Meta has been at the forefront of innovation since its inception in 2004. Today, the company’s tech suite expands far beyond the original social networking platform. From Instagram and WhatsApp to Oculus and the Metaverse, Meta’s technologies build connections and drive impact for millions of individuals and organizations around the world.
Compared to their big tech peers, however, Meta did not have a strong presence in podcasting. They identified an opportunity for a podcast to support their B2B lines of business and turned to Content Allies as a consultant and production partner.
In the B2B space, Meta for Business provides tools, insights, and resources to help businesses optimize digital marketing efforts across Meta platforms, build more resilient relationships with customers, and drive revenue growth. Meta Business Engineers around the globe partner with companies of all sizes to develop custom solutions.
After almost one year of trying to launch the podcast with another agency, the Meta Business, Innovation, and Technology podcast began regular publishing in August 2021.
Key Milestones
~170,000 downloads in first 6 months of working together
Exceeded initial 4-month download target by a factor of 7
Publishing every other week since launch
Featuring guests from companies such as Salesforce, LinkedIn, SAP, Boston Consulting Group, BigCommerce, and more
Why Content Allies?
Meta needed more than a production company. They needed a partner that could drive the podcast internally and prove business value.
We maximize Meta’s return on investment by going further than creating content. We define the podcast strategy to ensure it aligns with business objectives.
Each podcast episode is also repurposed into a full suite of thought leadership and promotional assets, which are then deployed in multichannel campaigns across platforms.
Listen to the podcast
Production
Podcast branding and design
Scriptwriting/content consulting
Audio/video production
Guest scheduling
Technical support
Podcast Branding and Design
Our designers collaborated with Meta to create a visual look and feel for the podcast that aligns with established brand standards.
Scriptwriting /Content Consulting
We built a content strategy centered on key areas of interest for Meta and its target audiences—business leaders and decision-makers in mid-market to Fortune 500 companies. This strategy drives guest selection, helps shape podcast interview topics, and guarantees the timeliness and relevance of every episode as it is published.
Audio/Video Production
Our in-house team handles every aspect of audio and video production, from recording the live interviews to editing and publishing. We also turn each episode into a full-length video to publish on Meta’s Youtube channel.
Guest scheduling
Every podcast interview is an opportunity for Meta to forge a strategic partnership. We identify guests that are experts in their respective fields, can provide actionable learning takeaways for listeners, and can benefit from growing their own business relationship with Meta.
Technical support
Podcasting also involves managing the hosting platform and coordinating with all of the major podcast players such as Apple, Spotify, Google Podcasts, and more. We handle all of this for the Meta team.
Promotion
Paid Media Campaigns
Social media posts
Branded quotes, sound bites, and video clips
Supplemental articles and thought leadership content
Decks and other assets for internal promotion
Paid Media Campaigns
We supported Meta in running paid media campaigns to drive podcast growth across both display and audio ads.
Social Media
Our social media promotion strategy is two-pronged—while Meta promotes every episode on its own channels, guests also promote their appearances on their personal or company profiles.
Creative Assets
Social campaigns highlight key takeaways and drive engagement with impactful quotes, sound bites, and video clips—all pulled from the original recording.
Thought Leadership Articles
In addition to the actual podcast, we repurpose each podcast into an article that can be featured on the Meta website.
Decks and other assets for internal promotion
Running a podcast at a large enterprise isn’t just about the external facing materials. We also support the Meta team with the creation of internal decks to help sell the podcast internally and gain stakeholder support.
Partnership
Guest appearances
Co-marketing partnerships
Diversity, Equity, and Inclusion initiatives
Co-Marketing Partnerships
We provide Meta’s podcast guests with everything they need to promote their appearance on their own channels.
VidMob is a Facebook Business Partner that specializes in video advertising and creative intelligence. After Alex Collmer, Founder and CEO, appeared on the podcast, he used assets we created to publicize the episode on personal and company profiles. We used the episode content to create an article about how Facebook and VidMob enable businesses to scale with video, published on VidMob’s site.
Matthew Sinclair, Partner and VP of Engineering at Boston Consulting Group’s Digital Ventures, appeared on the podcast to talk about digital transformation. BCG promoted the episode on LinkedIn and also published our supplemental article.
Vatsal Mehta, VP of Business Engineering at Meta, was already scheduled to give a keynote talk at the SHIFT Business Festival in August 2021, when the podcast was brand new. We recognized another opportunity for cross-promotion and published an article on the SHIFT website to drive traffic back to the podcast.
Guest Appearances
Through our extensive network of podcasters, we have secured guest appearances on Perpetual Traffic, Duct Tape Marketing, Digital Marketer, and other industry-leading podcasts.
Diversity Initiatives: SheCanCode
SheCanCode.io is an online career center for women in tech. 150,000 users worldwide visit the site for career stories, hiring and interviewing advice, and company profiles. In 2021, we forged a strategic partnership between Meta and SheCanCode to showcase Meta as a DE&I-positive employer and provide resources for women in tech to help grow their careers.
Blog: How To Define Career Success: Insights from a Solutions Engineering Manager at Meta feat. Daya Vivek, Business Engineering Manager and Operations Lead at Meta
Diversity, Equity, and Inclusion initiatives
Ready to launch your podcast?
Content Allies is here to help you every step of the way.
