We talk a lot around here about embedding podcast episodes and clips into other marketing content. That's because embedding show content allows you to infuse all of your written, social, email, and video content with podcast insights in a way that’s valuable for your audience — and, frankly, just so darn convenient.
What if you took your podcast marketing strategy one step further and embedded the idea of podcasts — all the brand voice and thought leadership topics you've captured in your show — into your entire marketing strategy?
As one of the fastest-growing marketing channels, podcasting deserves more love and attention in your content strategy. The two go hand in hand. Let’s take a look at the reasons why B2B podcasting demands a seat at the strategy table — and how you can get it there.
Audiences have made it clear they prefer intriguing, connected experiences across channels. And brands who invest in creating this engaging content are winning big and learning how a podcast content strategy can fuel your overall marketing strategy.
But here, the key insight isn't about the medium or the channel itself. It's about what excellent podcasts are made of: Conversations.
Audio and video podcasts are the hands-down best way to capture good, old-fashioned conversations in a way that written content simply can’t. And here are a few reasons why:
As marketers, we’ve been trained to build our content calendars around entire campaigns. Yet when it comes to podcasting, episodes are all too often treated as “one and done” pieces of content that are left untouched after being published. What a waste!
There’s so much gold to mine from even a single episode. When unpacked as multiple clips, a transcript, and broader content ideas, an episode can be spun out into tons of great evergreen content to be reused and embedded in so many different ways.
Creating a podcast package not only allows you to squeeze the most juice (read: ROI) out of each episode, but sets you up to come up with other podcast content ideas and plan other relevant pieces around it: social media campaigns, landing pages, webinars, you name it!
For every podcast episode, plan to create a launch package that includes the following:
The team at OpenView never lets its content stand alone. Instead, their content strategy is designed to work harmoniously, using different channels to drive key messages.
“We’ve created this community of people who...can get tactical information and key takeaways to help them grow their businesses. That’s our ultimate goal,” says Bayley (Dietz) Markopoulus, former Senior Marketing Manager at OpenView.
“We use the podcast as a way to supplement that goal... connecting the leaders we know in our network with our community of readers — just in a different channel," Bayley says. "The blog is still very core to what we do, and the podcast is a great way to supplement that.”
Meg Johnson, Senior Manager of Creative Strategy at OpenView, has built a marketing strategy around podcast content unlike most other brands. And she her own name for her kind of amplified marketing:
"The next piece of advice I have for you on content marketing is to reuse, repurpose, and repeat. And by doing that, you create what I like to call a content carousel," Meg advises. "All of the pieces of our marketing strategy are like horses on a carousel, or dragons or rabbits or whatever theme carousel you want to have. The first horse is the content, so whatever you're building this content carousel around. In this case, let's use the example of the Build Podcast with Blake Bartlett. So horse number one is the podcast, which focuses on bringing in people who are excited to talk to us and share their insights on something that they're very enthusiastic about. Horse number two is our blog. And so, as you can see, our content fuels our blog. Horse number three is our newsletter. This newsletter then points to horse number four, which is our social media channels. Then, see where I'm going with this, our social media channels, horse number four, goes all the way back to horse number one, which is the content. And that's completing one cycle on the content carousel."
Once you start weaving your podcast more fully into your overall content strategy, you can easily start embedding, reusing, and repurposing the content you create into other mediums like emails, ABM campaigns, sales cadences, customer education, and so much more. As long as there’s an audience to consume it, the list of potential content you can create is endless.
It’s time for the conversations you’re having to reach their full potential. At Casted, we’re kind of obsessed with conversations, and we’ve mastered the art of using them to fuel better marketing through strategic podcast management, activation, and measurement. We’ve combined the ability to host, transcribe, schedule, create clips, share on social, embed, and so much more into a single platform for maximizing your show’s (and brand’s) ROI. Sounds like a lot, but we make it so simple!
For more on brand podcast strategy for your business, download The Marketer’s Complete Guide to B2B Podcast Strategy. If you’re ready to see the Casted platform in action, reach out to us — we have so much to show you! And if you’d like to see how a podcast can help grow your business, subscribe to The Casted Podcast on Apple Podcasts and Spotify.