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Content Marketing With Podcast At Its Heart

Updated: Feb 8

Explore the ways you could use podcasts in content marketing strategy


Podcasting & Business


If you have not been living under a rock, you probably would have noticed the rising trend of people listening and launching podcasts. It is the most democratized way of creating audio content. With the estimated podcast listenership to grow to 170 million by 2023, as projected by PwC, audio has become a key pillar for an effective content strategy.


So what are you waiting for?

Get ready to jump on this wagon as we share here why content marketing with podcast is the right move.


HOW TO USE PODCAST IN CONTENT MARKETING STRATEGY?


Firstly, let’s look at why podcast makes a great marketing channel

  • Helps you build brand intimacy and amplify your authority among your target audiences.

  • Due to the specific nature of this medium, it has high engagement rates and captures the attention of your audience for a longer duration as compared to other mediums. This is especially true for education and knowledge-based content.

  • Enables you as a business brand to cultivate key relationships and partnerships in your industry

  • Keeps you in a position of a thought leader as you bring consistent high-quality content.

  • Podcasts are easy to consume as most listeners tune in to an episode while doing some other activity like walking, exercising, doing dishes or driving. It makes them feel they are being productive and hence a win-win for all.




CONTENT FUNNEL WITH A PODCAST


The podcast works best as the first piece of the content funnel because you can repurpose it to produce multiple marketing materials. So you are not reinventing the wheel every time and you can save yourself from being on the hamster wheel of creating endless content.


When designing your content strategy,

  • keep podcasts as your long-form content, right at the top.

  • Whether it is an interview or a monologue by you, the duration can vary from 15 minutes to 45 minutes.

There is however no benchmark for an ideal duration of a podcast, but for podcasts in the coaching and consulting arena, anything between 15 minutes to 60 minutes is good.


Embed Your Podcast In Blogs


Now you can pull out a 700-800 words blog post or article from it. Make it SEO rich so that you can get traffic to your website as well. Embed your podcast episode within this blog piece giving the reader the option to listen to it apart from podcast apps where podcasts are consumed.


Create A Short Visual Content With Your Podcast


Next make a short video/reel (if you are a video person, else you can omit this part) which is more like a teaser for the episode or summary of bulleted takeaways from the episode with call-to-action as listen to the full episode on Spotify, Google, Apple, Stitcher or wherever you get your podcasts


Share It Across Your Social Media Platforms


Create a social media post of course highlighting the key points and relevance of the topic being discussed in the episode for your target audience. Put it across all the channels you are present on – Facebook, Linkedin, Twitter, Whatsapp broadcast list or any else. Share this post in Facebook, LinkedIn, and Whatsapp groups as well. Don’t shy away from distributing your content. You have put in efforts in creating it, now share it as well.


It is also a good idea to create pins on Pinterest with your podcast episodes or blogs because it hugely helps in search engine optimization which in turn directs more traffic to your website or podcast.


Podcast Newsletters


Sending a monthly newsletter to your email list with links and a summary of all the podcasts of the month is a great value add for your audience. It keeps them engaged and makes a good resource for them to come back to. They will be more likely to take the next action in the sales journey as you provide such high-quality content to them.


 

Conclusion


A podcast is your next best move when it comes to content marketing strategy. Place your bet on it, and you will surely reap the results in due time.


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