Podcast marketing has evolved significantly in 2023, leaving many podcast marketers hesitant to make predictions for 2024. Instead of speculating on future trends, it's crucial to focus on the marketing advice that is no longer effective in the realm of podcasting. In this episode, we will discuss the top 10 marketing strategies to leave behind in 2024, providing context and insights to help you make informed decisions for your podcast.

The importance of getting your podcast basics right

If you want marketing to be easier for your podcast in 2024, it is essential to ensure that you have the basics in place. From content strategy to understanding your listeners' needs, setting goals for your show, and establishing content pillars, these foundational elements form the backbone of a successful podcast. As the podcasting landscape evolves, it is crucial to reassess and adapt your strategies to ensure continued growth and engagement.

You can’t move to 2024 without having clarity on your:

• listeners’ needs and wants,

• goals for the show,

• content pillars,

• unique viewpoint/selling point,

• content angle.

Resist following the advice of content gurus

In the digital marketing world, it's easy to be enticed by the advice of content legends who have large teams and extensive resources at their disposal. However, trying to replicate their strategies with limited resources can be overwhelming and counterproductive. Instead of following the advice of these industry giants, focus on learning from podcasters who are a few steps ahead of you. Seek relatable and actionable insights that can be applied to your specific situation.

The significance of episode planning and content calendars

A common mistake in podcasting is not having a clear plan for each episode and lacking a well-organized content calendar. Without a content calendar, episodes may lack a defined purpose, making it challenging to market them effectively. By crafting episodes with a clear angle and understanding why listeners should tune in, you can create targeted marketing strategies that resonate with your audience. Consider aligning your episodes with content pillars and long-term goals to facilitate consistent content creation.

Don't ignore the power of email marketing

With the rise of social media, email marketing may seem outdated. However, emails offer a direct and effective way to reach your audience, driving higher click-through rates compared to social media platforms. Incorporating email marketing into your podcast strategy allows you to build a dedicated community and engage with your listeners on a more personal level. Create newsletters, show notes, or other email content that complements your podcast episodes, enabling you to amplify your reach and impact.

Embrace the power of YouTube Music

While podcasting continues to grow, it is important not to neglect other content platforms. YouTube, with its extensive user base of 2 billion, provides an excellent opportunity for podcasters to expand their reach and attract new audiences. As podcast discovery remains a challenge in the audio-only space, incorporating YouTube into your content strategy can significantly enhance your visibility - even if your show is still audio-only.

Realize that you can't do it all

Attempting to juggle all aspects of podcast production and marketing single-handedly can lead to burnout and impact the quality of your efforts. Understand that there is a limit to what you can achieve on your own and be open to seeking support and assistance. Consider outsourcing tasks such as editing or investing in courses or coaching to reduce overwhelm and improve your overall podcasting experience.

If you’re looking to create a more sustainable content plan in the meantime, our Minimum Viable Podcast Product is a great episode to listen to.

Optimize your podcast’s social media marketing to avoid pitfalls!

Rather than adopting a "post and ghost" approach on social media, focus on two platforms that resonate best with your target audience. Create optimized content specific to each platform, ensuring it aligns with audience preferences and platform capabilities. Engage with your followers and community, respond to comments, and foster meaningful connections. By prioritizing quality posts over quantity, you can maximize engagement and build genuine relationships with your audience.

Move away from ineffective marketing content

Certain types of marketing content no longer resonate with podcast audiences in 2024. Simple audiograms, static images promoting new episodes, and corporate branding photos do not offer the entertainment, education, or inspiration that listeners seek. Instead, embrace imperfection and authenticity by sharing behind-the-scenes moments, encouraging engagement, and repurposing content to enhance the listener experience.

Make the most of repurposing content

Simply creating one episode and one promo is no longer sufficient in the saturated podcasting market. Repurposing your content across two platforms and formats allows you to reach a wider audience and extend the lifespan of your episodes. Consider creating templates for your highlight clips, segmenting longer interviews, or repackaging content into different formats to provide fresh perspectives and attract new listeners.

Topics covered:

• 00:00 Introduction to Broadcast Marketing Changes

• 00:33 The Impact of AI on Podcasting

• 01:08 Understanding Podcast Audiences

• 01:30 Top 10 Marketing Strategies for 2024

• 01:53 The Importance of Marketing Basics

• 02:37 The Role of Content Strategy

• 03:06 The Importance of Audience Engagement

• 03:28 The Power of Unique Selling Points

• 04:20 Avoiding the Guru Trap

• 07:00 The Importance of Episode Angles

• 09:04 The Power of Email Marketing

• 10:53 The Role of YouTube in Podcasting

• 12:03 The Limitations of Doing It All

• 13:12 Effective Social Media Marketing Strategies

• 13:44 Avoiding Common Social Media Pitfalls

• 19:55 The Importance of Repurposing Content

  
  
  Conclusion:

  As we venture into 2024, it is essential to reflect on the marketing strategies that are no longer effective for podcasting. By focusing on the basics, seeking relatable advice, planning episodes, embracing new platforms, optimizing social media marketing, and repurposing content, you can position your podcast for success in the ever-evolving world of podcasting. Embrace change, stay adaptable, and continue to refine your strategies to create a podcast that resonates with your audience and achieves your goals.

Episodes referenced in the show:

Resources mentioned in the episode:

• Want to see if we’re a good fit? Book a call: www.thepodcastspace.com/grow-roi

• Episodes referenced in the show: 4. 7 Goals You Can Set For Your Podcast, 123. Content Pillars: The Building Blocks of Consistent Content, 34. A 1200% download increase and lessons from a business sabbatical, 40. Avoid these common social media pitfalls as a podcaster to start seeing audience growth
  

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