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How Do You Market a Podcast?

Podcasts have taken the content world by storm since the early 2000s. In fact, Statista reports that in 2021, over 82 million Americans listened to podcasts. By 2024, this number is projected to pass 100 million. Chances are, you’ve been recommended podcasts by friends, family, and some guy waiting in line behind you at the bookstore. 

This widespread engagement with — and passion for — podcasts is partially due to the variety of content available. Think of any topic. There’s probably a podcast about it. Global events, movie reviews, tips for baking cupcakes, best places to camp, and so many more topics inspire podcast creators and their audiences.

B2B podcasts can also reach excited listeners. According to MarTech, 52 million households listen to business podcasts in the US. But reach isn’t all that matters. You can still be successful with a small but passionate audience. MarTech also reports that 43% of B2B decision-makers turn to podcasts for business-related content.

So how do you maximize the ROI of your podcast and make sure the right people hear your message at the right time? With an all-in-one B2B podcast marketing platform, like Casted. In this blog, we’ll cover an essential portion of your podcast marketing strategy: growing your audience. Let’s dive in!

How Do I Make My Podcast Go Viral?

The best way to get your podcast to go viral is by using it to create video content. This is because a significant portion of your audience likely prefers watching a podcast rather than just listening to it. Forbes reports that in 2022, over 30% of new podcast fans engaged with video podcasts.

The second reason why video content helps your podcasts go viral is that it’s much easier to promote on social media than just audio. We’ll go more in-depth in the next section on this, but the most popular social media platforms — LinkedIn, Facebook, YouTube, Instagram, and TikTok — all prioritize video content.

Recording videos of your podcasts also adds another dimension to it. People get to see your hosts and feel more connected to them. You can decorate your studio to get different emotional reactions. For example, using calm lighting and wood furniture could make your show seem more sophisticated. You can also bring on guests to reach out to their audiences as well as your own.   

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How to Promote a Podcast on Social Media?

When it comes to creative ways to promote a podcast, social media offers great reach and exciting methods. Are podcast social media posts necessary? Yes! Billions of people use social media every month, according to Statista. For B2B marketing, the best place to start will often be LinkedIn. However, depending on your target audience, it’s worth branching out to other platforms like YouTube and Instagram. Consider these podcast social media posts examples:

    • A full-length YouTube video of one of your episodes
    • A clip of a guest’s hot takes shared to your Instagram Story
    • A short video segment featuring helpful tips shared on LinkedIn or Facebook
    • A quick teaser of your next featured guest posted on TikTok
    • An infographic of the agenda for your next episode shared on LinkedIn

Repurposing your podcast content for different social platforms may seem like an overwhelming task, but it doesn’t have to be. With Casted, you can quickly create video clips and transcripts that are ideal for sharing.    

How Do Podcasts Promote Themselves?

Podcasts promote themselves by being a piece of content that you can repurpose for a variety of channels. As we mentioned above, you can cut a single episode into smaller, high-impact audiograms or videograms that appeal to users of different social media platforms. Podcast content isn’t just great on your social platforms, however. Other podcast promotion examples include using episode transcripts for blogs, email newsletters, and more. 

Each piece of content that comes from your podcast encourages viewers to watch the full episode, so you’re using your podcast to promote your podcast! The best part is that your podcast is also marketing your business — without needing to create content from scratch for each channel.   

How Can We Use a Podcast for Marketing?

As your podcast grows, you also want to connect that content to your business. Podcasts are typically designed to provide education or entertainment. In other words, they aren’t meant to be an extended sales pitch. Instead, you can convert your audience into customers by providing value that is connected to your brand. One way to make these connections subtly is by decorating your studio with brand images and making occasional mentions of your offerings, as long as they relate to the conversation.  

Podcasts are also goldmines for multimedia content. From a single episode, you can have an audio file, full-length video, audiograms and videograms, and a transcript. These forms of repurposed content enhance your marketing strategy as blogs, social media posts, infographics, and so much more. At Casted, we call this amplified marketing because a single piece of content hosted on a single platform can reach a wide audience across a variety of channels.

Casted makes it easy to publish, syndicate, repurpose, and amplify your content — all from a central B2B podcast marketing platform. Schedule a demo to see how simple it can be.