Video marketing gets most of the glory, but there’s another effective marketing channel lurking in the shadows.

It’s audio content through podcasting, a platform that can be an indispensable addition to your marketing strategy.

Like students’ different learning styles, there are various ways that audiences prefer their content. Video, audio, and written content are all forms that you can use in your strategy to reach a wider audience.

Professionals listen to podcasts to grow their businesses, manage their finances, improve their parenting skills, inform themselves, and so much more.

In our busy world, podcast listeners have grown year after year. After all, you can listen to podcasts when you’re driving, cleaning, and doing other daily tasks that make it difficult to read or watch a video.

But is podcasting really marketing?

What is podcast marketing?

What is podcast marketing?

As with any content marketing channel, podcast marketing means growing your audience through valuable content. You are bringing greater awareness through strategic tactics with a podcast, as opposed to written articles or videos. As with any marketing strategy and platform, authentic growth takes time and consistency.

A marketable podcast is one with:

  • Good sound quality
  • A clear purpose/theme
  • Covers topics relevant to the audience
  • Engaging or interesting hosts and guests
  • Consistency and a distribution plan

Why is podcast marketing an effective addition to your content strategy?

As mentioned, you can listen to a podcast when you don’t have the time to read an article or watch a video.

It is a way to engage an audience you already have differently while also reaching a new audience. A podcast can help you leverage your existing content by repurposing it in another form.

You can strip the audio from a video and turn it into a podcast or record a video podcast and use the audio and video. You can also turn a blog post into a podcast by recording audio of the key points. You can then point back to that article in the show notes improving your content distribution.

You can also go the other way around and have transcriptions made of your podcast episodes to create blog posts.

How can you use podcast marketing for your business?

How can you use podcast marketing for your business?

You can use podcast marketing as another revenue source through advertising. You can advertise your own business and services. You can use it to expand your reach to new audiences and you can use it as another distribution channel.

Don’t forget to advertise your business within the podcast platform through persuasive podcast descriptions.

Another big way to market your business through podcasting is with collaborations. When you are being interviewed on podcasts and when you have guests on your podcast both of you get the benefit of each other’s audiences. Look for guests that can teach your audience something and has a complementary business to yours. They will likely share with their audience and you receive a wider reach.

Are you convinced that podcasting would be a great channel to expand your content marketing? But how do you get started and grow?

What should you think about when starting your podcast?

To get started, figure out how you will record your podcast and what technology you will need. This might include microphones, soundproofing, audio interfaces, or other recording equipment. Then you’ll need to choose a podcast platform, such as Libsyn or buzzsprout. Choose a name for your show and decide on an ideal episode length.

You want to post often enough to keep your audience engaged but not over-commit. It’s better to podcast less and be consistent than upload randomly. You need to consider editing time, too.

Get a professional to design your podcast artwork. This is important because your artwork is the first impression your podcast makes before anyone ever listens to an episode. A professional designer can make sure the artwork is clear and engaging even on a smaller smart device.

What do you include in a podcast content strategy?

What do you include in a podcast content strategy?

When it comes to growing your podcast audience there are three main areas of focus:

  • Your website
  • Social media platforms
  • Your email list

You can also seek out online communities in your niche to share your podcast episodes.

As for the content, remember the content golden rule: Provide value.

A great podcast marketing strategy should include a workflow of how to record your podcast, edit it, and how you will upload it. Batch processing can also be helpful if you have a busy schedule. It will also help you stay consistent.

Your strategy should also include the distribution channels you will use. Decide and track how you will find and invite guests on your show, and also how you will make yourself available as a guest on other podcasts.

You may also need a monetization plan. If you are using your podcast to share other aspects of your business this may not be necessary. But if you plan to make money from your podcast you will need to figure out how to share your products and services or search for relevant advertisers to work with.

Not all podcasts need a script, or even an outline. However, having a script will keep you on track and make sure you are sharing what your audience is waiting to hear. A script is important especially if you are just getting started. A professional freelance writer can help.

Another part of your podcast strategy is to focus on Search Engine Optimization (SEO). You can help search engines find your podcast by using relevant keyword phrases in:

  • Your titles
  • Podcast descriptions
  • Episode descriptions
  • Show notes
  • Any other places where you are sharing about the episodes

Once you are up and running and have a few episodes completed, you can create a media kit. This will ensure that you are ready to reach out to press outlets. You can also share it with the host when you are a guest on other podcasts. Don’t forget to share internally. If you are a mid-size to more prominent corporate brand make sure you are sharing podcast episodes with the company and all your teams.

Share, share, share. Make sure you add a tab on your website that shares your podcast. Add it to your email signature and send episodes to your email list. Just like there are RSS feeds for blog posts, you can find podcast directories that you can ping too.

Keep a check on your analytics, comments, and feedback so you know what is landing well with your audience.

It's all about quality and distribution

It’s all about quality and distribution

Podcasts can aid your marketing efforts if done right. So, create quality podcast content and get a content distribution strategy to grow your following and your business.