Podcasting works. It’s not enough just to turn on the microphone, put on a pair of headphones, interview an executive, and post it online.
You’ve invested a lot of resources into podcast content before a producer hits the record button – it just makes sense to do more with each episode you create. And the name of that program is amplification .
Before you hit that record button again, think about all the ways you can help make sure your audience finds your podcast. Here are some ideas to get you started.
Table of Contents
Beginners: Here’s How to Grow
Publishing your podcast to platforms like Stitcher, Spotify, and Apple isn’t a bad way to start syndicating your work. But that’s not enough. To get all the value out of your content, try these additional tactics:
Host podcasts on your website
It sounds complicated, but it doesn’t take long to load the audio content yours directly on your website. The simplest way is to embed an audio or video player in an article or other content.
This is how the University of Chicago made it dashboard Description of the award-winning Big Brains podcast and list of recent episodes.
If you want each episode to have its own homepage, consider creating subdomains and individual podcast pages.
Having podcasts live on your domain is important as it engages listeners to discover more content on your site. You can also decide how you want the podcast homepage and episode pages to look.
Using audiograms and video recordings for advertising
Audio works well for on-the-go listeners. But to really amplify your podcast content, you need to increase the ad bar without too many extra steps to create content process.
Auditory charts can capture the user’s attention with clips from your podcast along with still images, short animations, or subtitles. Here’s an example of a CoSchedule created to amplify an episode of its Actionable Marketing Podcast (I was a guest):
– CoSchedule (@CoSchedule) July 30, 2021
Filmed video goes a step further, allowing audiences to see faces instead of just hearing voices.
People are inherently images, and video provides an experience that is more likely to make a connection. Plus, social networks are made for videos. Video charts give you a chance to get some attention 4 billion global social media users .
Intermediate: This is how to extend
You’ve had your podcast for a while and used some amplified marketing strategies, but it’s time to build a stronger plan. Consider adding the following options:
Leverage your blog in the short and long term
Combining your audio with your written content can take your podcast marketing to the next level. It can serve your audience better and help with SEO because the text can incorporate keywords.
Every time you publish a new volume, publish an article that coincides with its release date. Posts can include a summary of the program and highlight important parts of the conversation.
This approach gives the audience choice. They can:
- Read only blogs
- Listen to the full podcast episode
- Go straight to a moment in an audio chat based on a blog outline
- Read blogs and listen to episodes.
Every big brain episode page for example, include episode audio, featured speaker photos, episode transcript, and links to related content.
In the long run, you can highlight content from previous sections des. For example, you can take a particularly poignant and insightful anecdote and plan new content around it to run for days, weeks, or months.
Regularly review published content
As you release each podcast episode, keep an eye on the analytics to see what resonates. Just like a restaurant that takes home items from their special menu has sold well, you can take home a theme that works well. If it attracts a lot of listeners, think about related sub-topics that could branch out for future conversations.
Also, consider how you can incorporate popular topics into current or future content to take advantage of that audience interest.
Expert: Here’s how to avoid falling into laurels
You’ve reached the point of leveraging your website, blog, and social media in a powerful promotional strategy for your podcast. Now you can just sit back and relax, right? Wrong. In the words of any commercial star: “But wait, there’s more!”
You can continue to develop your sound amplification. Here are a few other ideas to consider.
Write an end-of-series e-book or a topic e-book
Don’t let content languish when you reach the end of a podcast series or episode. Take the opportunity to draw everything together in an e-book. Create a section to highlight the most interesting or important points in the series.
Lumavate, a tool that allows anyone to create apps without code, rotates its podcast content into different resources for their audience. This example shows a swiping e-book file that the team created to celebrate 100 order its episode REAL MARKETERS Podcast .
Arrange a narrative podcast
You can also combine a compelling story from multiple episodes to tell a complete story. Perhaps some of your audience heard all of the conversation but didn’t quite understand the content. Now is your chance to help them see it or reinforce it in their mind. Content introduces new things and Create more content in one go while giving your audience another reason to come back to your site.
For example, my team at Casted created a Narrative podcast episode for INBOUND 2020. We draw from interviews we did with our podcast guests, who helped create HubSpot’s first podcast, The Growth Show. We wrote a narrative to put the interviews together to create a new podcast episode that we released during the conference.
Build a ‘group class’ for your audience
Everyone learns differently. Podcasts are not everyone’s number one means of effective learning. These potential listeners may prefer a class structure where experts teach instead of just conversing. You can take lessons from existing podcasts and package them into pod classes to cater to this type of listener.
The first season of The Casted Podcast focuses on getting started with B2B Podcasting. In the end, we created a three-part group class of narratives based on interviews from that season. The course focuses on the strategy, development, and management of a podcast.
Create your podcast advantage
You don’t have to go through each step in sequential order – or even every idea. You may discover one works well for your company, but the other doesn’t. You may find new strategies not listed above. If you make sure to amplify your podcast, you will make better use of the resources used to create your podcast and potentially reach new audiences.
Cover photo by Joseph Kalinowski / Content Marketing Institute