Your New Content Marketing Engine: Podcasting

When you think about the driving force behind your content marketing strategy, I think that traditional forms of content – blogs, e-books, white papers – come to mind. And while these things should be an important part of your overall strategy, using them as the focus of your efforts is a plan from the past.

What if I said that there is an easier way to produce quality, engaging content without constantly looking for new ideas to fill your site’s home page?

Consider this: Sometime in the early days of the 21st century, the Internet gained prominence and the concept of a brand blog emerged. As marketing teams prepare their content strategies for 2021, they are pulling ideas out of the same old box of tricks that marketers used 20 years ago: relying on blogs to engage their audiences and generate channels.

But buyers, technology, and marketing tactics have changed dramatically in the past 20 years, and the way we produce content must also evolve.

Today, marketers have a significant opportunity to place conversations, in the form of podcasts, at the center of their content marketing strategy.

With podcasting, we have a world of content at our fingertips – it has enabled brand marketers to engage their audience through conversations. Modern marketing teams can use podcast conversations to guide their entire content marketing strategy: blog posts, white papers, ebooks, social media posts, sales emails, and more.

By unlocking the gold mine of podcast content, you can provide your audience with an engaging experience with your business; Also, it is a proven track record of increased knowledge, purchase intent, and more.

Learn why you should use podcast content to improve the results of your content marketing efforts.

Conversations create connections

The conversations that take place in each episode of a podcast create a connection not only between the people who are chatting but also between the audience and your brand.

When people tune in to your program, they relate to the speakers; and because these speakers are connected to your company, they also form an intrinsic connection to your company.

Fuel conversion connections

The brand stands out in a branded podcast. When viewers connect with the voices behind the podcast, they are more likely to become customers of the associated brand.

The intimate and friendly character of a podcast has a strong effect on the listener’s brand experience. According to a BBC study, podcasts improve brand awareness by 89%, brand awareness by 57%, brand preference by 24%, and purchase intent by 14%.

Because of such proven results, many content marketers have already plunged into the waters of podcasting. Few B2B marketing teams use this channel as a content engine. This is where the real opportunity to differentiate your B2B brand lies.

Collect your content marketing through podcasting

When using conversations that happen regularly in your calendar, you don’t have to worry about the source of the content on your blog, social network, or email, as there is a lot of content to get from a podcast episode. Better yet, this content can be reused on other channels.

Instead of constantly returning to the drawing board for a new brainstorming session, your content team can act as a discussion partner. And you don’t have to hire a podcast professional. Your team can become a successful conversation partner by following these five simple steps:

  1. Find an industry leader whose experience matches the topic or keyword you want to focus on and record a conversation with the subject matter expert.
  2. Edit the conversation to the stream and post the interview through the marketing channel of your choice (your website and podcasting platform) for your audience to hear and get involved.
  3. Pass the interview to other marketing channels by pausing and interrupting the conversation to meet the needs of each channel.
  4. Measure delivery statistics from a holistic perspective and think about how these results can fuel your future strategy.
  5. Select a new specialist and repeat steps 1 to 4!