Guide: How to use podcasting in your content marketing campaign

30-second abstract:

Podcasting can add a brand new dimension to your model and content material advertising technique.  
There are some ways you possibly can method this, using completely different mediums, channels, and distribution strategies to perform this, however many content material entrepreneurs keep on with the fundamentals, nearly solely specializing in written content material. 
Georgi Todorov shares a complete information on podcast content material which encompasses the advantages, search engine marketing perks, sorts of podcast content material, publishing and advertising platforms, and much more!

If you have got a content material advertising technique already in place, you’re no stranger to the elemental ideas that information it. Your purpose is to naturally appeal to extra readers, followers, and followers by offering them with data and/or leisure they wish to devour. There are some ways you possibly can method this, using completely different mediums, channels, and distribution strategies to perform this, however many content material entrepreneurs keep on with the fundamentals, nearly solely specializing in written content material. 

If you wish to stand out from the group, attain new audiences, and capitalize on a medium with monumental momentum, it is best to contemplate beginning your personal podcast. But how are you going to combine podcasting with the remainder of your content material advertising marketing campaign? 

Why podcasts?

First, let’s speak about why podcasts are so useful within the context of content material advertising. A podcast is a sequence of items of audio content material, often launched repeatedly within the type of episodes. These episodes differ in size and format, with some primarily unfolding as interviews and others making an attempt to supply a whole narrative expertise.

Five massive advantages of podcasting

In any case, there are a number of advantages to utilizing podcasts: 

1. Current reputation

Podcasts have develop into extremely well-liked prior to now a number of years. There are at present greater than one million podcasts, with 30 million episodes between them, and greater than half of all households are podcast listeners. Podcasts nonetheless appear to be on a quick progress trajectory, as extra individuals uncover and develop into immersed within the medium. 

2. Ease of entry

Podcasts are additionally useful due to how straightforward they're to create. Make no mistake, you’ll nonetheless have to put the trouble in, simply as you'll with any form of content material. However, you will get began with a comparatively cheap assortment of apparatus, and also you don’t want any particular coaching in audio engineering to make an episode that sounds good. 

three. Cross-medium potential

Podcasts are additionally a gateway to supply a number of types of content material concurrently. For instance, you possibly can report video of an interview you carried out with an trade chief, then launch it as a video, a podcast, and as a weblog (with a written transcript), capitalizing on the content material in 3 ways. 

four. Collaborative potential

The interactive audio expertise lends itself properly to collaboration, you possibly can profit by occurring different podcasts, and different trade specialists can profit from attending yours. This cross-pollination impact lets you unfold your affect extra simply, whereas additionally getting assist creating new content material. 

5. New viewers segments

Some individuals who want listening to podcasts could by no means uncover your work except you break them in with audio content material. In any case, you’ll be capable of attain new segments and present segments in new methods, broadening your viewers. 

Podcasting as a brand new content material advertising channel

With these advantages in thoughts, one of the simplest ways to consider podcasting in content material advertising is to consider it as a brand new content material advertising channel. Content advertising at all times has the identical overarching purpose. You wish to give individuals content material they need. This might imply offering them with solutions to their questions (which is very necessary if you happen to’re optimizing for serps), or merely entertaining them. 

Take ASAP Science for example. The well-liked Youtube channel has racked up over 9.three million subscribers since launching over seven years in the past. About two years in the past, they launched a podcast known as Sidenote to complement their well-liked video content material.

Each content material advertising channel represents a way for shoppers to search out your content material and devour it. For instance, there’s running a blog, e mail advertising, social media advertising, and videocasting – in some methods, podcasting is simply one other lead technology channel so as to add to your repertoire

As with the addition of different channels, one of the simplest ways to harness the ability of podcasting is by treating every channel as a complementary unit in a broader complete. For instance, you’ll use your e mail publication to showcase your finest blogs, and also you’ll name for e mail publication signups within the physique of your weblog posts. This permits channel-specific shoppers to find your different mediums and helps preserve your model top-of-mind in lots of areas. 

If you resolve to podcast, you’ll have to benefit from this, leveraging your present channels to push your podcast and utilizing your podcast to ship listeners to different channels. 

This is what Neil Patel and Eric Siu did to launch their four-year-old podcast, Marketing School. Both are well-recognized specialists within the subject of on-line advertising, and so they leveraged their present content material channels, together with their blogs and e mail lists, to launch Marketing School, which now enjoys over 1 million downloads per 30 days. 

Podcasts and search engine marketing

Podcasting additionally requires consideration to search engine marketing (search engine marketing) in two primary methods. First, if utilized correctly, podcasting can increase the search engine visibility of your primary web site. 

You can record and distribute your new podcast episodes as particular person pages of your web site, very similar to a weblog, and if you happen to present ample titles, meta data, and episode transcripts, you’ll simply have a brand new strategy to optimize for particular key phrase phrases. Each new podcast episode may even be a chunk of content material that may be found in serps. This is the method Shane Barker takes together with his podcast, Marketing Growth Podcast.

Podcasting and SEO

Over time, as your podcast turns into extra well-liked, it can appeal to extra citations and different sorts of hyperlinks. This is significant for bettering your area authority, which in flip will make it simpler on your web site to rank. If you’re thinking about constructing a separate area, you are able to do that too, utilizing your podcast as an engine of unique assist. 

There’s one other means to consider search engine marketing, nonetheless. Podcasts are an avenue to develop the authority and visibility of your primary web site—however you additionally want to consider selling the podcast’s authority and visibility. Most individuals uncover podcasts by searching podcast distribution networks and conducting searches for subjects that curiosity them. Accordingly, you’ll have to optimize for these podcast-specific serps. 

The course of for optimizing a podcast for podcast networks is similar to website-specific search engine marketing, you’ll have to optimize for particular key phrases and enhance your popularity. Take, for instance, the aptly-named podcast The Fantasy Footballers, who rank very properly in search outcomes for his or her area of interest, “fantasy soccer.” 

Podcasting example fantasy foot ballers

In addition to your podcast’s title, you’ll want to gather as many scores and evaluations as attainable, which suggests calling listeners to motion every episode and guaranteeing you present them with high-quality materials. 

The saturation dilemma: Finding a singular angle

The 30 million podcast episodes at present in circulation are an indication of podcasts’ reputation, however that is each an excellent factor and a foul factor. It’s an excellent signal that you just’re onto a scorching channel, but it surely additionally means you’re going through a ton of competitors. The podcast market is, in some methods, saturated, and if you wish to succeed, you’ll want some strategy to stand out. 

Four methods your podcast might be distinctive not directly

1. A brand new subject

You might introduce a completely new subject to the podcast world — one thing nobody has lined earlier than. Given the size of time podcasting has been round and the sheer variety of individuals attempting to do that, discovering a very distinctive subject could also be exceedingly tough. 

2. A distinct format

You may attempt to take an present subject and canopy it in a distinct format. Instead of brief episodes, you possibly can do deep, two or three hour dives. You might additionally attempt to produce bite-sized segments, 5 minutes in size, to capitalize on audiences with minimal free time. If most individuals on this area are doing interviews, you possibly can create a story or vice versa. It all is determined by your targets. 

three. Strong opinions

It’s additionally attainable to distinguish your podcast by providing sturdy opinions on a given topic. It’s okay to be controversial, even when some individuals disagree with you, they’ll be inclined to voice their contradicting opinions, which is able to solely deliver extra consideration to your work. Just ensure you’re nonetheless being respectful in your expression of your opinions. 

four. A distinct tone

You may also contemplate introducing your subjects with a distinct tone. For instance, if individuals often deal with this subject overly significantly, you possibly can give it a cheeky, tongue-in-cheek spin. 

However, you select to be distinctive, ensure you’re additionally showcasing your genuine self. People hearken to podcasts partly as a result of they really feel like they get to know the hosts; if you happen to’re attempting too onerous to placed on airs or if you happen to attempt to use a persona that isn’t your personal, you’re going to show individuals away. 

The high quality issue

It ought to go with out saying that your podcast must be “good,” or individuals gained’t hearken to it. But what precisely is a “good” podcast? 

As with written content material, there are some simply identifiable hallmarks of “good” work, but additionally some harder-to-place subjective qualities you’ll want to contemplate. Listen to plenty of podcasts to get a really feel for what you want and don’t like. 

The most necessary high quality to try for is worth; are you offering listeners with one thing they discover useful? Beyond that, you’ll want to consider the integrity of your recording; are your voices coming by way of loud and clear, with little to no background noise? 

Distribution and promotion

Much of your podcasting success will rely in your capacity to distribute and promote your work. Let’s say your podcast is objectively the most effective podcast ever recorded, it’s humorous, informative, and has one thing for everybody. That’s nonetheless no assure of success. If individuals aren’t capable of finding and hearken to it, they’ll by no means even know what they’re lacking out on. 

Accordingly, you’ll have to make extra efforts to enhance its visibility. As we already lined, it’s necessary to optimize your podcast for serps. It’s additionally necessary to distribute your podcast on as many podcast distribution networks as attainable. Spotify is the most important podcast platform at present, however Apple Podcasts can also be a serious participant, and there are a number of smaller platforms to contemplate. It doesn’t take a lot effort to record your work in these channels, so that you would possibly as properly do it. 

You’ll additionally wish to publish new work on a constant foundation. Many podcasters try for a weekly new episode or perhaps a day by day new episode, however the frequency isn’t almost as necessary because the consistency. Consistency is what lets you retain your present viewers and snowball new listeners into your fanbase. 

In addition to distributing your podcast on a number of platforms, you’ll wish to promote your work so individuals can discover it simply. Again, cross-promotion in your different content material channels is good right here, however if you need a faster path to early momentum, contemplate paying for promoting. 

As your podcast begins to mature, you’ll wish to spend additional effort nurturing your present viewers to encourage their loyalty (and hopefully get extra referrals). Respond to feedback in your podcast episodes when you possibly can, thank your listeners repeatedly, and get entangled on social media; you possibly can even contemplate beginning a Facebook Group or comparable community on your followers. Here’s a information with 101 ways to advertise your podcast.

A be aware on monetization

This information assumes that you just’re utilizing podcasting as a strategy to market your model or web site total. Accordingly, it’s a type of promoting by itself. However, it’s price noting that in case your podcast accumulates a major sufficient listener base, you might be able to monetize it. 

Ads, sponsorships, and affiliate offers can all make it easier to offset the prices of recording and set up a separate stream of income — however they could additionally flip some viewers members away. 

Content advertising touchstones: Measurement and evaluation 

As with different parts of your content material advertising technique, the one strategy to inform in case your podcasting technique is working is to measure and analyze your outcomes. How many new listeners and subscribers are you getting? How many occasions is every episode downloaded? Is your podcast liable for producing new site visitors to your web site? How many web site guests finally obtain a podcast episode? 

Set up Google Analytics or your platform of alternative to trace these metrics, then experiment. Do individuals reply higher to a sure kind of episode that you just launch? Did your numbers drop off while you took a giant threat? More importantly, what developments do you see rising over time? 


Podcasting is a robust complement to your present content material advertising efforts, and it will probably stand by itself as a path to income technology if you happen to deal with it proper. But to achieve success, you’ll want some strategy to distinguish your self out of your quite a few rivals, a excessive emphasis on high quality, and fixed refinement with the assistance of measurement and evaluation. 

It’s a posh and nuanced content material advertising channel, however getting began is less complicated than most individuals suppose. Give it a strive, and see if it will probably work on your model.

Georgi Todorov is a digital advertising specialist at Green Park Content. He might be discovered on Twitter @GeorgiTodorovBG.  

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