Podcasts in your marketing strategy: how do you tackle it?

Although the concept of the podcast has seen an incredibly rapid rise, in practice, it is a medium whose growth is slow. Podcasts are a pull medium, which means your audience has to find you. A podcast is an audio clip, but you cannot advertise with that clip in and of itself.

Anyone who wants their podcast to be successful today needs extra vehicles. Your distribution is of crucial importance. Once you manage to trigger your listener, you have their attention for the long term. But to find that listener, you have to reach and entice them with content snippets. That is why a well-thought-out distribution plan is indispensable.

An example: worldwide, The Joe Rogan Experience is the most-listened-to podcast, but many new listeners come in through other channels. Every podcast they make is also recorded as a video. Snippets are then extracted from that to be used on the most common and popular channels—such as Instagram and TikTok. This ultimately encourages the target audience to consume the podcast.

Once you find listeners for your podcast, you want to keep them close. That is why the structure of each episode is incredibly important. You should view a podcast like a series on Netflix. You always work within a fixed structure because you want your audience to know what to expect. That means:

_Recognizable hosts
_Same duration
_Clear content and segments

If you expect a time investment from your listener, you must provide clarity about expectations beforehand. It is also best to publish each new episode at the same time, on a fixed day of the week or month. This way, your listeners know when they can expect new content.

Making a podcast is telling a story. And to spread that story as widely as possible, you need a communication plan. That is why you start with a website or landing page for your podcast.

There should be nowhere else where more and better communication about your podcast can be found. You provide the most important content of the podcast in text on your website. And if possible, you do the same in video. Because honestly: not everyone has the time or inclination to listen to your full podcast.

Video plays a very important role in podcast marketing. Through snippets tailored for social media, you *can* organize push communication to your desired target group. And in doing so, you immediately pick up the pace in finding new listeners.

An outstanding marketing strategy starts with fathoming your ambitions and understanding your target group. Curious if a podcast is right for your company? What it would be about and how it would sound? Be sure to contact us for more information or to come and hear what we can do for you, no strings attached. Let’s understand to make you stand out!