Podcasting is an ideal way to connect with your customers. Many companies now incorporate podcasting into their marketing strategy to create additional value for their audience.
But not all companies are able to produce a podcast consistently, so they experience podfade. Podfade is when you suddenly stop publishing new episodes without giving prior notice to the audience.
In this episode of the Recorded Content, our co-founder and co-host Tristan Pelligrino talks about the key reasons why some podcasts experience podfade. He also shares some valuable tips for avoiding podfade and getting the most out of your company’s show.
You can’t rely on only one person for your podcast.
“The first major reason a company’s podcast fails is because the company relies too much on a single person to produce the show. It takes a lot of different skill sets to produce a company’s podcast. If your marketing team wants to get the most out of a video podcast, you need a lot of different skills — podcast strategy, graphic design, script development, podcast guest outreach and coordination, audio editing, and video editing. The list really goes on and on. It’s rare to find all of these things wrapped up into one person, but a lot of companies still try to assign all of these different things to a single individual.”
Don’t focus too much on downloads at the beginning of your podcasting journey.
“The second reason we see podcasts fail is when leadership doesn’t get it and focuses too much on downloads in the beginning. One of the biggest red flags we see during discovery calls is when a prospect says, ‘What type of download metrics can we expect to see in the first few months?’ When your company’s leadership starts off the podcasting journey with a focus on downloads, you’re going to fail. Your podcast will fail because it’ll never really have a chance to succeed in the first place.”
Repurposing content is key.
“Your team can embed video clips and blog posts, create ads from interviews, and use podcast snippets and email campaigns, just as an example. Podfade typically creeps in when a company doesn’t get the most out of each episode. So rather than using their show as a way to drive their content marketing strategy, companies create an MP3 file and upload it to their podcast hosting platform. Then, after five or six episodes, the podcast gets canceled ’cause there’s not enough ROI.”
Your podcast should help your ideal audience.
“When we launch a podcast for a tech company, we encourage them to answer two major questions as part of their overarching podcast strategy. Who is the show for, and how does it help them? Podcasts fail when one or both of these questions aren’t answered. The show fails because it’s aimless, and teams can’t use the content to support the company’s revenue.”
Develop a podcast theme statement.
“The best shows supported by brands have a very clear mission. At Motion, we call this a theme statement. When we produce shows for tech companies, we work with marketing teams to craft the theme statement, and this becomes a big part of the strategic action plan. The theme clearly identifies who the podcast is for and how it helps them. The theme statement is used in a lot of different places, like the podcast description, which you see in all the different podcast apps. [You can] use it in guest guidelines, on the website, and within the prerecorded intro and outro. And when you have a very specific theme statement, it makes it easier to create episodes for your listeners.”
Create once and distribute forever.
“When your team puts a lot of research and effort into a podcast episode, you owe it to yourself to make sure that you spend the time to distribute it effectively. Don’t just generate an MP3 file and upload it to Buzzsprout, and then put the MP4 on YouTube. Instead, focus on getting the most out of each conversation. This includes creating audio, video, and written content. When you commit to producing a podcast for your company, make sure you establish a list of assets for each episode. Create a publishing schedule and stick to it.”