The Podcast Growth Accelerator Report- September Issue

Welcome to the Podcast Growth Accelerator Report, where the team at Produce Your Podcast shares resources related to content, marketing and business development so your own podcast can be a power lever in achieving your organizational goals.

The second most common way people find podcasts is by search. If you aren’t sharing your podcast episodes onto your website blog, you are missing out on the serious SEO power that podcasting has.

AND, if you are collecting video during your recording sessions, you’re in luck: adding video to a blog post increases your SEO by 70%!

We see it time and again: all of the organization’s energy goes into the tactical launch… and once the show is live, there is a disconnect with what to do next (and why!) in order to grow the show and in turn, their business.

Below are 3 of the most common reasons organizations struggle with their podcasts. Do you see any of these in your own organization?

Lack of Defined Workflows/People:

This issue manifests itself in exploratory conversions with our team in a few ways:

“I do send the podcast episodes to the team every week, but then I don’t see it in any of our marketing.”

“I mean, sending episodes to prospects is outlined in our SOPs, so it should be happening, but I don’t actually think it is.”

What’s really missing? Here’s what we see most often:

1. The host/business owner sends podcast information to a group, with no point person defined to “own” the process in marketing and distribution
2. The host/business owners sends episode links to the team, but the team doesn’t understand why they should be using it and in turn, they don’t

This lack of clear ownership leads to confusion, miscommunication, and, most importantly, the absence of measurable results.

Internal Disagreement over Defining the Goals (Or 0 Conversation About Goals At All!):

An organization might have a podcast on the calendar, but if the goals behind it remain ambiguous, “success” becomes merely a buzzword. Lack of clarity about the podcast's purpose and objectives can create a disconnect between team members, leading to confusion and different interpretations of what the show is supposed to achieve.

In one instance, we asked the business owner/host on an exploratory call about the goals for the show. The responses were vague: “we just want to grow more" or "we'd like to generate revenue from it" lack the necessary precision to guide the podcast's strategy effectively.?

And because the host lacked clarity as to the show’s purpose, the onus was shifted to internal team members without a blueprint of how to utilize the podcast.?

In fact, that specific team wasn’t actually involved in the planning and preparation of the podcast, so the team was unintentionally avoiding the podcast in their sales and marketing work!

Lack of Understanding in How to Market and Grow the Show:

This one builds upon the call recap we shared above. Because the internal team was given the podcast without clear direction and guidance, the marketing results quickly became inconsistent and the show was being neglected.

This particular podcast host was very complimentary of the brilliance of their team members, which made it even more confusing as to why they weren’t able to successfully elevate the show.?

Knowing the caliber of talent on that team, we quickly got to work repositioning the podcast with the team members. Instead of the show just being “that podcast thing” we built out workflows and verbiage that would transform the show into a library of content. The marketing team was encouraged to use the audio for blog posts and social media captions, email newsletter content, and more.? The sales team was encouraged to use the library of episodes to help nurture their sales prospects. Leaders in the company used the episodes that were focused on storytelling/background of the organization for board members and shareholders to get them engaged with the show, too.

Is this you?

On Sept. 27, we are hosted a free virtual session called "The Podcast Growth Formula: 3 Keys to UpLeveling Your Reach & Results."

Inside this session, we revealed the 3 most common pitfalls we see when we facilitate our Podcast Audits.

Things like:

1) discoverability

2) your ability to attract new listeners

3) alignment of content with your revenue objectives

After over 11,000 episodes produced and 7+ years of production+strategy work, we've seen it all - and we're excited we got to share the things you can implement in your show's strategy to increase your business growth results.

Send us a message to grab the replay.

Produce Your Podcast is a premiere podcasting consulting, production and marketing agency. Our team of experts provide comprehensive and high quality solutions for B2B and B2C clients to incorporate podcasting into their overall marketing strategy.

Looking for a team of experts to launch your business’ podcast? Schedule a time HERE to book a consultation with our production team.