Katarina Nordin

Contrarian point of view: when you're creating a B2B podcast, you're still engaging a HUMAN listener. Do you want to leave work and spend another 30 minutes listening to what feels like yet another Zoom call? Me neither. 1. People listen to podcasts to learn, be inspired or be entertained. Businesses create podcasts to share a message, drive a perception and engage their audience. 2. Identify your objective (e.g. educate on topic X) and think of whether it lends itself to learning, inspiration or entertainment (or maybe a mix?) 3. Brand, name, style and promote your podcast in the way where it's got the best chance to spark interest. And make the content good enough to keep folks coming back!

Are you promoting an event or are you working towards an outcome? If we start thinking about how to optimize an activity, it's easy to lose sight of the bigger picture. Put the activity into context. Yes, it's possible to get a lot of value out of an individual event: but to maximize the value you want to consider the event one of multiple activities towards the bigger goal. Let's say that you want to win new customers in the IT space. Rather than planning each individual event - coming up with separate goals, messaging and CTAs - create a plan for how you'll work towards the objective for the next quarter, six months and year. This allows more impact, and you will be more efficient in resource allocation and content production.

1. People like to follow people. When creating your distribution strategy, consider the split of efforts between your Company account and Company spokespeople 2. Define a clear POV. What are topics relevant to your audience where you can share an opinion? E.g. your audience may not love to hear about your new product launch introducing a cash register software. But they are more likely to be interested in your opinion that stores are far from dead. 3. Research LinkedIn Top Voices in your space. Analyze what kind of posts get traction: topics, formats, opinions. Get inspired, but don't steal. Mixing and matching is a good strategy: e.g. taking a topic but bringing it in a new format.

How to identify niche influencers: - Speak to your audience to understand where they consume media (e.g. customer interviews, survey). People tend to favor insights from people. - LinkedIn research: who are the Top Voices in your space? Are there other creators engaging with their content? How to engage them: - Before asking to be featured, give them a stage: see if they want to speak at your event, do a guest blog or simply come and talk to your team - Do your research: identifying topics they genuinely care about and that build their credibility will give you a greater success rate

Everything starts with your audience. Who are you for? To get started, aim to create an Ideal Customer Profile. Here are the best ways to source data (for free!) 1. CRM. Review your database to understand which segments you are selling to, what the personas are, and review trends where you have more / less traction. Consider where AI can help make the analysis faster. 2. Sales. Understand their perception of the opportunity, what the persona is, what you are solving, what the competition is. Join their meetings! 3. AI. Chat GPT can browse the web: a few simple prompts can give you a clear overview of the competitive landscape. This guide is helpful: https://www.geeksforgeeks.org/chatgpt-prompts-for-competitor-analysis/

There are many ways to get into marketing - either through education, internships or demonstrating transferable skills. As a hiring manager, I look for individuals with a growth mindset, drive and initiative. For entry-level positions, it can be powerful to show how you organized a student fair or designed all the collateral for a club, because it demonstrates that you create opportunities to engage in your craft.