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Many of us hear “podcast” and immediately start thinking of industry giants such as Joe Rogan and TED Talks.

These are broader productions that utilize their overwhelming brand recognition to generate millions of listens and views. 

What if we told you that podcasts don’t have to amass hundreds and millions of listens and views to be valuable to your brand?

All you need is a niche audience interested in your industry. Sure, you might not have the audience of “Pod Save America.” But you’ll have access to a relevant community of listeners who can immediately contribute to your bottom line.

In fact, industry experts deem podcast audiences as “small but significant.”

Executed correctly, podcasts for businesses are a shining example of quality over quantity with regards to listeners. Moreover, they are used as an integral facet in an overarching content marketing strategy.

Below are helpful suggestions for implementing podcasts into your content marketing to drive engagement, conversions, and profits. 

The First Step is Conceptualizing and Recording Your Content Marketing Blog

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The first part of this process is making your podcast.

Before getting into the nuts and bolts, here’s a straightforward bulleted list of what you need to do:

  • Brainstorm and decide your concept:
    • Come up with your topic, name, format, and episode length.
  • Brand your podcast with artwork and a written description.
  • Record your content.
  • Edit your audio files (such as MP3s).
  • Find a host: 
    • E.g., Libsyn or Podbean

Of course, this is a simplified breakdown. It neglected the matter of finding the right place to record for the sake of audio quality. After all, it’s hard to captivate an audience when sounding like your voice comes from a tin can.

It’s suggested by some experts to record in a closet (or similarly enclosed space without windows) with lots of padding. This suggestion stems from these rooms stifling echoes and enhancing sound quality without breaking the budget.  


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Furthermore, we suggest doing your research and listening to what successful podcasters do to engage their guests and facilitate captivating conversations. We’ll finish with this takeaway: preparation is your best friend.

The Next Step of Your Podcast Content Marketing Strategy: Extracting Value

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So, you now have a recorded podcast with tons of valuable content that’s out there in the ether.

Do you merely leave it alone and hope to gain traction based on the recording alone?

Well—it’s a free country, and nobody’s stopping you from doing anything. Still, that’s not the wisest idea, considering the growth opportunities you’ve now presented yourself with the production of your podcast.

Consider this:

Content marketing guru, Gary Vaynerchuk, advises marketers such as yourself to create 64 pieces of content per day! 

If you click the link, you’ll realize it’s not as all-encompassing as it sounds. Primarily, it all comes down to repurposing a central piece of content into a series of blogs and social media posts. You’re extracting all the value from this one content-rich item to reach your audience with your material and message.

You might think, “why should I break my podcast into a blog?”

Here are a few reasons: 

  • Not everybody has the time to listen to an entire podcast:
    • Summarizing critical takeaways is more convenient, and your audience will appreciate the effort.
  • People might be in a quiet setting (without earbuds), and it wouldn’t be polite to listen.
  • Blogs add an air of credibility to your brand.
  • It’s an opportunity to expand upon a topic you glanced over during the podcast.
  • Lastly, blogs help with your SEO efforts:

Breaking Blogs into Social Media Posts

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Another pivotal suggestion made by Gary Vaynerchuk with content production that applies to podcasts (and the proceeding blog), is breaking the blog into smaller social media posts.

First, turn your podcast blog into a series of social media posts. If you initially place these little snippets on Facebook – for instance – you can screenshot those posts and put them on Instagram.

You could even turn this social media content into polls and find different ways to repurpose topic matter. Perhaps, you could screenshot thread comments and use them as catalysts for a Twitter poll about your podcast/blog. 

Really, the opportunities are endless. Your one podcast can be leveraged to create a stream of relevant content that reaches a vast audience on different platforms.

Scheduling Your Social Media Posts

Okay, imagine you’re following Mr. Vaynerchuk’s advice and creating 64 pieces of content per day. 


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Let’s do the math:

That’s equivalent to 320 pieces of content during a workweek. Multiply that number by 52 weeks, and you have 16,640.

Sure, not all of this will be social media—because it all starts with podcasts and blogs. Still, you’ll be posting on Facebook, Twitter, Instagram, or LinkedIn with more frequency than anything else. 

Doing this manually, over 16 thousand times per year, goes beyond “tall task” and borders on impossible. It’s far more realistic and feasible to consolidate the production of your social media content one day per week, two weeks, or month, without worrying about posting them at the right time.

This is where a social media automation tool such as DrumUp can streamline this process. It’s a mere matter of scheduling your posts at the ideal times most conducive to engagement, and the software takes care of the rest.

Moreover, it’s incredibly challenging to produce such a plethora of content every week. DrumUp possesses a Content Discovery API that can fill the gap and supplement your material. 

Making a Podcast More than a Podcast

Podcasts can be a valuable tool – even without the follow-up work we’ve discussed.

However, when you make those extra efforts to implement a podcast as a facet of a big-picture content marketing campaign, the already impressive value exponentially increases.

Then, when it’s time to follow up on your podcast with social media campaigns, DrumUp will help you accomplish your content goals every step of the way. 

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