Podcast Listeners Grow by 23 Percent … Does it Make Sense for your Marketing Strategy?

Podcast Listeners Grow by 23 Percent … Does it Make Sense for your Marketing Strategy FI Podcast Listeners Grow by 23 Percent … Does it Make Sense for your Marketing Strategy?

Key takeaways. Thought leader interviews are an effective way to amplify your content and build authority. Best of all, these leaders will likely share your content with their audience, which is also your target audience.

Tips for Success

Are you considering launching a podcast but unsure where to start? If so, here are a few tips that successful brands use to launch and sustain successful podcasts.

1. Start with your audience.

Ask yourself about the types of content that are most important to them. Here are a few places to uncover these hot topics.

  • Twitter. Check out what’s trending. For example, companies like IBM might check what conversations are happening around analytics or cognitive computing on Twitter and look for trends.
  • Tap into LinkedIn groups. Find the LinkedIn groups where your target market is spending time and listen to what conversations are happening. If you find topics with large amounts of engagement, then you know it might be worth a podcast.
  • Use frequently asked questions. Oftentimes, these questions reveal topics that are confusing to your audience but they want to learn more about. Make your brand more approachable and helpful by addressing these topics.

2. Repurpose content.

Podcasts require a large amount of time and resources. Get the most from those resources by repurposing content into other formats, such as blog posts or SlideShares.

3. Research those companies doing well in the podcasting space.

What podcasts serve a similar audience? Are they developing a following and doing well? If so, take notes on their strategy. For example, what format do they use, what topics do they cover and how long are the podcasts? You can use these elements to inspire your efforts.

4. Set your podcast length.

Having a set podcast length ensures that your target audience knows what to expect. When they see a new episode, they know they need 30 minutes (or whatever your typical length) to listen to the content. There is no perfect podcast length, but generally content ranges from 15 to 90 minutes. (Remember that TED talks are all under 18 minutes; you don’t have to go long to be perceived as valuable.)

5. Select a format.

Select a format for your podcast and stick to it. For example, the format may include a discussion about current industry events and have a quick advice section. Or you may focus on interviews with industry thought leaders. Test different types of content to discover what resonates best with your target audience. Remember that two voices are usually more interesting to listen to than one.

6. Promote your podcast.

In addition to setting up a website and publishing platform, such as iTunes, you also need to actively promote each podcast. For example, you might push out new content through Twitter, post on LinkedIn or tap your network to promote the content. Ask listeners to subscribe and leave reviews, which will also expand the reach of your content.

Podcasting with Success

The decision to create a podcast is a large commitment of resources. But doing so can help you establish yourself as an expert and thought leader in your niche.

However, it’s important to understand the value and long-term payoff before launching this type of strategy. You don’t want podcasting to transform into something you simply check off your list each month. Each episode should have purpose and drive brand loyalty and long-term engagement.

Has your brand tried publishing a podcast? If so, please share your results.

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