It’s no secret that content is king. If you’re going to create content, you need to make it so that audiences will not only like it but engage with it on a daily basis. Because podcasts are one of the easiest ways to consume content these days, they can be highly habit-forming. You can plug in your headphones and listen while you’re working out, cooking or commuting to work.
However, you still have to produce quality content and have some marketing savvy to promote your show. How do you do that? When I was in the process of creating The Influencers podcast, I had that same question and reached out to the podcasting experts at Brandcasters for tips.
1. It’s not about you.
The truth is that everyone is self-absorbed. We view the world in relation to ourselves. In fact, some say a person’s favorite word is their name. If you want to get people to notice, engage and share your podcast, you need to make it about them, not you.
Mention your guests as well as other influential people or brands you discuss. Link to their site. Tag them on social media. It not only increases your reach but indexes you better on search engines.
Start small and build up. Develop relationships with people with smaller followings. As you build a reputation, you can reach more high-profile industry leaders.
These 7 tips can elevate your podcast content.
2. Develop a content-sharing system.
Generosity is key. Psychologist Adam Grant studied three categories of people:
Grant found that givers are the least and most successful. If you want something, you need to offer something of value first. It is important to note that you shouldn’t always expect something in return. Also, don’t give to the point that it hurts you, that’s what separates the successful ones from the others.
3. Make it actionable.
Unless you are a major celebrity, you won’t get a large, active following unless you are providing actionable content. People engage with content because it holds value and significance to them. They may aspire to be like you or they may want to improve the quality of their life in general. Your content needs to help them do that, and it needs to do it in a way that is actionable and simple. Give them one takeaway. What is one thing they can do right now to improve their lives? Research shows most people max out at remembering seven of anything so don’t put more than seven tips per post/episode because it’s too overwhelming.
4. Visual impact.
Podcasting may be an audio-centric platform, but visuals are key to promoting your show. Your social media, website design, and podcast cover visuals need to be unique. Brand consistency is important, but don’t overlook novelty. According to research by Nico Bunzeck and Emrah Düzel, the human brain responds to novelty and entices us to explore and understand. It’s what causes us to click on ads and headlines to learn more.
5. Clickbait hurts you in the end.
Headlines that draw people in through curiosity but provide little value, are perceived as disingenuous and untrustworthy. Editors at major publications will tell you that using clickbait hurts you in the long-term, because audiences need to trust you for consistent engagement. As algorithms get smarter, it can also hurt your search engine ranking.
You can create attention-grabbing headlines without making clickbait, just ensure that the content you link to is valuable and actually delivers what is stated in the headline.
6. Adjust your content sharing to the channel.
When you are pushing out content on various social channels, you need to cater it to each platform. For instance, you should create different images on Instagram vs. LinkedIn.
7. Use ego bait.
The last tip is what the team at Brandcasters calls “ego bait.” When they share a podcast or other content that features an influencer or brand, they include an embed code for them to easily copy and paste it onto their website. This creates a graphic and backlink to their own site, while giving the guest some exposure and an ego boost.