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Oct. 15, 2024
Unlocking the Power of Audio: E.B. Moss on Podcasting, Content Creation, and Media Strategy
If you're looking to grow your podcast this year, this is an episode you won’t want to miss! In this engaging episode of Podcasting Tech, we sit down with the brilliant E.B. Moss —a seasoned content strategist, award-winning writer, and host of the Insider Interviews podcast. With a career spanning radio, television, and marketing, E.B. brings a wealth of experience and insights into the world of audio content and storytelling.
Named among the “Top 10 Most Fascinating B2B Marketers” of 2020 by Biznology, E.B. began her career as a radio copywriter, voiceover talent, and newspaper columnist. Her consultancy, Moss Appeal, develops partnerships and branded content, including podcasting, such as Trade Up with Angi. Over the years, E.B. has built a reputation for compelling "explanatory journalism," and hosts her own b2b podcast about marketing, and frequently writes for Cynopsis, The Customer, Media Village, Progressive Grocer, Prensario International, and OOH Today.
In this episode, E.B. shares her inspiring journey from the world of radio to launching successful podcasts, offering invaluable advice on creating compelling stories and crafting impactful media strategies. Whether it’s humanizing brands or helping executives connect with their audience, E.B. excels in bringing out the relatable side of B2B marketing through storytelling across all platforms.
Whether you're an experienced podcaster or just starting out, this episode is packed with actionable strategies to elevate your podcast and content creation efforts.
In this episode, we cover:
- E.B. Moss's transition from radio to podcasting: Her early experiences and the challenges she faced when launching Insider Interviews.
- Effective tools and techniques: What hosting platforms and equipment she started with and her improvements over time.
- Monetization strategies: E.B. discusses how she sells storytelling packages and the success of her content marketing model.
- The importance of the 'why' in podcasting: E.B.'s tips on understanding your purpose and how it informs your marketing strategy.
- Marketing tips for podcasters: E.B. shares her best practices for promoting your podcast and engaging with listeners.
Links and resources mentioned in this episode:
- Insider Interviews with E.B. Moss
- Insider Interviews on Facebook -
- Insider Interviews on Twitter
- Watch/listen to Insider Interviews on Youtube
- Moss Appeal -
- The Moss Appeal
- Follow E.B. Moss on social media:
Recommended Tools and Equipment:
- iRig lavaliers for mobile interviews.
- Libsyn for podcast hosting. Full disclosure: Mathew Passy is now a full-time employee of Libsyn
- Descript for audio editing with studio sound features.
- Shure Microphone for professional recording quality.
- Relevant trade publications: MediaVillage
If you're struggling to find your podcasting niche or looking to boost your podcast’s reach, this episode provides actionable advice you can start implementing today. E.B. Moss shares invaluable insights into creating engaging podcast content and effective marketing strategies.
Tune in to this insightful conversation and discover how to unlock the full potential of your podcast with E.B. Moss!
**As an Amazon Associate, we may earn commissions from qualifying purchases of podcasting gear from Amazon.com. We also participate in affiliate programs with many of the software services mentioned on our website. If you purchase something through the links we provide, we may earn a commission at no extra cost to you. The team at Podcasting Tech only recommends products and services that we would use ourselves and that we believe will provide value to our viewers and readers.**
For additional resources and insights visit podcastingtech.com or follow us on social media:
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PODCASTING TECH IS POWERED BY:
- Captivate - Easy, professional podcast hosting to create, grow and make money from your podcasts
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- Podgagement - Engage your audience and grow your podcast!
EQUIPMENT IN USE:
- Rodecaster Pro 1st Gen (No longer available). Consider the Rodecaster Duo or Rodecaster Pro II
- EV RE20 with 309a Shockmount
- Rode PSA1+
- iPhone continuity camera but previously the Logitech Brio 4k
- DCMEKA In-Ear Monitors
- BusyBox Smart Sign
Transcript
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Welcome to Podcasting Tech, a podcast that equips busy
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entrepreneurs engaged in podcasting with proven and cost effective
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solutions for achieving a professional sound and appearance.
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I'm Matthew Passi, your host and a 15 year veteran in the podcasting
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space. We'll help you cut through the noise and offer guidance on software and
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hardware that can elevate the quality of your show. Tune in weekly
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for insightful interviews with tech creators, behind the scenes studio tours, and
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strategies for podcasting success. Head to podcasting tech dot
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com to subscribe to this show on YouTube or your favorite podcast platform
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and join us on this exciting journey to unlock the full potential of your
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podcast. One the most important aspects of your
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podcast isn't the tech that you use, but why you're doing it.
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And today, we have a guest who is a very interesting why, a very interesting
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strategy for her podcast, and one that has been quite successful and one that I
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think you can learn a lot from. Today, we are chatting with E. B. Moss.
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She's a content strategist, creator, and award winning writer. She
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has a marketing consultancy at the Moss Appeal, and her
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podcast is insider interviews with E. B. Moss. E.
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B, thanks so much for joining us today. So good to see you, Matthew. Thanks
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for having me. It is good to see you again. We we did get the
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chance to hang out together at podcast movement. I, made a quick appearance on
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your show, in the hallway, hallway conferences
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Yeah. As we like to do. Powerful.
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Yes. So I I wanna start by you you you have
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this background as writer, journalist, marketer.
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What took you from there into the podcast space to begin with?
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Well, you know, audio is audio, I think.
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And I, I describe myself as a radio brat.
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My dad was one of the first broadcast radio majors of
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Ithaca College, and we moved from market to
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market in radio. And I, of course,
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landed in radio as you do, you know, apple tree, that
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kind of thing. And so after early stage career in
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radio as a copywriter and voice talent and then an actor for a
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while. I worked in television, and then guess what?
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I landed back in radio. I was
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working for a rep firm called Ad Large,
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a terrific company run by Kathy Sukis, and,
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they were launching a podcast division while I was there. And
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so I found my way back into being a little bit
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behind the scenes and now in front of the microphone again. As
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someone who has a background with a long history
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in real traditional radio and then
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television, what did you think of the podcasting space
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when you were first asked to work in it and and, you know,
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sell advertising for it? Yeah. I I was actually
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thrilled to be a part of that. I
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remembered one of the early stage,
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podcasts was, a former acquaintance of mine,
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Kevin Pollock, the actor. And he always
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embraced things like, like
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anything new in tech. He's one of those actors who embraces
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tech. And I was listening to him do this
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sort of audio video thing. I'm like, wow. That's
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really cool. And so when all things came back to
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being able to embrace it in an on demand
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kind of way, I was all over it because it didn't seem risky.
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You weren't broadcasting immediately out into the world.
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It was, you know, pretty small back then, and it was this test
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and learn kind of approach. So I loved it. So how long
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were you doing that before you decide to launch your podcast insider
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interviews? Well, I was kind of thrown in the deep
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end by another former, boss of mine, Jack
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Myers. I left AdLarge, and I went over
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to become the managing editor of MediaVillage, which is a
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trade publication all about media marketing and advertising.
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And they were a little light on the audio coverage.
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So first, I hired, some of the freelance journalists
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to heavy up on covering radio and this
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nascent podcast area back in around 2015 or
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so. And then Jack said, well, you
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helped launch the podcast division over there. Go build us a
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podcast. You've been on radio. I was like, what? So
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it was definitely that do as I say, not as I do. I
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had to figure out how to do, do, do. And,
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I I just did it. And for MediaVillage, I
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created, their first two podcasts, and it was
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originally called Insider Insights. And
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then I also launched their Advancing Diversity podcast.
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So, you know, it was nerve wracking, but
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it was sort of a, paid learning opportunity.
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And I did about, I don't know, 65 episodes there.
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And then, when I left Media Village with the pandemic,
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Jack gifted me my podcast to take and,
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used some episodes there again at MediaVillage, and I redubbed
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it as Insider Interviews. What were some of those
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early challenges with launching a podcast having not been
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in this space in particular? And, you know, I mean, understanding audio
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production and content, but, right, the the
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delivery of podcast was probably very foreign.
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And, I think in 2015, there was better
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tech, but, you know, probably still not as good as we have it today.
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Yeah. That's right. You know,
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everything was, by trial.
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So I had heard about, for example, Libsyn,
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and I selected that as my hosting platform
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and tried to consume everything I could. Luckily, I was in a position
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where my job was content creation and
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marketing and writing and journalism about the industry. So I
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was absorbing as much as I could. That's always been my MO is
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just read, read, read. And so
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I'd heard about Libsyn. Maybe I got to go to one of the early stage
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podcast movements. Not quite sure how they landed on my radar,
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but, that was terrific. And then,
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I had to figure out what equipment to buy. We
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hadn't invested in a big budget. I thought I think that
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I got, a, Blue Yeti.
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But then, because I was going all over the place and
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trying to grab interviews at conferences and things like that, I
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got my little I have them here. You wanna see? Oh, yeah.
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Sure. I'm going to, for those listening, I've got
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my eye rig lavaliers. So
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these little guys are, little portable
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lavaliers that just clip on. And I swear to
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you, the first 40 episodes I did, I used these iRig
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lavalier microphones and plugged them into my iPhone.
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And, you know, it was not bad quality.
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And, honestly, you, in the last episode that
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we did, were recorded via those iRig
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lavaliers too, 6 years later. I was just going to mention that
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I had the pleasure of using those with you at Podcast Movement. We just sat
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down at a bench outside, in what they call the confer the
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hallway track at podcasting conferences. Yeah. We did the
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interview, and, yeah, it sounded great. In fact, we'll we'll make sure we put a
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link to that episode here in the show notes. So if you wanna check it
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out, you can. There's, other great guests on that episode that are definitely worth,
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your time. Thank you. So one other thing that is
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very interesting about your strategy is that what you
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are doing is you are basically selling a
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storytelling package. Right?
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And and some people will hear the idea of selling access to a podcast
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and immediately cringe. And I can understand that
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because there are lots of people who do it in a very shady way. They
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don't disclose that that's what they're doing. They don't make it clear that this is
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paid for, or worse. I've actually been I've
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had people email me, ask me to be a guest on their show. I've accepted,
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and then I get sent an invoice to appear. And I said, that wasn't
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really what you asked me. And so there's there are plenty of folks who don't
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like it, but, you are way more open and transparent about it,
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and you have a very specific target. So tell us a little bit
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about how insider interviews works in the in the content package you are
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offering people today. You know, Matthew, thank you for giving me the opportunity
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to explain this because as I said, I come from content and journalism,
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and, I ran ad sales marketing at some major
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media networks. And the way that you
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close a deal is through listening to the customer,
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and listening is a huge part of marketing.
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We know that podcasting does a great job with engagement
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and trust in, the the guests and the
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hosts. It's one of the most effective forms of advertising.
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But I don't sell advertising on the show, and I don't sell a guest
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spot. What I do is sell, as you said, a content
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marketing package. And not every episode is
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underwritten, as I like to call it. But there
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have been guests who know that as a journalist,
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I'm pretty good at pushing this out through social
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media. I'm sort of, as I say, in the algorithm
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in LinkedIn. So when I post, it's sort of
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like the old ad when EF Hutton talks,
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people listen. I don't know. But my posts get really nice
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pickup on LinkedIn, and I'm very passionate. I'm an
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early adopter in social media, so I'm I'm all over the place with
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that. So my guests will receive a
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robust, presence as well as all of
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the assets, both audio and video, as you know we do.
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But then, they can hire me
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to write a journalistically sound companion
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article that I can pretty much get published in
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a trade publication. And, again, because insider interviews
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is about the industry of media marketing and advertising,
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there's a handful of trades, that, you know,
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will be appropriate for placing that article,
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and I've had bylines in most of them.
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So that or they can take that article, and they can give it to their
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PR shop and and pitch it out for coverage. I can
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ghostwrite it. They can put it on their blog. They'll get
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the audio clips, the video clips.
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So they're getting basically an executive
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profile. And I'll just reiterate
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that audio is a trusted medium. When you have a journalist
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writing something that's not shilling, but giving you a profile of
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someone, it creates a likability. It creates a trust
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for and about that executive. Sometimes it gives
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them a platform that they don't otherwise have if they have
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to explain something in a detailed way like I'm doing
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right now, going on and on too long. You're not doing that.
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But So there's that.
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I do have news. Big news. Sure. Let's hear it.
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So, Matthew, I think I have to give you credit for this. I
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believe that on one of your shows, you talked about segments.
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And I think that that is a a terrific
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trend in podcasting these days is chunking out your show so
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that, people understand what's coming next. I know
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that you have, like, a regular question that you ask. Well,
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I've had some mid roles before. And
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because I like to share detail about a vertical,
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about different channels, I've worked across print,
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television, audio, whatever. I started a segment
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that is sponsorable called the inside
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scoop. So it's like a 5 minute deep dive
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as a mid roll. So my next
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episode coming out, you'll hear, an underwriter
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who is giving us a deep dive on digital out of
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home, for example. So yeah. That is
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a great idea for a segment. And in fact, I used to
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have clients who and and this is not uncommon in the podcasting
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world anymore. You would hear a pre roll early on in the show. Right?
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This episode is brought to you by whatever. Stay tuned to
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the end of the episode where we talk to so and so about this. And
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then after the episode, they would have this post roll, and the post roll would
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essentially be like a short interview with someone
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related to that brand. And I think it's a great
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way to really tell that story and keep
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people there for post rolls, especially if you could find a nugget of
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information from this person that is value add to your
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target audience. So I I love this idea and and wish you the
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best of luck with it, and, we'll make sure, you know, we'll
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make sure people have links to the show so they could check this out and
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and know how to contact you. I I before we get to those final questions
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that I do wanna ask you, one thing that everybody wants to know is
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better marketing for their podcast. And as somebody with
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a deep background in marketing,
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in broadcasting, in television radio, right, all of these
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different places, are there 1 or 2
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strategies or pieces of information of advice that you would give to podcasters
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on how to be more successful with their
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show? You know,
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Matthew, the thing that I, so I also train
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companies who wanna launch, and I focus on b to b, who
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wanna launch their first podcast. For example, I'm the
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producer of, the Angie Trade Up podcast,
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formerly known as Angie's List. And one of the first
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things that we talked about is why does Angie wanna have a podcast?
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Why does anyone wanna have a podcast?
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And if you can answer the why, then you're
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miles ahead. If it's because you just wanna hear
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yourself talk, most people don't. They don't like the way their voice sounds, and it's
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startling to them. But if you just wanna
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hear yourself talk, that's a perfectly good reason if you have
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something to say. If it is to amplify an
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executive, if you wanna share thought leadership, if you wanna get more
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trusted, if you want to be available
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to the customer, along their journey, you know, while they're
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driving or washing the dishes or whatever it is. Those
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are all solid initial reasons.
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But starting with the why informs your marketing.
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So, you know, if it is
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because you want to reach them anywhere, you might want to consider how
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long your show is. It if it's to be a
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companion while they're walking the dog or washing the dishes, it might
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be brief but sweet. If it's just to get,
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attention, then it might be
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I I don't know. But fill in the blanks. So it starts with the
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why. And then, you you know, there's
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nothing really new under the sun when it comes to promotion and
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marketing. Fill in the blanks. We all do the
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same thing. I'm I'm thrilled to be here on your show.
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You do a great job with podcasting tech, and I
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learn a lot from it. So I'm excited to have
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this opportunity. You were on my show. Now we've exposed
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ourselves to different audiences, in,
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you know, first cousin kind of related way.
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And then we could also do a pod
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swap, where my podcast appears in your
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show flow, and you can tee it up and then your
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audience will hear an entire episode, or just the trailer
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swap, etcetera. Certainly, when you're
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when you're a bigger personality, you might take your
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show live and have it in front of an audience. But
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really, it's understanding that
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everything you touch needs to continue
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your brand message and reflect your brand in the way
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you want. So we talked about social media earlier. You
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know, are you going to align with college
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kids smashing a beer can on their head or, you know, a certain
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political persuasion or whatever it is? Or are you
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going to kinda have your,
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buttoned up approach and have
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informative, helpful social media, tools and
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tactics. So, I mean, I could go on and on, but,
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let me know if I missed a specific. No. I think that's a a great
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answer. It's something we've always talked about too is that in the importance of understanding
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your why. Right? We so many people launch a podcast and
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they obsess over downloads and really the focus of
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their show isn't about how big the audience is,
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but, you know, maybe it's about the people they meet while they're interviewing or
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how many of the people who are listening engage in their products. And, you know,
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some folks, it only takes a 100 downloads to, you know, get those
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3 or 4 customers that are gonna make the difference between a good year and
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a bad year for for what it is that they're doing. So understanding your why
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and then strategizing around that, I think, is is just super
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important. So as a reminder, we are chatting with Ebi Moss of Insider
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Interviews podcast and Moss appeal. We'll have a link to all of her
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socials as well as she has a a Bitly link with everything that she has
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going on so you can easily check things out, listen to some
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content, you know, just just see everything that she has to
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offer and and check it out, and maybe even you wanna check out that 5
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minute segment in her show, where you can, you know, get access
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to her audience. So before we let you go, yes, we are gonna ask you
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the questions that we ask everybody. And so the first one is, is
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there a place you would like to see improvement in podcasting in
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general?
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You know, we've gotten very complicated as an
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industry. When I first launched my
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shows, you know, there were a handful of options.
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I personally get confused between which
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AI tool might be a good companion to help me
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generate my clips or my show notes or whatever it is. I don't know
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about hosting platforms. I if if I had a wish list,
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it would be give me a cheat sheet of this is great for this.
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This is good for that. So I'm frankly a
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little overwhelmed. You know, my hair was straight
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before I started working in podcasting, and now it's like
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That is a I like that piece of advice. Maybe that's something that we can,
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we can work to put together here. Help me.
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But, Matt, I I do wanna give you credit also
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because when we met, you gave me my own
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custom podcast beacon.
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I cannot tell you how popular I've become
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at cocktail parties. Thanks to you.
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Honestly, we talk so much about the challenge of
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discovery. So we talked about LinkedIn, for example.
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There's not a lot of necessarily conversion
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from a social media post on almost any platform
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directly to listening to an episode.
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So we need tools to help break down the barriers, and I
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think that the podcast beacon that you've created has done
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that. I have, like, people giving me
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jazz hands, like, wow. When all of
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a sudden, I can get them to wave this
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magic beacon, and all of a sudden, it opens up a
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link to my show, and it takes the barrier out of the
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way. So hats off to you, man. I think it's just,
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I've gotten an extra 17 listeners thanks to you in the last
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week. Awesome. Oh, I'm so glad to hear that, and, I'm
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gonna make you record that later for me. And we're gonna use
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that in some of our marketing. And and, yeah,
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for for those, curious podcast beacon, we are,
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actually making a big push right now. We're thinking about how we can partner with
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different companies and brands so that they can give beacons out to their,
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clients and customers. So if that's something that's interesting to you, please do not
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hesitate to, reach out to us. And, I'm so glad you answered that. To say
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that. Yeah. I did not. I'm I might, though. It's not sponsored.
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So are is there any technology that you
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would like you know, it's on your wish list as we start to think about
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the holidays. Maybe it's something that you've wanted to purchase or maybe something
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that hasn't even been created yet that you'd like to see made so that, you
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know, your production can be a little bit easier.
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You know, I'm always, challenged. You know, we see the big
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microphone in front of my face. Very happy that I
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got my my Shore microphone, thanks
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to a giveaway. But I see a lot
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of the little, clip on lavaliers now,
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and I question the quality of them. I
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love the fact I happen to use Descript to edit
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my shows, and I love that we have studio sound that
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can compensate for a lot of the challenges of microphones
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these days. I typically will also
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wear, you know, the big can headphones when I'm
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recording, and that also is not good for my hair.
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So I'm also confused. And if you could give us a cheat sheet
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for, good smaller
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mobile pieces of recording and
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listening devices. That would be great. Awesome. I think we have
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some of that, but I will I will make sure we put something together for
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this episode specifically. And then, right afterwards, I've got a couple of personal
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suggestions for you that I think you'll appreciate. And lastly,
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is there a podcast out there right now that when
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that drops, you are stopping what you were listening to or,
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you know, it's just it's one of those have to listen to shows, on your
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list. Okay. I might
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have to name 4 because my mind was going. As many
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as you want. My boy my boy, Peter Kafka, is
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back. He had Recode Media. Now he has channels.
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And the great thing about that, he took a, I don't know, maybe
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6 months hiatus, and he raised the bar for me in
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terms of a media and marketing type of podcast.
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I I really like his style, gets
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very informative guests, as do I, by the way.
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So I like that show. I I find, the
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relationship with, Professor Galloway and Kara
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Swisher fascinating on Pivot and how they get into some
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things that's very, informative from a
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zeitgeist perspective about the world. I
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like laughing with Smartless. And then the
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episode that you were on with me, I am gonna give a shout out
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to, Jason Hoch, who started a company called
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Waveland. He ran How Stuff Works, of course,
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huge franchise. But he has a show called Noble
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that has been, scoring really high in the
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podcast Rankers. And it's a creepy, creepy
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topic about finding where the bodies were
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not buried. I'll just tell you that. Yeah.
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Noble. And it's, a true crime show. So
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true crime always draws you in. So there you go.
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News, comedy, business. I think I covered them all. Yeah. You you
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have got me hooked, and it's funny that you brought up both Peter
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and, Cara, who were former colleagues of mine, with
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for, Dow Jones, and always loved, chatting with them as well. Yeah.
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Well and we have really loved chatting with you again today, and I look forward
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to doing this many, many more times. Thank you. We've been chatting with Ebi
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Moss of Moss Appeal and insider interviews with Ebi
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Moss. Links to all of that in the show notes. Please,
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please go check out her stuff and, give her a follow on social media.
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She does have some great content out there that, everybody can learn
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from, whether they're a podcaster or or any other type of professional. Amy, thank
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you so much for joining us today. Thank you, Matthew. Thanks for
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joining us today on Podcasting Tech. There are links to all the
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hardware and software that help power our guest content and
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podcasting tech available in the show notes and on our website at
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podcastingtech.com. You can also subscribe to the show on your
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favorite platform, connect with us on social media, and even leave a rating and review
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while you're there. Thanks, and we'll see you next time on Podcasting
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Tech.
E.B. Moss
Creator/Journalist/Marketer
E.B. Moss is a content strategist, creator and award-winning writer who makes brands and executives more relatable through the art of storytelling, across every platform, and her special ability to bring out the human to human side of B2B marketing.