How can you create and distribute video and podcast content for marketing?

1 Define your goals and audience

Before you start creating any content, you need to have a clear idea of what you want to achieve and who you want to reach. Your goals and audience will influence your content format, style, tone, length, and frequency. For example, if your goal is to educate your audience about a complex topic, you might choose a longer podcast episode with an expert guest. If your goal is to showcase your product features, you might choose a short video demo with a clear call to action. Your audience will also determine the level of technicality, formality, and personality of your content.

2 Choose your platforms and tools

Once you have defined your goals and audience, you need to decide where and how you will create and distribute your content. For video content, you have many options, such as YouTube, Vimeo, Facebook, Instagram, LinkedIn, or your own website. For podcast content, you have platforms like Spotify, Apple Podcasts, Google Podcasts, SoundCloud, or Anchor. You also need to choose the tools and equipment you will use to record, edit, and upload your content. For video content, you might need a camera, a microphone, a tripod, a lighting kit, and a video editing software. For podcast content, you might need a microphone, a headset, a recording software, and a podcast hosting service.

3 Plan and produce your content

The next step is to plan and produce your content. This involves creating a content calendar, outlining your topics and scripts, preparing your guests and hosts, and recording your content. You should aim to create content that is relevant, valuable, engaging, and consistent. You should also consider the best practices for each platform and format, such as the optimal video length, resolution, thumbnail, title, description, tags, captions, and subtitles. For podcast content, you should also consider the audio quality, intro and outro music, sound effects, show notes, and episode titles.

4 Promote and repurpose your content

The final step is to promote and repurpose your content. This means sharing your content with your existing and potential audience, using different channels and strategies, such as email, social media, blog posts, newsletters, ads, or collaborations. You should also monitor and measure the performance of your content, using metrics like views, downloads, listens, shares, comments, ratings, and conversions. You should also look for ways to repurpose your content, such as turning a video into a blog post, a podcast into a transcript, or a snippet into a social media post. This will help you reach a wider audience and extend the lifespan of your content.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?