Three Ways To Get Your Podcasting Strategy On Track

With podcast marketing reaching 68 million Americans every week, advertising revenue is projected to surpass $1 billion annually in 2021. Today’s industry leaders don’t merely incorporate podcasting – they fully integrate it into their marketing strategies.

These podcasters don’t just do podcasting to be on-trend. They apply the necessary strategic thinking to their strategies to build solid foundations for much more.

If you already tried your hand at podcasting but did not achieve the desired results with these three strategic marketing practices you will.

1. Relating to Your Customers Stage by Stage

When incorporating your podcast into your marketing strategy, it’s essential to be fully aware of the different stages your listeners are in their customer journey. This allows you to refine your targeting and ensure your content is strategically relevant.

Have a clear idea of who your listeners are, what’s important to them. and to address those points. We have simplified the positioning of your listenership into three stages:

Creating a connection with your listeners will be integral to your strategy at all three of these stages. Luckily, when it comes to establishing relationships, podcasting has a head start over other media channels.

AWARENESS

At this stage, your listeners will decide whether they want more of your content or not. Your level of authority and uniqueness in your brand will determine success factors for this stage.

The more you establish yourself as an authority in your field, the easier it will be for your target market to find and sign up for your podcast. Some of the ways they will find it include word-of-mouth, or encountering your content on social media – to name only a few.

Another important factor to consider during the Awareness stage is your brand. Single Grain, a digital marketing agency, notes that branding is crucial for your company because it is your business’s visual identity. If done well, your business will have a voice and encourage consumers to follow your business and become potential leads.

Now, what exactly does this imply for brand building in podcasting?

Most importantly, it means you need to decide upon your brand’s voice and values and make sure it is reflected in every piece of content you produce. Your consistency in podcasting will create a familiarity with your audience, and help you become a household name.

As you can guess, doing so will take a lot of time and work, and there’s an overwhelming number of variables to consider. Your content will also have to be consistently good. Luckily, you don’t have to do it all alone. We’ll work closely with you to refine your content, ensuring you reach the right audience, delivering the unique value that your audience appreciates, and speaking in a voice that they will come to love.

CONSIDERATION

Consideration is where listeners digest and consider your messaging. At this level, authority marketing, thought leadership, and exceptional quality will set you up for serious pondering in the minds of your listeners.

According to Edison Research, 13% of listeners spend between 5 and 10 hours a week listening to podcasts. These listeners have gone beyond awareness – they are enjoying your content. But not just that – they’re truly benefitting from it and considering your value proposition.

Authority marketing plays a fundamental role in the consideration stage. Authority is your core asset as a consultant, making it easier for you to reach and influence prospects and customers. It enables you to earn respect and trust and to become a thought-leader.

To get started on your road to authority, schedule an office hours call with Michael to develop your authority roadmap. Or download and read our Authority Marketing Playbook, a comprehensive guide to authority marketing.

To get started on your road to authority, schedule an office hours call with Michael to develop your authority roadmap. Or download and read our Authority Marketing Playbook, a comprehensive guide to authority marketing.

ACTION

The final stage of the customer journey should encourage action. By this point, you require your audience to sign up for your product or service, write a review of your podcast, join your newsletter, or get in touch with you.

2. Capitalize on Your Connections

With podcasting tightly built into your content strategy, you can use your connections to increase your reach. In doing so, you will build partnerships and connect with influencers who can help you grow your podcast even further.

THE IMPORTANCE OF NETWORKING

Platforms like Facebook, LinkedIn, and Airbnb have enabled tons of new social networks to form. You can similarly use podcasting to build networks around shared values and common purposes. By getting your connections onboard, you will be able to push your podcast forward at the awareness, consideration, and action stages of your customer journey.

If you’re choosing guests for an interview podcast, your goals will frame who you seek out as prospects. If you’re creating an Authority Builder show, your guests should improve your authority and can be a potential customer lead.

For example, Michael Greenberg, founder of Call for Content, utilized his podcast, Talk with the Top St. Louis, to establish his business network. In moving back to St. Louis, He wanted to meet entrepreneurs in the city, so he made Talk with the Top about just that, meeting them. He used the podcast as a forum to interview entrepreneurs and executives at larger companies. This way he got to meet, grow his relationships and learn from those he interviewed using the show primarily to expand his network, but at the same time, to generate leads.

COLLABORATE STRATEGICALLY

We’ve been doing this a long time, and have learned that influencers and partnerships give you the best bang for the buck. Get started by following these simple steps:

To determine the best options for partnership, explore your audience’s media landscape, and build a list of dozens of groups, organizations, and media outlets that will give you access to their ideal customers.

We identify influencers in batches of 100, taking care to note which Persona and Pain Points they target in our customers.

To learn more about the process

3. The Trick of the Trade: Repurposing Existing Content

Podcasts are an excellent resource for your content marketing efforts because you can use them in other channels. Your archives will become a wealth of quotes, facts, and information that you’ll be able to turn into evergreen content.

Infographics are a simple example of content that you can create using your podcast transcripts. Whenever you or a guest are discussing numbers or percentages, you can turn that information into an infographic and can post on social media, your website, brochures, handouts, or other collateral.

Social media is another great outlet for repurposing your podcast content. Simply highlight or note the best parts of your podcasts and post them out to your audience. A double bonus of doing this is that it automatically promotes the podcast to your followers.

When repurposing, you’ll want to keep in mind the needs of your audience. Think about what will be easiest for them to take in, not what’s easiest to make.

To learn more about the process

Conclusion

Applying the above strategic insights to podcasting as part of your content marketing strategy can make all the difference. Creating good content, for and with the right people, and in an efficient way, isn’t impossible. It just requires your expert brain and an authority-focused content marketing partner.

If you’re struggling to figure out where to start, Call for Content can help. We offer customer research and authority content strategy services from $1 500 / month. Let us guide you in setting clear goals and assist with getting your strategy on track. Don’t waste time; contact us today,