There are functionally infinite ways to create a podcast for your business, and that’s the problem. You want to create one that works instead of wasting hours and hours learning from failures!
The stakes are high. More than 50% of all Americans listen to podcasts regularly, and entreprenuers, CEOs, and other leaders disproportionately listen to shows every week.
Three ways podcasts can be content marketing
From the clients Rooster High serves across medical professionals, business coaches, influencers and more, here are three approaches that we use when providing full podcast strategy support.
A podcast can be your content marketing machine
If your business isn’t posting to social media – whether your audience is on YouTube, LinkedIn, Instagram, or elsewhere – you’re leaving money on the table. Podcasts and social media content share an awesome, but frustrating, trait: you can create them for next to nothing yourself, but making content that works for your business takes a lot of expertise.
Most business podcasts will feature you or someone from your business sharing new, opinions, takes, or other talking points that connect directly to your service and what makes you different. Whether it’s a solo episode of ten to twenty minutes, or an interview that goes for forty-five minutes, there are always a bunch of things said on the show that would do great as a blog post, social media, clip, or even a quote for your website.
When you record a video podcast focused on topic in your expertise and relevant to your audience, you own wealth of content waiting to be repurposed. Rooster High not only strategizes for, edits, and produces your show, we can select, optimize, and schedule clips from your video podcast to social media.
Why is this a good idea? First off, it’s effortless on your part. Just record the episode and it sends itself to Rooster High automtically – we take it from there. Second, these clips are authentic, on-brand, and crafted to do well on social media. You’re saturing social with quality video content!
Podcasts close your high-ticket offer as an always-on lead nurture tool
Coffee’s for closers only. Your podcast is a closer. Your podcast should get coffee.
If your offers are highly focused, with a clear target niche, and cost a lot of money – first off: you go, Glen Coco!
Secondly, do you want to build relationships and win folks over to working with you in an authentic, relational, low-pressure way? Creating a podcast where the guests are your ideal clients gives you a strategic place to show them hospitality and honor the HECK out of ’em. One trick here is finding the perfect marriage of an interesting show where your ideal clients make sense to be the guest.
Rooster High will help you find that perfect balance, and advise on strong content direction along the way.
Host industry key opinion leaders on your podcast
If there was one podcast that everyone in your industry or vertical paid attention to, listened to, responded to, and talked about – shouldn’t it be your company?
Your podcast can host key opinion leaders, the best suppliers, the right clients, and everyone else who meaningful makes up the modern shape of your industry. The goal is that when your audience thinks of your industry, their next thought is of the podcast that you create that brings everyone together.
It’s a strategic media asset with a massive payoff. The trick? The show needs to be GOOD. Authenticity is key. Be yourself and let us handle the rest, from leading on content ideas to post-production. We even provide coaching on interview techniques – something we’ve done hundreds of times.
Podcast strategy is tough
There’s a good reason I (Zach) left traditional marketing teams after a decade of media production and project management. After spending years creating a few shows that broke 60,000 downloads and monetized in the thousands I began serving clients and realized there were patterns to the successful podcasts. Your business podcast needs to be authentic, while being crafted to get results – with all the best practices, podcast analytics, and processes to get it there.
Things like AI, TikTok, and eroding faith in various institutions mean that if you can get in front of your audience as an authentic expert, you’re already providing something valuable. Whether your podcast strategy will be using it as a content marketing machine, a focused lead nurture tool, or you use it to establish your company’s reputation in the industry as a thought leader top-of-mind to the key opinion leaders, a show can serve well – if it’s used well.