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Podcasting Marketing Strategy summary

Name: Podcasting Marketing Strategy
Rating: 4.2 (81 reviews)
Author: Daniel Rowles and Ciaran Rogers

Daniel Rowles and Ciaran Rogers

A Complete Guide to Creating, Publishing, and Monetizing a Successful Podcast

4.2 (81 ratings)

21 mins

What is Podcasting Marketing Strategy about?

Podcasting Marketing Strategy (2019) is an accessible guide to podcasting. As marketing experts Daniel Rowles and Ciaran Rogers point out, podcasts generate higher levels of consumer commitment and engagement than any other social media. That makes them an indispensable tool for today’s businesses. Podcasting Marketing Strategy guides you through the podcasting process and shows you how to design your show, what equipment you’ll need, and how to reach your target audience.

Table of Contents

Podcasting Marketing Strategy
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Key idea 1 of 8

What’s in it for me? Perfect your podcasting game.

Can a podcast help your business?

When you look at the ever-increasing number of new shows, many of which fail to attain their goals, it’s easy to see more risks than opportunities in podcasting.

Take a closer look at the successful examples, however, and you’ll find that a well-designed podcast that provides value to its audience can grow a large, loyal community. You’ll see that such podcasts have a better return on investment than other forms of advertising.

So how can you add yourself to the mix and navigate the risks for a big reward?

That’s just what we’ll be finding out as we explore the ins and outs of podcasting. From creating your concept to production, distribution, and earning, these blinks will give you the tools to reach your customers in new and exciting ways.

Along the way, you’ll learn

how to choose the right mic for your podcast;
why ads aren’t the only way to generate revenue; and
how to find out what your audience really wants.

The best way to build a podcast that supports your business is to define your goals clearly.

Are any two podcasts alike? Sure, there are lots of imitators out there, but we all know our favorites. They stand out from the crowd, and the imitations pale in comparison. But what is it about the shows we love that makes them so successful?

More importantly, what can you learn from these podcasts’ success if you want to flourish in an increasingly competitive market?

Here’s one answer: they all have clearly defined goals, and that’s something your show should have too. Your podcast should support your business, but this doesn’t happen by accident. If you want to produce a great program, you have to be clear about what it is that you’re trying to achieve. Put differently, you need to have an ultimate goal in mind.

Are you looking to generate direct income from online sales, for example? Or are you playing the long game and looking for leads toward future sales? Perhaps you simply want to promote your brand without any direct, measurable financial benefit. Whatever your objective, clarifying your goals is the first step in designing your podcast.

Next up, you’ll want to merge your goals with the content itself. Remember, most people aren’t going to be interested in subscribing to a giant commercial – they want content. Just like commercials around a radio show, the draw is something of value. It can be a personality, a steady flow of interesting information, or even entertaining fiction.

Great content gains listeners’ trust. Only then can you expect them to contribute to your ultimate goal – the reason you created your podcast in the first place.

Content and goals go hand in hand. A podcast with great content and no clear goal isn’t going to achieve anything. A podcast with a goal but no value, on the other hand, won’t help you build a loyal audience. If you need any help when it comes to designing your content and goals, just think of your favorite podcasts. What are their goals? How did they earn your trust and support? This might just give you the inspiration you need.

If you want to make a popular podcast, you need to know why people listen.

All top podcasts have one thing in common – they have engaged audiences. What is engagement, you ask? Simple. It means folks share your content and talk to each other about your show.

But here’s where things get trickier. With so much listener data out there, it’s hard to figure out what the numbers are telling you. In this blink, we’ll be looking at how you can start engaging your audience.

Building an audience is all about helping listeners find you and giving them a reason to stick around.

Right – you’ve got your podcast up and running. That’s the most important step, but there’s still a long way to go. What you need now is a fanbase. But how do you translate your idea into a large and loyal audience of eager listeners?

Let’s talk about discoverability, or how easy it is for folks to find you. Discovery depends on factors like keywords and search engine optimization. If a person searches for your topic, you want to show up near the top of their list. For that to happen, you’ll need a good web page.

Branding and word-of-mouth recommendations will help you create the best podcast in your field.

How fast can you grow? How do you get more than a trickle of new listeners? Are keywords and a web presence really enough? Of course not. To really build your audience, you have to take things to the next level.

Let’s talk about branding. The start of your show needs to make a good impression. The title, artwork, and a polished audio introduction will give a professional feel that will act like the cover of a book. It should be clear what the show is about from the get-go. Any audio element should be to-the-point so as not to sound monotonous to returning listeners.

Using the right tools will get you the highest-quality podcast with the least effort.

So you have a great concept, you know what format would be perfect for providing value to your listeners, and you have guests lined up who will help you grow your audience. So far, so good. Now it’s time to make sure your show sounds great. In this blink, we’ll show you how.

Getting the right sound for your show isn’t exactly rocket science, but there are a lot of choices to make. The trick is to pick the setup that works for you rather than a generic one-size-fits-all solution. This takes a bit of analysis, and a willingness to splash out on quality tech if you can.

The content you deliver must never grow stale.

You have your podcast all planned out. Maybe you have two hosts with great chemistry. You have some recordings, and have started putting them together.

Is everything on message and applicable to what you set out to create for your listeners? What about that topic that went nowhere? Or that dud interview?

Tracking your listeners’ behavior gives you insights into their preferences.

Where does your podcast live? In your podcast app, right? But where is it coming from when you click on it?

You need an RSS feed, and you also need web space to which to upload your files. You can host your own files, but this can get expensive due to bandwidth limitations. If a 30MB file is downloaded thousands of times, it can quickly add up, leading to unexpected bills from your provider.

Your podcast has to create revenue if it’s going to support your business.

Time, as they say, is money. When you’ve put so much effort into your podcast and you’re giving your audience consistent value, they’ll keep coming back again and again. That means it’s easy to make money out of your show, right?

Well, it depends. Not all podcasts are monetized, and money isn’t always the ultimate goal. That said, there are always overheads. Equipment, hosting, websites – everything you need to keep your podcast running has a price. In this blink, we’ll wrap things up by looking at how you can cover your investment and generate revenue.

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About the Author

Daniel Rowles is a Chartered Institute of Marketing (CIM) course director, lecturer at Imperial College London, and lead judge for the CIM Marketing Excellence Awards. He is the host of the Digital Marketing Podcast and the author of Building Digital Culture.

Ciaran Rogers is the marketing director of digital consultancy service Target Internet. His clients include well-known international brands such as QA, Liz Earle, Elemis, Time to Spa, Highlands & Islands Enterprise, UKSA, Jubilee Sailing Trust, The Sustainable Food Trust, Hershesons Bliss, REN Skincare, and FatFace.

Who should read Podcasting Marketing Strategy?

Marketers and advertisers
Digital greenhorns
Social media experts

Categories with Podcasting Marketing Strategy

Marketing & Sales Entrepreneurship

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