In this episode, Erik and I break down 4 podcasting channels you can use to grow your company, along with the pros and cons of each.
If your company is interested in getting started in the world of podcasting, but you aren’t sure which channel you should use, this episode will break it down for you and help you decide.
For each one, we'll give examples, and help you decide if this is a good fit for you.
SEO against PPC are different from each other. Each has pros and cons. And these channels are the same way. Each offers something unique, and each has a downside.
Podcast tours let you grow awareness and trust in your brand or product unlike anything else. They allow people to feel like they know you, and offer the benefit of reaching your ideal audience on a show that someone else built. The downside is that pitching shows is a long process that has to be done thoughtfully, with care. And at the end of the day, that audience can still be taken away from you (if the show deletes the episode, etc.).
Branded podcasts let you build an audience that you can talk to every week. There's nothing like it. You can bring value to their lives, and use your podcast to produce loads of articles or social media content. But building an audience is hard, and takes time, and starting a podcast isn't an easy process.
Internal podcasts let you unify your team around a single message, empower your employees to share their voice, and help you attract top talent.
Podcast ads offer the farthest reach and the shortest timeline. You can share your message, immediately, with any shows that will have you. However, this builds the least amount of trust, and listeners can simply decide to tune out the ad segment on the show or skip it entirely.
Bottom line: podcasting is an incredibly powerful medium. It's almost unparalleled in how it lets you connect with your ideal audience, on the go, in a way that lets them feel like they really know you. And each channel offers its own unique value, so you've just got to decide what matters the most to you (or invest in all 4).
Most brands would benefit from using a combination of all of them. For example, if you go on a podcast tour, you can promote your podcast.
But the reality is that you probably don't have the time or budget to do all 4. So as we discuss each one, we tried to help you distinguish if a particular channel was a good fit for you where you are now.