10 Tips To Turn Your B2B Podcast Promotions Up To 11

Woman recording a podcast in a studio image.

According to the latest numbers, more people in the US have listened to a podcast than have not — and a full quarter of the population listens weekly. It seems like they’re everywhere…

We made the case for B2B podcasts in a post last year, and that case has only grown stronger. Podcasts are a great way to build an audience for your content, work with influencers, and produce cool stuff that earns attention.

Case in point: The Tech Unknown podcast for SAP* is exceeding benchmarks for downloads, and each new episode inspires more people to check out the entire archive.

Of course, the current podcast boom is a double-edged sword for new podcasts. There are more people listening than ever, but there are also more podcasts than ever. Apple reports at least 500,000, while the total number may be closer to a million.

For your podcast to find its intended audience, you must promote it as strategically as you would any other piece of content. Here’s what you need to know about using social media to bring in listeners.

How to Promote Your B2B Podcast on Social Media

Before we get into specific tactics, the heart of any content promotion is having content worth sharing. So make sure your podcast is relevant to your audience, includes influencers that they know and respect, and is edited to bring them the good stuff without filler.

Once you have 2-3 of these high-quality episodes ready to publish, you can start promoting. We’ll start with some general tips, then take a quick look at a few specific social media platforms.

“Make sure your podcast is relevant to your audience, includes influencers that they know and respect, and is edited to bring them the good stuff without filler.” — Joshua Nite @NiteWrites Click To Tweet

Follow Influencers with Your Podcast Account

The first step here is to create separate social media accounts for your podcast. Make it its own entity for promotion and audience engagement purposes. Then, follow well-known folks who are relevant to your subject matter. Include industry analysts, practitioners, and anyone who is knowledgeable and trusted about your core topics.

This will help with promotion in two ways: First, following these folks will get you on their radar for potential amplification or collaboration. Second, you’ll be able to see what kind of content they share with their audience, which will help you make your podcast more relevant.

Include Influencers in Content Creation

Influencers bring credibility, a new audience, and original ideas to your content. They don’t just provide amplification; they actually make the content better

We have found that more influencers are open to audio interviews than to other forms of co-creation. And tools like Zencastr make it easy to capture high-quality audio over the internet.

Just make sure to give your podcast guests everything they need to promote their episode: 

  • Custom images sized for Instagram, LinkedIn, and Twitter
  • Audio snippets/video for Stories
  • A custom URL for tracking

Set a Social Media Content Calendar

Your podcast’s dedicated social media accounts should do more than just post a link when you put up a new episode. You can consistently bring value to your audience and start conversations with posts, the same way you do on other brand channels.

Plan for at least one or two meaningful posts a day that correspond to the topics you talk about in the podcast. Share related content, post polls to spark discussion, and repost content from influencers you’re featuring (or courting). And, of course, make sure to participate in any discussions that arise — don’t leave your listeners hanging.

Create Promotional Material for Each Episode

After you record an episode, transcribe the audio (otter.ai is a good quick-and-dirty solution) and find your most quotable moments. Use these to create assets for promotion. Tools like Canva make it easy to create quote images, and even simple videos, at the optimum size and resolution for each site.

Cross Promote with Other Podcasts

People who already listen to podcasts are likely to try out new ones. Other podcasts in your industry aren’t necessarily competitors — their audience is likely to add your podcast to their rotation.

B2B brands are in a uniquely good position to cross-promote across podcasts. For example, if your CEO is influential in the industry, they would be a valuable guest on another industry podcast. And conversely, your show could feature subject matter experts from another podcast. Genuine, generous cross-promotion is a great way to help your podcast find its audience.

“B2B brands are in a uniquely good position to cross-promote across podcasts.” —@NiteWrites Click To Tweet

Add Smart Paid Promotion

Your organic reach may vary across sites — it’s non-existent on Facebook, better on Instagram, and much better on LinkedIn. So some savvy paid promotion can help your podcast find its audience. Use your most compelling clips and quotes to create your assets, and target your audience by vertical. 

The CTA for these ads should be to subscribe, rather than listen to a single episode. The value of a podcast for marketers is building a loyal audience over time. And it’s best to target Android and iOS users separately, with ads that feature a subscribe link to their respective podcast apps. 

Promotion Tips by Platform

Here are a few specific ways you can promote your podcast on the three most relevant platforms:

LinkedIn

While it’s important to have separate social media accounts for your podcast, your brand should be driving promotion on LinkedIn*. Share links and promo materials from your company page, and repost your podcast page’s posts there, too. 

LinkedIn is the perfect platform to promote employee sharing, too. Make sure your employees are equipped with promotional materials and links to share. They can also tag prospects and relevant influencers — anyone valuable to the brand who might find your podcast interesting.

Instagram:

While LinkedIn is a great platform for employee activation an influencer engagement, Instagram may present the best opportunity to engage your podcast’s audience. 

Use Stories to share teasers, previews and quotes from each episode. Include candid photos and videos of the recording process, too — take your listeners behind the scenes.

Twitter:

As you saw in the embedded tweet above, short videos are a great way to hook an audience on Twitter. Create video by adding a simple static or looping animated background to your audio highlights — even a basic video editor like iMovie will do the trick. 

Make sure your video makes sense without audio, as most mobile viewers will be watching on mute, and keep them under a minute long. And, of course, add relevant hashtags and tag your guests and relevant influencers.

A (Pod)Cast of Thousands

I’ve lost count of which Podcast Renaissance we’re in at this point, but it’s fair to say the medium is stronger than ever. And there’s still plenty of untapped audience potential out there, especially for business podcasts that bring real value and industry insight to their listeners.

To learn more about B2B podcasting, check out our webinar: The 4 P’s of B2B Podcasting Success.

* SAP and LinkedIn are TopRank Marketing clients.

10 Tips To Turn Your B2B Podcast Promotions Up To 11

Woman recording a podcast in a studio image.

Woman recording a podcast in a studio image.

According to the latest numbers, more people in the US have listened to a podcast than have not — and a full quarter of the population listens weekly. It seems like they’re everywhere…


We made the case for B2B podcasts in a post last year, and that case has only grown stronger. Podcasts are a great way to build an audience for your content, work with influencers, and produce cool stuff that earns attention.

Case in point: The Tech Unknown podcast for SAP* is exceeding benchmarks for downloads, and each new episode inspires more people to check out the entire archive.

Of course, the current podcast boom is a double-edged sword for new podcasts. There are more people listening than ever, but there are also more podcasts than ever. Apple reports at least 500,000, while the total number may be closer to a million.

For your podcast to find its intended audience, you must promote it as strategically as you would any other piece of content. Here’s what you need to know about using social media to bring in listeners.

How to Promote Your B2B Podcast on Social Media

Before we get into specific tactics, the heart of any content promotion is having content worth sharing. So make sure your podcast is relevant to your audience, includes influencers that they know and respect, and is edited to bring them the good stuff without filler.

Once you have 2-3 of these high-quality episodes ready to publish, you can start promoting. We’ll start with some general tips, then take a quick look at a few specific social media platforms.

[bctt tweet=”“Make sure your podcast is relevant to your audience, includes influencers that they know and respect, and is edited to bring them the good stuff without filler.” — Joshua Nite @NiteWrites” username=”toprank”]

Follow Influencers with Your Podcast Account

The first step here is to create separate social media accounts for your podcast. Make it its own entity for promotion and audience engagement purposes. Then, follow well-known folks who are relevant to your subject matter. Include industry analysts, practitioners, and anyone who is knowledgeable and trusted about your core topics.

This will help with promotion in two ways: First, following these folks will get you on their radar for potential amplification or collaboration. Second, you’ll be able to see what kind of content they share with their audience, which will help you make your podcast more relevant.

Include Influencers in Content Creation

Influencers bring credibility, a new audience, and original ideas to your content. They don’t just provide amplification; they actually make the content better

We have found that more influencers are open to audio interviews than to other forms of co-creation. And tools like Zencastr make it easy to capture high-quality audio over the internet.

Just make sure to give your podcast guests everything they need to promote their episode: 

  • Custom images sized for Instagram, LinkedIn, and Twitter
  • Audio snippets/video for Stories
  • A custom URL for tracking

Set a Social Media Content Calendar

Your podcast’s dedicated social media accounts should do more than just post a link when you put up a new episode. You can consistently bring value to your audience and start conversations with posts, the same way you do on other brand channels.

Plan for at least one or two meaningful posts a day that correspond to the topics you talk about in the podcast. Share related content, post polls to spark discussion, and repost content from influencers you’re featuring (or courting). And, of course, make sure to participate in any discussions that arise — don’t leave your listeners hanging.

Create Promotional Material for Each Episode

After you record an episode, transcribe the audio (otter.ai is a good quick-and-dirty solution) and find your most quotable moments. Use these to create assets for promotion. Tools like Canva make it easy to create quote images, and even simple videos, at the optimum size and resolution for each site.

Cross Promote with Other Podcasts

People who already listen to podcasts are likely to try out new ones. Other podcasts in your industry aren’t necessarily competitors — their audience is likely to add your podcast to their rotation.

B2B brands are in a uniquely good position to cross-promote across podcasts. For example, if your CEO is influential in the industry, they would be a valuable guest on another industry podcast. And conversely, your show could feature subject matter experts from another podcast. Genuine, generous cross-promotion is a great way to help your podcast find its audience.

[bctt tweet=”“B2B brands are in a uniquely good position to cross-promote across podcasts.” —@NiteWrites” username=”toprank”]

Add Smart Paid Promotion

Your organic reach may vary across sites — it’s non-existent on Facebook, better on Instagram, and much better on LinkedIn. So some savvy paid promotion can help your podcast find its audience. Use your most compelling clips and quotes to create your assets, and target your audience by vertical. 

The CTA for these ads should be to subscribe, rather than listen to a single episode. The value of a podcast for marketers is building a loyal audience over time. And it’s best to target Android and iOS users separately, with ads that feature a subscribe link to their respective podcast apps. 

Promotion Tips by Platform

Here are a few specific ways you can promote your podcast on the three most relevant platforms:

LinkedIn

While it’s important to have separate social media accounts for your podcast, your brand should be driving promotion on LinkedIn*. Share links and promo materials from your company page, and repost your podcast page’s posts there, too. 

LinkedIn is the perfect platform to promote employee sharing, too. Make sure your employees are equipped with promotional materials and links to share. They can also tag prospects and relevant influencers — anyone valuable to the brand who might find your podcast interesting.

Instagram:

While LinkedIn is a great platform for employee activation an influencer engagement, Instagram may present the best opportunity to engage your podcast’s audience. 

Use Stories to share teasers, previews and quotes from each episode. Include candid photos and videos of the recording process, too — take your listeners behind the scenes.

Twitter:

As you saw in the embedded tweet above, short videos are a great way to hook an audience on Twitter. Create video by adding a simple static or looping animated background to your audio highlights — even a basic video editor like iMovie will do the trick. 

Make sure your video makes sense without audio, as most mobile viewers will be watching on mute, and keep them under a minute long. And, of course, add relevant hashtags and tag your guests and relevant influencers.

A (Pod)Cast of Thousands

I’ve lost count of which Podcast Renaissance we’re in at this point, but it’s fair to say the medium is stronger than ever. And there’s still plenty of untapped audience potential out there, especially for business podcasts that bring real value and industry insight to their listeners.

To learn more about B2B podcasting, check out our webinar: The 4 P’s of B2B Podcasting Success.

* SAP and LinkedIn are TopRank Marketing clients.

The post 10 Tips To Turn Your B2B Podcast Promotions Up To 11 appeared first on B2B Marketing Blog – TopRank®.


Source: SEO blog

B2B Podcasting: 20 Stats that Make the Marketing Case

20 Compelling Statistics About B2B Podcasting

Good grief, Josh, why can’t you shut up about B2B podcasting? Does the world really need another think piece, blog post, or webinar about the potential? Don’t people get it already?

I hear you, theoretical reader. And yet, I persevere. 

B2B podcasting today is where content marketing was a decade ago. It’s emerging as a marketing discipline. People are starting to get sophisticated about deploying and measuring podcasts. We’re seeing new tools to make it easier to launch, promote, and monetize. And despite the thousands of hours of audio out there already, there’s no sign that the market is satiated. 

I believe that if you’re not already thinking about podcasting for your B2B brand, you should be. But if my beautiful words can’t convince you, let the data tell the story:

B2B Podcasting: 20 Stats that Make the Case

These statistics come from five different reports, all released in the last year. When you look at all five together, the picture is clear: We’re nowhere near peak podcast, and brand content is the next frontier.

Podcast Listenership Just Keeps Growing

Podcasting is a growth medium. More people are listening now than ever before. But what’s truly impressive is how many listeners are new to the medium. Even though podcasts have been around since the early 2000s, they have only reached a mass market audience in the past couple of years.

1: Nearly a quarter of all listeners started in the past 6 months. (2)

2: Globally, 36% of the sampled population has listened to a podcast in the last month. (1)

3: 51% of the U.S. population over 12 has listened to a podcast. (2)

4: 32% of the U.S. population over 12 has listened in the past month (90 million people). (2)

5: 22% of the U.S. population over 12 listen weekly (60 million). (2)

6: 62.6% of respondents said they listen to more podcasts now than they did a year ago. (3)

7: Only 3.1% said they listen less than they did a year ago. (3)

In summary: Podcasts continue to attract new listeners to their existing audience of 90 million people monthly. And, most promisingly, those who listen are far more likely to add new podcasts than cut down.

Podcasts continue to attract new listeners… And, most promisingly, those who listen are far more likely to add new podcasts than cut down. @NiteWrites #B2BPodcasting Click To Tweet

Podcast Listeners Are Demographically Valuable

Okay, so millions of people are listening to podcasts. But are these people a worthwhile target audience for B2B marketers? 

The answer may vary depending on your most valuable audience, of course. But most B2B marketers are interested in targeting millennials. A recent survey found that at least 73% of millennials are involved in product or service decision making at work, with 33% reporting they’re the sole decision maker at their company. 

Basically, if you’re trying to influence B2B purchases, millennials matter. And podcast listeners are disproportionately affluent, social media savvy millennials:

8: 50% of listeners under 35 have listened to a podcast in the last month. (1)

9: 41% of podcast listeners make $75k a year or more, compared to 29% of the general population. (2)

10: Podcast listeners are more likely to be active on social media across channels and more likely to follow companies and brands. (4)

Podcast Listeners Are More Likely To Follow Companies and Brands on Social

Read: How to Promote Your B2B Podcast

Podcast Fans are Devoted Listeners

According to Google’s 2018 benchmarks, the average time on page for content from most industries is between two and three minutes Marketers can certainly make an impression in that amount of time. Even fifteen seconds is valuable to a savvy marketer with a good hook and strong CTA. But podcast listeners spend a great deal more time with audio content:

11: 76.8% listen to podcasts more than 7 hours a week. (3)

12: 61.2% spend more time listening to podcasts than watching TV. (3)

13: 52% of monthly listeners listen to the entirety of each episode. (2)

14: 70% of listeners say that, at least sometimes, they do nothing else while listening to podcasts. (2)

As that last statistic shows, podcast listeners aren’t the distracted, multi-tasking folks we might have imagined they are. If the material is engaging, they’re willing to devote their attention. Speaking of which…

Podcast listeners aren’t the distracted, multi-tasking folks we might have imagined they are. If the material is engaging, they’re willing to devote their attention. @NiteWrites #B2BPodcasting Click To Tweet

Podcast Fans Want to Learn (In a Fun Way)

Back in the early days, podcasts were — in the best sense of the word — geeky. They were for highly techy types to share knowledge, teach and learn. While purely entertaining podcasts have seen plenty of success, at the root of it podcasts are an ideal medium for learning. 

People don’t just listen to podcasts for fun. The overwhelming majority want to feel smarter at the end of every episode. 

Think of all the subject matter expertise in your company. Now multiply that by the influential guests (e.g. your customers, prospects, and industry experts and peers) you’ll invite on to share their expertise.  It’s easy to see how a brand podcast can bring educational value to an audience that’s ready to learn.

15: 74% say they listen to podcasts to learn new things. (2)

16: 71% say they listen to be entertained. (2)

17: 59% say they enjoy podcasts because they make them feel smarter. (2)

74% of Podcast Listeners Listen to Learn New Things

The Business Podcast Market Is Ready for Lift-Off

There’s still a massive untapped market for helpful, informative business podcasts — exactly the type that B2B brands could develop, produce and promote. In fact, we can see that the ad revenue model for podcasting is expanding to include branded content. Right now, branded content is still a small percentage of overall podcast advertising, but it’s growing fast. 

18: There are avid fans of business podcasts in 13 million households. (4)

19: There are casual fans of business podcasts in 52 million households. (4)

20: Branded content has increased from 1.5% to 10.1% of podcast advertising since 2016. (5)

What’s more, podcasts offer a range of content marketing benefits, which can inform and bolster your broader digital marketing strategy.

Don’t Be (Pod) Cast Aside

The podcast boom continues unabated — and it’s grown from a strictly amateur platform to a sophisticated content marketing medium. B2B marketers who are creating any kind of audio content should consider podcasting as a channel to earn attention, deeply engage an audience, and ultimately drive measurable business results.

Ready to produce your own podcast? Check out our webinar on the 4 P’s of Podcasting.

Sources:

  1. Reuters Institute Digital News Report 2019
  2. The Podcast Consumer 2019
  3. Podcast Trends Report 2018
  4. Nielsen Marketers Guide to Podcasting
  5. IAB Podcast Ad Revenue Study for 2019

B2B Podcasting: 20 Stats that Make the Marketing Case

20 Compelling Statistics About B2B Podcasting

20 Compelling Statistics About B2B Podcasting

Good grief, Josh, why can’t you shut up about B2B podcasting? Does the world really need another think piece, blog post, or webinar about the potential? Don’t people get it already?

I hear you, theoretical reader. And yet, I persevere. 

B2B podcasting today is where content marketing was a decade ago. It’s emerging as a marketing discipline. People are starting to get sophisticated about deploying and measuring podcasts. We’re seeing new tools to make it easier to launch, promote, and monetize. And despite the thousands of hours of audio out there already, there’s no sign that the market is satiated. 

I believe that if you’re not already thinking about podcasting for your B2B brand, you should be. But if my beautiful words can’t convince you, let the data tell the story:

B2B Podcasting: 20 Stats that Make the Case

These statistics come from five different reports, all released in the last year. When you look at all five together, the picture is clear: We’re nowhere near peak podcast, and brand content is the next frontier.

Podcast Listenership Just Keeps Growing

Podcasting is a growth medium. More people are listening now than ever before. But what’s truly impressive is how many listeners are new to the medium. Even though podcasts have been around since the early 2000s, they have only reached a mass market audience in the past couple of years.

1: Nearly a quarter of all listeners started in the past 6 months. (2)

2: Globally, 36% of the sampled population has listened to a podcast in the last month. (1)

3: 51% of the U.S. population over 12 has listened to a podcast. (2)

4: 32% of the U.S. population over 12 has listened in the past month (90 million people). (2)

5: 22% of the U.S. population over 12 listen weekly (60 million). (2)

6: 62.6% of respondents said they listen to more podcasts now than they did a year ago. (3)

7: Only 3.1% said they listen less than they did a year ago. (3)

In summary: Podcasts continue to attract new listeners to their existing audience of 90 million people monthly. And, most promisingly, those who listen are far more likely to add new podcasts than cut down.

[bctt tweet=”Podcasts continue to attract new listeners… And, most promisingly, those who listen are far more likely to add new podcasts than cut down. @NiteWrites #B2BPodcasting” username=”toprank”]

Podcast Listeners Are Demographically Valuable

Okay, so millions of people are listening to podcasts. But are these people a worthwhile target audience for B2B marketers? 

The answer may vary depending on your most valuable audience, of course. But most B2B marketers are interested in targeting millennials. A recent survey found that at least 73% of millennials are involved in product or service decision making at work, with 33% reporting they’re the sole decision maker at their company. 

Basically, if you’re trying to influence B2B purchases, millennials matter. And podcast listeners are disproportionately affluent, social media savvy millennials:

8: 50% of listeners under 35 have listened to a podcast in the last month. (1)

9: 41% of podcast listeners make $75k a year or more, compared to 29% of the general population. (2)

10: Podcast listeners are more likely to be active on social media across channels and more likely to follow companies and brands. (4)

Podcast Listeners Are More Likely To Follow Companies and Brands on Social

Read: How to Promote Your B2B Podcast

Podcast Fans are Devoted Listeners

According to Google’s 2018 benchmarks, the average time on page for content from most industries is between two and three minutesMarketers can certainly make an impression in that amount of time. Even fifteen seconds is valuable to a savvy marketer with a good hook and strong CTA. But podcast listeners spend a great deal more time with audio content:

11: 76.8% listen to podcasts more than 7 hours a week. (3)

12: 61.2% spend more time listening to podcasts than watching TV. (3)

13: 52% of monthly listeners listen to the entirety of each episode. (2)

14: 70% of listeners say that, at least sometimes, they do nothing else while listening to podcasts. (2)

As that last statistic shows, podcast listeners aren’t the distracted, multi-tasking folks we might have imagined they are. If the material is engaging, they’re willing to devote their attention. Speaking of which…

[bctt tweet=”Podcast listeners aren’t the distracted, multi-tasking folks we might have imagined they are. If the material is engaging, they’re willing to devote their attention. @NiteWrites #B2BPodcasting” username=”toprank”]

Podcast Fans Want to Learn (In a Fun Way)

Back in the early days, podcasts were — in the best sense of the word — geeky. They were for highly techy types to share knowledge, teach and learn. While purely entertaining podcasts have seen plenty of success, at the root of it podcasts are an ideal medium for learning. 

People don’t just listen to podcasts for fun. The overwhelming majority want to feel smarter at the end of every episode. 

Think of all the subject matter expertise in your company. Now multiply that by the influential guests (e.g. your customers, prospects, and industry experts and peers) you’ll invite on to share their expertise.  It’s easy to see how a brand podcast can bring educational value to an audience that’s ready to learn.

15: 74% say they listen to podcasts to learn new things. (2)

16: 71% say they listen to be entertained. (2)

17: 59% say they enjoy podcasts because they make them feel smarter. (2)

74% of Podcast Listeners Listen to Learn New Things

The Business Podcast Market Is Ready for Lift-Off

There’s still a massive untapped market for helpful, informative business podcasts — exactly the type that B2B brands could develop, produce and promote. In fact, we can see that the ad revenue model for podcasting is expanding to include branded content. Right now, branded content is still a small percentage of overall podcast advertising, but it’s growing fast. 

18: There are avid fans of business podcasts in 13 million households. (4)

19: There are casual fans of business podcasts in 52 million households. (4)

20: Branded content has increased from 1.5% to 10.1% of podcast advertising since 2016. (5)

What’s more, podcasts offer a range of content marketing benefits, which can inform and bolster your broader digital marketing strategy.

Don’t Be (Pod) Cast Aside

The podcast boom continues unabated — and it’s grown from a strictly amateur platform to a sophisticated content marketing medium. B2B marketers who are creating any kind of audio content should consider podcasting as a channel to earn attention, deeply engage an audience, and ultimately drive measurable business results.

Ready to produce your own podcast? Check out our webinar on the 4 P’s of Podcasting.

Sources:

  1. Reuters Institute Digital News Report 2019
  2. The Podcast Consumer 2019
  3. Podcast Trends Report 2018
  4. Nielsen Marketers Guide to Podcasting
  5. IAB Podcast Ad Revenue Study for 2019

The post B2B Podcasting: 20 Stats that Make the Marketing Case appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog – TopRank®.


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