I recently drafted a podcasting roadmap at my marketing job. I removed the jargon linked to my company and published it here in its raw form.
Build a great podcast around X that helps us build trust and grow an audience of financial professionals, keeps educating and inspiring our clients, creates networking & partnership opportunities, helps with SEO and social media organic engagement, facilitates the creation of written content, all in a sustainable and system-driven way.
Podcasting is a growing medium that is here to stay and a simple way to create good and interesting content fast.
It’s important to understand that podcasts are mostly listened from mobile devices and from a podcast app where one subscribes to the RSS feed of a specific show.
It means that they grow organically and the goal is to get people to subscribe to the show on these apps, get notification when there is a new episode and to listen to it the way people listen to podcasts (at the gym, on public transports, walking…) which means when they have time and are passively listening. The goal is not to interrupt people on Linkedin and get them to give us a listen right now. It also means it can be longer than a short social media post.
Podcasts are quite intimate (we listen to someone’s voice), they need to be publish frequently (I’d say once a week on average), they grow organically and from word of mouth (or because of one guest people searched for) and listeners usually don’t start at the first podcast, but once hooked listen to the back catalog (it means that if we have evergreen content, it is not a big deal if only 30 listens today as it’ll keep serving us in the future).
Some facts and figures:
I see the opportunity to create two kind of podcasts:
Format: Structured long-form (30mn+) interview/conversation. Examples/Ideas:
We’re in a great position where we can help our clients promote themselves and create a virtuous cycle.
By creating more useful content, we can help our own clients get new ideas, get more clients on their own and improve the LTV of our clients
I’d brainstorm and gather ideas from the questions we get from leads and clients and do short clips answering them.
We need to create the right systems and assets in advance to be efficient and not create a colossal job for ourselves. But if we get ready, it can be a really efficient process.
Assets & templates
Tools & Hardware
Today, we’re really good with PR (get attention and build a brand) and media but lack our own content that educates, builds trust, answers questions and sells (and provides all the SEO!).
I believe that we can build great written content with an audio-first approach.
The podcast is an asset and is also just part of the content-creation-process.
Advantages: Nobody has “talkers block” (but we do have writers block), we can extract the expertise from our team and get the exact words our clients use from their own mouth and repurpose it.
Great content is what does the passive selling, educates the leads and the core of an inbound marketing strategy.
Our best content and easiest to share on social media isn’t when we talk about us but when we talk about clients' success.
The best performing content on social, website or newsletters are case studies and testimonials.
On social media, we’ll get our clients to promote ourselves by promoting pushing the podcasts and testimonials they appear on.
We’ll be able to rely less on tactics (#, tagging everyone, asking all the employees to like) and more on organic and social reach from the fact that they will share it for us.
It’ll also build incredible social proof and referral potential.
Podcasting is a great way to build relationships with people and companies we’d like to work with.
It’s easier to do outreach and approach a company proposing to promote them than asking for a call & a sell.
Here is the “Trojan Horse” technique (from Brennan Dunn):
Many companies will accept it.
Either offline on our local market or online as we internationalize, we can leverage other companies' image, trust and network by interviewing them.
Not directly on the same roadmap. But a great opportunity to leverage the web is to be on other people's podcasts.
Originally, most websites ranked on Google and increased traffic by publishing guest articles. They could leverage an existing audience and redirect some to their own website and benefit from a backlink (Google SEO ranking factor) from other websites with better ranking.
The problem with guest blogging:
Enter guest podcasting or doing a podcast tour. It’s the same idea, but the difference is that the content is hidden, audiences are new and have not heard the other podcast (they are listeners of show A not show B).
Format to make it repeatable:
How to implement the idea, example: