Podcasts are more popular than ever. There’s (literally) a podcast about every topic you can imagine.
But as a marketer, have you thought about podcasts as a content strategy?
Podcasts aren’t just for creatives who want their voices heard.
Brands can start using podcasts as part of their content strategy to reach more people, educate their buyers and build an engaged community.
Podcasts are a way for brands to find customers with a different kind of content, one that’s easier to consume.
Instead, people can listen to podcasts on their way to work, while they’re relaxing at home, or even while they’re at the gym.
This article will explain why brands should use podcasts as part of their digital marketing strategy and how to do it.
Benefits of Podcasts for Content Marketing
Easy to start
Podcasting doesn’t require expensive equipment and a studio to begin.
Instead, you just need a microphone and recording software. Of course, you can always invest in high-quality equipment and a studio, but it’s not necessary when you’re just beginning.
So think simple when starting out.
Podcasts are easy to consume
Brands are always looking for new ways to connect with their audiences easily.
As you already know, people have a short attention span, so it can be difficult to teach them about topics when they’re constantly distracted.
However, with podcasts, your audience can listen in while they’re doing anything.
Drive better Engagement
An engaged community means informed buyers and loyal customers.
Podcasts drive continuous engagement because they inform and educate their audiences – something every company should be doing.
People who listen to podcasts typically spend more time listening to them than they would when reading their favorite blogs or articles.
Additionally, they’re notified each time there’s a new podcast to listen to if they’re subscribed. By easily delivering new content to your audience, you can reach them wherever they are.
Boost your content output
Podcasts are a great way to supplement your other content efforts, but they also offer you the opportunity to create a unified strategy with your company blogs and video content.
Your podcast can also increase social media engagement and help you throughout your entire digital marketing strategy.
Additionally, you can boost engagement on your website by using podcast transcriptions to increase your SEO, offer new articles, and develop infographics from.
Cement your thought leadership
Podcasts are a great way to elevate your spokespeople and increase their thought leadership.
Instead of forcing your audience to read a long blog by your CEO, you can ask that they listen to a podcast to learn more about a topic and how your people suggest challenges be addressed and solved.
Because podcasts are conversational your listeners can learn from the dialogue between your host and their guests.
Improving Your Content Strategy With Podcasts
It’s clear that podcasts can increase your audience’s engagement with your brand, but many small businesses lack the expertise to start podcasting.
So, here’s how you can start improving your content strategy with podcasts.
Interview Interesting Thinkers in Your Industry
If you specialize in an industry, you might already have connections to other thought leaders, especially those with engaged audiences.
Unfortunately, even though you might be an expert in your field, it can be difficult to build a podcast audience if nobody has heard of you.
However, there are likely many thought leaders in your industry, and I’ll bet you know who they are. Think about inviting them onto your show as a guest.
Leverage the community of other podcasts by interviewing their hosts on your show. This is a popular and effective strategy used by many podcasters, so don’t be shy.
This applies to influencers too. Many have their own podcasts so be sure to invite them onto your show as a guest.
Naturally, I’m not suggesting you interview a competitor, but you can certainly interview journalists and other industry experts including analysts to help yours develop trust with a new audience.
Have a Timely and Consistent Publishing Schedule
Podcasting is not a one-off content strategy. Like any digital marketing strategy, you’ll need to create podcasts regularly.
It’s typically best to have a schedule for podcasting.
For example:
You can have a podcast come out the same day every week to ensure your audience knows when to listen in.
Creating timely episodes will also make people want to tune in regularly because they’ll want to stay updated on the current news you talk about.
Use Social Media to Your Advantage
Podcasts not only give you more content to share across social media channels, but you can use also use it to help get more listeners.
You can use both organic and paid social media strategies to amplify your audience engagement and create buzz for your next episode.
You can also promote past episodes, so people never stop listening to what you have to say.
Choose the Right Topics
Before you can begin podcasting, you’ll need to know what topic to focus on and what type of style you’ll use.
You can podcast any way you want, but what resonates with your audience will depend on your niche.
Ask yourself, do you want to have a formal or informal style to your podcast?
For instance, if you’re a B2B business, you might want to podcast using an interview style that leverages relevant influencers in your industry to help generate buzz.
However, you can also co-host podcasts with another person on your team to make them more conversational.
Whatever you choose to do, you’ll need conversation topics to help avoid any awkward pauses.
If you’re using podcasts to improve your content strategy, always ensure you’re podcasting about relevant topics that help inform and educate your audience.
Think of it like this:
If you’re a pet industry business, there’s no reason for you to podcast about current events unless they involve pets.
In this case, you might want to interview vets and industry experts to help build trust with your audience and make them more interested in your point of view and business.
Hold Regular Contests
One way to keep your audience engaged is to hold regular contests and allow listeners to win something by tuning in.
Of course, you don’t have to get fancy with your contests.
Instead, you can ask listeners to post a photo or answer a question on your social media with a unique hashtag to win free swag.
Know Your Audience
Before you can begin podcasting, you should know important information about your target audience, including their interests, challenges, and aspirations.
For example:
If you’re in the automotive industry, you might want to talk about current events be sure to focus on electric vehicles and hybrids.
Of course, you should know whether or not your audience is interested in learning about these types of cars by researching who your audience is and their interests.
Knowing as much as possible about your target audience is the smart play.
Closing thoughts
Podcasting is a great way to boost your content marketing strategy in a new format that promotes engagement without asking too much of your audience.
Of course, you should do a few things before you start podcasting, including choosing the right topics, writing your podcasts, and learning about the types of topics your audience is interested in.
Marné Amoguis holds a B.A. in International Business from UC San Diego. She is a contributing writer at 365businesstips.com where she loves sharing her passion for digital marketing. Outside of writing, she loves traveling, playing music, and hiking.
