going to keep pushing back until they get it,” Deanna says.

Feed their love of video storytelling

Born between 1997 and 2012, Gen Z cut their teeth on social media and viral videos. They’re used to connecting to their friends via smartphones, and they’re more likely to view their news than read it.

Those visual preferences also apply to their product research and brand engagement activities. For example, a 2020 study found 70% of Gen Z say product videos and photos are particularly helpful when making purchasing decisions (78% of millennials say the same.)

Semrush content director Lenox Powell advises marketers to focus heavily on visual content for young audiences. But, she says, your videos won’t get much traction if you create them for Facebook and Instagram. Gen Z is all about Tick tack.

Your videos won’t get much traction if you create them for #Facebook and #Instagram. Gen Z is all about #TikTok, says @LenoxPowell via @joderama @CMIContent. Klicka för att tweeta

Working with this new social platform has been a challenge for even experienced content marketers: “There’s still this big question mark – ‘What the heck do we do on TikTok?’” says Lenox.

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To find the answers, Semrush analyzed hundreds of TikTok videos for the most popular hooks. Lenox reveals some of the resulting tips:

  • Keep it snappy. The TikTok audience is conditioned to scroll past videos that don’t immediately grab their attention. Ensure the spoken words hit in the first three seconds and adopt a friendly, informal tone.
  • Bring the party. Use music to foster a fun, engaging vibe within the first three seconds.
  • Invite viewers to the experience. Avoid slick promotional approaches. Instead, create one-on-one conversations where the audience is a welcomed guest. Gen Z isn’t interested in being pitched. They want to go behind the scenes, learn who you are as a company, and feel like they’re part of the creator’s community.
  • Aim for raw and real over polished perfection. “This generation is far more willing to embrace imperfect selfies, and they want to see the raw elements of your brand,” Lenox says. “They want photo captions far more than posed pictures or filters.”

Snappy is the hook for #TikTok videos. @Semrush analysis found using words, music, or both in the first three seconds works, says @LenoxPowell via @joderama @CMIContent. Klicka för att tweeta

Lenox says marketers may struggle most with the last tip. “Brands want to put their best foot forward. They don’t always want to show a ‘warts-and-all’ view,” she says. Still, marketers must push themselves out of that comfort zone to appeal to Gen Z’s demand for authenticity.

Consider visual formats other than video

Marketers also can incorporate other visual content formats into their mix, including motion graphics. “Visuals is an umbrella term. Create visuals, images, and graphics that simplify the complex. The more we can tell and show the story in an impactful way, the more effective it’ll be overall,” Lenox says.

A great example of non-video visual content comes from the apparel brand Mossy Oak. The company regularly publishes nature-centric imagery in blog posts, Gamekeepers Magazine, and associated video podcasts.

Though NFTs are de rigueur for Gen Z audiences, Mossy Oak hit differently by producing a limited-edition tangible stamp collectible depicting wild turkeys in their natural habitat to support turkey conservation.

1678903288 339 Marknadsföringsinnehåll till Gen Z You Better Play av deras


This visual content effort also aligns with Gen Z’s interest in engaging with brands that give back: According to Fast Company, the $15 stamp raised $25,000 in its first 24 hours for Mossy Oak’s Gamekeepers’ Grant program to support wild turkey habitats and population research.

Redefine influencer marketing

Millennials may have launched the career category of online influencers. Still, Generation Z doesn’t always vibe with its legacy of pay-for-play product endorsements from celebrities and internet-famous pitch people.

Research shows that 37% of consumers trust influencers over brands, with Gen Z and Millennials being twice as likely to do this compared with their Boomer counterparts. Further, 32% of Gen Z rely on social media influencers to help them discover brands and products.

Yet, Gen Z is even more likely to identify with (and be influenced by) people they can personally relate to. That includes fellow content creators and everyday consumers who speak about brands from an organic, authentic perspective and actively build communities around their interests.

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“The days of sponsored content as the execution of influencer marketing are dead, says Jason Falls, executive vice president of marketing at CIPIO.ai. “More sophisticated influencers and content creators realized that real brand value comes from longer term relationships.”

The days of sponsored #content as the execution of #InfluencerMarketing are dead, says @JasonFalls via @joderama @CMIContent. Klicka för att tweeta

To build those relationships, marketers need to reframe their vision of influencer marketing. “We need to put content through [influencers] who can persuade the audience to take action,” Jason explains in his presentation at Content Marketing World.

To do that, Jason recommends working with savvy, forward-thinking creators who keep the audience’s best interests top of mind and recognize the need to consider the brand’s goals.

He points to three red flags for creators considering your potential engagements:

  • Prioritize the financial over the value exchange: If the first thing an influencer asks is, “What’s your budget,” look elsewhere. It shows they’re not mature or experienced enough to understand the process and how to deliver value for your business.
  • Show disinterest in your offerings: Candidates should ask for access to your services or samples of your products. If they don’t, it could be a sign they’re more concerned with growing their own audience than creating an authentic and believable endorsement.
  • Fail to ask about your goals: To create content that meets your brand’s expectations, they need to be fully informed on what you want to achieve through the partnerskap.

To get the best response from the Gen Z audience, Jason says, influencers should be willing to custom-build the content and adeptly present their messages in informative, engaging, and entertaining ways.

For example, Nissan USA frequently casts celebrities and other youth-friendly spokespeople for its pre-scripted ads on TikTok. But for this custom-created video, the brand partnered with comedy and culture influencer DreaKnowsBest who showcased her personality when demonstrating how she packs multiple suitcases for a weekend trip in her Nissan Rogue. The effort received over 24,000 “likes” on the platform and Drea engaged with many of the comments posted.

@dreaknowsbest Who’s guilty of this? 🙋🏾‍♀️😅 Cause y’all know how IMPORTANT options are on a trip! And it fits my Rogue trunk with room to spare so…. 🤷🏾‍♀️ #NissanPartner @Nissan USA ♬ original sound – Drea Knowsbest

Be real, do better, and get to work

Generation Z isn’t afraid to show who they are or advocate for the changes they want to see. But to get their attention, you’ll have to earn it on their terms. Follow these rules of engagement to deliver the authentic, resonant, and valuable brand experiences they’re looking for.

To hear more insights from Deanna, Lenox, and Jason on creating an authentic connection with Gen Z consumers, check out this highlights reel from CMI’s colleagues at Streamly:

Vill du ha fler tips, insikter och exempel på innehållsmarknadsföring? Prenumerera till arbetsdags- eller veckomail från CMI.


Omslagsbild av Joseph Kalinowski/Content Marketing Institute


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The Ideal Length for Instagram, Facebook, Twitter, & LinkedIn Posts


Den idealiska längden för inlägg på Instagram, Facebook, Twitter och LinkedIn

When it comes to writing text for your blog and social media posts, many marketers wonder, “But what’s the character limit?”

(mer …)

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Fallgroparna och de praktiska verkligheterna med att använda generativ AI i ditt analysarbetsflöde


Fallgroparna och de praktiska verkligheterna med att använda generativ AI i ditt analysarbetsflöde

We’ve heard much about how generative AI is set to change digital marketing over the last few months. As consultants, we work with brands to harness technology for innovative marketing. We quickly delved into the potential of ChatGPT, the most buzzworthy large language model-based chatbot on the block. Now, we see how generative AI can act as an assistant by generating initial drafts of code and visualizations, which our experts refine into usable materials.

In our view, the key to a successful generative AI project is for the end user to have a clear expectation for the final output so any AI-generated materials can be edited and shaped. The first principle of using generative AI is you should not trust it to provide completely correct answers to your queries.

ChatGPT answered just 12 of 42 GA4 questions right

We decided to put ChatGPT to the test on something our consultants do regularly — answering common client questions about GA4. The results were not that impressive: Out of the 42 questions we asked, ChatGPT only provided 12 answers we’d deem acceptable and send on to our clients, a success rate of just 29%.

A further eight answers (19%) were “semi-correct.” These either misinterpreted the question and provided a different answer to what was asked (although factually correct) or had a small amount of misinformation in an otherwise correct response.

For example, ChatGPT told us that the “Other” row you find in some GA4 reports is a grouping of many rows of low-volume data (correct) but that the instances when this occurs are defined by “Google machine learning algorithms.” This is incorrect. There are standard rules in place to define this.

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Gräv djupare: Artificial Intelligence: A beginner’s guide

Limitations of ChatGPT’s knowledge — and it’s overconfidence

The remaining 52% of answers were factually incorrect and, in some cases, actively misleading. The most common reason is that ChatGPT does not use training data beyond 2021, so many recent updates are not factored into its answers. 

For example, Google only officially announced the deprecation of Universal Analytics in 2022, so ChatGPT couldn’t say when this would be. In this instance, the bot did at least caveat its answer with this context, leading with “…as to my knowledge cut off is in 2021…”

However, some remaining questions were wrongly answered with a worrying amount of confidence. Such as the bot telling us that “GA4 uses a machine learning-based approach to track events and can automatically identify purchase events based on the data it collects.”  

While GA4 does have auto-tracked “enhanced measurement” events, these are generally defined by listening to simple code within a webpage’s metadata rather than through any machine learning or statistical model. Furthermore, purchase events are certainly not within the scope of enhanced measurement.

As demonstrated in our GA4 test, the limited “knowledge” held within ChatGPT makes it an unreliable source of facts. But it remains a very efficient assistant, providing first drafts of analyses and code for an expert to cut the time required for tasks. 

It cannot replace the role of a knowledgeable analyst who knows the type of output they are expecting to see. Instead, time can be saved by instructing ChatGPT to produce analyses from sample data without heavy programming. From this, you can obtain a close approximation in seconds and instruct ChatGPT to modify its output or manipulate it yourself.

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For example, we recently used ChatGPT to analyze and optimize a retailer’s shopping baskets. We wanted to analyze average basket sizes and understand the optimal size to offer free shipping to customers. This required a routine analysis of the distribution of revenue and margin and an understanding of variance over time. 

We instructed ChatGPT to review how basket sizes varied over 14 months using a GA4 dataset. We then suggested some initial SQL queries for further analysis within BigQuery and some data visualization options for the insights it found.

While the options were imperfect, they offered useful areas for further exploration. Our analyst adapted the queries from ChatGPT to finalize the output. This reduced the time for a senior analyst working with junior support to create the output from roughly three days to one day.

Gräv djupare: 3 steps to make AI work for you

Automating manual tasks and saving time

Another example is using it to automate more manual tasks within a given process, such as quality assurance checks for a data table or a piece of code that has been produced. This is a core aspect of any project, and flagging discrepancies or anomalies can often be laborious.

However, using ChatGPT to validate a 500+ row piece of code to combine and process multiple datasets — ensuring they are error-free — can be a huge time saver. In this scenario, what would normally have taken two hours for someone to manually review themselves could now be achieved within 30 minutes. 

Final QA checks still need to be performed by an expert, and the quality of ChatGPT’s output is highly dependent on the specific parameters you set in your instructions. However, a task that has very clear parameters and has no ambiguity in the output (the numbers either match or don’t) is ideal for generative AI to handle most of the heavy lifting. 

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Treat generative AI like an assistant rather than an expert

The progress made by ChatGPT in recent months is remarkable. Simply put, we can now use conversational English to request highly technical materials that can be used for the widest range of tasks across programming, communication and visualization.

As we’ve demonstrated above, the outputs from these tools need to be treated with care and expert judgment to make them valuable. A good use case is driving efficiencies in building analyses in our everyday work or speeding up lengthy, complex tasks that would normally be done manually. We treat the outputs skeptically and use our technical knowledge to hone them into value-adding materials for our clients.

While generative AI, exemplified by ChatGPT, has shown immense potential in revolutionizing various aspects of our digital workflows, it is crucial to approach its applications with a balanced perspective. There are limitations in accuracy, particularly concerning recent updates and nuanced details. 

However, as the technology matures, the potential will grow for AI to be used as a tool to augment our capabilities and drive efficiencies in our everyday work. I think we should focus less on generative AI replacing the expert and more on how it can improve our productivity.

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Konsten att bli bokad: Att bemästra podcastens gästspel


Konsten att bli bokad: Att bemästra podcastens gästspel

I didn’t think it was a big deal. We assumed these were typical results for those who focused and did the work.

The gaping mouths and the bulging eyes were our first clues. My next clue should have been when one podcaster told me he gets 50 to 100 pitches a week and he chose ours. Finally, reality set in like a bolt of lightning striking fifty feet in front of me. The words still rumble in my head like fading thunder echoing through the sky:

“I’ve never known anyone who booked 53 podcasts in two months.”Ryan Deiss

When Ryan said that from the stage at the M3 Mastermind, I finally realized my wife had done something extraordinary. This was no surprise.

She is an amazing woman. Anyone who read her CaringBridge journal in 2021 already knows that. TLDR: The doctors gave up on me and told her to “pull the plug.” She didn’t. She prevailed. I’m alive.

1685733288 232 Konsten att bli bokad Att bemästra podcastens gästspel
Craig & Karen Andrews, December 2021

So, in March of 2023 I asked her to come to my rescue again. This time it was much lower stakes. I asked her to get me booked on podcasts.

Why Pursue Being a Podcast Guest?

Guesting on podcasts is a way to expand your own audience. According to ListenNotes, there are more than three million podcasts. The podcast hosts did the time consuming work of building their audience. And as a podcast guest, you get nearly effortless access to that audience.

Guest interviews are a great way to build your authority. Almost every host launches the podcast episode talking about how awesome you are. Their audience trusts them… and now their audience – the podcast listeners – trust you.

Your guest podcast interview will drive business and opportunities. Our 90-day rolling pipeline report tells that story best. “FTO Deals”, our discovery call metric, is up 700% compared to the prior 90-days when we weren’t guesting on podcasts.

“FTOs Sold” means we closed a new client. That’s up 400% compared to the prior 90-days. And we expect that to rise further because most of the discovery calls haven’t happened yet.

1685733288 346 Konsten att bli bokad Att bemästra podcastens gästspel
Fill your pipeline by being a podcast guest

Our podcast focus started within this 90-day view. Most of the podcast episodes are scheduled to go live in the next couple of months. And yet we’re seeing triple-digit 90-on-90 growth on our most important metrics.

Look closer and you’ll see another hidden nugget. Double-digit lead growth drove triple-digit opportunity and sales growth. That’s what authority does for you.

If you’re running out of ways to unleash an instant triple-digit firehose on your business, then read on. I’ll show you how we did it.

How to Get on a Podcast: How it Started

Be careful when you curse adversity in your life. If you let adversity be your mentor, it will rip the scales off your eyes and a world of new opportunities becomes crystal clear. And that’s what happened here.

It began in November 2022 when NCR laid off my wife, Karen. We’re not upset with NCR. They’ve been wonderful to Karen. For the three months I was in the hospital, they let her work half-time while paying her full-time. But the layoff was a shock.

While Karen was trying to figure out her “next thing,” I asked her if she could get me booked on podcasts. She clearly knocked the cover off the ball and accidentally found her “next thing.”

Her first step was research. Why would a podcast host want me on their podcast? Podcast hosts receive tens or hundreds of pitches each week. They’re looking for their ideal podcast guests. So, the outreach email is key.

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Create a Personalized Outreach Email for Each of the Podcast Hosts

Sorry, there are no shortcuts here. Automated mass outreach won’t get you guest appearances on any of the relevant podcasts.

I’ll break down one of Karen’s emails step-by-step so you can see the key elements.

1685733288 596 Konsten att bli bokad Att bemästra podcastens gästspel

The Intro: Praise the Podcast Host for Their Mission

Praise the host for their mission. Connect with their “Why.” Go to their podcast page. They’ll almost certainly make their mission clear there. They’ll also help you identify their target audience. Make sure their target audience aligns with your target audience. Otherwise, you’re just wasting their time.

Here’s an example of Karen’s intro:

Hi Roy,

My name is Karen and I work on behalf of Craig Andrews.  We have been listening to your podcast and love what you are doing!  

1685733288 160 Konsten att bli bokad Att bemästra podcastens gästspel
Recognize and applaud the podcast host’s superpower

Make sure you get their name right!! Ryan Deiss said he gets outreach emails every week praising him for his interviews on the DigitalMarketer podcast. The problem is Ryan doesn’t do the podcast. Getting the host’s name wrong is the first clue that you’re doing spammy outreach.

Next, praise their mission. We could improve this outreach by being specific in praising the mission we see them fulfilling. That would probably boost our results further. But even this generic simplicity has been working. But that’s because of the next paragraph.

The Intro: Reference a Specific Podcast Episode and What Your Learned

This is the most time-consuming part of the process. And no, you can’t automate this.

A leading podcast host achieved their vaulted position by being selective in their podcast guests. So, your window of opportunity is through a few scarce words that communicate you’ll be a great podcast guest. And great podcast guests speak to their audience by knowing their audience.

1685733289 262 Konsten att bli bokad Att bemästra podcastens gästspel
Reference a specific episode in your podcast outreach email

So, you need to listen to an episode. Make your outreach email reference:

  • A specific episode.
  • A specific guest.
  • A specific insight you got from that episode.

Here’s what that looks like in Karen’s outreach:

We recently listened to your podcast with Tom Sharp about Strategy Patterns for Business Growth.  We really appreciated his idea that you need to know yourself, your boundaries and your goals and doing the work to understand those goals.

BOOM! Do that and you just distinguished yourself as a podcast guest that cared enough to actually listen to their podcast. You don’t have to listen to all the podcast interviews. One is enough.

Now you have their attention. Next you must prove you’ll bring the goods to serve their audience.

The Meat: Bring the Heat and Add Value to the Podcast Listeners

Bring something new to the table. You’re not going to get booked by pitching “How to Grow Your Business Using Facebook Ads.” That was fresh and relevant about a decade ago. But you may get booked with something more current like:

How you can overcome Facebook’s recent trend of reduced targeting with four carefully selected headline elements.

1685733289 192 Konsten att bli bokad Att bemästra podcastens gästspel
Bring something that’s both unknown and valuable

In our case, we specialize in accelerating high-ticket sales. So, we wanted to find podcasts that had a podcast audience with people that fit that description.

In 2023, high-ticket businesses are struggling closing deals. So, our guest podcasting is focused on building irresistible First-Time Offers to overcome the tough economic conditions. This is a great message for podcast audiences that are struggling with sales. Here’s what that looks like in Karen’s email:

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Craig has some fresh thoughts for our currently tough economy that he thought would benefit your audience.

He specializes in First-Time Offers that serve as a “coffee date” to begin an engagement with a potential customer.  Help before you sell!

Again, our goal isn’t to be on all the podcasts – just the ones with our ideal customers. So, we want the message to enchant our perfect podcast hosts while repelling other podcasts that aren’t ideal.

Once you have them enchanted, next deal with their fear.

The Promise: Convince the Podcast Hosts You’re Not a Greedy Bastard

The podcast world is about giving – not taking. So, don’t be a greedy bastard.

Unfortunately, the world is oversupplied with shysters and takers. Your outreach email needs to quickly communicate that your guest appearance will focus on giving. Promise a free gift for the podcast host’s audience.

1685733289 343 Konsten att bli bokad Att bemästra podcastens gästspel
Focus on serving and giving

Here’s what that looks like in Karen’s outreach:

He would love to offer a free gift to your audience as an additional way of adding value.  

When you do that, you quickly communicate that you understand the unwritten agreement. It demonstrates your giving nature in action. It also communicates you’ve done this for other podcasts – so you’re an expert guest and a giver. Win-win-win…

But that’s not enough. You’ve got to bring more to the table.

The Sizzle: Promise to be an Interesting Podcast Guest

Beuller… Beuller… Beuller…

1685733289 582 Konsten att bli bokad Att bemästra podcastens gästspel

Ben Stein brought humor to Ferris Bueller’s Day Off by being the most boring economics teacher on the planet. But let’s be honest… you’re no Ben Stein.

Unlike Ben Stein, you have not mastered the craft of being entertaining by being boring. The only way you’ll land on someone else’s podcast is by being interesting. Promise to tell a story. Look through your life and find interesting stories that tie into your core message.

Here’s what that looks like in Karen’s outreach:

A few interesting things about Craig:
He spent 6 years in the Marines.
He lived and studied in Japan.
He received a graduate degree in Electrical Engineering and later figured out he loved marketing.
In 2021, he spent 3 months in the hospital and woke up from a coma only able to wiggle a finger and a toe.  His recovery has been a miracle.

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Life gifted me with a white-knuckled story of narrowly escaping death. So, yes, I pimp the heck out of that story. But I’ve discovered that some podcast hosts really don’t care about my near early departure from this world.

Karen offers a variety of interesting life events so the podcast host can pick one that interests them most. Look through your life and find interesting stories that you can use to illustrate core elements of your message.

The Close: Bring the Social Proof

Top hosts want to know that you’ve been on other podcasts. Nobody wants to train you on being a great podcast guest. It may feel like podcast access is limited to those who’ve already been on a bunch of podcasts.

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But every podcast guest started with their first podcast. Then they went on more podcasts and built social proof. That’s been the case with me. Here’s how Karen handles that:

Craig has presented at Conversion Conference, various Vistage groups and other podcasts.

Karen used what we had in our arsenal. Yes, I have been on two or three podcasts. In one case I was episode #3 on a podcast that shut down after the 4th episode. But that’s still social proof.

1685733290 148 Konsten att bli bokad Att bemästra podcastens gästspel
Find someone who thinks you’re awesome and quote them

If you’re just starting out, get a testimonial from your mom. Hopefully she thinks you’re awesome. Figure out what group she’s involved in… like her neighborhood gardening group. Speak to them about something that interests them. Here’s what that review looks like:

Craig brought an amazing message to the East Peoria Gardening Club. Everyone was captivated by his stories of how rosemary represents the essential spice that should be a part of everyone’s garden of life.” – Mary Andrews, President of the East Peoria Gardening Club.

Get on one podcast and use that as social proof to get on bigger podcasts. Remember, you’re not alone. If you’re trying to break into the guest podcasting space, there are also many new podcast hosts trying to break into the space as well. You’re perfect for each other.

The Close: Give a Call-to-Action to be Their Next Podcast Guest

It’s easy to forget the Call-to-Action (CTA). Don’t let it be implicit. Actively call the host to action. We steal some wisdom from Chris Voss and structure our CTA to be a natural “No.”

Would it be a ridiculous idea to set up a call to see how he can meet the unique needs of your listeners?

Notice how the CTA brings the focus back on their audience instead of you. That reinforces the idea that you’ll bring value to their audience.

Other Things Podcast Guests Need to Consider

Of course there are other things you need to consider in addition to the outreach email. Maximize use of the podcast directories. I recommend you create a speaker page that includes speaking examples, your bio, head shots and other assets.

Those are each a subject of their own. So, we’ll talk about those in other articles. But that doesn’t mean you should wait. Today is the time to begin your journey as a podcast guest.

Stop reading. Set your timer. Use the next 15-minutes to write your first draft of your podcast outreach email. You can perfect it later.

Put it to Work – Get Booked as a Guest

This journey began because I heard Lauren Petrullo proclaim her goal. She set out to get on 100 podcasts before the end of the year. I didn’t know what I didn’t know. Neither did Karen. So, we set the same goal.

One of my favorite quotes is by General George S. Patton:

“A good plan violently executed now is better than a perfect plan executed next week.”

General Patton was the only allied commander that Field Marshal Rommel feared. Patton’s philosophy allowed him to make the impossible possible.

If there’s any genius in what we’ve done it’s that we set a crazy goal and aggressively pursued it. We were so ignorant of podcasting that we didn’t realize how exceptional our results were until several folks told us. Now it’s your turn. Go and do the same.

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