Planning your podcast marketing strategy

Podcast Strategy corkboard imagePodcasting has some great benefits for growing your business, but before you jump into equipment and the technical side of things, we need to take a look at the strategic side of podcast shows.

Do you need a podcast marketing strategy?

Yes, yes you do. It fits into your overall marketing strategy and shares common goals with your marketing plan. Your podcast strategy should not be at odds with your business goals.

Some questions to ask yourself when it comes to your podcast marketing plan:-

  • How will I attract new listeners?
  • How will I promote this podcast? on my blog? social media?
  • How will I monetize it?
  • Where do your guide your audience if they want to discuss more?
  • What do your audience want to discuss deeper on your industry?
  • Who do they respect and want to hear from?

You need to also decide on what show format your podcast will have:

  • Interviews (a free interview tips download available here)
  • How-To Shows
  • Talk back – people call in like a radio show
  • Conversational shows – two people talking / debating aspects of a topic
  • Product Training
  • Reviews – industry books, guides, products and magazines
  • Product promotion
  • Entertaining/comedy
  • Quick tips
  • Discussion Groups / panels
  • Charity/causes based

Once you’ve decided on the format of your podcast show you then need to decide the following

  • The length of the show?
  • Will you have music intros?
  • Will it be audio or video?
  • What will be the topic of your show?
  • Who is your intended audience, what do they want to hear more about?
  • Will the show be scripted, or go with the flow?
  • Will you read existing content and ad lib?
  • Will you have commercials?
  • Are there show sponsors to promote?
  • Do you have a co-host in mind?
  • Will your promote something special from a show?

Content for your show can be easily sourced from your blog or websites – what are the most popular search terms you are found for? What content gets the most social shares and interaction? This is the content that you need for your podcast as it’s what your audience is interested in.

It has been said that it’s hard to make money with a podcast show and if you talk about something that your audience isn’t interested in then yes, you will struggle. If you keep your marketing strategy focused, over time, opportunities will appear so that your podcast shows  can be monetised. A lot of monetisation opportunities depend on your niche, your industry and your audience. If you think for a moment on how radio shows are monetised you’ll get some ideas, but in case you’re struggling here are some that could work for you:

  •  Selling back copies of your podcast show (no longer available on iTunes)
  • Giving Part One Free – then selling future episodes
  • Sponsorships from suppliers or online service providers
  • Selling your own products or services
  • Sell other people’s products (as an affiliate)
  • Donations
  • In show advertising and promotion
  • Affiliate links embedded for Amazon etc

Traffic from your podcast show to your blog

The benefit of a podcast can include that it draws attention to your blog and your business, from people who may not usually find you. If you blog for income, then the more traffic to your blog, the better and a podcast show will not only help you in the search engines, but help you keep people on your site for longer.

Create incentives to drive traffic to your blog when you are recording your show:

  • Offer special downloadables
  • Have product giveaways
  • Give out discount coupon codes
  • Promote special freebies (for your podcast listeners)
  • Run “Limited Time Offers”
  • Put up unique “how-to” videos

Once you’ve decided on what you are going to use to drive traffic back to your blog, the next step is to incorporate it into your show. Always mention your product in your podcast, at the beginning and at the end of each show. You might like to say something like – “This podcast is sponsored by xxxx blog, at stop by and subscribe”. You can giveaway a product on your podcast and send the listeners to an exclusive download page. Your show may be dedicated to your product, so every now and then it would be good to invite power-users onto the show so they can share. This can then be transcribed and partially shared on your blog – giving your power-user twice the exposure.

Your podcast strategy:

Now you’ve thought and made note on all the above, it’s time to create your podcast strategy. It doesn’t have to be a huge document, but a strong outline of where you are and where you are going with your podcast show.

Good luck and please share your strategy tips in the comments

Sarah Arrow

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Sarah Arrow

Blogging an issue for you? Social media not quite working how it should be?That's okay I understand. I started blogging back in 2006 and grew into a kick-ass blog coach as well as creator of Birds on the Blog (listed 3 times by Forbes as a top 100 website for women), I'm frequently listed as both a top content marketing expert and as an influential marketer.
You want your blog to make a difference, so subscribe hereand stay in touch, my updates will help you achieve content marketing success.


  1. Sarah,

    What a great post with so many valuable suggestions.

    I have had my Healthy Baby Boomers Network Blog Talk Radio Show for over a year now and I have only done a fraction of the items you suggest. For me the show has been valuable for building good will with colleagues, for showcasing someone else’s work or book or product. Then, when I created my 4 week Healing Through Love Seminar Series, I was able to give several of the podcasts, edited and removed from the show, as bonuses. During each show I mention my latest products or events. And over time, I have a lot of episodes to use in whatever way I later decide.


    Dr. Erica.

  2. That’s an awesome guide. I haven’t done podcasting mainly because I have been leery of jumping into “one more thing,” but a number of the format ideas you suggested are attractive to the teacher in me. My biggest question is your very first one – attracting listeners. What do you rely on most?

  3. There are tow other features of audio podcasts (if you use Garageband on Mac to create them):
    1) You can add still images to audio podcasts, thus illustrating points you’re making OR offering this space to advertisers…
    2) You can make podcasts interactive- i.e embed clickable links which can land on a dedicated landing page so you can easily monitor who’s clicked through…

  4. Sarah,
    what an interesting article… how can you be so great I do not know but I can imagine… you had to work hard at it and now you arrived where you want to be… congratulation:-)

    Podcasting… I wish I knew how to do it and so I coudl move forward with my business… but did not start early enough and as time go by, it seem to be harder to start.

    I know that by reading yoru articles I will get as much info I need.. now I just have to go do it.
    Thanks so much for all you share for all of us to learn from yoru experiences and wisdom.

  5. Sahra, I have been looking into strategies as a direction that I want to take my site. Seams that few cover them in detail enough so that a beginner to intermediate blogger can understand just how to get it done.

    Now this is one post that is well done! It is specific, step by step, and actionable. Uh, it also reminded me of the tasks I have left for my Web Driven Income podcast. Yup, while I was working on social media strategies the podcast got away from me. That is OK though there are still a few hours left in the day.
    Thanks so much

    PS where did you get that great send to Kindle button?

    • Hi Lance, the send to Kindle button is a plugin. I realised that long post got bookmarked, and some people even saved posts as a PDF and sent them to their Kindle. This saved them a few steps, so they could send a post to kindle, and if it was a tutorial they could work through it step by step next to their PC/Tablet. The downside is I have no idea how many people use it as it doesn’t have a counter :(

      I hope you get back to your podcast soon.

  6. Great article Sarah. I’ve been thinking about creating a podcast for some time, but I knew there were some pretty significant changes coming for my current blog so decided to put it off for awhile. Looks like I’ll be able to begin actually working on this project come Spring so perfect timing. Strictly speaking as a listener, one of the biggest turn-offs for me is poor sound. It’s sad how many podcasts (even videos) are produced with poor sound quality. Either you can’t hear the person very well, or there’s background noise. The other issue is when someone doesn’t realize they have speech habits, for instance saying “um” or “ah” at the beginning of each sentence. After 20 or 30 times that turns into something like fingernails on a blackboard. Let’s just hope I can follow my own advice!

  7. Hi Sarah,

    This is such a great, detailed post you’ve come up with, so thank you for a well thought reminder.

    I think it’s easy to get caught up with the hype on how to market. We’ve seen that with YouTube videos and I think we’re heading that same road with podcasts. In the end, we’ll see who’s going to really make a mark after 5 or 6 months. And that’s more likely because of the overall planning.

    I’ve been setting up podcast since 2010 and I’ve seen how people can be so fired up. But after a few months, you’ll see if it’s still hanging on to that original purpose why the podcast was setup.

    Simply put, planning helps you map your way into reaching out your goal for your podcast. As they say, “if you fail to plan, you plan to fail.”




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