A Surprising Masterclass in Narrative Podcasting for Marketers: Inside TD Bank’s Internal Podcast
Scott Monty faced daunting challenges making this show for TD Bank. First off, it’s a bank. They’re not exactly the most creative brand in the world. Or are they?
Second, the show is meant for the internal team. Yes, this is a corporate communications, internal-only show. Why? And how does that change things? (According to Scott, quite a bit: You have to learn to avoid being an overly cheery marketer promoting something to your own team and get in the minds of the audience — an audience which doesn’t want a corporate mandate, as if Dad demands you listen to his show.)
Additionally, Scott’s an external contributor, a contractor hired to make a show.Finally, this show is a NARRATIVE-style show. It’s a risk. It features raw, human emotion and stories — not talking heads spewing soundbites. Scott navigated internal stakeholders, built a genuinely good show, and did so against the odds.Join 3 Clips host and Marketing Showrunners founder Jay Acunzo as he talks to Scott about how it all went down. The pair then dissects three small clips revealing a few big lessons.
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Founder of Marketing Showrunners, host of 3 Clips and other podcasts and docuseries about creativity, and author of Break the Wheel. I’m trying to create a world where people feel intrinsically motivated by their work. Previously in content marketing and digital strategy at Google and HubSpot and VP of brand and community at the VC firm NextView. I write, tinker, and speak on stages and into microphones for a living. It’s weird but wonderful.
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