Is a Podcast the Right Choice for Your Content Marketing Strategy?

At one time, podcasts had a very small, specialized audience made up of those who were ambitious enough to find and download them to their devices. However, in recent years podcasts have grown in popularity, due in part to the phenomenal success of Serial. Device owners also find it easier to search and play podcasts, often directly from an app on their smartphone or tablet.

For businesses, podcasts can be a great way to build brand awareness. You simply choose a topic that your customers or clients will find interesting, then promote the podcast to get listeners. Over time, a good podcast can help you bring in more customers. Here are a few ways a podcast can help you market your business.

High-Quality Content Wins

Google rewards high-quality content. The right podcast puts valuable information in the hands of customers, who will then see the hosts as a resource when they need help. For service-based professionals like attorneys and physicians, there are a wide variety of topics to cover that customers will eagerly search and download. Even if customers are located outside of your local service area, a large number of downloads will help your podcast gain prominence on listing sites like iTunes and Google Play, helping more consumers find them.

To boost your local search rankings, consider providing a transcript for each podcast on your website’s blog. Invite guests to host various shows and build a page filled with those transcripts, accompanied by the podcast. Visitors will see the wide variety of experts weighing in and return on a regular basis to learn from the top minds in a specific field.

Quality Content Boosts SEO

Although audio won’t help with search engine optimization, transcribing that audio will provide hundreds or thousands of words of text. In addition to capturing the attention of search algorithms, this gives visitors the option of either listening to the podcast or reading a transcript. For those who are visiting your site using a mobile device while in public, a transcript will give them the opportunity to get the information when they don’t have the ability to listen to it.

SEO can also help you come up with topics for future podcasts. As you conduct keyword research, consider which phrases will connect with customer search terms and create podcasts that will include those keywords. Chances are, by doing this you’ll generate podcast content that your website visitors will find interesting and entertaining. If you bring in experts, ask them to link to your podcast on their website and social media networks to increase links to your site, which also boosts SEO.

Marketing and Networking

As your podcast grows in popularity, you’ll begin to notice that you have a platform for your products or services. If you introduce a new service, you can host a podcast related to it, mentioning your new offering at the end. Retailers that want to feature a new product can offer it as a prize to a listener that posts the correct answer to a quiz on Twitter. Even having a listener base gives you the opportunity to set up a social media platform where you can introduce things without using your podcast as a marketing tool.

Once established, your podcast also becomes a valuable networking venue, letting you reach out to others in your industry and local community. Inviting an expert in your field to guest on your podcast can be a great opportunity to make a lasting connection. Many professionals will be flattered to be invited even if they can’t make time to help you out. You may find they choose to pass opportunities along to you or follow you on social media. If they do participate, they’ll share the link to the finished podcast with their own followers, introducing you to even more influential people in your field who can help you build brand awareness.

A podcast is a great way for businesses to interact with customers by providing information they can use. Once a business has a platform in place, it can build from there, promoting new products and services through its social media sites. With the right subject matter, a business owner can earn a highly-engaged audience that recommends their information and services to others.

Michael Brenner  is a Top CMO, Content Marketing and Digital Marketing Influencer, an international keynote speaker, author of "Mean People Suck" and "The Content Formula" and he is the CEO and Founder of Marketing Insider Group, a leading Content Marketing Agency . He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael helps build successful content marketing programs for leading brands and startups alike. Subscribe here for regular updates.

1 thought on “Is a Podcast the Right Choice for Your Content Marketing Strategy?

  1. Hey, Dan! Thanks for giving valuable information. Quality content is more important for SEO. Podcast is a way for getting the right audience.

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