Every business is starting a podcast - your business is probably next. But not so fast. Podcasts aren't the only episodic content to consider. And with so much episodic content, you'll want to consider these points to stand out from the pack.

The Power of Episodic Content, Content Inc series, video series on modern marketing, Against the Grain, ANNARCHY, Playing Favorites, The Tilt

Podcasts are all the rage; it seems like every brand has one or is working on one. But podcasts are only one type of content series – or episodic content – gaining popularity these days.

The key is to think through and define your strategy well before you start executing. After all, you don’t want to get lost in the shuffle of podcasts, or videos, or other content series available today.

The Power of Episodic Content, a webinar with Paige Bidgood Azevedo, Manager, Original Content, BrightTALK, and Jennifer Reed Marketing Programs, BrightTALK, share some insights into what goes into creating a content series. 

The benefits of episodic content

Bidgood Azevedo shared three benefits to doing a content series. First, it helps build credibility for your brand. Done well, it helps recognize you as an expert, or trusted source, on a topic. It also builds familiarity with your brand.

Second, a content series provides consistent engagement with your audience, which also drives re-engagement. And third, it gives you better insights into your buyers and what topics they are interested in.

Does a content series have to cover evergreen content? That is, content that lives forever (or at least a long time) because it’s not tied to trends or current events? Bidgood Azevedo said yes and no. While it is good to create content that will stay around longer, she said you need to be careful not to get too “overarching” with your content. Bring in some things that are new and exciting as well to generate interest and excitement. 

Building a content series

The webinar provided three things to do to build a good content series. Making sure your brand is recognizable is the first thing. Be consistent with brand colors and pictures is important. But it’s also important to create a consistent structure for the series episodes and link episodes together. 

Another thing they talked about was having a familiar host. I would add here that it doesn’t have to be someone well-known, but it has to be someone who wholeheartedly helps promote the series through their social channels and is interesting to listen to.

Developing a strong narrative is also vital to the success of your content series. A well-developed storyline helps extend the life of the content, they explained, and consistent messaging enables you to get recognized as a thought leader.

The last thing you need to ensure you do is to build anticipation for the series and deliver on the payoff. So, don’t just create your series and launch it; let your audience know it’s coming, what it’s about, and why they should watch. And then deliver on that promise. You can also build anticipation for each episode, either from the last one or through social and email promotions.

Don’t forget to measure success

The answer to how you know if your content series is successful will differ based on your specific goals. Bidgood Azevedo talked about measuring engagement and re-engagement with metrics such as the number of episodes consumed, the amount of time spent on each episode, the number of pieces read, social shares, etc. 

She also talked about measuring the share of voice or the share of audience to determine if you are becoming the go-to subject matter expert on the topic. These metrics require different types of technology, so make sure you have the right tech stack in place to ensure you can measure properly.

What type of content series should you create?

The webinar didn’t talk about the types of content series. BrightTALK is a video platform, so I suspect most of their insights come from their work building their video series and video series for their customers. But there are many types of series that you can create.


Podcasts are the staple content series a brand looks at today because they think it’s easy to get up and running. Podcasts can be ongoing or short, even a short length like the Content Inc series from Joe Pulizzi. I recently helped a client create a specific topic series within their new podcast.

If you are thinking about a podcast, the thing to consider is not simply to create a podcast that is a general interview series. There are many of these out there, and while many are good, this type of podcast is becoming used. It’s time to think of new approaches.

Here you can also think about Clubhouse and Twitter Spaces as audio channels to help you build audio content series. Just make sure you can get the recordings of those episodes to use on your website and community networks.

Video series

My mind immediately goes to Brandwagon, which was video interview series Wistia did a few years ago. But since then, they’ve done several other video series (they are a video platform company), including this one on how to build your own video series or podcast.

Robert Rose does a monthly video series on modern marketing, and Jay Acunzo narrated an innovative series for Help Scout worth watching called Against the Grain. These are a few examples of the kind of innovative episodic video content you can create. 


I’m adding newsletters as a new type of episodic content. To me, newsletters are another great example of regular content that engages and builds community. I sign up for plenty of newsletters, but the ones I think help provide a wealth of topical content are Ann Handley’s ANNARCHY, Jay Acunzo’s Playing Favorites, and Joe Pulizzi’s The Tilt

My take

Audio and video episodic content are the most talked-about types of content series. Email is gaining traction. But if you flex your creative fingers, you can think of other episodic content or content series you can create in different formats. Written content can work, social media content has possibilities, a combination of any of these formats to create a series works as well. 

A content series doesn’t have to have a goal of increasing leads or MQLs; in fact, I don’t think it should have these as goals at all. It should be about building an audience, and that audience should look like the type of customers you want. 

But canceling a series because it didn’t bring in the right number of MQLs is a mistake. It takes time to build a loyal, engaged audience and only a portion of that audience is likely to become customers. If you are going to cancel a series, do it because it’s not generating the audience you expect or that your focus has changed and your business has changed. 

Remember to have a strategy, build a strong plan, measure, and adapt when it makes sense. 

Japan travel news, japan travel guides, japan holiday destinations and japan reviews



China's Realme to expand India production despite COVID surge

TAIPEI — Chinese smartphone maker Realme is expanding production in India despite a surge in COVID-19 cases there in an effort to capture local demand and extend its supply chain outside its home market. Realme plans to begin assembling wireless earbuds in the South Asian country in the next three…

Read more: China's Realme to expand India production despite COVID surge

Meet Satya Nadella, Chairman and CEO, Microsoft: 10 things about his rise from a young engineer to chairman

Satya Nadella, who was named the chairman of Microsoft on June 16, was born in Hyderabad on August 19, 1967. He graduated from Manipal Institute of Technology, Karnataka in 1988 as an electrical engineer. He then earned his master’s degree in Computer Science at the University of Wisconsin–Milwaukee, the US…

Read more: Meet Satya Nadella, Chairman and CEO, Microsoft: 10 things about his rise from a young engineer to chairman

Tencent-backed Zhuanzhuan nets $100m from Xiaomi, Shunwei, others

Photo: Pixabay Zhuanzhuan, backed by New York-listed Chinese online classifieds marketplace 58.com, has secured a total of $100 million in its Series D1 round of funding led by Chinese smartphone conglomerate Xiaomi.  Zhuanzhuan, headquartered in Beijing, is an online marketplace on which users can buy and sell second-hand goods. It…

Read more: Tencent-backed Zhuanzhuan nets $100m from Xiaomi, Shunwei, others

Hanwha, SPC to co-develop biodegradable plastic packing material

Hanwha Compound CEO Oh Sae-won (right) and SPC Pack CEO Kim Chang-dae sign an agreement to co-develop biodegrable plastic packing material at Hanwha Solutions Chemical Division Research and Development center on Thursday. (Hanwha Solutions) Hanwha Solutions said Friday that its wholly-owned subsidiary Hanwha Compound has signed an agreement with SPC…

Read more: Hanwha, SPC to co-develop biodegradable plastic packing material

LG Electronics’ US headquarters receives highest grade for green building

LG Electronics’ North American headquarters in New Jersey was certified as green building by the US Green Building Council (LG Electronics)LG Electronics’ North American headquarters in New Jersey has been granted an eco-friendly certification from the US Green Building Council, according to the company’s newsroom Friday. At the USGBC Leadership…

Read more: LG Electronics’ US headquarters receives highest grade for green building

Mitsubishi unit expands US logistics reach in $2.9bn deal

TOKYO — Mitsubishi HC Capital is to buy U.S. transportation finance company CAI International in a $2.9 billion deal. “We have decided to make this acquisition in order to strengthen our ‘global assets’ which are one of our focus areas,” said MHC in a statement issued on Friday. MHC will…

Read more: Mitsubishi unit expands US logistics reach in $2.9bn deal

S.Korea to accelerate carbon-neutral efforts through smart water management

A rendering of a hydrothermal energy industrial complex to be built in Chuncheon, Gangwon Province, by 2027 (The Ministry of Environment)South Korea, which aims to go carbon neutral by 2050, will expand its smart water management by installing floating solar farms near dams and applying hydrothermal energy technologies to data…

Read more: S.Korea to accelerate carbon-neutral efforts through smart water management

India: Max Financial promoters sell shares worth $105m

Photo: Pixabay Max Ventures Investment Holdings Pvt Ltd, a promoter of Max Financial Services on Thursday sold shares worth ₹783 crore through an open market transaction. As per block deal data on NSE, the promoter sold over 7.83 million shares of Max Financial Services Ltd at an average price of…

Read more: India: Max Financial promoters sell shares worth $105m

Chinese apps could face subpoenas or bans under Joe Biden order: Sources

US FCC votes to advance proposed ban on Huawei, ZTE equipment approvals

Google CEO Sundar Pichai surprises Doodle for Google contest winner with a video call; rewards $30,000 prize

Kakao T officially registered as transportation operator

Apple awards grants for computer chip courses to historically Black schools

Apple gains market share in China as smartphone market declines

Google's cloud taps AMD for new service as chip wars heat up

OnePlus to benefit from Oppo's offline reach for IoT expansion in India: Analysts