What can a podcast do to boost your overarching content strategy? Learn more about how podcasts can help create a more effective content offering for your brand.
There are so many great reasons to consider creating a podcast for your business. Not least, a quality podcast can serve every part of your wider content strategy. From ideation through to engagement, a podcast can elevate your content one step further and maximise the efforts of even a small content team.
Are you considering the value of creating a podcast for your business or brand? In this blog we outline the ways a podcast can improve your content offering, to better serve your business and maximise your digital presence.
Podcasts offer a platform for unique storytelling
Any holistic strategy already accounts for the use of blogs, newsletters, social media and video. But podcasts appeal to audiences that may not wish to engage in text or video – as an audio medium, podcasts are popular with all sorts of individuals, and this popularity only continues to rise.
Creating a content strategy without the consideration of audio is a missed opportunity. Podcasts can take so many formats – from two-hander conversations, dynamic multi-person discussions, re-enactment and in-depth reporting, thought leadership, and more. Take a look at The Cut and the New York Times podcasts – both publications have created specific spin-off blogs that boost their reporting in an audio format, making the most of the in-depth work their journalists already do, reaching new audiences and facilitating easy sharing and listening. So, ask yourself: What messaging and goals could you use podcasts for, rather than another medium?
Podcasts are perfect for dynamic thought leadership
If your brand is keen to create thought leadership within your industry, podcasts are an incredibly effective way to go about this. They enable a vibrant conversation to take place, and you can invite those from your industry but external to your organisation, demonstrating your network, expertise and engagement within your field.
Take a look at the work we did with NatWest for a specific example of how to make thought leadership work for your brand.
Podcasts enable conversations that boost engagement
Conversations with your audience are an essential way to boost brand awareness and appreciation. Podcasts can help facilitate this, beyond the recording studio – they offer something for your followers to listen to, think about and respond to, in a format that may be more appealing and varied than a simple blog. After all, reading long paragraphs of text doesn’t appeal to everyone – in this time-poor age we live in, audio might serve your audience better.
Introducing guests also introduces the opportunity to widen your audience, bringing in the supporters of your guests to pay attention to your brand and business. Syndication efforts are also eased, as podcasts can be embedded in a variety of places where conversations that concern your brand take place.
Podcasts can spark ideas for your whole content strategy
Given the variety and dynamism of a podcast conversation, episodes you create can feed your wider strategy, helping to support your content creation efforts across platforms. Take our Buffer case study as an example – the creation of a conference using podcasts helped to flesh out ideas for their next quarter of content, filling up the calendar with relevant new ideas born of strategic podcasted conversations with industry experts.
Episodes that we created together received a whole host of replies from interested listeners, which also helped Buffer determine what their audience really wanted to know more about from them as a business. It also helped them source ideas from industry experts themselves who are at the forefront of their field. Taking all these ideas and this information from their audience, Buffer was able to create new content plans and specific ideas going forward.
They also utilised snippets of the conversations from the episodes we collaborated on, reusing this to help boost their social media content, and also creating spin-off blogs. In this way, a podcast can help fuel a larger content plan and be reused and repurposed for other platforms.
If you’re ready to look into how a podcast can serve your business or brand, take a look at more of the best advice from our site for getting started. With one well-placed and thoughtfully created podcast, your entire content strategy can benefit.
Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.