Successful Podcast? – The Equation
I’m often asked what makes the podcast successful. People seem to have the idea that it is one of two factors; either the content or the entertainment value. That couldn’t be more wrong. Although the content and the entertainment value are integral part of the perfect podcast creation. The single most important part has to be marketing.
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Let me put it this way, with any sort of content or broadcast you put out there the ratio of its success is something like:
Successful Podcast = 20% content + 10% entertainment value + 70% marketing.
Depending on your selected niche or the style/format of your show the equation might shift a little between entertainment value and the content. Entertainment value, in my experience, should never get more importance than the content. But I’ve seen it work for some genres.
The one thing that always stays at 70% of the equation is marketing. In a world where content is king, I would say marketing is the kingdom. And its pretty apparent that being a king without a kingdom looks a little bananas. Enough of me telling you how important marketing is to your podcast, lets move on to the meaty part.
How do you market?
There is no formula I can give you that will tell you exactly how to market and be successful but let me try and I’ll get you as close as possible:
Marketing Podcasts = iTunes + Directory Submissions + Social Media + word of mouth + Regional Marketing + Niche Specific Blog Mentions or Reviews + SEO + email marketing + Forum Marketing
This will be just part of the equation for most. E.g. if you are a stand-up comic you should try and get on a popular TV or radio show in your niche. If you are producing a music genre oriented show going to music festivals and handing out flyers or interviewing people live for the podcast will generate interest. Just be creative about your marketing and take risks.
Whereever there is an event or gathering you should think of a polite way to tell people about your podcasts. Try not to be too over-bearing or pushing; people might stop inviting you to parties. Another thing I always tell podcasters is to add their podcast URL to their digital signatures. You can even have it on your business card especially, for more formal podcasts.
In conslusion, have great content, great audio quality, bag celebrity interviews but always know without marketing – no one will know how great your podcast is.
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