How To Create A Podcast Content Marketing Strategy



Why you need a podcast content marketing strategy

If the content is the king, the context is the kingdom. A healthy awareness of the context is the starting point for effective communication to destroy the monster of inattention that hovers over our audience. This applies to all types of content, including podcasts. Who would want to speak knowing they are not being heard? Without a podcast content marketing strategy, that's the risk.

The truth is that behind every success there is a strategy designed for that specific area. Anyone who listens to a podcast hears only the final part of the process, which on the surface may seem simple to replicate.

Before you even start creating audio content, you need to clarify the context and develop a suitable podcast content marketing strategy. To do this we need a method, to have an overview that helps us know all the factors involved for it to be effective.

How to integrate podcasts into your marketing strategy

The podcast is a great content marketing tool, as long as it integrates with the brand's communication strategy. It is one of the gears useful to define the communicative ecosystem, so it cannot be disconnected from everything else. Otherwise, it is pure creativity.

If you want to use it for marketing, it must be designed to help achieve your business goals. This means having a clear idea of ​​where you are starting from and where you want to arrive. It is a real journey that begins with you and engages your audience.

The main steps to creating a podcast content marketing strategy are:

  • Define goals
  • Analyze the context
  • Identify the target
  • Create content

and finally

  • Distribute and promote content
  • Monitor the results

We will now see how these aspects can be applied in a podcast.


Define your goals

It always starts with the goals, the purpose for which you want to communicate, and what you want to achieve. This is the basis that must always accompany the entire content marketing process.

We can divide them into two types:

  • Business Goals
  • Content Objectives

If you are starting a business as a professional or entering a new market, establishing business goals is essential. Understanding the strong motivation that drives you to communicate and what you want to achieve helps you to keep the focus on all actions that should be put in place in your project.

Whichever content marketing tool you choose, always ask yourself these questions:

  • Why do I want to create content?
  • What do I want to achieve?

Write down the answers and highlight them clearly on a piece of paper. The difference between those who are successful with content and those who have poor results is just having a clear idea of ​​where you want to go.

Once you understand your goal, the next step will be to create content that helps you achieve your business goals. Each message must be conveyed with a specific purpose: to be designed to satisfy different moments of the marketing process.

Remember: the user rarely buys without first understanding who you are, what service you offer, and how it can be useful. Only after following this process, the user becomes a customer. Content marketing is about converting.

For each piece of content you create, ask yourself these questions:

  • Who am I talking to?
  • What are my goals?
  • What do I want to achieve?
  • Is that something I really think?

And here the logic of the sales funnel is triggered, that is the purchase decision-making process. The objectives and tools for doing content marketing will differ depending on the stage the user is in.

Analyze the context

Now that you've written your goals well, analyze the context around you. You can't ignore the market and the competition. These two elements are needed to understand how you can position yourself.

Start with yourself: Who are you? What do you do? What are your strengths? What is the differentiating element from the others?
Study the competitors: Who are they? How do they communicate? What do they offer?

The differentiating element lies not only in the type of product or service you offer but it could also be the way you communicate, the tools you use, your style, and personality.

Identify a target

Knowing who you are communicating to is the foundation for building content that converts. If you don't have the ideal person in mind, called buyer personas in jargon, to direct your product or service to, you are wasting energy. True, there may be a large audience potentially interested in your offering, but shooting in the pile doesn't do much good. Better to use the cartridges for a very specific niche and focus efforts on a type of communication that these users can understand.

Identifying a specific target will help you understand the specific needs you can respond to with content. If you don't know your audience problems, fears, or desires, you won't be of help. Furthermore, you will be able to understand where to intercept them: are they active on social networks? prefer podcasts? do they like to read an article? or are they video lovers?

Create suitable content

The contents must be suitable for your target but also for the stage of the funnel. A user interacting with you or your brand for the first time must first understand who you are, what you do, and how you can help them.

Only later will you be able to propose your services. Cold sales are now isolated cases. People must be accompanied on a path and the contents are the vehicle to do so.

Content must also adapt to the platform. Social media, blogs, newsletters, ebooks, podcasts, and videos are forms of communication that require a different language even if the structure follows the same logic. Knowing them will help you use the correct tone of voice and better intercept people.


We have seen that the podcast is a content marketing tool with great potential if inserted in a corporate marketing strategy with the communication ecosystem; if it starts from a well-defined project that identifies objectives, targets, and takes into account the context. Become a winner.

PS .: It is true that the podcast is not for everyone, but why not find out if it is for you?

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