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How to Start Podcasting: Tips from a Brisbane Digital Marketing Agency
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How to Start Podcasting: Tips from a Brisbane Digital Marketing Agency
At Sustainable Marketing Services, a Brisbane digital marketing agency, we’ve seen firsthand how podcasting can significantly enhance brand visibility, foster deeper relationships, and generate valuable leads when integrated into the customer journey.
While blogs and social media remain powerful marketing tools, podcasting has emerged as one of the most impactful platforms for storytelling, thought leadership and audience engagement.
In this guide, we explore why podcasting is a ‘must-do’ for many businesses, offer practical steps to get started, and discuss how businesses can take advantage of emerging trends in podcasting.
Australian Podcast Listener Insights
- 43% of Australians, approximately 10.8 million people, listen to podcasts monthly as of 2023 (Radio Today).
- Average Weekly Consumption: 56% of Australian monthly podcast listeners consume between 1-3 hours weekly, with 28% exceeding three hours. Nearly a third listen to 5-9 episodes per week (PodPoll 2023) (Podnews) (Radio Today).
- Global Leader in Podcast Consumption: There is a significant growth in podcast consumption, with Australia ahead of the U.S. in terms of monthly podcast consumption (Radio Today)
Why Start a Podcast? The Benefits for Your Business.
1. Boost Visibility: Podcasting can help you reach new audiences on platforms like Spotify, Apple Podcasts, and YouTube. By optimising podcasts for SEO with relevant keywords, you can increase your brand’s visibility and support sustainable growth.
2. Build Authority: Hosting a podcast can help position you as a leader by showcasing your expertise. In podcasting, you lead and direct a conversation. Well-structured, relevant and useful content builds authority and trust with your audience.
3. Strengthen Relationships: Podcasts are a conversational channel where audiences can connect with your brand on a personal level. This level of intimacy is harder to achieve in other channels. Featuring experts, clients, or your team builds stronger relationships with listeners.
4. Repurpose Content Efficiently
Each podcast episode can be repurposed into blogs, snippets for Facebook, Instagram, TikTok, and videos, making it an efficient way to extend content lifespan without an extra workload—maximising your marketing’s efficiency.
5. Engage Audiences: Podcast listeners dedicate more time and engage more deeply with podcasts when compared to other content formats. They can listen while driving, working out, or walking, making podcasts a flexible, on-the-go medium. The immersive nature of audio fosters a closer, more intimate connection with your audience.
6. Cost-Effective and Scalable: Starting your first podcast doesn’t have to be expensive. With minimal equipment like a USB microphone and headphones, you can get started with high-quality sound. For beginners, tools like RiversideFM or Spotify for Podcasters streamline recording and distribution, while platforms like Alitu simplify editing.
7. SEO and Increased Reach: Boost your business’s SEO by including relevant keywords in episode titles, descriptions, and show notes, allowing you to build quality backlinks. This can improve search rankings, increase visibility on Google and podcast directories, drive more traffic to your podcast and website, and generate more leads.
Examples of Successful Australian Podcasts
1. Sports Industry: The Howie Games
Mark Howard’s podcast “The Howie Games” is an excellent example of how sports podcasts can attract loyal listeners by sharing personal stories and insights from athletes.
2. Small Business: The Mentor with Mark Bouris
Mark Bouris’ podcast offers actionable advice for small business owners, with topics covering entrepreneurship, leadership, and marketing. Mark has built a strong listener base by focusing on practical solutions to business challenges.
3. Automotive Industry
Auto Expert by John Cadogan: John Cadogan’s podcast “Auto Expert” delivers easy-to-understand reviews, positioning John as a trusted authority. His honest style appeals to listeners, seeking unbiased opinions on car purchases.
How to Get Started: Practical Steps.
Starting a podcast may seem daunting at first. The following steps will help you to get started.
1. Define Your Purpose and Audience
Start by setting clear goals for your podcast. Are you aiming to educate, entertain, or generate leads? Define your value proposition: what makes your podcast unique and valuable to listeners? Understanding your audience’s needs and interests will allow you to deliver relevant and engaging content.
You’ll also need to create a name for your podcast and the cover artwork and organise introduction / ending music (available from Pixabay).
2. Choose a Format
Choose a format that best suits your business:
- Interviews: Invite guests like industry experts, team members or clients who can bring diverse perspectives and add credibility.
- Solo Shows: Provide deep dives into niche topics.
- Panel Discussions: Multiple hosts are discussing various topics, which are more casual and conversational.
- Case Studies: Showcase your success stories and campaigns.
3. Structure Your Episodes
As a Brisbane digital marketing agency we recommend each episode should have a well-defined structure, with a clear introduction, engaging main content, and actionable takeaways for listeners.
Key Points To Consider:
- Be Authentic through your experience
- Positioning your brand authority from the start
- Lead with strong introductions
- Highlight success stories
- Demonstrate expertise with evidence
- Be prepared for each episode
- Show passion for your topic
- Prepare to break information
- Provide actionable solutions to listeners’ issues
Podcasting Equipment: Tools to Get Started
You don’t need a high-end setup to start a podcast. The first thing to consider is what is your medium, i.e. video or audio podcasting. You can start podcasting with minimal gear - such as a good-quality USB microphone and headphones, but upgrading equipment can significantly improve the quality. Below are a few options for headphones and microphones.
Affordable
- JBL Quantum Stream - $150
- Boya All-in-one wireless - $169
- Boya by PM-700 - $129
Mid-Range
High-End
A platform that has revolutionised the podcast game is RiversideFM which seamlessly records off two devices (in a zoom format) and isolates the audio separately. This means you have greater quality and efficiency in your final product.
Here is a list of free tools and software you should utilise when starting your podcast journey!
- Davinci Resolve (free online download)
Maximising Reach: Podcast Marketing Strategies
After recording your podcast, focus on marketing it effectively to boost your reach:
1. Social Media Promotion
Share engaging snippets, quotes, and highlights across platforms like LinkedIn, Facebook and Instagram.
2. Collaborate with Guests
Leverage your guest’s audience to cross-promote the podcast and expand your reach. Ask your guest to share on their platforms.
3. Paid Advertising
Run targeted social media ads or Google Ads to drive more traffic to your podcast.
Measuring Success: Key Podcast Metrics
Tracking performance is essential to improving your podcast. Here are the most critical metrics:
- Downloads: Measure the number of times your episode is downloaded.
- Listener Retention: Track how long listeners stay engaged during the episode.
- Subscriber Growth: See if your podcast is gaining followers after each episode.
New Trends in Podcasting
Podcasting continues to evolve, with several new trends reshaping the landscape:
1. Video Podcasting
Many podcasters are adding video to their podcast shows. With platforms like YouTube offering substantial growth potential, video podcasting can provide an additional way to engage with your audience visually.
2. Dynamic Ad Insertion
Dynamic ad insertion allows podcasters to monetise their shows by automatically inserting relevant ads based on listener data, which has grown in popularity across podcast platforms.
3. Niche Podcasting
Podcasts focusing on specific niches are seeing growth as listeners seek content tailored to their unique interests. This trend allows businesses to connect deeply with a dedicated audience.
Take the next step
Podcasting is a powerful tool for businesses looking to connect with their audience in an authentic and engaging way. By carefully planning, marketing, and measuring success, your podcast can become a central part of your digital marketing strategy.
Final Tips to Consider When Getting Started
- Keep It Simple: Start with basic equipment like a USB microphone.
- Be Consistent: Implement a regular schedule to build a loyal audience.
- Plan Episodes: Create clear structures with engaging content and strong takeaways.
- Repurpose Content: Turn episodes into blogs, social media posts, and videos to maximise reach.
- Engage Listeners: Encourage feedback and interaction to build connections.
- Track Progress: Monitor downloads, retention, and SEO to assess and improve your podcast’s performance.
Sustainable Marketing Services is an award-winning Brisbane digital marketing agency with a long history of delivering sustainable success for our clients.
If you would like some help book a complimentary meeting on 07 3446 5837 or via email us here.