Expanding podcast platforms are like building a bridge between you and many more audience—a bridge constructed not only with technical know-how but also with content that matches with your audience. In this guide, we’ll delve into both aspects, focusing on the content side of expanding your platform.
There are two crucial components: the technical side and the content side. While the technical side deals with the nuts and bolts of production, this blog will focus on the content aspect. Your content quality and the intent behind creating it are pivotal in determining your platform’s growth potential.
- Podcast Platform
- Leverage Podcasting for Platform Growth
- 6 Essential Ingredients
- Ingredient #1: Build Your Email List
- Ingredient #2: Increase Organic Search Traffic to Your Podcast Website
- Ingredient #3: Turn Your Audio into Video
- Ingredient #4: Put Podcast Interviews on Your YouTube Channel
- Ingredient #5: Send Weekly Emails to Your Nation of Fans
- Ingredient #6: Write Your Book with Your Podcast Episodes
- Conclusion
Podcast Platform
Expanding your platform isn’t about rushing on Facebook ads or buying email lists; it’s about creating valuable content first that forges a genuine connection with your audience. By delivering content that resonates, you cultivate a loyal following—your very own ‘nation’ of supporters who believe in your message.
Your podcast presents a golden opportunity to attract and engage with your audience, creating the way for them to become devoted fans. As you execute and expand your podcast effectively, you’ll witness an influx of qualified traffic, thereby enhancing your revenue potential.
To grasp the concept of platform building, it’s necessary to define what exactly a platform contains. As articulated by Wendy Keller in her book, “Ultimate Guide to Platform Building,” a platform essentially equals traffic. In other words, the more traffic you attract, the greater your revenue prospects.
Expanding your platform isn’t just beneficial for your business; it’s also invaluable for your audience. Robust podcast platforms allow to reach more people, disseminate your message effectively, and establish a deeper connection with your audience. It’s the foundation upon which lasting relationships are built.
Leverage Podcasting for Platform Growth
Your podcast serves as tool for content marketing and platform expansion rolled into one. With its audio format.
Let’s begin by defining the term platform. Wendy Keller is the author of the brilliant book Ultimate Guide to Platform Building. In it, she shares a practical and tactical definition for platform that in my opinion is spot on for every business owner:
Platform = traffic
Traffic = money
Therefore, platform = money
Get a platform, get money
Wendy also shares several helpful criteria I recommend you consider as you evaluate whether to expand your platform:
- You want to grow your business by attracting new customers and clients.
- You have a new business you are trying to launch.
- Your sales are slumping—or never got off the ground.
- You want to introduce a product or service to the market.
- You would like to attract investors or partners.
- You yearn to expand your brand.
- You are searching for new streams of revenue.
- You want to distinguish your career.
- You are being eaten alive by the competition.
- You are a speaker, coach, or consultant (or want to be) and you are putting your game plan together.
- You just want to make more money.
You need a strategic approach. Begin by defining your target audience and understanding their needs and preferences. Tailor your content to address these needs effectively, ensuring that each episode adds value and fosters a sense of connection with your audience.
6 Essential Ingredients
Expanding podcast platforms are not just about reaching more listeners; it’s about creating more value for your audience and growing your influence. If you’re a podcaster or just starting out, here are six ingredients to take your podcast to the next level.
Ingredient #1: Build Your Email List
Building an email list is important for connecting with your audience beyond your podcast episodes. Offer a valuable incentive, like exclusive content or a resource guide, in exchange for email sign-ups. Aim for a value proposition that resonates with your audience, leading to a 6 to 13 percent opt-in rate.
Ingredient #2: Increase Organic Search Traffic to Your Podcast Website
Boosting your podcast website’s visibility on search engines like Google can expand your reach. Aim for content pages with at least 500 words, optimizing them with keywords related to your podcast’s topics. Including transcripts of your episodes can not only improve search rankings but also enhance accessibility for your audience.
Ingredient #3: Turn Your Audio into Video
Transforming your audio content into video snippets can capture the attention of a broader audience on social media platforms like YouTube and Facebook. Use kinetic typography to add visual interest to short audio clips. While the time investment for this strategy can be significant, the engaging content it produces can be worth it.
Ingredient #4: Put Podcast Interviews on Your YouTube Channel
Expand your podcast’s reach by repurposing your content on YouTube. Recording video interviews adds a visual element to your episodes which attarct viewers who prefer video content. Take inspiration from successful podcasters like Lewis Howes, who have mastered the art of multi-platform content distribution.
Ingredient #5: Send Weekly Emails to Your Nation of Fans
Keep your audience engaged and informed by sending weekly email updates and highlight the best moments from your podcast episodes. Not everyone will listen to every episode, so these emails serve as valuable recaps. Additionally, they establish you as a trusted curator of high-quality content, fostering deeper connections with your audience.
Ingredient #6: Write Your Book with Your Podcast Episodes
Turn your podcast episodes into a valuable resource by repurposing them into a book. Transcribe your best interviews and edit them into chapters, creating a cohesive narrative. This action will save time compared to traditional book writing while leveraging your podcast’s existing content.
These six ingredients represent just a taste of the strategies you can use to expand your podcast platform and provide more value to your audience. Implement these tactics and grow your influence, attract new listeners, and take your podcast to new height.
Conclusion
Choosing the right podcast distribution platform requires careful consideration of factors such as content capacity, storage space, compatibility, analytics, and monetization opportunities. I’d say Researching and comparing different platforms based on your unique requirements and long-term goals is essential to making an informed decision.
Moreover, leveraging your podcast for platform growth involves a strategic approach that focuses on creating value for your audience. Build an email list, increase organic search traffic, repurpose content on platforms like YouTube, and turning podcast episodes into a book are just a few strategies but surely very effective.
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