Your new content marketing engine: podcasting

When you think about what drives your content marketing strategy, I’d bet that traditional forms of content – blogs, e-books, white papers – come to mind. And while these things should still be an important part of your overall strategy, using them as the central engine of your efforts is a thing of the past.

What if I told you there was an easier way to create engaging, high quality content without having to constantly spin the wheels for new ideas for your website’s resource page?

Consider this: sometime in the early days of the 21st century, the internet came into the spotlight and with that came the concept of branded blogging. Now that marketing teams prepare their content strategies for 2021, they are pulling ideas from the same old bag of tricks marketers used 20 years ago: they rely on the blog to reach their audiences and move the pipeline forward.

But buyers, technology, and marketing tactics have changed dramatically in the last 20 years, and the way we produce content needs to evolve too.

Marketing professionals today have an important opportunity to put conversations – in the form of podcasts – at the center of their content marketing strategy.

With podcasting, we have a world full of content at hand: Brand marketers have the opportunity to captivate their audience through conversations. Modern marketing teams can use conversations from podcasts to power their entire content marketing strategy: blog posts, white papers, e-books, social media posts, sales emails, and more.

By unlocking the goldmine of content on a podcast, you can provide your audience with an engaging experience with your business. What’s more, it’s an experience that has been proven to lead to better awareness, better buying intent, and much more.

For this reason, you should use podcast content to improve the results of your content marketing efforts.

Conversations establish connections

The conversations in each episode of a podcast not only create a connection between the people talking to each other, but also between the audience and your brand.

When people tune in to your show, they connect to the speakers. and since these speakers are connected to your business, they inherently connect to your business too.

Connections fuel conversions

The brand stands out within a branded podcast. Once viewers have connected to the voices behind the podcast, they are more likely to become customers of the associated brand.

The intimate and chatty nature of a podcast has a strong impact on the listener’s perception of the brand. 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 these proven results, many content marketers have already dipped their toes in the waters of podcasting. Few B2B marketing teams use this channel as a content engine. This is the real chance to differentiate your B2B brand.

Unite your content marketing through podcasting

By using the conversations that are regularly on your show, you don’t have to worry about where your blog, social, or email content is coming from because so much content can be pulled from a podcast episode. What’s even better is that this content can be reused across other channels.

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

  1. Find an industry leader whose expertise matches the topic or keyword you want to target, then record a conversation with that subject matter expert on the topic.
  2. Edit the conversation for the flow and post the interview on your chosen marketing channel (your website and podcasting platform) so your audience can hear and engage with it.
  3. Transfer the interview to other marketing channels by clipping and trimming the conversation to suit each channel’s needs.
  4. Measure the metrics surrounding the episode from a holistic perspective and consider how these results can drive your future strategy.
  5. Choose a new expert and repeat steps 1 to 4!

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Buyers today expect an engaging experience with your business. If you fail to deliver, they will be quickly transferred to a competitor who can.

If your podcast is at the center of your content marketing strategy, you’re guaranteed to offer a fascinating, connected experience that will make your brand better known, cheaper, and more enjoyable to buy, without your team wasting hours of precious time recreating the content wheel.

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