What About Podcasts?

You've probably tuned into at least a few podcasts in your time. Their popularity keeps growing, and they are becoming easier to produce. But owners of small businesses rarely include podcasts in their content marketing strategy. 

·        They feel shy or uncomfortable about being on camera or speaking to a virtual audience.

·        They think podcasts are too hard or time-consuming to produce.

·        They believe it's expensive to get started.

·        They doubt anyone wants to hear what they have to say.

·        They worry they can't develop enough episodes or publish consistently.

I put publishing a podcast into the same category as writing a book. They can fulfill the same purpose. When I published a book years ago, it wasn't to make a profit. I probably broke even at best. But forever after writing the book, I was introduced as "the author of  .....". That one sentence lends lots of credibility to what you have to say. Hosting or guesting on podcasts can provide a similar benefit (with a LOT less work).

Podcasting is probably easier than you think. Here are some ideas about how you can use podcasts to help you achieve your content marketing objectives. 

But first, some facts:

·        There are over 2 million active podcasts and over 48 million podcast episodes available (Oberlo)

·        Podcasting can increase brand awareness by up to 89% (Auddy)

·        75% of podcast listeners are willing to take action after hearing a sponsored message (Magellan AI)

Why Do It?

When you decide to dive into the world of podcasting, clarity about your goals makes all the difference. Do you want to boost brand awareness? Perhaps your aim is to generate leads or establish yourself as a thought leader in your industry. Maybe education is your goal. Clear objectives guide your content and strategy. For instance, if brand awareness is your goal, focus on topics that highlight your products or services. Share customer success stories and industry trends to paint a vivid picture of your brand's impact. 

If lead generation is what you seek, approach podcasting with a targeted angle. Offer exclusive insights or actionable tips that showcase your expertise. Encourage listeners to visit your website for more resources or to sign up for a newsletter.

As a thought leader, concentrate on stimulating content that stirs conversations. Interview industry experts who present unique perspectives that make your audience view you as a credible go-to resource. 

Identify exactly what you wish to accomplish with your podcast. Whether it’s engaging a new audience or deepening relationships with your existing customer base, your clear purpose sharpens your content and allows you to measure your podcast's success. A podcast that resonates with your audience aligns closely with a well-defined mission. Know what you want and use that vision to steer your podcasting efforts. 

Be a Guest

Guest appearances on podcasts can help you reach your goals without all the work of hosting a show of your own. By being a guest, you not only gain exposure but also create opportunities to drive brand awareness, generate qualified leads, and assert your authority in your industry. Appearing on established podcasts that share your target audience helps you tap into a ready-made listener base interested in your insights and knowledge. 

When targeting podcasts on which you would like to appear, it's essential to choose those that align with your goals and proficiency. Research podcasts within your industry or in niches that your audience frequents. Tailor your pitches to these podcasts by explaining why you're a good fit as a guest, how your knowledge can help their listeners, and what unique perspectives you bring to the table. This personalized approach increases your chances of securing guest spots.

Once you're on air, make the most out of your guest appearance by offering valuable content. Encourage listeners to engage further with your brand by visiting your website or downloading a free resource. Mention upcoming projects or events that might interest the audience or that offer the opportunity to meet in person.

By systematically and strategically appearing on podcasts, you create a consistent presence across new platforms. This consistent exposure amplifies your message, strengthens your brand, and helps you achieve your content marketing goals. Every appearance should offer value, create engagement, and encompass clear objectives to maximize your impact.

Getting Over Your Podcast Fears

Feeling uneasy about venturing into the podcasting world? You’re not alone. Many businesspeople experience anxiety when facing the prospect of hosting their own podcast or even being a guest on someone else's show. Here are a few thoughts that may make you more comfortable.

Hosting Your Own Podcast

You might worry about public speaking or not sounding professional enough. Practice makes perfect. Start by recording yourself talking about topics about which you’re passionate. This practice will boost your confidence. It’s important to remember that authenticity resonates with audiences. You'll want to polish your delivery if you can, but your listeners know you're not a professional broadcaster. They are more interested in how you can help them in their jobs or teach them something new than being critical of less-than-perfect diction.

If your podcast will feature guests, do your homework and prepare. Schedule a qualifying call with potential guests to gauge their level of proficiency and compare what they have to say with what your audience will find interesting. Ask guests to tell you what topics make them the most comfortable. Have questions prepared in advance, but strive to make the sessions conversational. They aren’t Dragnet-style interrogations!

Guesting on Other Podcasts

If you prefer to test the waters before committing to your own podcast, guest appearances offer a great alternative. Concerns about not knowing what to say or making mistakes are common. Prep beforehand by listening to several episodes of the show. This will help you understand the audience and the host’s style. Prepare a few talking points and suggest questions for the host to ask. Share your insights naturally and engage in the conversation. Be ready with anecdotes that illustrate your points. During the interview, focus on delivering valuable insights and actionable advice. It’s not just about promoting your business, but providing genuine value to the audience.

If the podcast includes video, maintain eye contact with the camera instead of looking at your notes. Most hosts will guide you through the process, and you’ll soon find your rhythm. Plus, podcast hosts often edit the recordings, so minor errors won’t make it to the final cut.

Reach Your Audience Through Podcasts

Whether you plan to host a podcast or simply appear as a guest on someone else's show, it's crucial to identify your target audience. As a guest, you'll want to select podcasts that cater to the people you want to reach. Obviously, the more regular listeners that tune in, the better–as long as they fit the target profile. But don't automatically bypass a show with a smaller audience. As you repurpose the content, the host’s audience size won't matter as much.

It's also OK to stray a bit from podcasts that cover only your core topic area. I work in a narrow niche, but I have appeared on podcasts that were more generalized, and I felt it was worthwhile. I adjusted my comments a bit to match the slant of the podcast on which I was appearing. If nothing else, they are good practice!

On your own podcast, make sure the content you are planning or the guests you will book are interesting to your chosen audience. Be adamant about sticking to those guidelines. A sure way to lose listeners is to start covering areas they don't expect. Everyone is busy. No one has time to consume untargeted content, so try to stay in your lane (or start a new podcast that covers a different topic aimed at a new audience).

Don't forget about the power of a call-to-action (CTA). Direct your audience towards a specific goal–whether it's signing up for your email list, downloading a free resource, or signing up for a free trial. Align the CTA with the podcast's theme to stay consistent and relevant. 

Repurposing: Make the Most of Your Podcast Content

Once you've recorded a podcast as the host, its potential extends far beyond the audio file. Repurposing helps you maximize your content's value and reach.

One effective strategy is to turn podcast episodes into short video content. By creating engaging video snippets, you can capture your audience's attention on social media platforms. One approach is to create highlight clips featuring key moments or insights from episodes. This not only drives traffic back to full podcasts but also provides valuable content in a format that's easily consumable on the go.

If you have an email list, give your subscribers a sneak peek at upcoming episodes or a teaser for the latest show. A link to the full episode encourages them to listen while reinforcing your know-how–right in their inboxes. 

Marketers have many tools available to them to help automate repurposing tasks, such as transforming audio into videos, transcription, posting to social media and YouTube, and constructing show notes. Most are relatively inexpensive. Some may be free.

As a podcast guest, you can still create textual social media posts summarizing your appearance. Break down the main points or tips discussed, and create short, digestible posts for platforms like LinkedIn or X. Include links to the podcast episode. Remember, you’ll want to promote in places your target audience frequents. Social posting not only promotes your guest appearance but also provides value to your audience in a quick, easy-to-consume format. Podcast content can have a long shelf life, so it pays to keep promoting over the long term.

Give it a Shot

Podcasting offers a remarkable opportunity to reach and engage your audience. Start as a guest and let the host manage the heavy lifting. Gradually, build your confidence and skills. 

Hosting your own podcast empowers you to control your content and messaging. You can create a unique platform to share your insights, expertise, and stories. Modern AI tools simplify production, making it easier than ever to get started without breaking the bank. 

Don't let fear or uncertainty hold you back. With each episode, you'll get more comfortable. View podcasting as a powerful, low-cost, and low-risk content marketing tactic that can yield significant returns. 

So give it a shot. Embrace this modern medium to boost your brand's visibility and make meaningful connections. Your audience eagerly awaits your voice.