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Marketing Showrunners

Helping you make your podcast more central to your brand and to your audience's life. Make a show that makes a difference.

By: Jay Acunzo on October 5th, 2020

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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NEWSLETTER:

 
Subscribe to “Playing Favorites,” the newsletter from Jay Acunzo and Marketing Showrunners, exploring creativity, content, marketing, and making someone’s favorite podcast. Subscribe at marketingshowrunners.com/subscribe/
 

WORKSHOPS:

These are online, interactive, cohort-based workshops for makers and marketers, all for one aim: Learn how to make a show that makes a difference. In other words, learn how to make someone’s FAVORITE show. Level up an existing show, or launch a new one.
 
Students are marketers, executives, science researchers, freelancers, entrepreneurs, authors, and artists and thinkers of all kinds who connect, do real work on their real shows together, and benefit from the community around them as much as the system we’ve built.
 

INSIDE THIS EPISODE:

 
TD Bank’s The Power of WOW can be found here: https://newscenter.td.com/us/en/news/2020/the-power-of-wow-episode-2
 
Follow Scott Monty on Twitter here: https://twitter.com/scottmonty
 
Subscribe to Scott’s newsletter, Timeless and Timely, at https://www.scottmonty.com/p/subscribe.html
 
Or listen to Scott’s other show about Sherlock Holmes: https://www.ihearofsherlock.com/
 
Follow 3 Clips host Jay Acunzo on Twitter here: https://twitter.com/jayacunzo/
 
You can find all episodes of Marketing Showrunners wherever you listen to podcasts, or by browsing the show’s home page at marketingshowrunners.com/podcast
 
Thanks for listening!

Join Our Weekly Journey to Answer One Crucial Question:

What does it take to create your audience's favorite podcast? Join peers from Red Bull, Adobe, Amazon, Shopify, Salesforce, Roku, the BBC, the NY Times, and thousands more creative, audience-first marketers.

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.

Get in touch anytime: jay@mshowrunners.com // Speaking inquiries: speaking@unthinkablemedia.com

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