Welcome to the very first episode of The Problem with B2B Marketing! We talked to Matthew Gale, Director of Brand & Creative Content at Deloitte and architect of The Green Room, one of the most successful podcasts from a brand, about the problem with B2B podcasts...

From getting started and working out exactly who you are for, to working hard to earn your audiences’ time and attention, what makes for effective distribution and how you define the ROI for the business, Matt shares his experience, the good and the bad, common pitfalls, and how to deal with them.

Key talking points:

• Matt didn’t set out to make a podcast, but having discovered that Deloitte’s insight reports were amongst the lowest performing content, they looked for other formats as a way to share expertise and cut through.
• The podcast format has inspired a new approach; they don’t simply talk about Deloitte’s new automation report but instead explore topics like “What will be the last job on Earth?”
• Unexpected benefits: The Green Room format, topics and talent have all helped build a greater understanding of the business and culture at Deloitte, benefitting the employer brand.
• Hear about Deloitte’s ‘7 Principles’ for creating great content, and how they act as ‘guidelines, not rules; help experts across the business to create content for niche audiences that ‘respects busy with excellence,’ and the benefits of ‘debunking best practice.’

Links and references:

• The Green Room podcast from Deloitte
• The Green Room special series / Olympic tie-in - The Power of First
• Every Other Friday newsletter from Deloitte

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