There are many types of content that a business can use to achieve numerous sales, marketing, and customer service goals. While digital marketers used to focus predominantly on written content or social media management or just one tactic at a time, in recent years content diversification is what creates competitive advantage and modernizes business in terms of marketing.

Simply put, diversifying your content offering allows you to expand your network and connect with different audience pools across multiple platforms. However, one type of content that you may not have thought about before is podcasts.

Podcasts are extremely popular these days and can be a powerful addition to your growth strategy. Here’s how to use podcasts as a tool to grow your business in 2024.

Create a dedicated podcast website

Having an online presence across multiple platforms is essential for brand awareness and recognition, and you shouldn’t forget that your website is an important part of that. When it comes to podcasts, you want to make them accessible to your audience by promoting them in the social media world and posting them on popular streaming platforms like Spotify.

However, you also want to host your podcasts on a special branded platform – your website. Now you have a choice. Should you create a podcasts page on an existing site or create a dedicated podcast site where can your visitors dive into all of your podcast content?

While there is no right or wrong here, keep in mind that here you have the opportunity to create a popular new podcast website to maximize the potential of your content. Instead of trying to drive visitors to your podcast page on an already crowded website, consider launching a dedicated site to improve branding and credibility.

Start following inspirational podcasts

One of the best ways to find inspiration for your new podcast is to start following popular podcasts in your industry as well as different sectors. While the latter may not have a direct impact on your own podcast, it will prove invaluable during brainstorming sessions and for gathering lots of tips, tricks and best practices when it comes to production, sound, hosting, tempo and the format itself.

If you’re running a podcast for your marketing agency, be sure to subscribe to marketing podcast and then be sure to research and analyze additional podcasts. You can then expand your research into general business podcasts, growth hacks, investments, and more.

This wide-angle approach will allow you to come up with your own unique twist and brainstorm interesting new topics.

Get information from authoritative websites

If you want to expand your reach and get more people to know about your podcast and therefore your brand, you want to be featured on authoritative websites in your industry and beyond. Think of it as creating quality guest posts for your amazing content and as a way to publish your podcasts or get feedback from big names in the online world.

You can find popular podcasters and offer cues on their podcasts, or you can host your new podcast episode directly on their website in exchange for their podcast being featured on yours.

We welcome feedback from your audience

Feedback is critical to business success no matter what marketing strategy you use, but when it comes to podcasts, it can make all the difference. Your podcast won’t be perfect no matter how much you research and prepare, but it can reach its full potential if you listen carefully to audience feedback.

By listening to your audience, you can support your clients and their needs, and create the best podcast that they will not only enjoy but also share online. More importantly for your sales goals, feedback will tell you how to optimize your podcast ads, sales messages, and calls to action.

Host guests from different sectors

Finally, keep your news fresh, diversify your topics, and engage influencers from your industry and various sectors. Remember, people don’t want to tune in every week to listen to the same speakers, no matter how knowledgeable and interesting they are.

They want variety, and not only that, they want you to accept other influencers they already follow on social media and online. These may be people leading their own customer experience podcastsor podcasts about general business management and more. Engaging these experts will show how committed you are to providing useful and relevant content, which will increase your audience, engagement, and lead generation.

final words

Focusing on podcast production can be a powerful way to reach new audiences, expand into new online platforms and markets, and build awareness, credibility, and trust for your brand in a competitive industry. Be sure to use these best practices to make podcasts the most powerful tool in your marketing arsenal and watch as you begin to attract more loyal brand followers and customers.