Companies often use different channels to promote their podcasts. But have you seen a company take a successful approach with YouTube?
In the newest episode of Recorded Content, Justin Brown connects with Matteo Duò, the Head of Content at Kinsta. Matteo leads us through his YouTube journey, all the challenges around podcasting on YouTube channels, and how consistency helped him and his content team enhance the podcasting experience in the long run.
Justin and Matteo believe that a combination of different aspects determines an episode’s quality, but consistency is the biggest thing that impacts podcast success and overall growth. In addition, Matteo shares some valuable tips for those starting YouTube podcasts, suggesting the video format as one of the best ways to take the podcasting experience to new heights.
“The Kinsta podcast was the missing piece within the content puzzle.”
Head of Content
Video Content: A New Way to Provide Information to Users
“We launched our Kinsta YouTube channel at the end of 2020. We saw a huge opportunity there, but needed to incorporate the new video format into our content strategy. And that’s what we did. We launched our YouTube channel with almost no subscribers, and in a little more than a year and a half, we grew it to more than 5,600 subscribers.
I remember how thrilled I was knowing that all the work that we had put in the previous month had finally resulted in actual videos, attracting new potential customers, and helping our current customers find their answers. So, the most challenging aspect was translating our approach and making it richer for our content strategy, which now has video, written, and audio [content].”
Kinsta’s YouTube Channel Is a Key Component of Our Content Strategy
“Our YouTube channel is a crucial component of our content strategy as a whole. Since one of our main goals, as a company, is to provide helpful content, the vast majority of video content we produce gravitates around providing helpful tips on how to fix this with this plugin, that platform, or that browser, and how to use our product. […] We have videos that go through listicles and tutorials about our product and its features, but we also have promotional videos. And this is something we started doing after we started noticing some traction on our YouTube channel.
Managing YouTube Channels Entails a Lot of Responsibility
“It’s always a matter of improving it, trying to remove barriers, decreasing the amount of friction, and coming up with new ideas. Maybe someone gets sick, or something is broken right before you were about to hit the hundredth published video. So, you always need to be aware that things can happen and that your strategy should help you make the right decisions. […] Another thing is to research and provide topic ideas for videos. […] One thing that some people neglect is deciding which angle of video or podcast episode they need to feature — what’s the perspective from which you can create a video that might resonate with the audience you’re trying to attract?
But even before publishing your first video or your podcast episode, you should make a decision on how frequently you would like to publish. It’s just a matter of picking a schedule. […] You need to stick with your publishing schedule. It’s your way to assess whether your video production plans or your future plans fit within your world. If yes, that’s awesome — you’ve made a great call right from the beginning. If not, you’ll need to reevaluate all pieces here.”
Is My Podcast Episode Successful?
“Success comes in different shapes and forms. And so does every business. What we look at when it comes to saying whether our episode was successful is a combination of things. There is quantitative data — the data that we have access to. For example, the number of downloads, number of views, the number of times that listeners have been on a podcast episode, how far viewers went to engage with our video content, and the number of visitors and readers on the podcast page of our website. On top of that, we also have some sort of qualitative data, which is the feedback that we hear. There’s been a sales chat with a prospect saying, ‘Hey, I’m checking with you because I heard you in one of your Reverse Engineered podcast episodes, and I wanted to know more about this.’
They reach out to us even though they’re not our customers. This is another way that tells me that the content worked because, sometimes, it brought us people that didn’t even know we existed. So, it’s a combination of different aspects.”
Tips for YouTube Podcast Newbies
“If you’re thinking about launching your own podcast, the first thing you think about is audio. And that’s not 100% true as more businesses and podcast producers are turning to the video format. If you’re obsessed with optimizing your output and would like to launch a podcast, having it in video as well is a great option. You’re investing your time, resources, and experience into producing a podcast. You set time aside for recording it and anything that’s required to have it finalized. So, why not make it available on YouTube to make the best use of your time?
Although the resources involved in producing a podcast in both audio and video formats would likely be a little bit more than if you stick to audio-only, there are several ways to keep costs lower than expected without compromising on quality. Outsource time-consuming yet critical tasks related to the production of your plan to agencies or freelancers who have the experience to do that for clients. Create documentation to share either internally or with third-party providers on your preferred processes to even further streamline your podcast workflows. Think strategically about whether a task could be split into smaller tasks and delegate some of those to other colleagues or freelancers. […] At the end of the day, the more work you do before launching your podcast, the lower your chances of having to deal with issues while your podcast is running.”