Listening to podcasts has quickly become everyone’s favourite new pastime.
Podcasts don’t feel like the result of careful planning by a marketing team. Instead, listeners are the silent participants in a conversation they can’t wait to share with their friends. An emotional connection forms as the host’s voice reaches listeners with unedited discussions and personal stories.
While others compete for eyeballs and are quickly forgotten, you can leverage a podcast to grow an engaged community that will generate positive returns for your business. Here’s how best-in-class marketers are incorporating podcasts into their content mix to accelerate the growth of their community.
Reach podcast fans through existing audio platforms
When deciding on a podcast hosting solution, you should find one that makes it easy to distribute your episodes to podcast listeners. Audio platforms like iTunes, SoundCloud, TuneIn, and Stitcher help podcast fans easily discover and listen to your podcast. These people might have never heard of your company, and now you can reach them every day on their commute.
Plan your distribution strategy before you launch your podcast, as you would for any other piece of content. Understanding how to increase your discoverability on each of these platforms will maximize the reach of each episode. Start by searching for related podcasts to see which ones rank well and learn from best practices.
What keywords are they using in their title and description? How many ratings and reviews do they have? How do they structure their show notes? These are some of the areas you can optimize for better reach.