In a recent blog post, Terry highlighted the importance of content marketing in the digital landscape. This type of marketing allows businesses to showcase their expertise and deliver authoritative information through different channels and media such as blogs, newsletters, videos, and, what I’m going to talk about today, podcasts.
What is a podcast?
A podcast is like a radio show that is pre-recorded and available on demand on different audio platforms like Apple Podcasts and Spotify. Unlike radio, anyone who has the know-how can create a podcast and publish episodes. Podcasting was originally an audio- based medium but video podcasting is growing in popularity with YouTube updating the platform to be more podcast friendly. A podcast should aim to educate, entertain or inspire listeners.
How can a podcast help your business?
Podcasting has fast become a tool used by businesses to connect with their audience. Some discourse in the industry says having a podcast for your business will become as essential as having a website and social media. Let’s talk about some of the reasons for this.
Podcasts help build trust
Podcasts help build trust with your audience. People get to know you on a more personal level. Podcasting is widely regarded as an intimate medium and this leads to people feeling more connected to podcast hosts. When people feel this connection they will feel more comfortable availing of your products or services.
Podcasts increase your credibility and authority
Through podcasting, you can position yourself or your business as an authority in your field by sharing insights and knowledge in an engaging way. Having guests on your podcast is also a huge help with this. If people trust a certain personality, they are more likely to trust the podcasts that that person speaks on.
Podcasts allow you to reach new audiences
By creating a podcast that provides value to your listeners it is likely that you will reach some new ears. You can increase your chances of this by choosing a search friendly name for the podcast as well as episode titles full of key words relating to the content. If you have your podcast on YouTube this is a big boost to your discoverability. We will get more into podcast promotion shortly.
Use podcasting as a networking tool
Inviting guests on your podcast is an amazing way to connect with thought leaders and experts in your industry.
Some podcasting stats
As of September 2023, there are about 3 million podcasts, but a surprising 44% have fewer than three episodes. Only 720,000 podcasts have more than ten episodes, and of those, just 156,000 release weekly episodes.
Podcast listenership is on the rise, with 46% of people in Ireland, 37% in the US, and 25% in the UK tuning in to podcasts in the last month according to the Reuters Institute Digital News Report 2022.
Podcast advertising garners trust, with 51% of people indicating greater trust in radio and podcast advertisers compared to other mediums and hosts of podcasts are trusted more than other media personalities, according to the same research.
How to start a podcast
Starting a podcast can seem overwhelming but look at it like a project, with different phases to complete with releasing episodes being the last phase. Try not to rush the launch and really make an effort to research your target audience and be clear on your niche.
Brainstorming and idea creation
Define your target audience for the podcast as specifically as possible. You can use my free user persona template to help map this out. Once you understand your target audience identify what problem your podcast will solve and which podcast listener goal you will fulfil for them.
With this information get creative and brainstorm some ideas. Test out these ideas with your email list, on social media or through a survey or focus group.
Create a podcast cover image that works with your brand. Canva has some great podcast cover image templates.
Plan the trailer and episodes
Prepare a trailer highlighting who your podcast is for, what problem it is going to solve, where and when your podcast is available and who you are. If you already have some episodes ready, include some snippets from the episodes in your trailer and don’t forget to use your podcast music or jingle.
Plan as many episodes as you can, including what will be discussed, who the guest is going to be and what date you will release it.
Purchase and/or set up equipment, software and accounts
You’re going to need a podcast host site, a recording software, an editing software and a graphic design software, unless you’re outsourcing any of these. RedCircle is a great host to start with as they have a free starter plan but then the option to upgrade as you need more services.
To record I recommend Riverside.FM. This is a paid online video and audio recording platform with some excellent built in features including an editor to make clips for social media and a transcript generator. It’s kind of like Zoom for podcasting, but loaded up with extra features.
I use Audacity to edit, which is a really high powered free software. If you don’t have the capacity to learn to edit Descript is a paid solution that makes editing as easy as editing a Word doc, literally.
You will also need headphones for recording and I highly recommend a microphone. If you aren’t sure about podcasting you can absolutely start out using the mic on your headphones or phone but sound quality makes a huge difference in the listening experience.
Record and edit your trailer and episodes
Now that everything is set up it is time to hit record. Edit your episodes to ensure you provide a smooth listener experience.
I recommend having 5-10 episodes recorded and edited before launch.
Upload to your host site
Upload and schedule your trailer and episodes to your chosen podcast host site. Release your trailer a couple of weeks before your first episode will be out.
Complete host set-up and go live
Once your trailer is out you can complete the setup of your podcast host site. This final step is to set up your podcast distribution to Spotify, Apple and all the other podcast players. It can take a few days for your podcast to go live so make sure to give yourself enough time before your launch date to do this. Once this is done your episodes should automatically go to all the podcast players when they are released.
For more assistance working through these steps, download my free podcast launch workbook.
You don’t have to do it alone
If you think a podcast would benefit your business but don’t have the bandwidth to actually get it over the line you might benefit from outsourcing your podcast to a podcast manager.
Podcast managers offer a variety of services from episode planning and guest management, to podcast production and scheduling as well as help with promotion, growth and monetisation.
As the podcast industry is relatively new it can be hard to find a trustworthy podcast manager. I would recommend finding someone who has solid experience in the industry or who has come to podcasting from broadcast media, multimedia or other similar fields. Always ask for samples of previous work.
Is podcasting cost-effective?
Podcasting is a long-term investment. Resources put into a podcast will benefit you and your business for years to come as podcasting acts as an online showcase of your abilities, skills, and offerings, serving as a powerful sales tool.
Over time, there are opportunities to monetise through advertising, sponsorships, and YouTube monetisation.
Initially the focus of the podcast will be on honing your content to really fit your audience’s needs and on growth. During this time your goals for the podcast should be around these parameters. Once listenership is consistent and growing you should focus your KPIs around various business goals like getting leads, making sales and growing your following.
Be diligent in tracking your progress so you can regularly assess if you are benefitting from having a podcast. However, try not to get discouraged in the early days and make sure to give your podcast a fair shot before making any big decisions.
Promoting your podcast
It’s definitely worth having a plan to promote your podcast as promoting your podcast is promoting your business. Here are some of my favourite strategies.
Release a press release
Announce your podcast’s launch with a podcast press release to generate buzz and put your podcast in front of potential listeners.
Have guests on your podcast
Collaborate with industry experts and thought leaders to put your podcast in front of their audience. This is just one of the many benefits to having guests on your podcast.
Appear as a guest on other podcasts
Guest appearances can introduce your expertise to new listeners and establish your authority in your field. This is a great step to take to test out if starting your own podcast is the right move for you.
Share your podcast with your current audience
Share insights from your podcast with your email list and share snippets, episode updates, and behind-the-scenes content on social media to show the value your podcast provides.
Want to start a podcast for your business?
Incorporating podcasting into your content marketing strategy can help your business thrive in the digital age. With the potential to build trust, increase authority, and reach new audiences, podcasts offer a unique and dynamic way to connect with your customers and grow your brand.
I offer podcast launch and production services to help support you in your podcasting journey. Book a free discovery call to discuss your goals and how I can help.
To learn more about podcasting for your business I have loads more information on my blog.
NOTE: This is a guest post by Maria Hogan of CreativelyContenting.com