This transcript has been edited for length. To get the full measure, listen to the podcast.
Developing your own podcast episode promotion plan
Nathan Isaacs: You were talking about how you can use podcasts throughout your marketing strategy. You can use it in email and so forth. Do you think about that ahead of time? Where am I going to distribute this podcast?
Jeremy Solly: This gets into promotion. What we did from a strategy standpoint was we had a laundry list of here’s all the potential ways we could use this. If we record this, here’s all the potential ways. It’s going to go out on Stitcher. It’s going to go out on Apple podcasts. So, subscribers can get it there. And we’re going to put it on the website. And we’re going to transcribe this into a blog. And we’re going to put it in our email newsletter. You just have that laundry list. And then the thing that we did was we created this thing called a PEPP. It’s a podcast episode promotion plan. And then we had PEPP rallies to fill out our PEPP.
Anyway, so the promotion plan had that laundry list. But then when you looked at each episode, you might say, ‘Well, you know, it doesn’t belong in the newsletter because that goes to these people, and we really dove deep on this other topic, which is different subset of our audience. So, we’ll pick A, B, D, E, and F. And we’ll skip whatever.’
And while you have a laundry list of the potential places for your podcast in general, I do think it’s worth going through with each episode, ‘Do we use all of those potential opportunities to promote it? Or do we use some of them? Or is there a unique one that we didn’t think about because this certain episode.’
And then each episode’s promotion changes a little bit.
One of the most important things you can do is when you do an episode, and especially if you’re an interview format and you’re leveraging influencers, or you’ve interviewed someone super interesting or famous, or whatever, you want to have them promote it through their channels too, right?
And you’re suddenly sitting there going, ‘OK, now we’ve got to give that person we interviewed, we’ve got to give her and her team the email script, and the social media posts they could put out, and all the other stuff.’
It starts to make this waterfall effect.
Nathan: It seems the marketing side of the podcast is the critical part and probably the most work, right?
You and I, we’re going to talk for a half hour here. I’ll spend another hour and a half, two hours editing and all that. Then that work is done. It’s staged. But it seems like for this to be effective, I’ve got to let people know about it, right?
Jeremy: Maybe I’m over-generalizing here, but I think the easiest part is the actual recording. The sitting in a room with a microphone is the easiest part. Because you’ve scheduled 30 minutes, we’re going to talk for 30 minutes, and we’re going to be done.
The two hardest parts, I think, are: One, is the strategy at the very beginning, spending months of developing our game plan, this is our true north, all the stakeholders are bought into it, we’re going to try our best not to deviate until maybe a certain point in time. At the end of the year we’re going to evaluate. That didn’t work. This did work. We’re going to shift our true north a little bit.
If you do that, it should make your planning of the content flow pretty naturally. That shouldn’t be as hard.
And then, you’re right, the promotion after is a ton of work. Are you going to put money behind it? Are you going to advertise your podcasts and drive more people to listen to it.
I do think the bookends are the hardest part. The strategy before you even start recording your first episode and the promotion of each episode afterwards takes a fair amount of work to just get it out the door and get it in front of everybody.
Nathan: You just have that consistency about it all, right? And I tell you, that’s my challenge. It’s like my diet. One week I’m really good, and the other week I’m going out and getting Burgerville milkshakes.
Jeremy: Oh totally. There’s definitely some weeks where you’re like, all right, I did the bare minimum on the PEPP, and I got it out the door, it’s done, and we’re already on to the next episode.