How To Start A Podcast To Boost Your Content Marketing Strategy

In Content Marketing, Cross Channel Marketing, Digital Marketing, Digital Strategyby Marius Badenhorst

Podcasting has been around for several years, but its popularity has begun to grow at an incredible rate as many realise there’s still a gap in the market for great podcasts to flourish. Although tough, there are a large number of direct and indirect benefits to podcasting that we’ll cover in this blog.

How To Make A Podcast

Podcasts have the ability to connect you with your consumers like no other platform, thanks to the fact that they are on-demand and consumers can listen to them whenever and wherever they want, while multi-tasking; something that many platforms sadly are not able to achieve. No other medium is as portable as a podcast.

We asked Matt Shore, co-producer and presenter of Filler podcast if he had any tips for aspiring podcasters. Filler is a London-based podcast with the aim of representing creative industries and individuals, both in London and further afield. Matt had this to say:

[tweetthis display_mode=”box” remove_twitter_handles=”true”] “Create content you’re genuinely interested in with like-minded people. That, and lots of coffee.” – @mattshre[/tweetthis]

How does written content fit into the podcasting picture?

There are many things written content does better than audio will ever do, however there is enough room for them to work together in harmony. Written content is quick to consume; it is easy to follow and can include images that add meaning and links that include additional, relatable content. There are also other added benefits such as instant social sharing, and multiple types of downloadable resources and slide shows for use in a number of different environments, but podcasting can offer all of these things, and more:


Podcasts are a great way of building conviction as a thought leader and influencer to your audience. When a podcast is filled with significance and value your audience will share it, increasing your subscribers and in turn the trust they have for your content. With a large audience comes the added benefit of supporters for your brand or business, creating strong relationships in the process.

Search rankings

If done correctly, your podcast can boost activity on your website with increased backlinks, in turn building your overall search rankings. You must ensure your podcast is downloadable from digital platforms such as iTunes, as you can include a number of add-in details such as show notes, episode summaries and transcripts of each episode. This will aid the opportunity to link to related topics and post more content which may also increase search ranking.


Running a regular weekly podcast will create something all marketers enjoy and crave: consistent, valuable and easily accessible content. By converting each of your podcast episodes into posts that include previously mentioned transcripts and show notes, you will be left with a large panel of content for your audience to consume. This on its own in is a powerful relationship building tool but can also be used to curate lists of subscribers to send specific related content to, which is important when nurturing subscriber relationships.

Turnaround Time

The recording and editing process for podcasting is extremely simple, and there is no need for expensive software. Once you have recorded your conversation add a short intro, and play the whole clip back to ensure the audio quality is good, sound is clear, and it is playing at a good volume that is not distorted. Simply export to MP3 file and upload to your site for all to hear!


Things to consider when podcasting:

Show Format

It’s important to consider the format of your podcast before you begin planning your recording. It’s vital to develop an overall impression and brand; this takes more than just music and voice overs. If done correctly, the format of the show should set it apart from others, providing your chosen market with a unique product. The majority of shows fit into one of these five categories: Expert opinion, Comedy, News, Q&A, and Interview style.


When deciding on which audience to target, remember that demographics can be important, but the key insights about each individual will give you a stronger indication as to what content they want to engage with. It is imperative to brainstorm a detailed description of your ideal listener, in order to target them and their like-minded friends.


Give your podcast a home. Before publishing to your listeners, it is important to have a comprehensive website for you to place your content on and a landing page for your audience to engage with you and your content. This is the place your audience will go at the end of an episode to get more information, and to sign up to your mailing list if you have one. Both website and mailing lists are valuable tools in overall relationship building with your listeners.


When your podcast is up and running and you have at least three episodes published, submit your podcast feed to iTunes. iTunes is the biggest podcast search engine directory in the world, and you should take pride in religiously submitting your podcast here for the first eight weeks it is live. The first eight weeks are said to give your podcast the most exposure and the possibility to have it featured in the coveted New & Noteworthy section. Plan your submission and give yourself time to ensure your podcast is live on iTunes before you begin promotion.

Podcasts aren’t for everyone, and traditional written content will still rule as King for the foreseeable future of content strategies. This said, starting a podcast to aid your overall content strategy will help in generating more unique and influential content in a very short space of time.

Check out this infographic by Copyblogger to see how a podcast is born:

Podcasting Infographic

About the Author

Marius Badenhorst