The Library Marketing Show, Episode 163: I’ll share some exciting news for anyone who wants to learn more about library promotions from the top minds in the business.
There is a new podcast in the world all about library marketing. It’s hosted by a library marketer. And it’s called Library Marketing for Library Marketers! I’ll give you all the details.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments.
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Photo courtesy Cincinnati and Hamilton County Public Library
In my day job, I create and teach professional development courses about library marketing. In a recent class, I asked the learners whether they wanted to learn about podcasts as promotional tools. The answer was loud and clear: “YES!”
Many of these library staffers were fans of podcasts. They understand the power of this medium.
Podcasts are fun, informative, and engaging. Listeners get valuable information and insight delivered in a way that feels intimate.
They’re also incredibly convenient. They show up on your phone when and wherever you want to listen to them–while exercising, while grocery shopping, while driving, while doing chores, and while crunching marketing data for your monthly reports. If you go on vacation, you don’t miss anything.
In my quest for lifelong learning and inspiration, I’ve found a bunch of shows that are really awesome–funny, fun, thoughtful, and well-produced. I subscribe to more than 20 podcasts, and I love them all. (If you want my full playlist, it’s at the bottom of this article).
The following four podcasts are essential for anyone who works in library promotion and who wants to do it well. Listening to these four shows will improve your work, inspire you, and help you feel more connected with the world.
This is a series from one of my favorite experts. And, no surprise, it’s packed with incredible, intriguing stories.
In each episode, Andrew Davis focuses on a famous entrepreneur or business owner… except you don’t know who the famous person is until the very end of the episode.
By listening to this show, I’ve learned new techniques for storytelling and suspense. I’m also inspired by the stories. These are people who have found ways to overcome incredible hurdles. And because Andrew Davis is a marketing expert, his stories usually include a turning point, where his subject makes a marketing or promotional decision that changes their life.
Each episode is just 15 minutes or less. It’s the perfect show to listen to on the way to work.
This show was one of the first podcasts created. John Jantsch has been interviewing marketing experts, authors, and business owners about a vast range of topics including leadership since 2005.
I’ve learned a lot of practical marketing tips from this podcast. But this show is also a great example of how to turn an audio experience into an opportunity to drive more traffic to your website.
Each episode has its own website landing page, which includes a show description that’s packed with searchable keywords. John Jantsch shares his key takeaway, the questions he asked the guests, and a full transcript of the show. He also makes it easy to either listen to the show on the landing page or subscribe on a variety of platforms. And at the bottom of the page, he includes a further call to action to watch more podcasts, download a free resource, or sign up for a newsletter.
Each episode is between 20 and 30 minutes long. It’s another perfect show for your commute.
This show, first released in 2014, is one of my staples. It’s hosted by Anna Sale, and it features stories of celebrities and regular folks talking about the most fundamental of human topics: death, sex, and money.
I’ve learned two big lessons from listening to this podcast. The first is how to interview. Anna Sale is an exemplary listener. That skill naturally allows her to ask deeply thoughtful follow-up questions. I can always tell that she is fully in the moment and present with her interview subjects.
The second lesson is how to offer additional support and resources. For many of her episodes, Sale and her team have created “starter kits.” They include playlists of songs, curated by listeners, to deal with tough subjects or get through challenging times. There are also starter kits for new listeners, featuring the best or most popular episodes, arranged by subject.
Most episodes range in length from 30 to 45 minutes. I usually save them for chore time on weekends. During the pandemic, this show made me feel more connected with the outside world.
Hosted by the incomparable Ira Glass, a staple of NPR, This American Life meshes journalism and storytelling in a seamless and captivating format. It’s a masterclass in storytelling.
From listening to this podcast, I’ve learned how to find extraordinary stories in ordinary settings. Ira Glass and his team often use a technique called “story of self” to introduce a topic. They relate how or why they become interested in this subject. And that, in turn, makes it relatable to their audience.
Like Death, Sex, and Money, I’ve also learned lessons about interviewing from this show. In particular, the team is not afraid of silence when they are interviewing their subjects. They give their interviewees time to think and the audience time to reflect.
This show is a long-form podcast, with episodes lasting around an hour. I listen to this podcast on my walks and the stories are so intriguing and told so expertly that I am always surprised at how fast the time goes.
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An exciting thing happened this week! The library marketing profession is now the subject of a podcast. It’s called Library Figures. It’s produced by Piola, a company which designs library websites.
Many smart and strategic library marketing professionals including Kimberly Crowder of the Indianapolis Public Library (featured in this Super Library Marketing post last year) are guests on the pod. Each episode focuses on a successful library marketing strategy. The host and guest dissect the implementation, tools, success measurements, and results. I amhonored to be featured on episodes one and four. Maybe it’s silly, but I’m just beyond thrilled that we’ve got our own podcast corner where we can share and learn.
I’m a huge podcast fan. My podcast player is overflowing with episodes. I’d love to share my list with you and explain a bit about why listening to these shows will make you a better library marketer.
This is a new discovery for me. This show, produced by Buffer, focuses on data, insight, trends, tips, and more. Anyone who works on social media for any library will find value in listening to these episodes, which cover subjects for everyone from beginners to those with advanced social media skills.
I just discovered this podcast last month and I’m catching up on back episodes (there are more than 900!) but I really love it. The creators release one ten-minute episode every day focused on one nugget of great marketing wisdom. Past subjects include blogs, event marketing, crisis communications, and generating great content ideas.
This show, produced by a content marketing agency in Australia, bills itself as “the show for anyone who has a say in how companies are communicating.” The hosts use a round-table discussion format to dissect topics like crisis communications, branding, and networking. The most interesting episodes involve disagreement between the hosts. They all have a different perceptive on marketing, and I find that they help me to consider issues from different angles. They also have a fun segment at the end of each episode called “On my Desk” where they share something they’re really excited about, from apps to software to new books.
As its name implies, each weekly show is recorded in a coffee shop. The two hosts talk casually about all kinds of marketing topics including writing, influencer marketing, SEO, and other relevant marketing problems and solutions. They also take listener questions, which I really love. And the episodes are short, so they’re easy to listen to during a typical 20-minute commute.
Michael Stelzner, who runs the Social Media Examiner website, is the host of this show. His guests have a range of backgrounds and answer questions about all kinds of social media topics and tactics. Mike is really good about digging down and getting the basics about each topic. He also shares a new app at the beginning of each show. Most of his discoveries are free or very inexpensive and they’re all designed to help make marketing easier and more fun.
I’m going to end in an unconventional spot by recommending this podcast, hosted by husband and wife team Scott Stratten and Alison Kramer. I have seen Scott speak at Content Marketing World several times. He’s hilarious and brutally honest about the faults and triumphs of marketing. Alison is his partner in crime and besides being the cutest couple in marketing, their observations are always spot on. Some episodes dissect customer service, some talk about marketing mistakes, and sometimes they talk about innovation and entrepreneurship. They really make me think. Just trust me and subscribe.
And of course, we support our fellow library marketers producing podcasts. Read the back stories about how those shows are produced and then subscribe to the library podcasts on this list.
And if you have a podcast you want to recommend, please let me know in the comments!
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Super Library Marketing: Practical Tips and Ideas for Library Promotion 