Podcasts

A. Creating a podcast involves a keen understanding of your target audience and the topics/themes you want to explore over the course of your podcast. Partnering with a PR agency provides you with the professional support you need to launch your podcast and also help market and promote it. For B2B brands launching a podcast, working with an agency is useful because they can help you ensure your podcast is aligned with your brand and focuses on the key messaging and insights you are looking to bring to the market.

A. Podcasts are typically trickier to dissect when it comes to target audience and demographics. There are useful tools that PR agencies have access to which provide more insights into the types of people (age, location, industry, etc.) listening to a given podcast.

When you create your own podcast, that type of valuable information can be critical for you to decide how to brand, stylize, and market your podcast. Research is the answer, always. You must be following keywords and topics within your industry. A PR agency will be able to provide you with useful guidance as you consider demographics for your podcast.

A. Start with the format of your podcast. Have a storyboard and outline for each podcast episode. Bring on guests who are interesting and who you can have a captivating conversation with. Ensure that you’ve chosen a strong host. We’ve seen brands both use in-house talent to be hosts and look outside their organization to hire a host for their podcast. Both strategies can work but the key is to have an engaging host who is able to explore key topics with your guests.

Don’t just talk about your brand in your podcast. Nobody wants to turn on their podcast feed and listen to a 30-minute advertisement for a brand. It’s a major turn off and will likely limit the impact of your podcast.

A. Tools like Buzzsprout, Podbean and podcast distribution services allow you to upload podcasts and disseminate across a variety of streaming platforms. From your dashboard you can see how many people have listened to your podcast and more information like their age range, location, and potentially more.

Reviews are another way to measure success. Your PR agency can work with you on developing a strategy to capitalize on your audience and generate more reviews organically so that your podcast ranks higher and has a better chance of being found by new target audiences.