Podcasts are a powerful broadcast PR format that have grown exponentially in the last decade. From commuters to runners, people often make mundane tasks more enjoyable by listening to their favourite shows. It’s led to an audio broadcast revolution, and many have decided to launch podcasts as part of a broadcast PR marketing strategy. In this article, we look at some of the most effective ways to build a podcast following, to maximise the reach of a podcast.
It’s often said that consistency beats talent. In podcasting, this is no different. The intimacy of the long-form audio format creates small communities and, without regular engagement, that community will disintegrate. Listeners should know when the next episode will be available, and a regular schedule should be established. This helps to build trust and loyalty and can also send a message about the reliability of a brand or service.
Guests can be a fantastic way to offer alternative insights and generate wider interest. Suppose a podcast is around a specific subject, but a guest with a broad following appears on it. In that case, the viewership will grow through an adjacent interest in that particular guest. Also, suppose fans of that guest realise that they have a specific interest in the subject of the podcast. They will likely pursue that subject for themselves, and what better way to do that than the podcast that initially introduced them to it?
Crucially, a podcast must be high quality. The content should be engaging, and the presentation from the hosts should be professional and adopt the intended tone of the podcast. The production of the shows should be sleek and efficient. Listeners might engage with a podcast based on the strength of the subject topic or their following of a particular guest. They will keep coming back based on the quality of the podcast and its content.
Social Media and Engagement
Social media is a powerful tool in marketing, and many podcasts leverage its power to promote themselves and engage with their audiences. As great podcasts tend to form communities around them, social media allows the audience to participate in that community and gives visibility about what elements of the podcast are successful. For example, listeners could point out that the hosts are unknowingly using a particular catchphrase. The podcast can adopt this formally. Alternatively, negative elements might be highlighted, which gives the producers of the podcast a chance to change their approach. Also, segments from the podcast that are short and powerful can be shared widely and will act as adverts for the podcast itself.
Building a following for a podcast can be difficult, but these fundamental elements can be addressed to provide the strongest foundation to build a good follower base. Broadcast Reach can give you the edge in building your following through our podcast expertise and coaching.