With content marketing rising on a global scale, the web is flooded with various types of content, and marketers are finding it increasingly challenging to create branded content which truly stands out and captures the attention of their target audiences. With competition higher than ever, marketers need to make the most of the new formats and ensure they’re reaching audiences with their marketing messages.
This is where audio marketing and podcasts come in. They’re gaining traction right now because they allow consumers to expand their vision of a brand, thanks to the very personal nature of podcasts and the immediacy of the human voice.
Podcasts have been with us for a while now, but it’s only been in the past five or so years that marketers have started to uncover their true potential for engaging audiences and forging a personal connection based on trust and consumer loyalty. These two make up for a solid foundation for any brand’s growth – that’s why you should get interested in the art of podcasting yourself.
Here are some good reasons why podcasting should become part of your content marketing strategy and 8 actionable tips to help you bring your podcasts to life.
Podcasting basically complements all your marketing efforts. Even if quality sound recording tools have never been more accessible, many marketers feel that the medium isn’t something they can effectively use to spread their message exactly as they want to. Still, it’s worth experimenting with this format because podcasts have a real potential in marketing for the following reasons:
1. They add life to your brand – sharing your podcasts on social media, you’ll be spreading your message in a way that allows your followers to engage with your brand in a myriad of ways. Be it video or audio podcasts, your audience will be delighted to discover this format and recommend it to family and friends for their enjoyment.
2. They boost your marketing ROI – it’s clear that the web is full of people who want to get their message across, but traditional channels aren’t everything. People want to interact and engage with brands on a more personal level than plain ads. Enveloping your marketing message in high-quality content, you can educate your audience and position yourself as an expert in your field, consequently gaining their trust. This is the future of marketing and it’s easily achievable with podcasts.
How to create a great podcast for your brand?
Now that you know why it’s worth investing time and resources into creating a podcast, here are some practical tips to help you bring your very own podcast to life.
1. Develop a strategy
Before you set out to produce your very first podcasts, you need to ask yourself some questions. If you’d like to make a quality podcast that works, you should be fully aware of the goals of your podcast series and of each individual episode.
When designing your podcasts, make sure you know how each episode fits into your larger content marketing picture. Perhaps you can use this format to recycle some of your best-performing content? You need to have it all figured out before recording your first line.
2. Pick an attention-grabbing name
Your podcast series needs a cool name. It works like the headline of a blog post – it should be catchy, visible and meaningful, instantly communicating what your podcast is about. Don’t forget that the contents of your podcast aren’t searchable by search engines like Google unless you accompany it with a transcript, so make sure to use an informative name that perfectly captures your offer and come up with titles for each episode that do so as well. Provide short summaries of the content – that’s something users (and your website’s SEO) will appreciate.
3. Create engaging content
Recycling your existing content is a great idea – go through it and check what can be repurposed into this new format. You can make your podcast into a series of short interviews with your employees to show more of your brand personality and the team’s passion for the product.
Why not organize a roundtable or panel discussion with your audience and then offer it in the form of a podcast? It will make your followers feel that their feedback is valued. You can share stories about how your product developed or how your business began – there are so many things to be put in a single podcast!
4. Make sure to repeat your key points
Auditory learning is more challenging than learning new things in print. Makes sure to find smart ways for repeating key takeaways of your podcast. You can rephrase important information or have a guest restate it in their own way. Help your audience to get your point.
5. Dare to say something different
Don’t be predictable. If your audience is used to talking about serious business in a serious voice, break that tendency and offer something new. Don’t be afraid that by mixing up conventions you won’t be taken seriously – if anything, your followers will be even more interested in what you’re got to say.
6. Ask customers what they want to hear
Be open and use your social media accounts or create special surveys to find out what your audience would like to hear. You can ask about this whenever you’re talking to them too. Find out whether they’re listening to your podcasts and what they like about your content.
7. Distribute your podcast
Send your podcast to the biggest and most relevant audio and video platforms – iTunes and YouTube. Consider using TubeMogul – it’s a great tool to help you automatically broadcasting your podcast to the most popular video platforms. Make sure to use social media and bookmarking tools to promote your podcast. Include icons on your blog and website that take visitors to your podcast pages on YouTube and iTunes.
8. Be patient
Content marketing takes time and podcasting is no exception. Before your podcast gains popularity, expect to work hard. But don’t passively wait for your followers to start interacting with your podcast – encourage them to share and talk about your new format. Be regular about publishing your episodes and you’ll slowly build a strong community of listeners who are interested in what you’ve got to say and involved with your brand.
Create a podcast that fits your niche and see where it takes you. Speak as if you were speaking to a real person and you can be sure that your audience will develop a strong and meaningful relationship with your brand – a critical goal for every marketer out there!
Disclaimer: All images are provided by author.