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