As brand marketers find different ways to engage their communities, podcasts are a notable area of opportunity. The vast majority of content marketers (94%) that have used podcasts or audio content will continue to invest the same amount of resources or more into podcasting in 2022, and 53% of these marketers even say podcasting is the most effective format they use.
So, what goes into a successful podcasting strategy, and how can you use it to support your thought leadership activities?
In this #ContentChat, we’re joined by Lee Price (@LeeVPrice), founder of Viewfinder Partners, to explore how podcasts can boost your thought leadership platform. Read the full recap below to learn:
- How to decide if a podcast is the right opportunity for you or your brand thought leader
- Ways to distribute and promote your podcast
- The best podcasting tools for content marketers
Q1: How can brands use podcasts as an opportunity to establish their thought leadership?
Podcasts can strengthen thought leadership in a few ways. For starters, podcasts are highly personal and intimate, helping thought leaders develop a genuine connection with a wide audience.
A1: Podcasts are highly personal and intimate. We listen to them when we do the dishes and walk the dog. They’re a chance to really connect with your audience, even a B2B audience. #ContentChat
— Lee Price (@leevprice) July 11, 2022
I feel like I know people well when I listen to their podcasts regularly. #contentchat
— Tod Cordill (@todcordill) July 11, 2022
Love this! Same here. Podcasts drive a deeper connection that you simply can’t get from written articles #ContentChat
— Sweepsify (@Sweepsify_) July 11, 2022
Agreed. It’s so personal, especially when you listen on your headphones—like you’re chatting on a call with them. Especially with folks like @Robert_Rose + @JoePulizzi who engage with their podcast communities across platforms, inviting feedback.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022
Those two definitely came to mind. Also @nealschaffer. I recently vacationed in SoCal and it seemed I should reach out to Robert to share a few tequila shots and to Neal to have a few beers. 🥃🍻
You know, like I had a glass of wine in Sacramento. 🍷😀#ContentChat
— Tod Cordill (@todcordill) July 11, 2022
A1: Brands can use podcasts to establish their #thoughtleadership by connecting with people by broadcasting their knowledge to a larger audience! ~Jenna #contentchat
— Nimble (@Nimble) July 11, 2022
A1. I recently sat in on the 1st meeting a client had with a prospect. When asked where she first heard about us, she said “I don’t know, you guys are everywhere.”
“Everywhere” likely meant:
1. Podcasts (guest ~ once/month)
2. Events
3. LinkedIn ads#contentchat— Tod Cordill (@todcordill) July 11, 2022
I love that! Podcasts really do add to the surround sound that attracts folks to your brand. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022
Podcasts can showcase your team’s experience…
A1: I think the @foodbloggerpro podcast does a great job showcasing their team’s experience + connecting with the unique niche they serve.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022
A1b: It gives them a platform for showcasing all the smart people who are part of the Food Blogger pro community, and highlights the unique tools and resources members enjoy. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022
Allow a thought leader to convey their industry knowledge and discuss trends…
A1c: Demonstrating you understand industry trends and the people shaking things up in your greater business community are all aspects of thought leadership that podcasts are uniquely well-suited to support. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022
And provide insights about a brand’s audiences, market, and strategies.
A1: Provide insight about their audiences, market research, strategies, and results. #ContentChat
— Michelle Ngome 🇨🇲 (@MichelleNgome) July 11, 2022
Lee shares a few podcasts that she likes below, and check out Q4 for more recommendations.
A1: You don’t have to look long to find brands creating interesting podcasts. A few I like: Joy@Work + more shows from @kearney, Hardly Working from @fishbowlapp, 43% and Rising from @earnestagency, and the stunning show from @theygotacquired #ContentChat
— Lee Price (@leevprice) July 11, 2022
A1: One more show I want to recommend: Hacker Chronicles from @tenablesecurity. This is actually a narrative show (fiction storytelling from a B2B brand)! If you’re looking for a creative take on B2B podcasts, go listen. #ContentChat
— Lee Price (@leevprice) July 11, 2022
Now that sounds like a really interesting #contentmarketing angle + channel combo I haven’t seen. (and as a CMworld awards judge, I’ve seen a lot of interesting programs!)#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022
