November 9, 2016
Podcast Marketing: How to Grow Your Podcast and Followers
It’s no secret that podcasts are the fastest growing medium for content marketers. As podcasts continue to grow in popularity there’s been a tremendous influx of new shows from brands looking for a unique form of content generation besides blog posts.
But as we know from the early days of content marketing, once the word gets out that content is king (in this case, content in the form of podcasts) everyone and their mother will be rushing to create their own podcasts in the hopes of reaching a growing audience.
In some ways, podcasts are no different than blog posts. One is a written form of content, the other an audio form. And just like a blog post, just because you create the content doesn’t mean you’ll get the traffic. In today’s world, if you want your content to succeed (whether it’s a video, blog post or podcast) you’ll need to promote it.
Podcast marketing refers to the promotion of your podcast. There’s a misconception among marketers that if you build it, they will come. The reality is that there is more content on the Internet than ever before. You need to ensure that your content stands out if you expect any type of engagement or success. Besides, what’s the point of creating great content if no one is going to see it?
First and foremost, people need to be aware that you have a podcast in the first place. Press releases are a great way of announcing your new podcast and could result in some free additional publicity. Distribute the press release via an online newswire, email it to local media, and re-purpose the press release content for your blog, newsletter and social media accounts. This is your low hanging fruit, as these folks have probably been following you for some time and will be the early adopters of your show. If the podcast is good, they’ll certainly recommend it to friends for added social proof.
You’ll also need to reach new prospects. Now that we’ve gotten the word out to our followers (who will help promote the show through word of mouth), we’ll want to reach a bigger audience. Now it’s really time to earn our paychecks and do some actual marketing!
Promoting the show on similar websites is a great way to attract new listeners. But getting space on another website can be difficult. A sponsored blog post on a partner website is one way of getting additional publicity for your show. Identify influencers in your space and reach out to them to develop a partnership that includes sponsored content posts and social recommendations.
You can also amplify the content on relevant websites through a content amplification or discovery network like Cranberry. Content amplification platforms use native advertising to promote your blog post or podcast on thousands of additional websites. With a content amplification platform, you can expect 100-500K more impressions and eyeballs on your content.
Last, social media can have a huge impact on your show. Social proof is one of the best ways to encourage listening, but your social following is only so large. Sometimes you may need to dump a little money into social advertising to really get your message seen and heard.
As the amount of content continues to grow, there’s only one sure-fire way to ensure the success of your podcasting efforts: by promoting your podcast. You can create great content all day long, but if you fail to promote it, the content will never succeed. If you plan on hosting your own podcast and you want it to prosper, then you’d better have a plan to promote it online.