Here at the Institute, we tackle a lot of foreign territory so that our readers don’t have to. This included launching a podcast—satiating a hunger for even more marketing AI content right from the mouths of respected authors, speakers and industry leaders.
We started strategizing for the podcast in late 2020, which included heavy research and reading. While yes, we love listening to podcasts, we didn’t know the best way to go about creating one.
The team also connected with a few of our peers (who are already killing it in the podcasting realm) to see what tools and tips we needed to get started.
Fast forward a few weeks (once we developed a comprehensive guide for show logistics, content and promotion), we didn’t waste time executing. The Marketing AI Show launched in January 2021 and we’ve already driven 500+ downloads with just six episodes released.
After producing the first episode, though, it was evident that our process was far from perfect. Both AI and marketing automation could dramatically improve both planning and production. Keep reading for a few of the tools that improved our team efficiencies, and supported with episode ideation.
3 Tools Podcasters Can’t Live Without
1. For Content Creation and Ideation: MarketMuse.
MarketMuse is an AI content intelligence and strategy platform that transforms how you research, plan, and craft your content. While MarketMuse has various use cases, we leverage the Content Briefs to identify topics most likely to resonate with our listeners. The tool uses machine learning to analyze content that already exists on a subject, and then identifies related topics of importance. It helps our team to pinpoint gaps in both our own content and industry content.
Once we have topical subject matter in mind, we dive into our wishlist of guests to see who would be the best fit. So, if you need content inspiration, look no further.
2. For the Editing Process: Descript.
Descript did wonders for the editing process.
If you’re not familiar, it’s ”a collaborative audio/video editor that works like a doc. It includes transcription, a screen recorder, publishing, full multitrack editing, and some mind-bendingly useful AI tools.”
With a raw video recording, you simply upload it into Descript and enable the transcription during upload. The tool transcribes the full show, identifies speakers, and provides an editable player displayed beneath the transcription. Here’s the most magical part: You can edit the video simply by editing the text within the transcription (like you would edit a Google doc).
Plus, you can add additional media to your video, and simply press Command + K for a full conductor suite of video editing options (like speaker labels, fancy captions, shapes, inline notes, and even overdub).
Once you’re happy with your video, simply export the video, audio or the transcript.
3. For Guest Relations: HubSpot.
While HubSpot does have AI built into the platform, the tools we activate for the podcast leverage traditional marketing automation. If you're not familiar, HubSpot is a marketing, sales and service software that helps businesses grow. When it comes to podcasting, we depend on HubSpot to streamline the guest relations experience.
Show host (and Institute founder) Paul Roetzer personally reaches out to potential guests to gauge their interest in coming on the show, and within that ask, offers a calendar link using HubSpot’s Meeting Scheduler. It eliminates the back and forth of a typical booking. And once a guest is booked, HubSpot sends an automated email to the producer (i.e. me) to let them know that a show is confirmed.
Next up: We embed a HubSpot form within a landing page for guest intake. We send the guest an overview of what to expect during the recording, and ask that they fill out the quick questionnaire so we can adequately prepare for the interview.
What tools does your team use to simplify the production process? Tell us in the comments below.
Interested in Listening to the Marketing AI Show?
The Marketing AI Show is the podcast that makes AI actionable and approachable for marketers. You’ll hear from top authors, entrepreneurs, AI researchers and executives as they share case studies, strategies and technologies that have the power to transform your business, and career. Below, click the button to view all episodes with your host, and Founder of the Marketing AI Institute, Paul Roetzer.
Sandie Young was formerly the Director of Marketing at Ready North. She started at the agency during the summer of 2012, with experience in magazine journalism and a passion for content marketing. Sandie is a graduate of Ohio University, with a Bachelor of Science from the E.W. Scripps School of Journalism.