How to Make Podcasting Work for Your Brand
Podcasting is easier than you think. You don’t need tons of fancy equipment or software. In fact, you can do everything from a mobile device if you want. So why haven’t you started a podcast for your brand yet?
At her recent “How to Become a Podcasting Master” webinar, Kerry O’Shea Gorgone, host of MarketingProfs’ Marketing Smarts podcast, discussed the reasons why you should create a podcast for your brand and how to go about doing it. With tips on setting up your podcast, growing your audience and increasing quality, Kerry shared what it takes to become a successful podcaster.
Here are five of Kerry’s steps to getting your brand’s podcast started:
1. Set Goals
Understand just what it is you want to get out of your podcast. Do you want to grow your audience? Increase traffic to your website? Raise awareness for your brand? Deciding your goal will steer the direction of your podcast. That way, you can find your niche and create quality content that your audience will enjoy.
2. Choose the Right Topic
“Podcasts are content, not sales material,” says Kerry.
While it’s okay to mention your brand when relevant, your podcast shouldn’t be an advertisement. Podcasts aren’t the place to sell your brand. Instead, take your audience’s interests into account when choosing a topic. But make sure the topic is one that you’re passionate and knowledgeable about too.
3. Have a Plan
Before sitting down to record your first podcast, make sure you have a plan in place. Decide on what format your podcast will be (one-man, interview, panel), the length of your episodes and how often you plan to release episodes.
Kerry recommends that you “have everything you need on hand before each episode,” such as notes, books and other necessary items. That way, you’re not scrambling later. Consider recording a few episodes in advance. Quality comes from preparation and having a plan will mean a lot less stress for you.
4. Do What You Can Handle
Once you set a schedule for yourself, make sure it’s something you can stick to. Your beginner’s momentum won’t last forever, and you don’t want to burn out. Be realistic about how much time you’re willing to put in. Your audience will be more likely to tune in if you can produce content consistently.
5. Promote Your Podcast
Your podcast can’t be successful if no one knows about it. Make sure you pull out all the stops to spread the word about your podcast. Use SEO tactics like including a keyword in the title of your podcast and creating a transcript. Share episodes on social networks and include images in your posts. Use email lists to tell people about each new episode you create. Use a variety of promotion methods to grow your audience as much as possible.
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