Why and How to Use Podcasting in Your Content Marketing Strategy

It’s a podcasting renaissance, as we already know. I won’t reiterate how it can be affirmed, there’s already very looong literature available on that (sources here, here, and here).

Besides its general increased use, podcasting has also landed on new content landscapes in the past two years, becoming a medium that content marketers can turn to when it comes to building relationships with potential clients. Marketers and consultants – the entire marketing sector, even – have started using this “new” tool as another way to stay in touch with the communities that follow them.

As part of my job at Spreaker, I study what can seem like a heterogeneous podcasting ecosystem to find common patterns that can help me with my daily struggle in understanding this fast growing market. One of the most interesting things I’ve noticed in the last months is the use of podcasting as a main platform in content marketing strategies.


Why should you start podcasting if you’re a content marketer?

There are a few reasons why you should consider creating a podcast when setting up a content marketing strategy:

It’s easy to consume

Listening to podcasts is a very easy activity that you can do whether you’re sitting on a bus, running, cooking, or doing anything else. You don’t need to interrupt your flow to focus on text, like you do when you’re reading a blog post or watching a video. Audio consumption is much easier and offers you a great chance to be listened to during those moments of the day when no other competitors can get in your way.

It’s easy to produce

Podcasts are easy to produce, especially when compared to videos. You don’t need to turn off the lights and put on your best dress; no makeup is required, and you can record even while wearing your pajamas in a messy room. Your audience won’t know or care.

Add variety to your strategy

A podcast placed on your blog gives a different touch to a mostly text-based content strategy. Adding a nice embedded player with a powerful image and a strategically displayed playlist can enrich your blog’s message, as well as help you establish a closer relationship with your readers and a new audience: listeners.

The power of your voice

Don’t underestimate the power of your voice. When you talk to your consumers, clients, or potential partners, your voice makes the difference; you’re perceived as an actual person, rather than a voicemail or an automated menu. First impressions really do count, and if you’re creating a podcast series for your content strategy, you have more than one chance to persuade and convince your listeners. They have to press play on your content first, it’s true, but seeing as the audience is “on-demand,” you’ll reach those who really do want to be reached.

Guest content, around the corner

Content marketers know very well how difficult it is to schedule a written interview with an influencer who can share his case history and create value on the blog. Long flows of emails back and forth are time consuming and frustrating, but scheduling a 15 minute call for a podcast episode solves the issue. You can book a short slot with your guest to record the call, and with just a few minutes of post-production, can have a ready-to-use episode to embed in your blog.

Don’t forget to transcribe

And for the text lovers out there that think nothing is better than the written word, you can always easily transcribe your podcast content. There are plenty of services out there that offer tools that can manage this process quickly and get you SEO-ready.

originally published on my LinkedIn Pulse.

Image credits: freepik.com

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