Beyond optimizing your podcast episode title and description, consider creating a show summary on a blog or website and embedding the audio file within the page. 

Google appreciates the added context and will rank websites and blogs that incorporate multimedia higher than those that don’t. 

Transcribe episodes for the blog or to create additional content to promote the episode on social media or your website. Post the blog or episode summary page via social media.

Additionally, these transcriptions will become more and more important as The Podcast Index continues to grow, and hosting platforms implement the option Podcasting 2.0 Transcript Tag.

In short, depending on your podcast hosting platform, you can now import, add, edit and publish transcriptions, making it easier than ever to transcribe your podcast for accessibility, repurposing and SEO benefit.

Upload SRT (transcript) files from external services like Sonix or HappyScribe.

When posting each episode on social media, leverage hashtags, especially for Twitter, Instagram and LinkedIn. Beyond industry-specific language, consider podcast-specific terms like #podcast, #podcasting, #podcastguest. 

Keep a running list on hashtags that you are using for social media posts for easy reference.  Specifically on LI, consider the hashtag suggestions that pop up when you create your post.

For visual platforms like Instagram and Pinterest, utilize behind-the-scenes images or video as teasers for upcoming (and archived) episodes. 

For YouTube, leverage playlists to combine relevant episodes. If your podcast is business-related consider posting teasers and episodes to LinkedIn, as well as support with LinkedIn articles.  Articles and your website blog articles will not conflict with SEO search.

Don’t forget marketing fundamentals when promoting your podcast. 

• Incorporate a link to your latest podcast or episode page in your email signature file. 
• Promote episodes in your newsletter. Create and incorporate a newsletter cadence that best helps exposure for each episode. This means get that newsletter sent within 72 hours of the podcast publishing date. 
• Promote your podcast website versus a specific podcast player like Apple Podcasts or Google Podcasts.  
• Provide pre-made promos to guests and partners to maximize reach. 

A more advanced strategy is to identify and engage super-listeners (evangelists). Bonus marketing ideas include exploring cross-promotional opportunities with other podcasters/shows.

For example, if your podcast is focused on your web design business.  You also work with a social media specialist as your go-to when your clients need organic or paid social media help. And she has a podcast as well.  Could your social media specialist provide a quick “news-like” one to two minute update about the latest happenings in social media within your podcast?  And could you offer a one to two minute update on best practices when it comes to website tactics.  You both get the benefit of cross-promotion with each other’s podcasts, while adding value to each other’s listeners.  

Creating and marketing a podcast does require a reasonable investment of time and money to do it right. The investment is typically much less than video, and podcasts have the added benefit of expanding into a relatively under-appreciated but fast-growing format: audio branding. Take advantage of the current excitement and growing consumption of podcasts to build your brand.

Want to learn more?  Be sure to sign up for my free daily Open The Mic newsletter. Each day is a different topic, from articles around the web on podcast monetization, podcast marketing, podcast audio production, the week’s podcast news, and our suggestions for your next 7 days of podcast listening.  

Subscribe to my free daily newsletter, mentioned in the podcast.

Let’s talk about what podcasting can do for your business in the next 12-months. Whether you’re B2C or B2B, we can create a content marketing strategy that will work for you.

Connect with me if you would like to talk more about this. My calendar is available on my Circle270Media Podcast Consultants business website at circle270media.com

Subscribe to my free daily Open The Mic Newsletter. It’s chock full of podcast news you may have missed, as well as social media, sales, and audio production tips, and insights on how to grow your business podcast.

Recorded in conjunction with Channel 511, in the Brewery District, downtown Columbus, OH.

Brett Johnson is the owner and lead consultant at Circle270Media Podcast Consultants. With over 35+ years of experience in Marketing, Content Creation, Audio Production/Recording and Broadcasting, the podcast consultants at Circle270Media strategically bring these strengths together for their business Podcast clients.

Email us at podcasts@circle270media.com to set up time to talk more about your new or established business podcast.

Brett Johnson:

From Studio C in the 511 Studios, this is a Note To Future Me.

Brett Johnson:

Hi, this is Brett Johnson, your host and the owner of Circle270Media Podcast Consultants.

Brett Johnson:

Let's talk a little bit about marketing your podcast.

Brett Johnson:

Well beyond optimizing your podcast, episode, title and description.

Brett Johnson:

Consider creating a show summary on a blog or Web site and embedding the audio file

Brett Johnson:

within the page. Google really appreciates the added context and is going to rank

Brett Johnson:

websites and blogs that incorporate multimedia higher than those that don't transcribe

Brett Johnson:

episodes or for the blog and to create additional content to promote the episode on

Brett Johnson:

social media or your website, post the blog or episode summary page via social media.

Brett Johnson:

Additionally, those transcriptions are going to become more and more important as the

Brett Johnson:

podcast index continues to grow and hosting platforms implement the option.

Brett Johnson:

Podcasting 2.0 transcript tag and short.

Brett Johnson:

Depending on your podcast hosting platform, you can now import and edit and publish

Brett Johnson:

transcriptions, making it easier than ever to transcribe your podcast for accessibility,

Brett Johnson:

repurposing and SEO benefit.

Brett Johnson:

You can easily upload SRT or transcript files from external services like Sonix or

Brett Johnson:

HappyScribe.

Brett Johnson:

When posting each episode on your social media leverage hashtags, especially on Twitter,

Brett Johnson:

Instagram and LinkedIn.

Brett Johnson:

Beyond industry specific language, consider podcast specific terms like a hashtag,

Brett Johnson:

podcast, hashtag, podcasting, hashtag podcast guest.

Brett Johnson:

Keep a running list on hashtags that you're using for social media posts.

Brett Johnson:

For easy reference now, specifically on LinkedIn, consider the hashtag suggestions that

Brett Johnson:

pop up when you create your post for visual platforms like Instagram and Pinterest.

Brett Johnson:

Utilize the behind the scenes images or video as teasers for upcoming.

Brett Johnson:

And don't forget those archived episodes for YouTube leverage playlists to combine

Brett Johnson:

relevant episodes.

Brett Johnson:

If your podcast is business related, consider posting teasers and episodes on Linked In,

Brett Johnson:

as well as support with LinkedIn articles, articles and your website.

Brett Johnson:

Blog articles will not conflict with SEO Search.

Brett Johnson:

Don't forget marketing fundamentals when promoting your podcast.

Brett Johnson:

Remember to incorporate a link to your latest podcast or episode page in your email

Brett Johnson:

signature file. Promote episodes in your newsletter.

Brett Johnson:

You know, create and incorporate a newsletter cadence that best helps exposure for each

Brett Johnson:

episode. This means get that newsletter sent within 72 hours of the podcast publishing

Brett Johnson:

date. Promote your podcast website versus a specific podcast player like Apple podcast or

Brett Johnson:

Google podcast.

Brett Johnson:

Why give them the search engine optimization?

Brett Johnson:

Keep them in your house, in your home.

Brett Johnson:

Your website provide pre-made promos to guests and partners to maximize reach.

Brett Johnson:

We also provide a lot more than that to our guests and provide that for my clients as

Brett Johnson:

well. Just have a nice landing page that has everything that a guest can use to help

Brett Johnson:

promote the episode that they are on.

Brett Johnson:

Make it as easy as possible for your guests to pull quotes, to pull transcription, to

Brett Johnson:

pull your show notes, everything that they can use to promote that episode.

Brett Johnson:

A more advanced strategy is to identify and engage those super listeners.

Brett Johnson:

Or you can call them your evangelists.

Brett Johnson:

Bonus marketing ideas include exploring cross promotional opportunities with other

Brett Johnson:

podcasters and other shows.

Brett Johnson:

For example, your podcast is focused on your web design business.

Brett Johnson:

You also work with a social media specialist as your go to when your clients need organic

Brett Johnson:

or paid social media help.

Brett Johnson:

And she has a podcast as well.

Brett Johnson:

Could your social media specialist provide a quick news like one to two minute update

Brett Johnson:

about the latest happenings and social media within your podcast?

Brett Johnson:

And could you offer a one to two minute update on best practices?

Brett Johnson:

When it comes to website tactics, you both get the benefit of cross promotion with each

Brett Johnson:

other's podcasts while adding value to each other's listeners.

Brett Johnson:

Creating and marketing a podcast does require a reasonable investment of time and some

Brett Johnson:

money to do it right.

Brett Johnson:

The investment is typically much less than video and podcasts have that added benefit of

Brett Johnson:

expanding into a relatively under-appreciated but fast growing format.

Brett Johnson:

Audio branding take advantage of the current excitement and growing consumption of

Brett Johnson:

podcasts to build your brand.

Brett Johnson:

Want to learn more? Hey, be sure to sign up for my free daily Open the MIC newsletter each

Brett Johnson:

day. A different topic from articles around the web on podcast.

Brett Johnson:

Monetization Podcast.

Brett Johnson:

Marketing podcast.

Brett Johnson:

Audio production, the week's podcast news and our suggestions for your next seven days, a