Marketing

How to share your podcast with the world

A podcast is one of the most powerful tools for businesses to establish themselves as industry leaders. Yet, even with exceptional content, reaching the right audience is challenging. How you share your podcast with the world is critical. Let’s tackle this challenge head-on by exploring strategies to maximize your podcast’s reach.

First, consider these five concepts on why ideas (and links to podcasts) are shared to start with:

SOCIAL CURRENCY:

People need to portray an air of being informed, competent, and credible.

TRIGGERS

People experience some external trigger that makes it easy to ride on or share something right before them.

EMOTIONAL VALUE

The idea makes them angry, sad, or excited or provides some emotional charge that pushes the individual to share it.

PRACTICAL VALUE

Some practical tool or helpful device that will transform or elevate the user into a better state.

STORY:

Humans love stories. It becomes the Trojan horse for learning and decoding complex ideas.

#1. Are you a leader in your field?

Plug in. If you are already known for your expertise in a field, play that field! We often find that brands are reluctant to share their content with their existing networks. Whenever this happens, conversations will lead to the topic of vulnerability. It’s not easy doing something for the first time. People might feel exposed and uncomfortable in a new scenario. It’s understandable. For years, you have worked at getting to be where you are, and now you are subjecting yourself to “newness” – why? If you focus on the value proposition for the audience, it’s remarkable how quickly the expertise shines. Approach it from that end, and you will be much more open to the idea once you share your podcast and get feedback from listeners.

#2. Centralised Distribution

Use a distributor that will share your podcast to all platforms. That way there’s likely to be spillage and the opportunity for potential listeners to stumble upon your content. Most platforms operate this way, We do however still see cases where brands think that one platform is enough. Spotify, Apple Podcasts, Amazon Music, Google Podcasts, Deezer and many more have all seen the value of offering their listeners great podcasts to listen to. You have to be listed, everywhere.

We use Buzzsprout for this. By centralizing your distribution, you streamline the process, ensuring one upload will push the audio file, the episode art, the description and shownotes to various platforms effortlessly.

Adding dynamic content (ads or call-outs before, in the middle and at the end of the podcast) provides flexibility and a means to communicate relevant and current events and offers on older content without editing old podcasts.

#3. PROVIDE CHOICE, not WORK

Some might prefer to watch the video on YouTube, some would rather listen on Spotify or Apple Podcasts? Give them the option to easily get to where they want to engage when you share your podcast. We use Odes.li to create landing pages for each podcast episode.

Imagine simplifying the journey for your audience? They’ll love you for doing the work for them. A ‘two-clicks-to-content’ strategy does just that. By condensing all podcast and video links into a single, comprehensive landing page, you provide easy access to your content across multiple platforms.

This user-friendly approach increases the likelihood of engagement.

CREATE AS MANY HANDLES AS POSSIBLE AND SHARE THEM EVERYWHERE!

#4. Create 'Handles'...
A lot of them

Think of it as handles, or breadcrumbs, carrots or whatever blows your hair back. You will need more of them, than you think. Short-form content pieces strategically seeded across diverse social platforms cast a wide net. These handles serve as entry points, drawing in potential listeners from various corners of the internet.

CREATE AS MANY HANDLES AS POSSIBLE AND SHARE YOUR PODCAST EVERYWHERE!

It’s not uncommon to see 50 posts across various platforms to drive traffic to one podcast episode. Take care when preparing these, make various promo’s. Reels, Story images, posts, short promo cuts, anything you can do to get more eyes on the universal link – make it so.

#5. Where is the value?

Creating great content is useless if it doesn’t reach the right people. Finding and connecting with overlooked audience groups is really important. When you know which people will love your content and target them specifically, it helps your podcast reach its full potential. Content creators cannot be 100% impartial. It is impossible to read the label if you are in the bottle. Understand that there is a possibility that your gut feeling about the end-user might be off. Even just a little. Nothing scale like digital products and incremental growth, in context and content, in episode and season, can be the difference between fading into burnout and breaking the stratosphere. The success of your content is directly proportionate to the value the end-user gets. The interest in you, is their own self-interest. Scratch the itch, listen to, and act on feedback.

WHAT THE AUDIENCE DEEMS VALUABLE, MIGHT DIFFER FROM WHAT THE BRAND/CREATOR THINKS.

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