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Smead Organomics Keeping You Organized

Discover how Smead helps you keep your home and office organized through their podcast show and related content and how this brand leverages podcast content to deliver measurable business results.

On this episode, I’m joined by John Hunt. John is the Senior Manager of Digital Marketing, Communication, and Content for Smead Manufacturing, a leader in office filing products and records management systems for over 100 years. John has more than 25 years experience in both traditional and non-traditional media.
The reason I invited John to jump on a podcast recording with me is because he is also the host of the “Keeping You Organized” weekly video and audio podcast which is produced by Smead.  And, that’s what we discussed on this episode.

 

On This Episode You’ll Discover:

  • How Smead is focused on connecting with end users through their podcast in part because Smead doesn’t sell directly to the customer.
  • The Smead brand statement is “Keeping You Organized” and this is also the title and theme of their podcast.
  • Each episode interviews a professional organizer who is a member of the National Organization of Professional Organizers (NAPO).
  • The metrics used to measure the business impact of their podcast.
  • Their tactics to use Google Analytics in measuring the impact per episode.
  • How the podcast episodes are diversified across many organizational topics to add value to the end user.
  • Why Podcasting is a part of Smead’s strategic plan focused on the brand promise “keeping you organized.”
  • How Smead re-purposes podcast content on their Organomics community.
  • How their dealer channel shares their podcast and video content on their digital channels as a way of serving their customers.
  • Why Smead doesn’t promote its own products in their podcast content.
  • John’s One Thing: “A mutual expectation between the customer and the seller about the solution needed and the seller’s total value proposition.”

Featured On This Episode:

I invite you to listen to the entire podcast episode using the player at the top of this page, or by listening on a mobile device through iTunes or Stitcher. Be sure to subscribe so you don’t miss a future episode.

By Bernie Borges

Bernie Borges is Co-founder and former Chief Customer Officer of Vengreso, the leader in virtual selling skills training and technology for today's modern sales rep. He was also the host of the award-winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a speaker and voice over talent. He has a passion for aligning marketing, sales, and customer success for great customer outcomes and sustained revenue results. Bernie is a fitness buff and enjoys kayaking with his family in Tampa Bay.

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