How to Support Your Podcast Through Content

Podcasts are an amazing way to get your content, your expertise, and your message out to a dedicated, loyal audience. They’re popular, they can be effective marketing platforms, and they’re getting easier and easier to produce.

But can they replace all your content marketing?

In other words, if you start a podcast, can you kill your blog, your email list, your social media accounts, etc.?

I’m sure there are examples of successful business owners who have done just that — but I would caution people to remember that content marketing is like an ecosystem, where all the different pieces work together to create overall success.

So while you could kill your blog or email list, etc., you can also plan to use them to help support your podcast — and your business — through those different channels.

Be sure you start by planning your podcast carefully with our Podcast Planning Workbook, and then you’ll have a solid resource when you start planning out how to support the podcast through your other channels.

Blog post

Some business owners turn to podcasting as an alternative to blogging, because they don’t like to write or simply feel more comfortable talking than writing. But blogging is still an important part of your marketing plan, and here’s why:

Google’s web-crawling spiders that determine search results currently can’t “listen” to a blog post or “watch” a video; they can only read text. That means that if you’re not creating a companion blog post to go with each podcast episode, you’re losing out on the opportunity to have that content show up in search results.

The good news is that you don’t have to create an entirely different blog post from scratch. There are several ways you can effectively repurpose your podcast episode as a blog post.

  • Have the episode transcribed with a service like Rev.com and then post the transcript as a blog post.
  • Get a transcript and then you (or a team member) can edit it into more of a narrative blog post.
  • Create show notes that briefly describe the content of the episode, including any links or resources that you may have mentioned.

Another great reason to include a blog post is that different people like to consume content differently. A portion of your audience will be thrilled to be able to listen to you on a podcast, but another portion might prefer to read, and you can serve both easily.

Email

You’ll absolutely want to take advantage of your existing email list and email them each time you release a new podcast episode.

Use these emails as opportunities to encourage more of your subscribers to become listeners by really “selling” the content of each episode with descriptive language that includes the benefits the listeners will get.  You can also remind existing fans of the show to rate and review or share a particular episode with their friends and network.

You can also reference your email list on your podcast to encourage new listeners to sign up to receive reminders when you drop a new episode. Create a simple direct link that people can follow to sign up for your email list from the podcast. This will also help you track how many new email leads the podcast is generating for you.

Of all of these channels, email would be the one I would recommend you keep, because it’s more effective to sell to warm email leads than to almost any other audience — including your podcast audience.

Social Media

It’s always a good idea to tease and promote new episodes of your podcast on all your social media channels. I’ve seen some great ideas you can use, including:

  • Creating an image for each episode that includes the title and a photo of the person you’re interviewing, if it’s an interview-style show.
  • Creating quote images in your brand style that show off “tweetables” or aha moments from the show.
  • Creating videos from a still image and a clip of audio from the show — or, if you record video, use that.
  • Sharing reviews and listener comments about the show.

Another great idea I’ve been seeing lately is podcasters doing a Facebook or Instagram Live video to either tease a new episode before it drops, or do an “episode recap.” Just like with a blog post, these videos will reach a different segment of your audience than the podcast alone.

Groups, Communities and Membership Sites

If you run a group, a community, or a membership site in conjunction with your business, those can be great places to go deeper on your podcast topic each week.

Before you record a podcast, ask your community what questions they have about the topic or for the interviewee. This helps you create meaningful content, tease the new episode, and build enthusiasm and buy-in for the show within your inner circle.

After an episode drops, you can do a Q&A session on the same or a similar topic, encourage further discussion, or share additional resources. This is a great value ad for people in your community — even in a paid group.

Whether your group is free or paid, you can cross-promote it on your podcast as well, encouraging listeners to sign up to continue the conversation.

Plan ahead for success

The key to creating a content ecosystem that supports and grows your podcast success is always going to be planning ahead to be sure to maximize all your channels for distribution (blog, email, social, etc.) and minimizing the amount of work it requires to use those.

For example, if you have an assistant who can get the podcast audio transcribed and then turn it into a blog post, it can become a “set it and forget it” process in your business — but you have to plan ahead to create that process and set it up properly.

To get a strong head start on planning, be sure to download and use our Podcast Planning Workbook, which is normally only available inside the Create and Launch a Profitable Podcast Destination Guide inside Business Class.  Take advantage of this valuable resource, and you’ll be well on your way to podcast success!
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