Podcasts are not new to the content scene, but it’s understandable that brands may take more time to decide whether a podcast is the correct type of content to focus on. Most podcasts are also made into video clips, but at the very least, podcasts are saved in an audio format. For this reason, it may take brands longer to start a podcast because selecting a host(s) and creating the flow for your podcast may need several iterations before promoting aggressively. Podcasts are a great way to get your brand message out to an audience, show up in organic search and in streaming platforms, and collaborate with industry partners.
Whether you have podcast live already or you are still thinking about it – here are some best practices to use that will ensure your podcast is engaging and optimized for users to find:
Know your podcast purpose. MoreVisibility produces the Eye on Digital Marketing Podcast, and the main goal is to provide industry updates, broken out by categories. Other digital marketing podcasts may focus more on interviews with company owners and entrepreneurs or providing step by step instructions on how to complete something on your digital marketing checklist. All three of these may be under the category of digital marketing – but they may attract different audiences at different times. Decide what avenue your podcast will fill and be direct about it.
Create a podcast rundown. Listeners like to know the structure of your podcast, including approximately how long each episode will be. The rundown of your podcast will allow you to outline how much time you have for guests, topics and any other promotional material. Each episode does not have to be the same length, but depending on your podcast purpose, staying within the same length can increase the chances of your listeners tuning into the entire episode. For example, every episode can include 10 minutes of news updates, a 20 minute guest speaker and 5 minutes of outro promotions and what is coming on the next episode. This helps listeners know when they can press play and without being interrupted.
Choose a release frequency. Podcasts are no different than social media posts, if you have long periods of inactivity or inconsistency with posting new episodes – you risk losing listeners. The best thing to do is start at a frequency level (every week, every other week, etc) that you can stick to. If you can release more episodes in between, great, but being consistent will allow your listeners to anticipate when a new episode is going to be released.
Make your guest interviews count. Not only should you be strategic in the guests you chose, but also in the style and questions you ask (with the guests’ permission of course). For example, agencies that produce a podcast can find synergy with guests from vendors they work with on client projects, while independent marketers producing a podcast may have success interviewing agency team members. When interviewing, know the content your audience wants to hear and why they tune into you. For example, Elon Musk can be interviewed by a storytelling podcast and a trending news podcast. The difference is the storytelling podcast will may focus the interview on his growth and story to become who is he is today, while the news podcast will want to know what Elon is working on next to get the public excited. Book guests that count and then make your time with them count.
Optimize podcast details for each channel. Using the MoreVisibility podcast as an example, we are streaming on Google, Amazon, Spotify, and Apply Podcasts. However, our team creates different size images and sometimes descriptions for each channel, depending on how the platform renders on a user’s device. You should always fill out the description for each episode when uploading – the description acts like the meta data for your episode so it can be served in search results when relevant. I would also recommend buying a subscription to a platform that uploads your podcast to every channel at once for efficiency.
Create content from your podcast. After you record an episode, this is a great opportunity to release teasers of the episode on social media or turn the episode into a blog post. Use social media posts to get your listeners excited about the upcoming episode while also reaching new potential listeners. Podcasts are great to help fill in your social media calendar.
Doing all the above will ensure your podcast is engaging and is also visible in search results. The more content, the better, but remember to only commit to a frequency you can keep up with it and then accelerate if needed. If you’d like more information on how to include a podcast into your content strategy, email us at email@example.com.