When it comes to getting your content out into the hands (and ears and eyes) of your audience, there are plenty of ways to do it. You can use social media, blogging, email newsletters, lead magnets, webinars, You Tube videos, and that’s just to name a few! But there is one particular type of content marketing that I love, that I think often gets overlooked and is a killer way to both position yourself as an expert and reach a large audience, and that’s podcasting.
Now, before you roll your eyes and tell me you don’t have the time, energy, or motivation to start your own podcast, don’t worry! The beauty of podcasts is that you can enjoy all the benefits they offer without having to create your own, and you can do that by appearing as a guest on someone else’s.
If you’ve never entertained the idea of being interviewed as a podcast guest – or even if you have – let me run you through all the top reasons I believe it’s a no-brainer for expanding your reach and building your brand:
Podcasts are continually gaining in popularity, with over 2 million active podcasts in 2021 (up from 500, 000 in 2019), and 82.4% of podcast listeners spending more than seven hours a week listening to podcasts.
By being strategic about the shows you appear on and selecting podcasts that share the same audience as your own business, you can ensure you are reaching your ideal clients.
Podcasts are a great opportunity to get access to potentially hundreds or thousands of people that are interested in what you do. Imagine how much work it could take to get even a few hundred new people to engage with your website or latest blog post?
When you guest on a podcast, the host usually shares your contact details with their audience in addition to including them in the show notes. This will encourage traffic to your website which on its own is valuable, but you can also convert people onto your list by offering free, valuable content they can download in exchange for an email address.
Podcast guesting would have to be one of the easiest ways to create content. Think about it – all you need to do is talk for around 20-40 mins on a subject that you know a lot about. You may have to spend a short amount of time preparing but compare that to writing an article which can be extremely time-consuming, or expensive to outsource, and it’s no wonder people get excited about podcasts.
Once your interview has gone to air you can use it as content for your own business. Share the interview in your socials and newsletters or write your own blog summarising the main points in your discussion. You might even consider getting your interview transcribed by a service such as Rev.com and sharing it as an article (check with your podcast host as they may already do this and be willing to share it with you).
One of the best things about podcasts is that the content is evergreen, meaning that they never disappear. Old podcast episodes get visited or revisited, as opposed to blogs that people have to dig into your archives to find, or social media posts that quickly get buried under more recent content.
Podcast guesting can bring access to experts that you would otherwise not have the opportunity to meet. It can also open doors to people you could only ever dream of being interviewed by. You may not be confident enough to approach big names when you’re just starting out, but as your interview experience grows and you gain more confidence, you can start applying to shows with more well-known hosts that have larger audiences. Not only will it feel wonderful just to be able to say you appeared on their show, it will also add credibility to your brand.
Podcasts are a fantastic way to build trust and create a deeper connection with people in a short amount of time. The audience will feel like they know you on a more personal level and be more likely to continue engaging with you after the interview has ended.
People do business with those they know, like and trust, so if you can use podcasts to build relationships with audiences that match your ideal clients, then you’ll be creating more opportunities for people to find and work with you.
So, there you have it, ten reasons why podcast guesting is a great idea (and I’m sure there are more).
I’m a believer that when it comes to content marketing you should always be reaching your audience through more than one channel. After all, while some of your ideal clients might like listening to audio or reading articles, others will be big on consuming video content or scrolling through short-form posts on social media. But hopefully after reading this you’re convinced that podcasts are one of the most powerful ways to help build your brand, and from now on will be included on your content marketing tick-list. Without a doubt, they’re a wonderful way to expand your reach, position yourself as an authority in your field, and create more opportunities for sales.
As one of the most popular ways for people to consume content today and with no signs of that changing anytime soon, they can’t be ignored.
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