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Podcasting Marketing Strategy
A Complete Guide to Creating, Publishing, and Monetizing a Successful Podcast
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.
- Marketers and advertisers
- Digital greenhorns
- Social media experts
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.
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Podcasting Marketing Strategy
A Complete Guide to Creating, Publishing, and Monetizing a Successful Podcast
- Read in 15 minutes
- Audio & text available
- Contains 9 key ideas
Synopsis
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.
Key idea 1 of 9
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.
Key ideas in this title
- The best way to build a podcast that supports your business is to define your goals clearly.
- If you want to make a popular podcast, you need to know why people listen.
- Building an audience is all about helping listeners find you and giving them a reason to stick around.
- Branding and word-of-mouth recommendations will help you create the best podcast in your field.
- Using the right tools will get you the highest-quality podcast with the least effort.
- The content you deliver must never grow stale.
- Tracking your listeners’ behavior gives you insights into their preferences.
- Your podcast has to create revenue if it’s going to support your business.
- Final summary
