How to use Podcasts to Boost your Content Strategy

What can a podcast do to boost your overarching content strategy? Learn more about how podcasts can help create a more effective content offering for your brand.

There are so many great reasons to consider creating a podcast for your business. Not least, a quality podcast can serve every part of your wider content strategy. From ideation through to engagement, a podcast can elevate your content one step further and maximise the efforts of even a small content team.

Are you considering the value of creating a podcast for your business or brand? In this blog we outline the ways a podcast can improve your content offering, to better serve your business and maximise your digital presence.

Podcasts offer a platform for unique storytelling

Any holistic strategy already accounts for the use of blogs, newsletters, social media and video. But podcasts appeal to audiences that may not wish to engage in text or video – as an audio medium, podcasts are popular with all sorts of individuals, and this popularity only continues to rise. 

Creating a content strategy without the consideration of audio is a missed opportunity. Podcasts can take so many formats – from two-hander conversations, dynamic multi-person discussions, re-enactment and in-depth reporting, thought leadership, and more. Take a look at The Cut and the New York Times podcasts – both publications have created specific spin-off blogs that boost their reporting in an audio format, making the most of the in-depth work their journalists already do, reaching new audiences and facilitating easy sharing and listening. So, ask yourself: What messaging and goals could you use podcasts for, rather than another medium? 

Podcasts are perfect for dynamic thought leadership

If your brand is keen to create thought leadership within your industry, podcasts are an incredibly effective way to go about this. They enable a vibrant conversation to take place, and you can invite those from your industry but external to your organisation, demonstrating your network, expertise and engagement within your field. 

Take a look at the work we did with NatWest for a specific example of how to make thought leadership work for your brand.

Podcasts enable conversations that boost engagement

Conversations with your audience are an essential way to boost brand awareness and appreciation. Podcasts can help facilitate this, beyond the recording studio – they offer something for your followers to listen to, think about and respond to, in a format that may be more appealing and varied than a simple blog. After all, reading long paragraphs of text doesn’t appeal to everyone – in this time-poor age we live in, audio might serve your audience better.

Introducing guests also introduces the opportunity to widen your audience, bringing in the supporters of your guests to pay attention to your brand and business. Syndication efforts are also eased, as podcasts can be embedded in a variety of places where conversations that concern your brand take place.

Podcasts can spark ideas for your whole content strategy

Given the variety and dynamism of a podcast conversation, episodes you create can feed your wider strategy, helping to support your content creation efforts across platforms. Take our Buffer case study as an example – the creation of a conference using podcasts helped to flesh out ideas for their next quarter of content, filling up the calendar with relevant new ideas born of strategic podcasted conversations with industry experts.

Episodes that we created together received a whole host of replies from interested listeners, which also helped Buffer determine what their audience really wanted to know more about from them as a business. It also helped them source ideas from industry experts themselves who are at the forefront of their field. Taking all these ideas and this information from their audience, Buffer was able to create new content plans and specific ideas going forward.

They also utilised snippets of the conversations from the episodes we collaborated on, reusing this to help boost their social media content, and also creating spin-off blogs. In this way, a podcast can help fuel a larger content plan and be reused and repurposed for other platforms.

If you’re ready to look into how a podcast can serve your business or brand, take a look at more of the best advice from our site for getting started. With one well-placed and thoughtfully created podcast, your entire content strategy can benefit.

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.

7 questions to guide your podcast strategy

You know you want to make a podcast. But what comes next? Here’s the low down on developing a strategy that sets your podcast up for success.

Creating a corporate podcast is often more than just a matter of having a great idea. Making a podcast worthwhile for your business requires a strategy. A strategy can make the difference between a podcast that’s simply fun and satisfying to create, and a podcast that really works for your larger business or brand goals.

During lockdown, we worked closely with Historic England to deliver a detailed podcast strategy that supported their aims as a business, as well as their wider content strategy. In particular, we utilise a Discovery Workshop process that is the key to defining everything a podcast strategy needs. This involved conducting a series of workshops conducted online, using various visualisation tools to help our teams collaborate and brainstorm around several important questions. 

In this blog, we’re going to break down parts of this process, sharing with you the important overarching questions that you need to answer to develop a podcast strategy that works towards your goals as a brand. 

Our virtual whiteboard used in our Discovery Workshop with Historic England.

1. What are your business/brand values and goals?

All content that you spend time creating as a brand should reflect your values and should be created in alignment with your goals. So, a good place to start is here: what does your brand or business value? Knowing what you stand for can help get the ball rolling. 

In the case of Historic England, they had used podcasts before to support exhibitions and events. Their aim was to inspire people and create advocates for the built environment. These key values helped dictate the way in which we defined a strategy for their future podcasts. Creating content that speaks to an ethos really helps to shape and define the scope of your podcast and will lead towards certain themes and ideas that are important for you to explore. 

Next up: What are your goals for your content? Content that aims to acquire new members, for instance, is likely to be different to content that furthers brand awareness. While your podcast may be intended to achieve many things, it’s important to define exactly what this might be before you get stuck in creating episodes.

2. What content have you created already?

Reviewing or auditing your content to date is a good way to help define what’s missing, and what your podcast might build upon. What worked? What didn’t? Spend time reviewing what content you’ve tried to create, the effect it had, any measurable qualities of success, before defining your podcast.

3.  What are your competitors up to?

Have your key competitors already got a podcast? If so, it’s worth taking a look to see what they are up to. Set your podcast apart from the outset by researching your competitors and the way they present themselves. Take note of what stories they’re telling and use this to help find your niche. If they don’t have a podcast yet, all the better! It’s your opportunity to create something that’s missing in the market.

4. Who is your audience?

Defining your audience is a great way to hone your podcast content. Thinking about who they are, what they are like, what they need, and what information you can uniquely provide them. All of this will help get you one step closer to creating a successful podcast.

5. What themes do you have in mind already?

There might already be some obvious themes that relate to your industry, the experts or guests you have access to, content you already create or content that is missing. Define your themes in a broader sense. Brainstorming here may reveal new areas that your podcast can explore - after all, it’s not a text-based medium, which means that you can define ideas that suit an audio format specifically, and this might bring to mind new areas to explore in your content. 

6. What format will your podcast take?

There are many possible formats a podcast can take. From monologues, to interview, to narrative-style podcasts (like the infamous Serial podcast), round tables, multi-host (like our work with NatWest), and more. Defining what format might suit the stories you want to tell will help define how to execute your content, when it comes to turning ideas into reality. 

7. How do you want to be different?

Here’s your chance to really brainstorm and get creative! Having reviewed what you’ve already created in terms of content, as well as what your competitors are doing, the themes and formats you prefer, what your audience needs, and keeping in mind your values as a brand, it’s now finally time to start fleshing out your niche. What would you most like to try? What story do you uniquely have to tell? Setting your podcast apart is key to creating something extra special with each and every episode. 

With these key questions answered, you can begin to define a successful podcast strategy. At Message Heard, we work with this as a starting point with each and every one of our clients. As we dig into the Discovery Workshop process, we can help you unveil the insights that can help your podcast stand out. By defining a detailed strategy, production also becomes a far smoother and more time and money efficient process. Take your ideas and turn them into a reality that serves your brand.  

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.

The untapped value of podcasts for subscription services

Rather than getting a slice of airtime on someone else’s podcast, why not host your own?

How many times have you heard an advert on a podcast for a recipe kit, a beer club or razor delivery? We imagine the answer is, “lots.” You might even be advertising your subscription service on a podcast or two. And they work. In fact, 76% of UK podcast listeners have engaged with an ad, according to Acast.  

But why not take it a step further? Rather than getting a slice of airtime on someone else’s podcast, you can host your own.  

Podcasts and subscription services are a match made in heaven — both nurture ongoing relationships with consumers who come together over a niche interest.  

A podcast is the perfect platform for you to engage, expand and educate your customer base. Here’s how.  

Engage: strengthen your relationships 

As Fast Company put it, branded podcasts are “the ads people want to listen to.”  

So, if you’re searching for a way to engage your subscribers’ attention, then look no further, podcasting is for you. 

That’s because they’re informative, entertaining and engaging — in other words, they don’t sound like your typical advert. They blend intriguing narrative or gripping conversation with music and sounds to keep the ear hooked. They keep you company during routine activities like doing the dishes or commuting. They create the sense of an intimate and informal connection between the listener and the host.  

That last one is possibly the most important factor for a subscription service podcast because having a close relationship with your customer is so important. If providing extra, bespoke content for loyal subscribers is your way of making sure they stick with you and your service, then a private podcast feed can help.  

Did you know you can host a podcast for your members’ ears only? What better way to show your members that you’ll go the extra mile for them.  

Expand: help new subscribers find you  

But what if you’re hoping a podcast could help you reach new audiences?  

Have no fear, podcasts are a growing trend with one in eight people in the UK now listening to a podcast every week. You can tap into that market by hosting a publicly accessible podcast, rather than a private one. As your podcast grows in popularity, word about your subscription service will also spread.  

Creating unmissable content for your market niche or interviewing amazing guests will help you to direct conversation and become the leader in your industry. Great guests are extra helpful because they can bring their following to your podcast and introduce new audiences to your brand.  

While advertising on someone else’s podcast may help to get your name out there, hosting your own gives you more control over your brand message. Rather than figuring out which podcasts you’d like to be associated with and finding out where your audience is, you can grow your own listener base, perfectly aligned to your niche. As the BBC’s Jamie Robertson says, “podcasts offer a chance to speak intimately to a very precise selection of people.”  

Educate: build brand awareness  

A podcast will give you the time and creative space to craft your message exactly how you wish it to be. There are several ways you can use podcasts to educate listeners about your brand so feel free to get inventive.  

Your podcast series could be a how-to guide for making the most out of your product or service. It could be a conversational podcast including interviews with staff, customers or inspirational figures in your field. You could use the podcast to share the stories and ideas that make your company tick. It could even be an audio accompaniment to your service - something enjoyable to listen to while you use the product.  

Whatever you decide your podcast should be, and the possibilities are endless, it will help your subscribers to gain a deeper understanding of your brand and what it can offer them.   

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch. 

How to Become a Better Podcast Host

What does it take to be a great podcast host? Here’s what you need to know to make successful podcasts. 

Podcasting is one of the most popular forms of media right now. The best corporate podcasts have something in common: a great host! While anyone can try their hand in front of the mic, it takes something special to be a capable podcast host. After all, contrary to popular belief, an engaging podcast isn’t just about creating a conversation — it’s  about how you curate that conversation for the listener. So, what can you do to become a stronger podcast host? Here are our tips to get you started.

Start preparing early

Hosting a podcast  can be intimidating - most of us aren’t used to being recorded! This means that having confidence on your subject matter is a great way to start, as well as preparing yourself for what needs to go into the episode you’re making. 

Recently, we worked with NatWest to produce a branded podcast. Our hosts were first-timers to the world of podcast production, and one of the hosts, Burcu Karabork, had this to say about the process:

“There is a tremendous amount of discipline and experience required in knowing where to stop conversations, what questions to ask, where to prod a bit deeper...So the question becomes; can you afford that learning curve? Often we only get one chance to impress listeners, after which they turn away from us and don’t come back. It’s imperative to get it right the first time so we don’t alienate them.”

While a lot of podcasts sound ‘off the cuff’, chances are there was still a lot of preparation behind this. That means: having questions in mind, knowing what subjects or information you need to cover, and having thought through the way you want to articulate this. Even some of the most natural, and famous, podcast hosts are scripted. 

An excerpt of Micheal Barabaro, host of The Daily’s, script.

Practice makes perfect

The great thing about podcast production is that you can always re-take a line if you mess it up. So give yourself room to practice! Try out recordings, and listen back to yourself. While this can be awkward at first, it’s essential to know how you are coming across, and whether you need to mix things up. Give it to someone else to listen to: do they know what you’re trying to convey? 

The style of delivery required for a podcast is different from simply talking in everyday life, though it’s not too far removed. The art of hosting is about staying true to your style and tone of voice (as it represents who you are as an individual!). However, learning how to do things like clearly delivering the words in your script; conveying emotion through your intonation and pacing your delivery, are skills that different you from a rookie podcaster and host with command of the mic.

So if you’re new to this… practice, practice practice! Get you phone recorder out and give your read of the script a go (or two).  Listen back to your way of delivering information, try different versions of the same thing as you are recording, and have patience. The process does become easier. 

Work with a producer

A producer can be a huge help for making a successful podcast. In the case of NatWest, our Head of Production, Sandra Ferrari, was there to provide support and advice along the way. In Burcu’s words, “When you know that you’re being looked after and that you have a safety net, you relax. When you relax you say things in the moment that are more genuine and authentic to yourself, which in turn makes you far more engaging for listeners.” 

Sandra was there to guide our hosts through to creating their vision. Burcu adds:

“It’s difficult to know what your artistic vision is if you’ve never worked on that before and Sandra was instrumental in helping us to discover ours. She went above and beyond to introduce variations into the podcasts, allowing us to pick and choose what we liked and discard what we felt didn’t speak to our authentic selves. I really appreciated being allowed to push my own boundaries in that way, expanding my views on what I thought our podcast should sound like, all the while feeling in control enough to let go of what I liked less.”

Producers are there as a trusted minder, to help you stay on track and create the episode you planned to make. 

At Message Heard, we specialise in guiding your project through to completion. Whatever part of the process you’re struggling with, from ideation through to distribution, we can help. 

It takes skill to become a great podcast host. Whether it’s your first time trying it out, or you’re a seasoned professional, the same skills apply. Take a look at our Business of Podcasting section for more great advice on creating amazing podcasts. 

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.

What's the key to great communications — and where do podcasts fit in?

Consulting Guru, Chell Smith, talks leadership, communication and podcasts.

Want to know how to communicate effectively with any group of any size? Meet Consulting guru, Chell Smith! Chell has grown successful global Consulting businesses at EY, Capgemini and Cognizant. 

I sat down with Chell to talk about how to get your message heard across both internal and external communications — and where podcasts fit in. Read on for the nine key takeaways from our interview.

1. The only problem with communication is the illusion that it has occurred! 

As a consultant, communication is all that you do. You’re helping to transfer your experience, your insight and your knowledge to your clients. What I’ve learned is that the challenges of communication are always the same, whether you’re speaking one-to-one or one-to-many. The first thing to understand is that no one can absorb a complex message in one hearing. It takes many iterations. Repeatedly introducing the challenge and introducing the concepts. There’s a reason you see adverts over and over again. Once you understand that, it changes the whole game. 

The challenge for any leader is to communicate a message multiple times without being perceived as repetitive or harping. And to do that requires a combination of varying the language and varying the medium. 

 2. Be crisp, clear and concise 

Whether you're doing a consulting engagement, talking to your team or trying to sell to a new client, you need a crisp, clear way to articulate the issue you want to address. It takes work to get below the surface and find the essence of what you want to say, but the more succinct you can be, the more likely you are to get your message across.

This is vital at the CEO, senior executive level, because here you’re dealing with people who have a lot on their plate and not a lot of patience. But over the years I’ve found that it’s true whoever you’re talking to in an organisation. The difference is that below senior executive level you have the opportunity to be a little more social and a little more engaging in the way that you deliver the information.  

3. Stay authentic 

In any communication, in any medium, the most important element is to be authentic. To be yourself. Don't try and put on airs. People sense authenticity immediately – and they respond to it.  

If you're uncomfortable, if you're being guarded, it stops people believing what you're saying. Now they're going to question everything that you say. This is a human thing: it happens at every level. We all make that judgment.  

Take it to the world of politics. A few years ago, Mitt Romney was running against Barack Obama. You didn't need to agree with everything Barack Obama said to understand that he was being authentic, that this is what he really felt. Whereas Mitt Romney was hamstrung by a Republican platform that he didn’t believe and hadn’t acted on.

You could see that it wasn't authentic for him. I think that was a huge reason why he wasn't successful.

4. Know when to stay neutral... 

Leaders introduce change. But neuroscience teaches us that every change is threatening to people. It can be threatening in many different ways and in many different dimensions. As uncomfortable as people may be in their current situation, change is still threatening. There's just no way around it.  

So, when you are instigating change you have to articulate the current situation and the reason for the shift. But it’s critical that you do that without letting judgement – or the perception of judgment – creep into your voice. When people feel judged, they feel guilt. That prevents them from hearing or absorbing what you’re saying.  

The answer - when you’re describing the current situation and building the case for change - is just to state the facts. Keep the information factual and keep your voice neutral. Then people can hear you.  

This takes practice. When I’m preparing for this type of communication I’ll sit down and sketch my core message out on paper. But – as judgment is all in the perception of the listener – I’ll always run it by other people. I try and find four or five people that have very different perspectives, get their feedback and adjust.   

5. ...when to use emotion... 

Where you have the opportunity to bring emotion into a communication about change is when you start talking about the what's in it for me, for your audience. Why should they care about this? What does this mean to them? What are the opportunities that this opens up? 

6. ...and when to use humour 

Knowing when to use emotion feeds into another point, which is the importance of connecting with your audience. When people feel at ease, they’re able to listen.  

I try and connect with people through some kind of humour. I’ll say something about the situation we're in and it will often be self-deprecating. I want to show that I’m open and vulnerable.  

7. Ask questions 

People want to be listened to.  So I always make it clear that I really am here to listen, not just to talk. 

There are a lot of ways to do that. One I'm pretty fond of is starting with the question and asking for feedback from the audience. So, today we want to talk about cost of sales. You guys have been in this company a long time, give me some perspectives. What do you see around cost of sales? Is it an issue? Do you think you are best in class?  Open it up and solicit feedback.  

8. Use every communication tool you have 

People learn differently. People have different styles, some are more visual, some are more aural, some like to read. So, use all the tools at your fingertips. Meet with people in person; combine white papers and strategy documents with calls; webcasts; video; podcasting.  

“It was clear that we needed something more concise for people to wrap their heads around. That was when we settled on podcasts. ”

— Chell Smith

I've had really good luck with podcasting. What I like about the medium in particular is that people can listen to podcasts anywhere. They can be on the way home or out on a run. That accessibility is huge. And I’ve found that with a short podcast – 10 minutes – people will both listen and re-listen. So, you can give your audience bite-sized chunks of information that are relevant to them and you can meet them where they are.  

9. Make it a conversation 

When you can make communication conversational, it’s much easier to listen to and to absorb. This is another space in which podcasts play to an advantage.  

At Cognizant we had a new concept we were bringing to market about how organisations needed to operate in the face of rapid technological change. It was an approach that we knew would challenge organisational norms: crossing fiefdoms, challenging people’s territory and turf and responsibilities – all of those things that aren’t easy to challenge. 

So, after sourcing feedback, we started communicating. We did a series of white papers. We did internal sessions. We did webcasts with clients to introduce them. It still didn't feel like we were getting though the full uptick, particularly internally. It was clear that we needed something more concise for people to wrap their heads around. That was when we settled on podcasts. 

We started with an introductory episode that introduced the concepts and the research. Then we did a series of industry-based podcasts. If you're in Insurance, listen to this one. If  you're in Life Sciences, listen to this one. That allowed people to select what mattered to them, while absorbing more detail and more context.

The thing that I got the best feedback from was the fact that we did these as a Q&A. I was the moderator, interviewing the people driving the concept. So, the podcasts had the authenticity of being a conversation – which meant we got our message heard.  

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.

Educational Podcasts: The perfect teaching tool

Podcasts are already a popular tool for self improvement. Tap into this appetite by creating engaging, evergreen and accessible audio content. 

Podcast production is a brilliant tool for education companies who want to find more engaging, evergreen, accessible ways to cater to meet the needs of their students.

With the pandemic changing how schools and universities operate, remote learning and educational technology have become more important than ever and setting up a podcast is great for reaching students where they are. They’re also informative, engaging and accessible – the perfect mix for learning. Let’s break it down. 

1. Podcasts are informative 

People are hungry for podcasts that teach them new things about history, science, language, and so much more. 

Teachers are already using existing podcasts as classroom resources. They’re listening to them in lessons or recording their lectures to help students catch up. So why not make the most of this trend and create your own educational podcast? 

We know how much audiences appreciate informative podcasts because we’ve made some ourselves. 

One listener to our podcast about the Middle East, Conflicted, thanked us, saying, “I've really gained a lot of new insights.” 

And the podcast we made with Remembering Srebrenica was the perfect way for this charity to educate people about a little-known genocide in Bosnia. 

“Education is a pivotal part of our work at Remembering Srebrenica, so we wanted the podcast to be an educational resource as well as interesting for listeners.” 

Kate Williams, Education Manager, Remembering Srebrenica

2. Podcasts are engaging 

So many people give their full attention to their favourite podcast series in a way that teachers dream of. An amazing series can have people binging episodes, just like a good TV show.

Why is that? Well, podcasts use dialogue, music and storytelling to captivate audiences. The same people who might be drifting off after three minutes of reading could be hooked on a podcast for an hour or more. 

It’s also because the experience of listening to a podcast is participatory and intimate. You feel connected to the host, you start conversations with fellow listeners, and you create a community together.  

3. An alternative to video 

Podcasts hold attention for longer than video because they stimulate the imagination – the student’s mind is free to visualise and fill in the gaps. 

Sitting down to watch an educational video can be unappealing for those who’ve been at work or school all day, staring at a screen. Plugging in your headphones and turning away from the computer is much more enticing after a long day.

Podcasts are also easier to fit into a busy schedule than videos or reading. They allow you to multitask by listening on the commute, at the gym, or while doing the dishes. 

Not only is this a time-saver but while the student is distracted by a routine activity, the information is more likely to sink in.

4. Podcasts are accessible 

Podcasts are a flexible resource which allows the student to participate at any time, in any place. 

Most people already have an easy-to-use podcast app on their phone. This means the educator can push out new episodes and as long as the student has subscribed, the material will arrive in their hand with no extra effort. 

Adding auditory resources like podcasts to your educational mix also opens up the world of learning for so many people who may otherwise be excluded. It gives more options to students with learning difficulties or visual impairments or those who are studying a new language. 

They can pause, rewind, and repeat small sections or even entire episodes. In other words, every learner can go at their own pace. 

Create your own!

For the student, listening to a podcast feels intimate and personalised – it seems as if the host is speaking directly to them. In reality, the same show could be heard by thousands, if not millions, of people. 

So podcasting gives education companies the valuable possibility of reaching a vast audience where each individual feels personally catered for. 

Educational podcasts are already out there and popular with listeners. Creating your own means you can tailor the information and the style to suit your students.

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.

Podcast KPIs: How to measure the success of your podcast

Podcast KPIs: How to measure the success of your podcast

When it comes to making a successful podcast, download numbers aren’t everything. Here’s the KPIs you should really be measuring.

Here at Message Heard, we preach the gospel of measuring podcast performance. It helps us learn, iterate and improve from season to season. 

When we’re talking with clients and partners, we also encourage them to set goals to measure performance against. However, we too often see people hung up on one particular measurement: number of downloads. 

Whilst the reach of your podcast is important, it's definitely not the only measure of success and should always be looked at in the context of other metrics. 

To avoid being blinded by the light of download numbers, you should set out clear goals at the start of the podcasting process that align directly with what you want to achieve. 

Using KPIs to set strategic goals 

So, how do you go about figuring out the right numbers to pay attention to?

When we launch a show, we like to think about who we’re trying to reach and how we want them to react and engage. We then select 3 or 4 key metrics which to track closely through the season. 

For example, if your show is about something niche or aimed at an internal audience, there are natural caps to listener numbers but audience engagement levels or listen through rates might tell you more about what you're actually achieving with your podcast. 

Or if you're looking to grow your personal brand, press hits and invites onto other media would be a good measure of success. Want to grow an engaged audience? Why not create a Facebook or LinkedIn group, promote it in your podcast and track the growth. 

What success looks like for branded podcasts

The takeaway: success looks different for everyone. 

As an example, let’s compare our show we measure the success of Conflicted versus how Buffer measured the performance of Breaking Brand.

With our show Conflicted, we boiled down success to three KPI’s (key performance indicators): 

1. Download Numbers - Listener reach is important to us as this is a general interest show where we’re looking to reach as many ears as we can. 

2. Revenue - We wanted to generate revenue via ads and sponsorships to create a sustainable show. 

3. Engaged Audience - We wanted to build an engaged audience across various social channels so listeners could become more involved in the show. 

As an independent show, these are quite direct, mercenary concerns. However, a branded podcast with broader goals of building brand and raising awareness would naturally have completely different measurements of success. 

Ash Read, Head of Editorial at Buffer, told us their key measurement was how long listeners spent listening to the show. And Breaking Brand saw strong completion rates — on average, people are listening to 83% of each episode. 

Message Heard · Buffer - Breaking Brand - Results

Hear more about how Buffer measured the results of their podcast.

This means that the audience isn’t just showing up, they’re sticking around and engaging with the content. For Ash, this has a lot of potential: “If we continue to publish content in this feed, they’ll continue listening. That feels really valuable for us.”

So what are the metrics you should use to measure success? 

What KPIs should I actually be measuring?

Again, it's all about selecting the right metrics for your podcast strategy. So as you read this list, ask yourself why you're making a podcast and what you want to achieve. 

These are all great metrics to select as your key performance indicators, but yet again, they need to be tailored to your individual podcasting goals.

• Downloads - Do you want to reach the broadest, largest audience possible?

• Demographic data - Are you trying to reach a particular group? Can you see that audience growing?

• Consumption Rate - Arguably the most important stat as it measures depth of engagement. How much of each episode are the audience listening too? Are people not just coming but staying till the end?

• Social following - Do you have an engaged audience that are sharing?

• Mailing list - Similarly, have you a dedicated audience engaging with your content?

• Group members (eg. Facebook, LinkedIn) - Are you looking to have a conversation with your listeners or build a community? Groups are a great way to do that. 

• Press - Are you looking to raise your hosts’ profile? What coverage has your podcast achieved and has it put you in front of new audiences?

• Inbound leads - If you’re an agency, maybe you’re using your podcast to draw in leads. If you haven’t already, could you start tracking where leads, asking specifically about the podcast come from??

• Revenue - Are you looking to monetise your show? Is the revenue covering costs? 

• Engagement with sponsors - Are you driving a good amount of traffic to your sponsor? This might be important for keeping them onboard. 

• Engagement with a competition - Are you running giveaways or competitions? You should track social shares and entries.

• Website traffic - Is your podcast driving a large amount of traffic to your website?

Have we missed anything off this list? I’m sure we have! There are going to be even more specific things which will tell you if your podcast is working for you.

Send any suggestions this way, and we can continue to expand the list.

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences.

Want to create a podcast that exceeds your brand KPIs? Get in touch!

What's your perfect podcast marketing mix?

Grow your podcast audience by creating a tailored marketing plan.

When we get asked “What is the best way to market our podcast?” 

The answer is always: “Well, that depends…”

Very unsatisfying we know! But it’s true. 

For some clients the budget for splashy ads might not be on the cards, or others might have existing channels we can cross-promote - like a blog or a youtube channel. Some podcasts have a very niche audience, and others have a mass appeal. With so many factors at play, every marketing plan has to be bespoke. 

So, the bad news is: there is no one size fits all solution. 

The good news though: there are repeatable tactics and approaches. You just need to select the right ones for your podcast. 

In this post, we’ll give you the building blocks of a podcast marketing plan that is built with purpose. 

But first, let's talk choosing the building blocks that work for you. 

What is a podcast marketing plan?

Having a strategic marketing plan is key to growing your podcast audience. And, to build these plans for each of our shows, we first ask:

• What is your marketing resource for this project?

• Who is your target audience? 

• And, how will you measure the success of your podcast?

With the answers to these questions in mind, we start to create a marketing mix that will help you build the audience you want, and deliver against your goals. 

This is when those key ingredients we mentioned earlier come into play. 

Your Perfect Podcast Marketing Mix

Whilst every podcast needs a bespoke plan, you don’t need to start from scratch for each show. 

We think about a marketing mix in three channels: paid, earned and owned: 

• Paid is anything where you exchange money to secure promotion, namely advertising. 

• Earned is where you depend on someone else’s curation to gain coverage or promotion - like a feature on Apple Podcasts or a review in a newsletter. There are sometimes external costs involved with this, such as award entries. 

• Owned covers the activities conducted on your channels like your website or social media. 

With these channels in mind, as well as the budget, audience and goals for the podcast, we then pull out different tactics from each channel to build the perfect marketing mix. 

Here are all the different channels and tactics to consider: 

This is by no means an exhaustive list! All podcasts will have unique real-estate they can use for promotion. Do they have an app they can promote on? A print magazine? For example, our client Buffer uses their login page to put the podcast front and centre:

I love this so much. @buffer putting their podcast front and centre on their login screen. The show is the best expression of their brand and they're committed to growing an audience of raving fans. Raving fans = lifelong customers. More brands should do this - especially now. pic.twitter.com/Ov1e1Shryc

— Harry Morton (@podcastharry) July 11, 2020

These are simply the building blocks we use to create a balanced marketing mix that will allow you to grow your audience strategically. This is also an ever growing list, have we missed any key ways you grow your audience? Let us know!

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help by getting in touch today.

Podcast publishing 101: Where to publish your podcast?

A guide for checking your podcast is published everywhere it needs to be.

Podcast publishing is a bit of a minefield — but getting it right is key to creating a successful podcast, so it's worth investing some time in. We've learned a lot from publishing our own shows, and we're here to share our learnings with you, so you don't fall into the common traps.

We’ll share our tips about podcast publishing, and share our ever growing podcast platform checklist that you can use to make sure your podcast is accessible on whatever app your listeners are using.

Why is podcast publishing important? 

From Apple to Google Podcasts, there are so many places that listeners can discover, listen, rate and review your podcast. 

With our show Conflicted, we can see that listeners use over 26 different podcast platforms and there is still a large chunk of unattributed listens which could come from any number of other podcast platforms. 

The vast majority of listens come from a few big players: 68% Apple Podcasts, 14% Spotify and the remaining 19% split between over 20+ other apps.  

A table showing some of the places people listen to our show, Conflicted.

But no matter the size of listenership on that platform, it’s important your show can be accessed everywhere as it improves the experience of every potential listener you have. Think of those potential super fans who will be very annoyed that they can’t find your awesome show on their chosen app! 

The good news is it’s pretty easy to do, but there are a few factors to consider especially when it comes to timing. 

When should you publish your feed?

It makes sense to focus on making sure your podcast is on the biggest podcast platforms first. 

We discovered the hard way that Apple Podcasts, which along with Spotify, is widely one of the most common places people listen to podcasts, encourage you to allow up to 10 working days for them to approve your feed once it’s submitted. 

So to avoid any last minute panics, we now make sure all our feeds are set up with the trailer uploaded 10 days before we planned to start promotion. 

Once the feed is created via your chosen hosting platform, you will generate an RSS feed link. We then make sure this link is submitted to the top players: 

• Apple Podcasts - Submit your feed here via iTunes Connect. Make an account if you don’t already have one, and you can also see analytics through this portal.

• Spotify - Submit or ‘claim’ your RSS feed through Spotify for Podcasters. You’ll also need to create an account, and similar to iTunes Connect, Spotify offers specific analytic via this portal. 

• Google Podcasts - Google now have a podcast manager portal as well where you can submit your feed directly. You can log in with any google account, and as with the others, you will need your RSS feed link at the ready.

From there, we’ve found your RSS will be automatically picked up by most other podcast platforms. This may take some time, so you can also check and submit your feed via the links in the list below! 

Where else should you make sure your podcast is published? 

As we mentioned, the RSS feed does a lot of the hard work for you and you might find your podcast has found its way on to many of these platforms without you submitting it directly. 

So, we suggest waiting for up to 10 days and once you see your link appear on these platforms you have already submitted to: 

• Apple Podcasts

• Spotify  

• Google Podcasts  

Then go through and check your podcast is displayed on these players, if not you can add them via the links or instructions below:  

• RadioPublic

• CastBox

• PodcastAddict

• Pocket Casts

• Overcast - There is no specific way to submit to Overcast, they say you should see your podcast on Overcast 2-3 days after you submit to Apple. 

• Stitcher

• Acast - Scroll down to the green button where it says ‘add your show’ 

• Player FM

• Luminary 

• Downcast - Downcast also don’t have a direct submission and use Apple Podcasts, but if your show is not appearing you can email them: support@downcastapp.com

• Doggcatcher - Doggcatcher also doesn't have a direct submission. If you can’t find your show, you can try using their support forum. 

• BeyondPod 

• Himalaya

• Alexa - Lots of podcast apps already have skills which you can use to access your podcast, but some shows also create your own skill but this requires custom development. 

• Entale - You can add your shows to Entale if you wish to add reference materials like images or links. 

This is a running list we have compiled. Have we missed any? Let us know if your favourite podcast platform isn’t listed and we’ll add it along with the link to submit. 

Want to know more about marketing and distributing your podcast? At Message Heard, we make podcasts that help your brand to reach new audiences. Find out what we can do for you. Call today: 02081036034 or email us at: contact@messageheard.com.

The SEO Benefits of Branded Podcasts

Want SEO success? Think podcast marketing! Here’s why... 

There are A LOT of reasons why brands want to rank high in the search engine listings. This page details most of them, but here’s a quick summary:  

• Search engines matter. Search engines are vital for driving traffic to your site. They account for 300% more traffic than social media.  

• High rankings matter. 75% of people only look at the first page of results.  

• Search engine visibility matters. 50% of people are more likely to click a result if a brand appears multiple times in their search engine results.  

Here’s the second thing to note: Google is far and away the king of the search engines. Check out the stats:  

• Of searches done on mobiles and tablets, 94% of the traffic comes via Google.  

• Google also holds 75% market share of desktop and laptop searches.  

• Google processes over 57,000 searches, every second.  

Third thing to note: podcasts boost your search engine rankings.  

The SEO Benefits of Branded Podcast #1: Increased Search Engine Visibility 

Podcasts increase your search engine visibility – and therefore increase your ranking.  

Google now surfaces individual podcast episodes in its search results. Why does that matter? Because this means that every episode of your podcast increases your chances of Google ranking you. 

Google has had the tech capacity to index your audio since 2019. This means the search engine isn’t reliant on your podcast’s title or subtitle or meta-description: it’s looking content. So, if you create a podcast (or a podcast series) that focuses on aspects of your business or industry in which you have core expertise, that valuable content will be recognised and surfaced: enhancing your SEO.  

The other takeaways?  

• The more episodes your branded podcast has, the more likely it is that your content will reflect popular search results.  

• The quality of your podcasts will count. This is about content but it’s also about the quality of your audio. Great audio = easy transcription = enhanced results.  

• Podcasts with expert guests will boost your results. Google will pick up their presence on your podcast and surface you in response to searches for those guests. 

Underlining Google’s commitment to podcast, in 2018 the company’s Podcasts Product Manager Zack Reneau-Wedeen said that his team’s mission is, ‘...to help double the amount of podcast listening in the world over the next couple of years.’ In other words, the biggest search engine in the world is actively trying to grow your podcast audience.  

The SEO Benefits of Branded Podcast #2: Greater Brand Awareness and Reach 

 Podcasts are a popular and evergreen form of customer-attracting content.  

Why does any piece of branded online content matter? You know the answer: it’s because it gets the brand exposure; highlights your areas of expertise; builds your credibility and extends your reach. In this sense, podcasts are another channel for your quality content. And the benefits they bring in this regard are three-fold:  

1. Podcasts give you the opportunity to present the same content in two forms – audio and written. You can multiply the content from your podcast in very simple ways. You can create a transcript. You can use extracts from your podcast as a springboard for blog posts. You can tweet about upcoming episodes. You can even create visual content off the back of your podcast, by creating click-worthy episode art. These are all avenues that use your podcast content in slightly different ways to broaden your reach.  

2. Podcasts reach a different audience. People listen to podcasts on the go: often when they’re moving or driving. At these times, it’s not possible to engage with written content. So, podcasts reach an audience who want to consume information in a different way. Your audio content complements your written content and grows your audience.  

3. Podcasts take you to new (online) places. Podcasts are hosted in spaces that are not reached by other means! With a branded podcast, you find a home on channels like Apple Podcasts and Spotify (plus a plethora of other hosts). New audiences have a chance to discover you in these locations by using a podcast app search, which scours titles and episode descriptions for relevant content. It’s yet another way of building your base.  

The SEO Benefits of Branded Podcast #3: Attract Quality Backlinks 

Podcasts attract the backlinks that build your base and boost your ranking.  

People link to your page when they feel that your page is providing quality information that matters to their audience. To put that another way, every link you attract has the potential to grow your audience. And there’s another reason why backlinks scatter gold dust over your brand: they function as a powerful search engine magnet. Search engines love sites with lots of links because the links tell them that your site has content that people value.  

What does that have to do with podcasts? Everything!  

When you create a quality branded podcast, you are creating content that ticks at least one of the following link-attracting boxes. A podcast that’s... 

• Informative 

• Entertaining 

• Useful 

  OR 

• Newsworthy 

...will entice people to link it to their website. This builds your brand in three ways. Firstly, it feeds into brand awareness and reach. That website’s followers become aware of your brand. Secondly, it allows you to create clever internal links. Your podcast page; your transcript; your show notes; your podcast-related tweets can all lead to your website or even to your website’s conversion pages. Thirdly, it builds your search engine visibility. SEO appeal!  

Want to know more? At Message Heard, we make podcasts that help your brand to reach new audiences. Find out what we can do for you. Call today: 02081036034 or email us at: contact@messageheard.com.