Podcast listeners have jumped 29.5% from 2018 to 2021, according to Buzzsprout. That should be no surprise to marketers and brands.
But as is the case with video in our growing spoken and visual world, the crowded podcast space where brands compete for listeners means marketers need to have a strong podcast optimization program beyond the air-it-and-forget-it approach.
Here are some considerations:
Partner With Other Podcasts
Tom Wentworth, chief marketing officer at Recorded Future, said his teams in its Click Here podcast look for partners in the podcast promotion department.
"One great way to get your podcast out there in front of a different audience is to partner with another podcast and cross-promote each other,” Wentworth said. “We're doing this at Recorded Future and have found it to be a simple way to reach a new audience without having to pay for advertising."
Other podcasters' audiences are likely to be similar to yours. Contact those creators and request a cross-promotion, said Lyle Florez, founder of Easy People Search.
“It's as simple as that: you mention them, and they remember you,” Florez added. “Begin by contacting shows with similar-sized audiences to yours. They are the ones who are most likely to respond.”
Related Article: CX Decoded Podcast: Amex CX Teams Take Customer Listening to the Next Level
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