Why You Should Create a Podcast for Your Brand: 9 Essential Reasons
Picture of Evelyn Lopez Delon - Host of Legacy Building Mamas Podcast
It seems that more and more businesses are starting a podcast. Podcasts are having a real renaissance at the moment, and it doesn’t seem like they are going anywhere soon. Along with boosting your brand, they are also great for your seo and getting potential clients. Find out the 9 essential reasons to creating a podcast for your brand.
Podcasts and Content for Your Brand
Podcasts have become an important part of content and overall marketing given they are one of the most highly consumed forms of content. Marketers can no longer just think of them as a nice to have but rather as a must-have for many brands especially those with a huge audience/client base. But even small businesses can benefit from a podcast. Remember podcasts work for both B2B and B2C.
With audio technology getting better and easier to use, podcasts are more accessible than ever to people. COVID skyrocketed their popularity as more people spent time indoors. But post-COVID they are still popular with many having loyal and dedicated listeners that are raving fans and overall brand ambassadors. Perhaps you can relate to a podcast/s you like?
A podcast for your brand will give you great benefits like:
- Audiences can listen while they do other things - drive, commute, housework, etc
- Audiences are more likely to listen to the whole podcast not just sections
- Listening is less intense than reading
- Human voices are more engaging than text
- They are mobile-friendly no matter how long
- They rank well in Google Search
- Audio content is relatively affordable to produce
Podcast Keyword Research for Your Brand
Just like with content like blogs and videos that rank high on Google and other search engines when SEO optimised, podcasts too when optimised rank well. They come up high in the organic SERPs. What this means then is that you must do both topic research and keyword research to see what people are searching for on search engines.
Choose keywords with high volume (number of searches) but relatively low competition (number and authority of competing sources). Then integrate these keywords into your podcast title, episode titles, meta descriptions, and other sources of data as effectively as possible.
Host Podcast Episode Pages on Your Website
Host your podcast episodes on a dedicated page of your website as in the example of podcaster Eveyln Lopez Delon on her Legacy Building Mamas website . Doing so will enable you to rank for relevant topics and keywords. For most keywords, web pages still remain the best way to rank in Google Search.
Optimise each episode for search and maximise search coverage. Add a text summary of the podcast embedded on your webpage. Consider creating a blog post summary that covers all of the key points. This improves the quality of your page content and gives a text alternative for website visitors who prefer to read.
Create Internal links for Every Podcast Episode
As with any page on your website, you should look to see where you can build internal links. Links play a big part in SEO, though they should never be overdone. Link with moderation. To do this ensure that every page on your website that’s relevant to your episode topic links to the relevant podcast page.
Likewise, link out from episode pages to other internal pages on your website, especially other episodes that are relevant. For instance, you might run a series of episodes on the same topic or regularly publish episodes on the same set of categories or topics. In addition, link to the previous and next episodes chronologically which builds internal links for each episode page and gives navigational value to the user experience.
Get Backlinks for Podcast Pages on Your Website
Along with internal links, backlinks are just as important for your podcast SEO. But you must earn these links in an ethical and trustworthy way (no buying from individuals and businesses selling links). This ensures they are quality links. The best way to do this is to network and build collaborative relationships with other podcasters.
Get expert guests on your podcast and conduct interviews. This builds authority, thought leadership, and wins listeners. Get them to link back to your own podcast domain and you can do the same for them.
Create Quality Podcast Content for Your Brand
Google is getting smarter and smarter, and its algorithms understand speech in podcasts and automatically transcribes them and ranks them based on the content and quality of that material. So just like with written context, create quality podcast content.
To do this have a clear structure in your podcasts, stay on topic, and use relevant keywords appropriately throughout your audio. Don’t overuse or force them into your content. Keyword stuffing (Black Hat SEO) still applies here.
Check out our step-by-step guide that shows you How to Conduct a Podcast Interview. Knowing how to do this well is crucial as it determines the success of a podcast.
Provide Transcriptions for Each Episode
Although Google can transcribe podcast content, you should still take the time to provide verified transcriptions for each episode. This is because Google’s transcription technology isn’t perfect despite recent advances. It can still run into problems with conversations (multiple speakers), accents, fast speakers, background noises, and other issues.
By providing transcripts, a crawlable of your content is given to search engines leaving no room for errors. You’re also providing a text copy that users can access if they want.
Get your Podcast on the Right Platforms
You're spoilt for choice when it comes to getting your podcast on the right platforms. There are several big players like Apple Podcasts, Spotify, Stitcher, and Google Podcasts. There is news that Google Podcasts will shut down at some point in 2024 but that still leaves room for many other platforms for you to host your podcast.
Each podcast platform has its dedicated loyal followers that can help make your podcast one of the most downloadable and get into the hall of fame in the top arena (eg: Top 10).
Apple Podcasts recently hit the 27+ million mark in March 2024, and it will just continue to grow. So just think of the huge possibilities for your podcast and your overall branding and marketing.
Podcasts show up high in the SERPs listings on Google Search. But don’t just go on every platform, pick the right ones for you. This is all about knowing where your audience is.
Repurpose Your Podcast Content
Just like with other types of content like blogs and articles, podcast content can be repurposed into videos, blog posts, social media posts, eBooks, and more. This further expands your reach and messaging as well as SEO. Repurposing of content is one of the best content marketing strategies that you could ever use as a brand whether you’re a B2B or a B2C.
It’s essentially recycling content and making it ever-green, appealing to different consumption tastes, and growing your SEO. When it comes to repurposing your podcast content, keep in mind the following:
- You get more out of every episode’s production budget
- You can build more internal links
- The content caters to different preferences
- The content gives you more coverage
- The content promotes your podcast episodes often on channels not suited to podcasts
Promote Your Podcast on Social Media
Last but not least is social media which is huge so can’t be ignored these days. When it comes to your podcast you want to be promoting it on all your social media channels. Popularise your best content on platforms like Facebook, Twitter, and LinkedIn. This increases its visibility and capacity to earn links. Again, know where your audience hangs out.
Don’t just be on every platform. This is taking a scattergun approach which is one of the worst approaches you could ever take for your brand and marketing.
There you have it- 9 reasons why you should create a podcast for your brand. For more expert guidance on podcasting and content Book a Time With WORD EMPIRE, the content experts in Melbourne, Australia who work globally.
Extras:
3x Favourite Podcasts that the WORD EMPIRE team is currently enjoying:
Handpicked with Naomi Simson
Short podcast which is just like having a business mentoring session with one of Australia's most successful entrepreneurs.
Oprah’s Super Soul Sundays
Hear Oprah Winfrey interview thought-leaders, best-selling authors, spiritual luminaries, as well as health and wellness experts.
Get Booked
A podcast of custom book recommendations from the bookworms at Book Riot.
Happy Listening!
