How a Podcast Got a Digital Marketing Agency to Double in Size

Summary

To educate its audience and to generate leads for its digital marketing agency, Site Strategics, the podcast Edge of the Web talks to experts and improves listeners’ digital marketing tactics. The digital marketing agency has doubled in size the past year as it has signed several clients who have listened to the Edge of the Web show.

Publisher/Studio: SiteStrategics/Edge Media Studios

Campaign: Edge of the Web

Brand: Edge Media

Country: USA

Every week, Edge of the Web talks to someone who is an expert in their field and picks their brain for advice, lessons learned, and tactical information

Mission

The main objective of Edge of the Web is to educate the audience and to generate leads for the digital marketing agency.

Every week, Edge of the Web talks to someone who is an expert in their field and picks their brain for advice, lessons learned, and tactical information the listeners can use to improve their own digital marketing tactics.

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As a podcast, Edge of the Web wants listeners to feel like they have learned something after every show and if they have any questions about what they are doing, to seek the advice of the podcast team.

KPIs

KPIs for the show were downloads/listens to the show and new clients earned. Edge of the Web also has had sponsors on the show with in-show reads as well as paid segments on the show.

Edge of the Web is for anyone who wants to learn more every week about the digital marketing industry.

Target audience

The show’s target audience is the CMO, CEO, Small Business owner all the way to the individual SEO/PPC Manager or content writer.

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In other words, Edge of the Web is for anyone who wants to learn more every week about the digital marketing industry.

The show also targets industry-related sponsors for the show for either live show reads or sponsored segments on the show.

Strategic approach

Every show has a theme. Whether it’s talking about Native Advertising or Content Marketing, the hosts like to keep the shows varied and not focus on a single audience.

Edge of the Web doesn’t want to pigeonhole the show into a specific industry because it’s good for all digital marketers to learn more about different aspects of digital marketing. The show also targets industry-related sponsors for the show for either live show reads or sponsored segments on the show. The podcast has had success with sponsors like Ginza Metrics and SEMrush for the show as well as digital marketing conferences.

This helps to reach a different audience that doesn’t want to listen to a 60-minute podcast but still wants to get their questions answered.

Creative idea

With the idea being around education in digital marketing, every episode starts out with two to three news articles.

They are normally written by the hosts but can also be from different news outlets from across America. They help lighten the mood and help make the guest comfortable with the show – this segment lasts about 15 minutes.

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Then the last 30 to 45 minutes of the show is a deep dive into the guest’s show topic. With the show taking an hour long, the team is then able to cut up the show into shorter segments to create short YouTube videos on specific topics or questions. This helps to reach a different audience that doesn’t want to listen to a 60-minute podcast but still wants to get their questions answered.

Platforms

Edge of the Web distributes the podcast into iTunes, Google Play, Stitcher, TuneIn, iHeart Radio, SoundCloud, Acast, Overcast, Player FM, and every podcatcher there is.

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The show is also broadcast LIVE on Facebook and then edited down for YouTube and Vimeo. The podcast is then published on the website (edgeofthewebradio.com) and occasionally the digital marketing agency website (sitestrategics.com).

A weekly email newsletter is distributed to promote the live show and share the latest podcast.

Content Distribution and promotion efforts

The show is promoted every week on Edge of the Web’s own social channels (Facebook, Twitter, LinkedIn, Instagram) as well as through a mobile app with a push notification.

A weekly email newsletter is distributed to promote the live show and share the latest podcast. Some listeners have even signed up for browser notifications, so they will be sent an alert through their browser too. Every show is posted in the Growth Hackers and Inbound.org communities as well.

Size of team involved

The number of people involved with the show includes two hosts, an audio engineer, and two people from a social media team.

The podcast’s subscribers on YouTube have more than doubled this past year, along with its video strategy.

Results

This past year, Edge of the Web has seen some major growth when it comes to the main KPIs. This year it has increased listens and downloads by more than 100%. The podcast’s subscribers on YouTube have more than doubled this past year, along with its video strategy.

The digital marketing agency has doubled in size the past year as it has signed several clients who have listened to the Edge of the Web show. Sponsors, such as SEMrush, GinzaMetrics, and MarTech Zone had runs with the show. Other sponsors are lined up for the months to come.


This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

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