Podcasting as a Content Marketing Tool

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Jeanne Smith Avatar

If you are wondering is podcasting is right for you, consider its power as a content marketing tool that can lead to a lot of business.

While my background in radio lends itself to me talking about podcasting, never did I think it would become so big. Originally, we would record a DJ interview with a singer/songwriter so it could be played back. That was a podcast. Once tech allowed the average person to record and share audio, a whole new world of opportunities opened. Think about sponsorships, affiliate marketing and host read ads. We now have podcasts on every topic and it is much easier to listen (or watch–YouTube) than it is to read.

How does one launch a podcast and build an audience?”

As podcasting became mainstream, ads for top hosts and popular titles blanketed the airwaves. We then saw a barrage of interest from people wanting to do podcasts. How does one launch a podcast and build an audience? It will likely be a lot of hard work and you must be passionate about it and network. Get people to comment and share each episode. You might also use a site like podcastguests.com that offers a free matchmaking service. To speed the process along, use some paid media to boost your content.

It’s funny how the podcast format has crept into our lives. Amazon Alexa gives me a series of CNN podcasts when I ask for the news. These are hosted by people who are already well known. LinkedIn features live podcasts that are archived to enjoy later. These are subject matter experts who often appear in each other’s podcasts and build an audience that way. I’ll conclude by saying this is a great way to gain recognition and dialog for your cause, interest, or your day job.

If you are considering podcasting as a content marketing tool, check out these 12 tips for successful podcasting.


Jeanne Smith is an account executive with Ad Placement Partners. She can be reached through her company website.

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