5 content marketing lessons to live by
Learn, act, grow, repeat.
First of all, congrats on conceptualizing, creating, and nurturing your podcast! By now you’ve recognized the powerful impact podcasting has had for your personal brand and/or business. By now you also know the work never ends. That means brainstorming episode ideas, booking interesting guests, and creating a boss content marketing strategy so you can keep growing.
That last one is easier said than done. Here’s the bad news: the world of content is getting more crowded. If that wasn’t enough, audiences demand more of the content they interact with while brands scrutinize the environments they sponsor. The good news: it is possible to rise above the masses and produce high-value content that grabs new ears and piques the interest of potential advertisers.
Here are 5 content marketing lessons to live by.
- “Maybe stories are just data with a soul.” — Brené Brown
If you still don’t think you need a strategy, think again. It’s tough out there — you’re not just competing against other podcasts, you’re competing against all forms of media in this race for attention. Creators with a smart strategy that’s easy to document and track will survive in the long run. According to the Content Marketing Institute, 65 percent of the most successful content marketers have a documented strategy. If you have a strategy in place — it’s time to revisit, reevaluate, and reestablish goals. Between your podcast stats, emails, and social accounts you have a wealth of data at your fingertips to guide you. Which calls to action got the most engagement? Which social posts didn’t perform well and why? Find the stories to build your plan for moving forward.
2. “People will never forget how you made them feel.” — Maya Angelou
The traditional marketing funnel worked like this: capture every consumer, filter qualified leads, then once a transaction is made it’s, “Thanks for your time and money, see you again…never!” Now, the funnel is more like a cycle that encourages on-going interaction. If your listeners are your customers, create a funnel that gives them a reason to listen again, and again, and again. Even better, what does the journey look like to become an evangelist who makes recommendations to family and friends? From your show notes to the posts you share on social, every piece of content you put out fuels your audience’s journey from discovery to subscribe while empowering them to engage deeper.
3. “Just be useful.” — Jay Baer
Great content is useful content. Whether it’s created to entertain, teach, or satisfy a curiosity, everything you share with your audience should serve a purpose. In order to stay on top of the latest news, information, and trends, you have to engage — with industry publications and folks within your industry. Start off by following a leader in your space, then branch out so that ultimately what you’re consuming speaks directly to your needs, and more importantly the needs of your audience. Sharing is caring — the more you learn and can pass on to others, the faster you’ll be seen as a resource, with your podcast serving as the go-to destination to stay in-the-know.
4. “Content is king, but distribution is queen. And she wears the pants.”
― Jonathan Perelman, Buzzfeed
In a crowded space, simply posting a piece of content and waiting for audiences to come will no longer cut it. Distribution rules over the ultimate success of any content marketing strategy. Distribution should include more than where your podcast is heard. It’s the newsletter sent to your email list, your YouTube videos, Insta stories, and speaking engagements. Diversify where and how your content can be consumed, increase the chances of capturing the eyes and ears of your audience.
5. “Content that builds trust is human, personal, relevant, it isn’t greedy, and it doesn’t trick people.” — Seth Godin
Between privacy scandals and data mishaps — it’s hard for consumers to know who they can really trust these days. They are wary of sharing their personal info. They are becoming increasingly skeptical of those clickbaity headlines. Building trustworthy relationships with audiences will continue to be important for many years to come. There is no magic pill that will double your audience overnight or get you to the top of the Apple charts. Trust must be earned, so use your content as an opportunity to be transparent and maybe even a little bit vulnerable. Sharing your flaws as much as your successes make you human.
