How to Create a Podcast – A Guide for Digital Marketing Agencies
In 2022, it is more important than ever to remain abreast of the latest digital marketing trends and technologies, and digital marketing agencies should leverage this chance. Podcasts are an easy, quick, and cost-free approach to getting a competitive advantage. Any marketing leader who does not use these resources will quickly fall behind the competition.
Podcasting allows small businesses to penetrate markets outside their industry.
Earning people's trust is crucial in today's online world, and there is no better way to do it than by speaking to them in your own voice. As a podcaster, your voice will be heard by tens of thousands, if not millions. Unlike many marketing channels, podcasting can easily allow small businesses to penetrate markets outside their norm, both in terms of location and industry. Furthermore, podcasts have proven to loyalize audiences as they offer a uniquely intimate way to communicate and connect with those who find them.
Moving forward, let’s explore the core steps that you should take into account when building your podcast:
Narrow Down your Niche
Launching a podcast is mainly driven by the prospect of acquiring new leads and enhancing your agency's reputation. Podcast Insights estimates that 55% of the US population has at least once listened to a podcast, and 24% do so on a weekly basis.
Overall, a successful podcast is more likely to have a specific focus on a particular subject.
Without a doubt, the audience you get when you focus on a narrow subset is more likely to be interested and involved. Define what it is that sets your podcast apart from others.
As a digital marketing agency, there are a plethora of avenues to pursue: from thought leadership, technical aspects or marketing trends to explore, you can choose the angle of your podcast that aligns with your target audience and clientele.
Establish Your Format
Furthermore, the great part about podcasts is that they can adhere to almost any structure.
Some are interview-based and conversational, with one or more presenters inviting guests, and others are story-based (fictional and non-fiction).
If you manage a marketing agency, you may try to start a marketing podcast in which you interview other marketing professionals who may contribute their own unique marketing methods, ideas, and insights.
In this pursuit, you should ask yourself the following questions:
Has this already been discussed in a podcast? If so, is there another approach I could take?
Is this notion contemporary and relevant?
Is there enough material to produce a season?
Choose the Podcast’s Title
Before they even start listening to your podcast, listeners will have already formed an impression based on the name of your podcast. This is, thus, a crucial choice that should cater to the needs of your audience and niche.
Here are some suggestions for naming a podcast:
Consider a podcast title that represents your brand, beliefs, and objectives.
Make it memorable, brief, and readily identifiable.
Choose something that clearly depicts your podcast’s theme.
Check for any existing podcasts with a similar name.
Formulate Your Content Strategy
Describe in detail what you want to accomplish by creating podcasts for your marketing agency. Then, discover the answers to the following guiding questions:
When do you want to set your recording schedule?
What are the top 10 themes you want to discuss?
How many episodes do you intend to release each week or each month?
When are the anticipated publication dates?
Do you have a sufficient digital presence on social media sites to promote your podcast?
Regardless of how often you record or distribute episodes, your podcast's cadence must be sustainable. While recording a podcast episode might be simple, editing the audio, transcribing the episode, and preparing materials for episode distribution can take time.
Film Your Episodes
To have the first episode recorded, you must do some serious pre-planning. Perform your due diligence and pursue the following aspects:
Competitor analysis and research
Constant examination of the interests of your target audience
Assessment of search and audio content marketing trends based on demographic research
Organization of your subject catalogue
Subsequently, podcasts are edited mainly to improve the audio quality and make minor structural adjustments. Nonetheless, ensure the material is perfect before fixing any audio difficulties or other distractions.
Submit Your Podcast on Popular Platforms
Any successful podcast should aim to reach a wide audience, and publishing your podcast on various platforms is one of the most viable ways to achieve this. Directory services, like Apple Podcasts, make it easy for listeners to discover new podcasts, as these places are where most of your future listeners will discover your podcast.
