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Shows like Serial represent a major moment for the podcast medium. The Obama interview on WTF is another amazing moment for podcasting. Back in 2009, there was nothing like “Serial” for other podcasters to use as a model. Most of us are not going to have the same audience as that of the show Serial.
If you are a content marketer, you are going to want to reach a mostly corporate audience. You will be looking to attract large enterprises from around the world.
Look at podcasting as a content marketing strategy. If you think about it, this makes complete sense as content marketing is a strategic part of the marketing mix. Podcasting requires commitment and planning on the part of the host. Even more so if you want to achieve business outcomes that we all strive to achieve.
Here are some factors to consider before starting a podcast.
People are Aware of Podcasts Now
Edison Research’s Share of Ear(SM) research reports that approximately 2% of Americans listen to podcasts. That amounts to about 13 million people. Of those who listen to podcasts, about 26% of their overall audio consumption is from podcasts. And, overall audio consumption by Americans averages 4 hours per day.
This presents an amazing opportunity for content marketers. You now have an avenue to reach potentially 13 million members of a captive audience.
Podcast Content is Much Easier to Consume
With the shift to mobile listening, podcast content can be consumed much easier. People bring podcasts with them everywhere. The Edison Research report points out that podcast listeners consume 1 hour and 45 minutes more audio content than the average American. If you can capture the attention of your target audience with compelling content about how to use social media in their business, you are going to build a very loyal audience. In content marketing, a loyal audience is a major way you produce desirable business outcomes.
Focus on Relevant Content
As I work on the launch of my Small Biz Advocate podcast, I have some
Instead of focusing first on monetization, I took time to focus on building a show that delivers on my promise of great small business content. That promise is to
One important point to remember is that a podcast is a brand. If you launch a content channel without a brand strategy, you are doomed to fail. As a content marketer, you already know the importance of brand promise, brand development, brand adoption, and brand loyalty.
Create a Monetization Strategy
Most corporate content marketers and their bosses are very interested in this topic when they are considering doing a podcast. I will share my strategy for Small Biz Advocate, and I will give you options to consider.
My strategy is very simple: as I present podcast content that educates and inspires business owners through case study examples, I expose my audience to the technology based solutions they can consider using to help them get results. This will eventually attract sponsors. This is when monetization begins. I also teach businesses the importance of having a podcast and can consult with them on their own launch strategy. This proves that it is most important to focus on producing compelling content and building a loyal audience before monetization.
Your monetization strategy for a corporate podcast is probably not the same as mine. Here are several possible ways for a brand to monetize a podcast content marketing strategy:
Do you know people in your organization with domain expertise? Of course! Give them a platform for sharing their knowledge with a podcast. Arrange to interview them with a set of pre-determined questions. Capture what they have to say in a podcast and then share it with your audience. When you do this on a consistent basis on a podcast show, watch your thought leadership meter take off!
Just like a blog that communicates valuable information on a subject in an industry, a podcast can do the same. Offer a call to action in the podcast with a unique link so you can measure attribution.
Like with a blog, offer some kind of lead magnet and you will watch your email list grow.
Do you host an annual conference? Or, maybe put on monthly webinars? Produce podcast content that inspires people to attend your events. Have this as part of your overall strategy and you will see your webinar or event registrations grow tremendously.
Support Your Brand
What does your brand stand for? What is the purpose of your business in the world? Create a podcast dedicated to this topic to demonstrate that your brand is passionate about the topic. Pick some people who exemplify your theme and showcase them. Many major brands do this. As examples, HubSpot did this for business growth, Chipotle did it for sustainable food and Discover Card did it for customer service.
A podcast is an amazing format to interview influencers in your industry. These people are willing to give you a 30 to
Barriers to Creating a Podcast
The biggest barrier to creating a podcast is lack of commitment, planning and a willingness to launch a podcast as a show with a long-term view of at least one year. Most podcasts don't even make it past 10 episodes.
You must have a clear definition of your business objective. You also need a commitment from your corporate leadership to give it a go with at least a one-year horizon. Agree on a monetization strategy and then plan it out to the end.
As you consider your podcast, be sure to be unique and innovative. You have no rules here. Podcasting is a completely and totally uncensored medium.
Be a solo host if you like the idea of going it alone. I don't recommend this approach in a corporate scenario. The biggest reason is what if a host leaves your company? Your podcast goes with them!
I believe that in a corporate environment you should use a “Meet the Press” type of approach where the host or co-host rotate. You should also have rotating guests. This will allow your brand to be recognized for the theme of the show rather than the individual host.
Content Marketer Podcast Best Practices
Podcast content is different than other forms of content. However, the best practices of “market your marketing” still apply. Here are a few techniques to get the word out about your show.
Always create a show notes page for every episode. Show notes very closely resemble a blog post. The major difference is that you offer the option of listening with an audio player. You include links to resources mentioned during the show.
Encourage your listeners to visit the show notes page. On that show notes page, have links and calls to action to other relevant content or offers.
One idea is to create an email subscription list from the show notes pages that allow you to email new episodes to your audience. At Yogi's Podcast Network, anyone who subscribes for one of our lead magnets also gets sent an email which is generated from our RSS feed for the show they signed up from. This sends them the latest episodes as they are released. We have found this to be a great way to connect with our audience.
You must be wondering “now what?” The answer is obvious. Get to work! Begin working on your strategy for getting a great podcast that will help support the efforts of your brand.
If you are too busy to do this for yourself, head over to Elite Podcast Agency and sign up for our Zero to Celebrity Concierge consultation. We do the entire process for you with only minimal involvement from you. It saves a lot of time, headaches and stress to have us help you!