Why podcasting should be your content engine

23. September 2020

30-second summary:

  • Today, your audience expects more. Social media is commonplace. Podcasts are on the rise. Yet, modern marketers are following the same old playbook put together by the marketers of yesteryear.
  • Instead of spinning your wheels for fresh new topics to fill your blog, you have to let conversations guide your content marketing efforts. One of the best ways to lead with conversations is through a brand podcast.
  • Armed with a channel that delivers results, B2B marketers can use their brand podcast to drive their entire content marketing strategy. Here’s how you can use podcasting as the engine of your efforts.
  • There is so much content to pull from just a single episode. Instead of being journalists constantly digging around for a new story, content marketers can be conversationalists letting the story come to them and harnessing its power to be more efficient and effective.

Now is the time to invest in podcasting.

Naturally, when envisioning your content marketing strategy, traditional content is most likely what comes to mind: blogs, eBooks, whitepapers. But, what if using your company blog as the center of your content marketing strategy is the old way of doing things?

Think about it. Somewhere between 2000 and 2005, the idea of brand blogging exploded as the internet became more mainstream and brand websites became a little more richer. That was fifteen, maybe even twenty years ago and marketing teams are still relying on the same tactics!

Today, your audience expects more. Social media is commonplace. Podcasts are on the rise. Yet, modern marketers are following the same old playbook put together by the marketers of yesteryear.

Now it’s time to provide your audience with an engaging experience or they’ll ditch you for a competitor that does.

Instead of spinning your wheels for fresh new topics to fill your blog, you have to let conversations guide your content marketing efforts. One of the best ways to lead with conversations is through a brand podcast.

Not only will you be able to produce more content, but you’ll also see greater engagement and more conversions.

Allow me to explain.

Conversations lead to connections, connections drive conversions

Conversations create connections between the individuals having the conversation but, more importantly, they create connections between the speakers and everyone tuning in.

When listening to the conversations taking place on a podcast, the audience forms a bond with the speakers and, in turn, the brand behind the interaction.

Once the audience feels more connected to the podcasters and their associated brand, they are more likely to become that brand’s customer. But don’t take my word for it.

Last year, a BBC study revealed that the intimate and conversational nature of a podcast lifts:

  • Brand awareness by 89%
  • Brand consideration by 57%
  • Brand awareness by 24%
  • Purchase intent by 14%

Armed with a channel that delivers results, B2B marketers can use their brand podcast to drive their entire content marketing strategy. Here’s how you can use podcasting as the engine of your efforts.

Podcasting unites all content marketing efforts

By spinning your content out of the conversations from your brand podcast, you don’t have to reinvent the wheel for every eBook, blog post, social media post or email newsletter.

There is so much content to pull from just a single episode. Instead of being journalists constantly digging around for a new story, content marketers can be conversationalists letting the story come to them and harnessing its power to be more efficient and effective.

Better yet, you don’t have to hire some podcasting pro or completely reinvent your team. Being a successful conversationalist comes down to executing five simple steps:

  • Record a conversation — Find an expert whose knowledge aligns with a keyword you want to focus on and connect with that subject matter expert through a recorded conversation.
  • Turn it into an episode — Edit and publish your interview to your website or podcasting platform for viewers to see.
  • Push it to other channels — Share segments of the conversation on social media, dig deeper through related articles and blog posts, include clips in your newsletter to amplify the voices in that conversation.
  • Measure and reflect — Evaluate all the metrics you can get your hands on, looking at them holistically to tell the bigger story of past performance while also fueling future strategy.
  • Repeat — Pick another expert and start the process over!

Your audience prefers an intriguing, connected experience across all channels. Meeting your audience’s needs is incredibly challenging with traditional tactics.

By using your brand podcast as the center of your content marketing strategy, you can create an engaging experience that connects your efforts to your core messages with ease, allowing your team to reap the rewards without putting in the extra effort. It’s a win-win!

Lindsay Tjepkema is the CEO and co-founder of Casted, the first and only marketing platform built around branded podcasts. With more than 15 years of experience in B2B marketing, including running her own consulting agency, she’s a dynamic leader who’s had tremendous success building and growing marketing teams on a local and global level. After launching a branded podcast for a global marketing company, Lindsay realized her passion for authentic conversations. This led her to founding Casted to help marketers unlock the full potential of their content by harnessing the power of podcasting. The company has since gained rapid traction among brands that wish to create greater connection with their audiences through authentic conversation.

The post Why podcasting should be your content engine appeared first on ClickZ.

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