Using Podcasts as Part of Your Content Marketing Plan

Producing podcasts is a great way breathe new life into your content marketing plan. Whether you need something new to post on your own site or blog or are looking for content to share through other sites, podcasts are a creative and popular form of content. In an age where Internet users are often bombarded by articles and blog posts, videos and audio are a welcome break from reading more content.

How Podcasts Can Influence Your Marketing

Sometimes all you need is a fresh way to present your message. A podcast adds visual and audio elements to your content, which in itself can benefit your marketing. It can be tough to stand out online with so many brands fighting for the attention of your target market, and podcasts can give you the edge you need.

Podcasts also present an excellent opportunity to use influential people in your marketing strategy. If the people your target market respect speak highly of your brand, or use your products, your market may be more likely to buy your product themselves. Recruit these influential individuals to work with you on creating guest content or to sit on a panel or be interviewed for a podcast.

Some Tips to Help You Get Started


Choose a Message

Start your podcasts off right by choosing a message from the very beginning. Your messaging should be the same, or related, to the messaging used in your other digital marketing tactics. You may have to adjust it slightly to fit this medium and audience, but it should still help you reach your overall marketing goals.

Choose a Channel

How do you plan on sharing your podcasts? You will most likely want to publish them on your own site or blog, but you may consider sharing them through social media, RSS feeds and even syndication. If your podcasts include guests who also have influential online properties, they may be willing to post them on their sites or at least help you advertise them.

Use a Content Calendar

Your podcasts should follow a strategic content calendar. If you are already producing other content, try to weave your podcasts into that calendar, so that all your content is cohesive and works together. Leave a little wiggle room to allow your content to relate to current events that relate to your brand, since this type of content usually gets lots of engagement.

Image source

Go For Quality

There will likely be a few start-up costs with your first podcast. But, if you are willing to invest in some equipment so you can produce quality podcasts, you will definitely see a return on your investment. A good microphone and webcam will make your podcasts look professional and trustworthy, increasing the likelihood that you will get feedback from your listeners and that they will share your podcasts.

Use Your Content Twice

After you have produced a podcast, type a transcript of it and use it as content too. You can post it as a blog post or article on your website, and you can attach it to your podcast. Remember that search engines can’t read videos and audio, so unless you transcribe your podcast, you won’t see many SEO results. Transcribing podcasts also gives you twice as much content, which is also beneficial.

Producing podcasts can take a little extra time and effort, but they can add a whole new dimension to your content marketing plan.