Content Marketing: Using Podcast Guesting to grow brand awareness and connection (episode 130)
by April Buencamino-dyNoémi Beres AND Gabor Kazai are the founders and owners at Podcast Connections, a podcast booking agency who specialises in helping their clients get on the right podcasts to grow their brand awareness, generate engagement and (of course) acquire more customers.
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About Noémi and Gabor
Prior to having a podcast booking agency, Noémi and Gabor had an online travel-related business. However, it was affected when the pandemic hit in 2020 and the travel industry collapsed.
Fortunately for them, Gabor had a mentor who worked in eCommerce for many years and had a podcast booking agency. It was from him that Noémi and Gabor got the idea of starting their own podcast agency, specifically working with eCommerce brands.
Why Podcast Guesting is Key for eCommerce Brands
For Gabor, podcast guesting should be part of an eCommerce brand’s marketing strategy because it’s a great way to share the brand’s story and provide valuable information to the customers.
As to who should do the podcast interview, Noémi mentions that they have the most success with founders and their founder stories.
Choosing the Right Podcasts for You
Do your research, and there are a lot of places where you can do this, like Listen Notes, iTunes, and other similar websites. Find the niche you would like to focus on, and by doing research, you’ll be able to identify podcasts that cater to the niche you’re interested in.
You also have to know who your audience is, what they’re interested in, and what types of podcasts they typically listen to.
When you have this information, you’ll be able to identify and choose the right podcasts for your brand.
Making Your Pitch
It’s important to remember that doing podcast guesting is not just about you and the product you’re offering; it’s about sharing the knowledge you have and teaching people.
In your pitch, highlight the value of how you can help the podcast itself and the audience it caters to, rather than just simply making a sales pitch for you or your product.
And while not directly related to how you should do your pitch, Noémi mentions that you should also listen to a few episodes of the podcast you want to get on to show respect for the host and the show.
Making the Most Out of Your Guesting
Before doing any podcast guesting, you have to know your goals for doing it.
If you know your story, you have a cohesive message, and you know your objectives, it’s going to be easier for you to find the right podcasts and target the right audiences.
Once you get on a show and have that piece of content where you’re imparting knowledge and information, it’s going to go a long way in your marketing strategy.
Insider Tips
If we’ve inspired someone to take their first step with content marketing – what do they need to know to give themselves the best chance of success?
Treat your podcast interviews as opportunities for sharing information and helping your customers or your audience through education.
Another thing to remember is that you have to be consistent and persistent when it comes to guesting and podcasting because it’s a long-term strategy.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve content marketing performance?
Always test your pitch and how you reach out to potential shows to find out what pitch works best.
Also, think of different topics that will resonate with your audience that can be specific to a podcast because not all podcasts have the same focus.
Lastly, share your podcast interview in your marketing emails or social media posts to help improve its performance.
If someone listening wants to learn more about content marketing is there one cheap/free resource you’d recommend?
Noémi recommends the book The Go-Giver: A Little Story about a Powerful Business Idea by Bob Burg because it’s going to inspire you to see your business as something that gives value to the lives of other people.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in content marketing?
The podcast industry will continue growing, so making it part of your content marketing strategy is going to be a good thing.
As far as content goes, short-form content is picking up regardless of platform. Repurpose your podcast interviews and create shorter content, such as short videos and audiograms, to maximize their impact.
Interview Links
Noémi and Gabor on Social media:
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