So, you started a podcast because you’ve heard everywhere that doing so could help in your marketing strategy. You know that a well-thought podcast can build your trustworthiness, create brand awareness, demonstrate your skills, and ultimately bring you more business.
But how do you get the word out?
It's funny that you have to market your marketing, right?
Well, there are many ways to get listeners. In fact, here's a great article on Entrepreneur on 11 Clever Ways to Promote Your Podcast to the World.
But today's focus is on a single step that will help you with all of the other steps in your podcast marketing strategy:
TYPE IT UP!
Search engines don't search audio (yet!). The crawler diet consists of TEXT--and lots of it. If you haven't been creating companion content for your podcast and putting it out for search engines to discover it, your potential listeners will never find you.
So, how many potential listeners do you think you might be missing out on because search engines can't find you?
How much reach could your media potentially have by being made accessible in multiple formats?
And, of course, it's not just you and your page traffic that benefit from it.
Some of your potential audience might:
Transcripts are a marketing multi-tool—a solid investment that can deliver you content to be used, reused, and leveraged in a number of ways to keep you in touch with your listeners (and bring in new ones!).
Here are just a few ways you can use a podcast episode transcript to leverage your podcast content:
1. Make it available for your listeners to download—and remember to send it to your mailing list!
There are people out there (like myself) who prefer to read, rather than committing to downloading a half-hour headphone session. You can make it available as a downloadable file, allowing you the option to collect email addresses to contact them with future updates, new episodes, and events.
2. Create show notes.
If the idea of having entire transcripts on your website is not appealing to you, you can create 100- to 200-word summaries or descriptions and include key points of the episode. Show notes are an in-between option that bolster your search friendliness, and they’re easily outsourced!
3. Create shareable content by leveraging relevant content you have already produced.
Blog posts, articles, and sharing clickable quotes on social media are all things that can be crafted easily out of a transcript. Alternatively, you can upload the transcript directly to the episode page (or have it separately and add a link to the episode page), turning your audio into something that's friendly to search crawlers.
4. Quickly find quotes or highlight points from your episode.
Rather than skimming through audio to find the best key points in your podcast, you can have someone else type it up for you. Use it to find your best, most brilliant moments. Better yet, you could outsource that task as well!
5. Use transcripts in brainstorming and idea-gathering.
Nothing is worse than, "Oh, what were you saying about ____ in that one episode?" You can have your podcast on paper to help you process your past endeavors and dive into new ones.
And, of course, you could type it yourself, but why not have someone else do it? You can save the tedious hours of listening and typing by having someone else do it for you.
How have transcripts helped your podcast marketing strategy?