Have you thought about adding a podcast to your overall marketing strategy, but you just can’t seem to pull the trigger and make it happen. What’s stopping you? Podcasts are an incredible way to secure a position of authority within your industry for you, your company, brand or product. Podcasts also have major SEO benefits. Keeping in mind that a single podcast episode can be a healthy source of content for continued promotion across multiple channels, and a way for you to create more touch points between you and your customers there is no reason to hold off any longer.

Zozimus Podcast Playbook

Podcast Concept Development

• What can you cover that nobody else is doing in your space?
• Can you own it and become the #1 resource for that topic?

Podcast Landing Page

• Write a mission statement for the show – what is the hook that will make people want to listen?

Examples

• DGMG: Because no one goes to school for B2B marketing.
• The Daily: This is how the news should sound. Twenty minutes a day, five days a week, hosted by Michael Barbaro and powered by New York Times journalism.
• Crime Junkie: If you can never get enough true crime… Congratulations, you’ve found your people.

Include episode 0 which is a 30-60 second version of what the show is about – think of it as an ad for the show with a link so people can easily subscribe.

After five podcasts:

• Update the landing page to highlight/feature episodes
• Include screen shots of what people are saying (social media comments)
• Include screen shot of reviews from iTunes (social proof)
• Create a section/page on how to be a guest

Podcast Distribution

• Focus on Apple Podcast as that is where the majority of podcast traffic comes from
• If you want to be on multiple platforms, Transitor.fm is a good option as it creates an RSS feed that can be submitted to Apple Podcast, Sticher, etc

Podcast Amplification

• Cut up podcast into multiple video clips that can be used across social media to amplify the podcast
• Use ad dollars to amplify podcast amongst business leaders on LinkedIn

Repackage Content

• Take common questions asked of guests and package them together into themed shows
• Are there lessons from the shows that can be turned into a book or ebook?
• Get transcripts of the show and use as blog content

Getting Subscribers

• Reach out to contacts/email list and let them know there is a new podcast starting
• First 100 subscribers will come mainly from your existing network
• Line up dream list of targets for show. Get guests and use guests to promote it

Measuring Success

• Most common measurements are downloads, subscribers and unique listeners

Growing Other Channels

• The challenge with podcasts is that you don’t own the audience. You cannot remarket to them. One of the goals should be to convert listeners into email subscribers or social media followers.
• Popular tactic is giveaways, where listeners need to email, follow or RT to be eligible for prize.