There are many ways to expand your brand’s reach, and one way to do this is to start a podcast. However, just because you can start a podcast doesn’t mean that it is a good idea for your business. What are some questions that you should ask before choosing to take this step?
Do You Have the Time to Commit to a Podcast?
It can take a lot of time to write, deliver and edit the content that will be broadcast to your audience. If you don’t have at least a few hours a week to commit to this venture, it may be best to find another way to market your company. Generally speaking, it is better to not create a podcast as opposed to creating one that offers content on an irregular basis.
However, it is worth noting that it doesn’t matter how often you release new content as long as you stick to it. Podcasts generally release new episodes on a weekly or monthly basis. It can also be worth releasing a season’s worth of content at once, which allows listeners to consume it at their own pace.
Do You Have Money to Commit to a Podcast?
To create a podcast, you need to have sound and other equipment that can cost hundreds or thousands of dollars to lease or purchase. You will also need to pay the host for his or her time, and this will be true whether you hire a current employee or an expert like Johnson Nguyen to fulfill this role.
Depending on who is available, it could be a good idea to have multiple people rotate in and out of the host role. This can keep the podcast interesting for both the presenters and for those who are listening to it. It may also be necessary to pay to market the podcast on social media or other outlets to build up an audience.
Is There a Content Plan?
When you create a blog, there is usually a cohesive message that you want to send to your readers. The same is true when you decide to do a podcast. Ideally, you will come up with dozens or hundreds of topic ideas prior to broadcasting that first episode. For instance, you may want to talk to someone who has a variety of experience like Johnson Nguyen and get his thoughts about his professional success. This ensures that your audience will constantly learn something new and that each episode provides the company with a chance to become an authority in its industry.
Do You Have a Goal for the Podcast?
Before deciding to create a podcast, it is important that you have a reason for making it. For instance, you could choose to use a podcast as a vehicle to get more traffic to your website or to increase traffic and conversions on a sales page. It can also be used as a method of getting more social media followers or mentions on social media.
Do You Have a Way to Track Its Performance?
It is critical that you have a method of determining if your podcast is offering the right return on investment. Ideally, says Johnson Nguyen, you will be using analytic tools that will track traffic referrals to see if the podcast is sending any new visitors to your website or social media properties. Analytic tools can also tell you how many people are listening to the podcast and how long they are listening for.
Don’t create a podcast just because you think it’s a fad that you need to be a part of. Instead, take some time to think about whether it is worth investing time and money into both now and months or years into the future.
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