Podcast marketing is the key to success in audio storytelling. So, this week on AV123, brought to you by Voice123, we spoke to Greg Styger, BBC Studios’ Head of Business for Audio Distribution, on how BBC shifted from broadcast to podcast and how they approach podcast marketing in the AV industry!
Listen to the full episode here:
What is podcast marketing?
Podcast marketing involves strategically promoting your podcast through podcast advertising to attract listeners, increase engagement, and generate revenue. As Greg explains, “Podcasting offers a far more lean-in experience… It’s an active decision that an audience member is making to listen to this piece of content.”
Podcasts also offer a unique way to engage audiences and build emotional connections with listeners. This creates opportunities for effective advertising and podcast promotion because listeners trust their favorite shows. Greg notes, “75% of people trust their favorite podcast presenter more than social media influencers or TV personalities.”
How to market a podcast
1. Focus on high-quality storytelling
BBC Studios approaches podcasting with a focus on delivering high-quality stories that resonate with audiences. So, how to promote your podcast starts with a compelling narrative and professional production to develop engagement. Greg says, “From an editorial perspective, we are conscious of ensuring we have the best talent, production management processes, and technical quality.”
2. Build a data-driven podcast marketing strategy
Greg explains, “Globally, news is our bread and butter… but history content performs incredibly well in the U.S., while sports content, like the English Premier League, resonates strongly in Australia.” You can tailor your podcast marketing efforts to maximize reach and impact by analyzing listener metrics, reviews, and regional preferences.
3. Leverage podcast advertising
“Podcast ads are repeatedly shown to be one of the most effective forms for advertising because it is an engaged audience.” Ensure your ads align with your podcast’s tone and audience, and prioritize good audio quality. “We are ensuring our adverts are of the highest quality… we don’t potentially have screaming radio adverts going into our podcasts.”
4. Collaborate across different media platforms
Expand your podcast’s reach by creating visual podcast promotion assets for YouTube or Instagram to reach a broader audience. You can also repurpose your podcast into different formats, like BBC Studios. “We can build in simultaneous audio and TV ideas… and work them through simultaneously rather than just having one or the other.”
5. Build a loyal following
Engaging directly with your audience fosters loyalty and encourages word-of-mouth promotion. Share promos on social media, host live events, and collaborate with other podcasters or influencers. “There’s a lot of internal alignment to make sure everyone is aligned to the overall vision of where it is we want to go.”
Podcast promotion insights from BBC Studios
1. Create a distinct brand
Greg highlighted how consistent branding helps audiences associate content with quality and trust, saying, “The BBC brand is so key and paramount for us. People associate it with quality no matter where they are.”
2. Experiment with different formats
BBC Studios combines scripted and unscripted formats to create content that caters to different listener preferences. Whether it’s adding mini-series, interviews, or bonus episodes, experimenting with formats can engage listeners in new ways.
3. Extend your reach with partnerships
Collaboration is a powerful way to grow your audience. Greg shared how working with Wondery and other industry experts has helped expand the BBC’s content platforms. So, look for partnerships with podcasters, influencers, or brands whose audiences align with yours to cross-promote your podcast.
4. Invest in long-term engagement
Growing an audience isn’t just about getting initial listens but also about retaining them. So, you’ll need to create content that builds trust and loyalty. Focus on consistently delivering value through exclusive content, listener polls, or behind-the-scenes insights.
5. Adapt to new trends
Greg highlighted the BBC’s ability to adapt: “Quick decision-making and taking opportunities as they come in are imperative in audio.” Monitor industry trends and audience feedback to refine your podcast promotion strategy and stay relevant.
Final thoughts on podcast marketing
The podcasting space is “an incredibly exciting time to be in,” with endless opportunities to grow and connect with audiences. And with a sustainable podcast marketing strategy you can make your stories even more compelling!
Do you need a captivating voice to bring your audiovisual content to life? Visit Voice123 to hire professional voice actors, or use Voice123 Enterprise for full-scale project management. And don’t forget to subscribe to AV123 on your favorite podcasting platform for the latest AV insights!
FAQs
Focus on creating high-quality, engaging content, use targeted promotion strategies like social media and podcast directories, and leverage data to optimize your content across platforms where your listeners are most active.
Podcast marketing builds a deep, personal connection with a highly engaged audience, which can help you build brand loyalty and drive targeted traffic to products or services.
Focus on promoting your podcast through cross-promotion, social media campaigns, and consistent publishing schedules. Engage directly with your audience and optimize for discoverability with SEO.
Podcast advertising is highly effective because it reaches an engaged, niche audience that actively listens to recommendations. Podcast ads are one of the most trusted forms of advertising to boost brand awareness and conversions.