Podcasting Marketing Strategy

Podcasting Marketing Strategy: A Complete Guide to Creating, Publishing and Monetizing a Successful Podcast
Publisher: Kogan Page
Published: 5/28/2019
Podcasting is a hugely persuasive yet under-utilized channel accessed by an affluent and influential demographic. In a crowded and noisy digital environment, it gives organizations, brand builders and marketers the unique opportunity to stand out and drive engagement with target audiences. It offers accurate and measurable levels of allegiance that can only be dreamed of on other digital channels.

Podcast Marketing Strategy: A Complete Guide to Creating, Publishing, and Monetizing a Successful Podcast

Key Insights

Nowadays, everyone listens to podcasts on their commutes, during their workouts, and throughout other parts of their day.

And with the attention on podcasts increasing, you have to stop and wonder, can a podcast help your business?

But, what makes a podcast successful?

You’ll discover this and much more!

Through these insights from the book, “Podcast Marketing Strategy: A Complete Guide to Creating, Publishing, and Monetizing a Successful Podcast” by Daniel Rowles and Ciaran Rogers, you will learn how you can develop your concept, distribute your podcast, grow your audience, and put some money in your pocket.

Key Points

  • Define Your Goals

All successful podcasts have clear goals that their audience can clearly pick up on.

Your podcast should always support your business. So, clear planning is essential. There must be an ultimate goal.

Examples of an ultimate goal could be:


  1. Generating income from online sales.
  2. Looking for future sales leads.
  3. Promoting your brand.


No matter what the ultimate goal is, you must define it before you start conceptualizing your podcast.

After you decide on an ultimate goal, you must create content based on that goal. Be wary, most listeners do not want to listen to 20 minutes of advertisement about your business. They want valuable content.

Valuable content can be a number of things including an entertaining personality or helpful information to help the listener succeed.

If you have great content on your podcast, you will automatically gain trust.

Only once you have gained their trust, can you expect a listener to help you reach your ultimate goal.

Content on your podcast is directly related to your goals. If a podcast has amazing content but no goal, what can it achieve? The answer is nothing.

A podcast with a goal but without solid content, won’t help you to build an active audience.

Look to podcasts you enjoy and analyze their content in relation to their goals. This will help you to design an effective podcast model for your business.

  • Understand Why People Listen to Podcasts

All the top podcasts have audience followings that share their shows and create discussions based on the content.

But, how do you actually engage your audience?

First, we must understand that everyone has a limited time. The listeners are people too, just like you. They have obligations, jobs, families, and hobbies. So, it’s important to understand why they spend their valuable limited listening to certain podcasts.

If you want people to listen to your podcast, you must stand out as there is a lot of competition. And your content must offer them value.

Examples of how content can be valuable to your audience:


  1. Learning Something New
  2. Entertaining Them
  3. Creating a Social Connection


Whatever the value may be is what keeps the listener connected to the podcast.

You also need to be aware of how your listeners are listening. Are they on their computers or their phones? Are they listening to their commutes or during their daily gym session? This is important information to know because if your podcast is insanely long, most people will not have the time to listen to it.

To avoid this dilemma, try writing down some titles that have time factored into them. For example, “Stuck-On-the-Subway Sally.”

  • Help Listeners Find You

It’s important when developing a podcast to develop a fanbase to go along with it.

You must have good discoverability. That means that your target audience can find you easily. For this, you must utilize search engine optimization or SEO, so that if a person Googles the topic of your show, you will be at the top of the search list.

And that brings us to the next point, you must have a good webpage. It should always be updated and it should have a sleek easy-to-navigate design.

On your webpage, make sure you provide description snippets for your listeners under each episode, this will also make it easier for your audience to find you via a Google search.

However, not everyone will find your podcast with a simple Google search. Some will use a podcatcher, which is a program people use to download podcasts. To gain listeners from this platform, you must have sleek cover art and a short engaging snippet of your podcast.

Keeping your podcast topic-specific will help you be found by your target audience.

You must also be consistent in all ways. Podcasts should have a solid format. This could be a solo delivery, an interview, a live recording, etc. It could also be a mix of these in a semi-regular order.

The main goal with format is to avoid confusion for the audience. If you have a loyal listener that always enjoys your show, you don’t want to shock and surprise them with something totally different when they tune in to listen. This could potentially leave a sour taste in their mouth.

It’s important to base your format on your target audience. Consistent content and format will draw in listeners and hold them there.

  • Branding Your Podcast

The beginning of your podcast needs to hook your audience. You also need quality artwork and audio equipment. Think of the first impression like the cover of a book. It should be clear and to the point.

The end of a podcast segment is a branding opportunity. You could do this in a number of ways such as playing a song or tune every time, or giving a description of the next episode to follow.

The best advertising for your podcast, by far, is word-of-mouth. But, how do you get people talking about your show?

First, you must make sure your listeners are enjoying your podcast every single time. In order to expedite the process, you can utilize the help of influencers by having them on your show.

However, don’t start with big-name influencers. You want to be a superb interviewer by the time you have them on. Instead, focus on smaller influencers. Analyze some interviewers to see what successful strategies they’re utilizing.

Also, always remember, make the show about the interviewee. This will make them happy and they will surely spread the word about your podcast.

  • The Right Tools To Use

You must have the quality sound for your podcast in order to be seen as professional.

You must pick a system that is right for you. To figure this out, you must analyze your space, budget, and various other needs.

The two most important things are where you are recording and what you are recording with. Even the best microphone on the market will not sound good if you are in a bad environment. You must minimize all noise.

Lavalier mics are portable, which is ideal if you will be conducting a lot of interviews on your show.

USB mics can plug right into a laptop and also record quality content well. Plus, they are much more affordable.

A computer works well for interviewing people via Skype or Google Hangout.

A portable recorder at the center of a roundtable discussion style podcast works very well.

After you decide on your recording equipment, then you must decide on what you will use for edits. And, there are a lot of programs to choose from!

Editing takes time and practice, but it’s worth it in the end to have a podcast episode that flows smoothly without wasting a listener’s time.

  • Your Content Must Be Fresh

It’s important to remember that not everything you record you have to use. You must analyze it under your brand to decide whether or not it is aligned with your mission and worthy of your listener’s time.

Every single episode topic should fit your show perfectly. Your content is your value and you must treat it that way.

If you are running out of episode ideas, it’s a good idea to take a look at sources that focus on your niche.

The primary episode of every podcast is to engage and entertain your audience. But, also it’s important not to lose sight of your ultimate goal.

To stay aligned with your goal, feel free to ad sponsor messages or ask for social media likes at the end of the show.

If you focus on the value you are giving to your audience your calls-to-action won’t feel pushy and like an advertisement. It will feel like a way for your audience to create a connection with the person behind the podcast.

  • Track Your Audience’s Behaviors

For your podcast, you’ll need an RSS feed and a webspace to upload onto. It is possible to host your own files, but it can become expensive because of the amount of bandwidth being used.

But, thankfully, there are services to help you with this. Take Libsyn, for example, it’s a podcast hoster platform with a monthly fee. And, as a bonus, it has a lot of really helpful tools to help you get to know your audience.

Libsyn can tell you how many people downloaded your podcast and where they are from. It can even tell you what platform they are listening to.

It can even tell you what episodes are the most popular, which ones are hardly downloaded, and which ones listeners are stopping halfway through. This is all very useful information you can use to tailor your show accordingly.

Direct audience engagement is extremely important and this can be done via social media quite easily.

But, make sure everything you post on your social media is on-brand.

  • You Must Create Revenue

Not all podcasts are monetized. And that’s ok because sometimes that is not the ultimate goal. However, you have to think about the time you are spending, the hosting you’re paying for, and the equipment you had to buy.

The easiest way to start creating revenue with your podcast is to sell ads. There are two types of ads:


  1. Native - Ads that feel like a part of the show.
  2. Non-Native - A commercial break-style ad.


Make sure the ads you are selling are relevant to the show and its listeners.

Another way to make money is to sell products. For example, you could sell t-shirts with your podcast name on them. This is also a great tool for brand awareness.

You could also ask your audience to pay for content. To make this successful, you as a podcast founder would offer your audience special deals and access to exclusive content. This particular model has actually allowed a lot of podcasters to quit their day jobs and go full-time in the world of podcasting.

The Main Take-Away

When designing a podcast you must find your target audience in relation to your niche and ultimate goal. Then you must determine what valuable content means to them. Once you figure out the content, you must provide it to them consistently in an expected format. This will gain you, loyal listeners.


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