I’m a fan of podcasts. With a pair of headphones and a smartphone or listening device, I can be entertained, get motivated, and learn valuable lessons. Since podcasting itself is a relatively new form of content marketing, I’ve found three lessons from successful podcast creators that can enhance content marketing strategies in any medium.
Lesson #1: Spot Your Readers’ Problems and Solve Them
Darren Rowse has become well-known for his leadership in the blogging community via his blog at ProBlogger.net. He created the ProBlogger podcast to further support his community and help people achieve their dreams.
In the episode “Solve a Reader’s Problem,” Rowse explains, “The key for being a prolific problem-solver, first is to become a prolific problem-spotter.” Rowse outlines some of the ways he identifies problems for his readers. He advises that you start by asking yourself which problems you’ve encountered in your field, survey your readers, and dig into your website’s analytics and internal search queries to find the most popular things people are searching your site for. Check out his podcast episode for more ideas, or take a look at his other post on ways to solve reader problems.
Lesson #2: Create Value in Long-Form Content
If you don’t know Tim Ferriss, he’s a pseudo-celebrity and modern-day renaissance man, best known for his book The 4-Hour Workweek. His podcast, The Tim Ferriss Show, includes musings on self-mastery, mental optimization, interviews with industry experts, and more.
When asked the question, “How would you build a large audience from scratch?,” Tim argues that long-form content is the way to differentiate and stay relevant. “There’s always a market for high quality, and there’s always a market for long-form,” Tim says. He further argues, “The least-crowded channel is still long-form content.”
If you’re looking for ways to leverage long-form content, there are several different angles you can take:
- Books and e-books
- Visual blog posts or infographics
- Blog post series
- Educational series or online classes
- Video tutorials
You have to be willing to go where other content marketers aren’t willing to go. Long-form content requires a larger time investment, but it will allow your voice to stand out from the crowded cybersphere of mass-produced short-form blog posts that are left to dry out in no man’s land.
Lesson #3: Tell a Relevant Story and Be Vulnerable
Michael Hyatt’s Podcast This is Your Life is packed with insights about entrepreneurship, blogging, and personal development. The podcast seeks to help people live a well-balanced life, both personally and professionally.
As a former marketer and avid writer, Hyatt’s podcasts, along with his book, Platform: Get Noticed in a Noisy World, hit on several content marketing tips. In the episode “Keys to Writing a Killer Blog Post,” Hyatt expresses the need to tell a relevant story. “I don’t know of many things that will pull readers into a blog post like a great story,” he says. “People connect with stories. It’s also one of the things that really makes you unique.”
Stories can be a great way to establish an emotional connection between your company and your followers. When you incorporate storytelling into your content strategy, your business becomes more relatable, making it easier to build trust and a following of people who care. Think about the people, experiences, and stories that make your business unique. Gather these stories, interview team members, and share stories for your audience to read. The people and experiences that make your business unique are perhaps some of the best tools you can use to relate to your audience, and the way to do that is through sharing stories.
If you’re like me, and you get a kick out of digesting new ideas and information through your headphones, check out the mentioned podcasts and consider ways to apply their knowledge to enhance your own marketing skillset.