Content marketing has never been so competitive. Especially in certain industries, having a blog is no longer enough to gain traction. 

So, how can you double down on your content marketing efforts? Well, video is the most engaging format on the internet. But it takes resources, time, and a large team to produce.

That’s why more and more brands are taking advantage of the power of a podcast as a marketing tool.

In this post, we’ll take a look at how a podcast can help you advance your content marketing efforts. 

We’ll cover:

• Why podcasting is good for your brand
• How to kick off your podcast content marketing strategy

Ready? Let’s go!

Why Podcasting Is Good for Your Brand

Podcasting has many advantages. In short:

• It helps you strengthen your brand’s image and  fosters brand affinity 
• It keeps your audience engaged regularly
• It works as a creative vector for future content and it’s easy to repurpose

Plus, the podcast genre is incredibly versatile, so it’s very likely to suit your band. 

Let’s dive deeper.

Podcasting Strengthens Your Brand’s Image 

One of the many goals of content marketing is building a strong brand image. Through your podcast, your listeners (and prospects) could gain insight into:

• Your mission
• Your brand voice
• How you add value

On the other hand, when people spend time with your brand and share conversations that aren’t directly related to your product, you become more memorable and relatable. Knowing more about a brand than just its product, and associating it with stories, interesting ideas, and friendly people is the foundation of customer loyalty. 

Your Audience will Always Have Time for Your Podcast

Some content formats, such as videos and blog posts, require our full attention. But, according to research by NuVoodoo, only 28% of listeners enjoy podcasts without multitasking in the meantime. Most listeners enjoy their favorite shows while doing other activities, such as driving, working out, or cooking.

So, by creating a podcast, you’ll make it easier for your brand to become a part of your audience’s routine. 

Podcasts Are Easy to Repurpose

The spontaneity of a podcast can add a lot of dynamism to your content strategy. For example, an interview with a specialist in your company's field can lead to unaddressed questions and topics. And you can later use them in other formats, like a blog post, an Instagram infographic, or even for a new podcast episode. 

In short, a podcast is a great source of inspiration for your future marketing material.

And, you can also convert your podcast’s best moments into videos, and upload them on social media. That way, you can use your podcast to keep an engaging presence across social platforms.

How to Start a Podcast Marketing Strategy

Now, let's look at how you can begin your podcast marketing campaign. We suggest you follow these steps:

1. Choose a genre based on your target audience’s needs
2. Define your brand’s voice and storytelling
3. Record a test episode
4. Develop an outreach strategy

Let's examine each of them 

Choose a Genre Based on Your Target Audience’s Needs

Podcasting is a versatile format, you can really choose from thousands of subgenres, including: 

• Interviews 
• News roundups 
• Opinion columns 
• Humor
• And many more 

The big question is, which one should you choose? Our tip: Think of your target audience’s needs and profile. Having a clearly defined listener persona is key. For more info on how to design your listener persona, check out our podcast branding guide.

For example, let’s say that you are a financial company and your target segment is highly educated 35+ professionals. Considering their routine, they will surely enjoy a specialized morning news digest on their way to work or while jogging at dawn. 

But on the other hand, if you sell skateboards to young people who love sports and are looking for their own path in life, their ideal podcast probably consists of music, interviews that flow like conversations between friends, and even some humor. 

Once you have chosen the genre that best fits your brand, you can think about other variables, such as the length (a five-minute morning brief is not the same as a one-hour interview), the music you will choose, and other production details.

Define your Brand’s Voice and Storytelling Technique

This part of the work is probably already done, but you will have to detail some points. Regarding storytelling, you should ask yourself questions such as: 

• What role does this podcast play in your brand's story? 
• At what stage of your relationship with your customers would you like your podcast to be more useful? Is it more of a brand awareness asset, a lead nurturing tool, or a loyalty-building tool for existing customers?
• What tone will you use to address your audience? 

The better integrated the podcast is with your brand story, the better the feedback between the two will be.

Record It!

Once everything is settled, the real first step is to do it. Depending on your resources, you may be able to do it alone or build a team. 

We recommend you to:

1. Write a podcast script/outline before recording
2. Record a couple of rehearsals and show them to several people. The feedback from colleagues can be extremely valuable. Plus, that way you can see if you’ve found the right tone and subject matter. 

Develop an Outreach Strategy

You should definitely share your podcast on your social media and integrate it with your company's other long-form content.

Consider repurposing your episodes into newsletters, blog posts, Twitter threads, and other formats.

As you already know, practically any content marketing strategy can be articulated with a podcast (that's why we love them!)

Key Takeaways

Creating a company podcast can be the key to boosting your content marketing strategy.

Remember that, as with all content creation, the key is to:

• Create the best product you can, with the minimum tools possible
• Get it out there
• Listen to your audience
• Improve your content over time
• Place your bets for the long haul

The Best Way to Repurpose your Podcast

While it may be less resource-intensive than creating long-form videos, podcasting requires some initial investment. So, you'll want to get the most out of each episode. A great way to do it is by sharing your podcast highlights on your social media channels. And audiograms should be your format of choice. 

With podcast audiograms, you can leverage the power of short-form videos, without creating new content from scratch. And thanks to Audiotease, you can create professional podcast audiograms in minutes from your browser. 

Here's how it works:

1. Upload your podcast episode
2. Clip your highlight
3. Customize one of our professionally-made templates

And you're good to go! 
Create your first podcast audiogram today, for free.