How to build a distribution plan for your company’s podcast with Justin Brown

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Episode Summary

Is the phrase “build it and they will come” the primary strategy behind your podcast distribution plan? If it is, then that’s a problem. And it’s one experienced by too many podcasters. In the latest episode of Recorded Content, the co-founders of Motion and hosts of Recorded Content explain why a podcast is much more than an audio file that gets distributed through platforms like iTunes.

During the episode, Tristan and Justin discuss some of the challenges that companies face with podcast distribution and how to create an effective distribution plan for your company’s show.

Without a clear repurposing plan and strategy, it’s easy to give up in those early days and it’s even harder to convince the company’s leadership team that there’s an ROI. Give your podcast a fighting chance with the strategies covered in this week’s episode.

Featured Co-Founder

Key Insights

“The biggest issue with podcast distribution is that there’s a lack of a plan.”

Justin Brown



Episode Highlights

You Need to Reach People Who Aren’t Listeners

A podcast can have more than listeners. What about the viewers? What about the readers?

Don’t let your only important data point be how many people downloaded the show in the last week.

When you do go to create your company’s podcast, focus on the message. Focus on how you can help your audience. Then, once you have high quality information, reshape the content in a lot of different ways.

Why? Because not every single person in your target audience listens to podcasts. However, they are consuming information in one form or another…and you increase your chances of connecting with your ideal customers when you have a variety of different assets from your show.

You Need to Focus on Three Different Distribution Phases for Your Podcast Episodes

If you want to get the most out of your company’s podcast, there are three key phases to implement.

Once the episode is created, “You move into your primary distribution phase of the podcast, which is publishing LinkedIn posts to your company page, publishing Twitter posts to the company profile, publishing an episode page on your website, and then getting it up on Spotify, Apple Podcasts, Google Podcasts, Stitcher, or wherever you may be posting it,” Justin says.

“Then, you focus on enriching other parts of your marketing efforts. You really tap into other types of marketing assets like outbound email, ads, newsletters and more.”

Here’s a breakdown of the three primary distribution phases covered in the episode:

  1. Repurpose & breakdown
  2. Primary distribution
  3. Enrichment

Get in Front of More Customers Using Paid Ads

Most people overlook using paid ads to increase their podcast following, but it’s an excellent strategy not only to reach new listeners, but to make sure your current audience sees that content, too. Counting on someone to download and listen to your episode every week the moment it’s released is much like posting in a Facebook group or sending an email newsletter; while a lot of your followers might see that content, it’s not guaranteed.

“You can then fold in those shorter pieces that you create out of your podcast. You can develop a paid ad strategy around that. And effectively what you’re doing is guaranteeing that certain people in your audience see those messages that get across through your podcast and you can do that without them having to find you on Apple or Spotify,” Tristan says.

A full-length episode paid ad doesn’t make sense, but a two-minute video with some of those graphics you repurposed can perform well. The way you think about using that paid ad strategy is important, too. This isn’t meant to convert someone into your paid offer.

Justin notes, “With this paid ad strategy, really make sure that you’re thinking about it as top of funnel content that you’re using the ad for. The ad isn’t necessarily trying to drive someone to go buy from you today, but you’re using this ad actually to promote your podcast.”

Create a Repeatable Repurposing System

Just as you have a checklist for each aspect of podcast production, do the same on the other end with repurposed content.

For every episode, Justin recommends:

  • Short custom thumbnails
  • Detailed show notes of 500 to 1,000 words
  • Short videos
  • Social images
  • Episode art
  • A cleaned up transcript

This gives more life and possibility to each podcast episode and a better chance of hitting traction across multiple marketing channels.