7 Innovative Ways to Integrate Podcasts into Your Marketing Strategy

Diving into the world of audio, we’ve gathered insights from seven marketing mavens and business leaders on the innovative use of podcasts in their strategies. From innovating with audio white papers to leveraging podcasts for credible backlinks, these experts share specific tactics that have amplified their marketing efforts.

Want to get quoted in MarketerInterview.com content just like this? Apply to become a contributor today!

Innovate with Audio White Papers

I’ll never forget the day I got a phone call from one of our account executives. By far the most impactful element of the campaign in question was a series of analyst research reports (we’d done one for each of several industries). He said he loved the reports and wanted to get them into the hands of some of his customers, but he was wondering how he could get a printed version of the reports.

ME: “Really? A printed version?”

HIM: “Yes.”

ME: “No, we’re not going to print research reports about digital innovation.”

Not only would that be completely antithetical to our message, but after all the effort to create these reports, we wanted to gate the information so we would know who was reading them. However, that account executive had a point. Not everyone consumes content in the same way: while some prefer to read, others are more visual, and still others are more auditory.

What we found at the time:

Edison Research: Americans spend nearly four hours per day consuming audio, and 44% of them have listened to an audiobook.

IDG survey of IT professionals: 72% of respondents stated that they found white papers extremely useful in their decision-making process, and only 1% thought they weren’t useful.

Harvard Business Review study: Senior executives are incredibly time-crunched.

Edison Research: 18% of Americans own a smart speaker (nearly 60 million people), and 71% are listening to more audio since getting a smart speaker.

Reading a white paper can take up to two hours.

So we asked ourselves: How can we use this trend to increase our total market AND increase our hit rate with senior executives? We started to connect the dots among the points above, and a spark of an idea caught fire: audio white papers!

Audio white papers, particularly ones that can be accessed via a mobile device, were not only the ideal solution but, as far as I’m aware, a completely novel solution. We hired a voice-over artist to record each of the reports and then posted them to our YouTube channel with chapter sections linked. And we created a wave of promotions.

We overshot our goal of 160 responders, delivering 144% of plan, and we could see that we were achieving our goal of reaching an executive audience:

Director level: 24% of total

VP level: 55% of total

Chief Exec level: 21% of total.

Ginger Shimp, Global Content Lead, Sr. Marketing Director, SAP

Integrate Social Media Audio

Using audio content is part of our social media strategy. Instead of just using written or visual content on social media platforms, we also incorporate audio content. This can be in the form of short audio clips, such as teaser trailers or behind-the-scenes snippets, that entice our followers to visit our website. We also optimize our audio content for specific platforms, such as using hashtags and tagging relevant accounts on Instagram and Twitter. 

Moreover, we utilize user-generated audio content by featuring reviews or testimonials from satisfied users on our social media channels. This form of social proof boosts credibility and allows potential customers to hear firsthand experiences from real users.

Tristan Harris, Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency

Enhance Product Familiarity

The presentation and subsequent explosion of podcast productions have produced platforms for nearly every interest, product, and hobby. Our company offers customized books that play videos. We have learned that our customers appreciate the opportunity to learn in greater detail about its applications and customization than is available in a traditional marketing platform. 

Podcasts are a great way to get the word out about your product or brand, with time to develop interest and explain unique features. Did you know that not only will your interview be published, but also your company website, if you ask? That means you can help boost your SEO through this opportunity, as any backlinks from the podcast website to your website will drive up your domain rating.

Ashley Kenny, Co-Founder, Heirloom Video Books

Enrich Your Content 

We’ve tapped into podcasting to roll out new content, using it as a platform for introducing fresh topics and conducting interviews. This strategy not only enriches our existing content but also places our website and blog at the heart of current podcast conversations.

It’s a dynamic way to connect with our audience, providing them with deeper insights and adding layers to the topics we cover. This approach has significantly boosted our engagement, drawing listeners into a more involved dialogue with our brand.

Marco Genaro Palma, Content Marketing Manager, PRLab

Builds Brand via Podcasts

Absolutely! In my marketing strategy, I’ve leveraged podcasts primarily for storytelling and brand-building. I personally found that featuring interviews with industry leaders and experts on our podcast significantly elevated our brand’s credibility. It wasn’t just about promoting our products or services; it was more about sharing insights, experiences, and valuable content that resonated with our target audience. 

This approach not only helped in strengthening our brand’s voice but also in building a community of engaged listeners who were interested in the industry we operate in. Plus, it was a fantastic way to network and build relationships with influencers in our field!

Bhavik Sarkhedi, Growth Head & CMO, Content Whale

Use Guest Appearances

I enjoy being a guest on established podcasts. It gives me a chance to network with new people and allows me to showcase my expertise in my field. This plays into my overall marketing strategy because it puts me in front of a new audience that I wouldn’t have had access to otherwise. It also gives me a platform to display my expertise in a way that doesn’t pressure sales. It’s about educating the public and giving them resources—plus, it’s just fun!

Andrew Biren, Managing Attorney, Biren Law Group

Discover Credible Backlinks

Podcasts and audio content can be a great way to get linked on high-authority platforms such as Spotify, Apple Podcasts, Amazon Music, and Google Podcasts. Choose a member from the team and conduct an informational interview with them. Upload it as a podcast to one of these sites, write a summary of what the podcast is about, including a link to your website, and receive a credible backlink. 

By creating a podcast, you have more content to write about by having these on your website. Put them in blog format and write a more extensive summary for your website. It diversifies the content on your website by adding additional media and provides credibility to your team. 

Google values more elements than just words because they contribute to the overall User Experience (UX) of your website. User experience is a ranking factor for Google, so by improving the UX, you are likely to improve rankings and traffic coming to your website.

Phil Eisenloeffel, Vice President, Valco/Valley Tool & Die, Inc.

Want to get quoted in MarketerInterview.com content just like this? Apply to become a contributor today!