How To Create A Good Relationship With Product/Development Teams
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
24 min
3 speakers
8 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is Anaïs Cayo’s role at PBS and how does it shape the discussion?
The Voices of Search podcast is a proud member of the I Hear Everything podcast network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHearEverything.com. Welcome to the Voices of Search podcast, a member of the I Hear Everything podcast network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search podcast, Jordan Cooney. Hello, SEOs and marketers. My name is Jordan Cooney from Previsible. Joining me today is Anais Kayo, who is the Director of Content Marketing and Production at PBS, Public Broadcast Service, which is a nonprofit organization that provides educational programming and resources to the public.
It offers a wide range of content, including documentaries, children's shows, and news programs. Today, Anais and I are going to discuss how to create a good relationship with product and development teams. Okay, here's my conversation with Anais Kayo, the Director of Content Marketing and Production at PBS. Anais, welcome to the Voices of Search podcast.
Hi, thank you for having me.
Super pumped. As I was sharing with you in our prep for our episode, one of my favorite projects is working with KQED, which is our local public NPR station here in the Bay Area. And a huge fan, huge advocate for what your organization provides to not only local communities, but on a national level to the United States largely, but helping build a strong network and I think impactful in many ways, set of news content and information that the public needs. And you get to work behind the helm of the SEO and content efforts that PBS puts together. So Anais, tell us a little bit about your role, how it works in the unique nature of this type of a news organization.
Well, I'm director of content marketing and production. I sit in the marketing department. So my boss is the VP of all of marketing. What's different about our team is that we actually promote all types of programs. So not just news and public affairs, but also our dramas, our documentaries, our nature shows, everything that's under the general audience umbrella. So we don't touch PBS Kids. That's a completely different digital team. But anything for, I guess you would say adults, we promote and work with stations to have them promoted as well.
And for our listeners who aren't familiar with PBS, can you give us a little bit of a kind of construct of what it is, how that organization is formed, how it's funded? Because it's definitely unique compared to other organizations.
Yeah.
Yes, no problem.
How does PBS acquire and organize its diverse content library?
So PBS has about 300 plus stations. It is partially funded by the government, but it's also mostly funded by viewers like you. You can remember that saying, you see it at the end of some shows. There's also funding that comes in from foundations, but I would say our main focus is members who donate to their local stations. And then they, in turn, the stations provide their station dues to PBS headquarters, who then acquires content. So it's kind of a cycle, a flywheel, if you will, of how to provide support. Yeah, so that's kind of the super quick overview. And we are based in Arlington, Virginia, next to HQ2. So that's been an interesting couple of years. So we're close to Washington, DC. And I've had the privilege of going to quite a few stations.
I've actually been working at PBS for, let's say, 13 years. I've been able to travel to some stations in big cities and also San Antonio. I haven't been able to travel to smaller stations just yet, but we work with them online.
Awesome. With respect to the content that you all get to work on, you mentioned some of the programming as you started describing your role, but give us a little bit of context to the different types of content you all are producing and the different ways in which you source that content.
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Chapters
8 chapters
1
What is Anaïs Cayo’s role at PBS and how does it shape the discussion?
0:00–3:07
2
How does PBS acquire and organize its diverse content library?
3:07–6:14
3
Why are product and engineering teams critical for content distribution at PBS?
6:14–9:29
4
How does PBS measure viewership and audience reach across platforms?
9:29–13:13
5
What data‑driven process does PBS use to request product enhancements?
13:13–16:40
6
How does PBS gather audience feedback and turn it into product decisions?
16:40–20:13
7
What practices help maintain strong relationships between marketing and product teams?
20:13–22:36
8
How do remote, hybrid, and in‑person collaboration tools support cross‑functional work at PBS?
22:36–24:37