On this week’s Dear Katie, someone (whom I want to applaud for hosting their first podcast)  asked me, “Do you have any tips on effective ways to promote a podcast?”

First of all, it’s exciting to be on a podcast, and it’s a great way to build your audience. You’re 100% right that you should be finding ways to promote the episode.

Here is a great process to follow every time you’re on a podcast:

4 Ways to Promote a Podcast in 2024

1. Gather as Much Info as Possible

You’ve finished the episode. Right afterward, be sure to ask the host:

• When will the episode air?
• Where will the episode air? Apple, Spotify, etc.
• What marketing assets will the host provide, if any, to promote the episode?

Getting on a podcast is exciting, and hosts always welcome guests promoting the episodes they’re on because it increases their reach, too. You want to know when and where the episode will air so that you can start getting your network intrigued about the episode’s release.

2. Start Creating Marketing Assets

The podcast’s host may or may not supply marketing assets. We always help the clients we assist with podcast production produce marketing assets. Unfortunately, not enough hosts offer these extras, making it much harder for guests to promote their podcasts.

If they do supply assets, it will save you time with promotion, but if not, I recommend:

• Asking the host for a copy of the raw recording
• Creating short-form video clips from the recording

Creating short-form video clips may seem intimidating, but one of my favorite apps makes it easy: OpusClip. It’s an incredible tool that takes care of 90% of the work and even adds captions for you. It leaves you with simple, light edits that you’ll need to make to the clip.

Once you have all of your video clips, you can create other marketing assets such as:

• Social media graphics
• Blog post promoting the podcast
• Email blasts

You’ll want to create marketing assets based on the ways that you’ll be promoting the podcast. Assets can be used for pre- and post-release promotion.

3. Focus on Promotion When the Episode Airs

Once the episode airs, you can start focusing on promotion and sharing the marketing assets you created:

• Across your social channels
• In your newsletters
• On your blog

Promote the episode to anyone who may benefit from it. So many people overlook this step, but it’s a crucial one.

Let’s say that you help real estate investors save money on taxes. You appear on a popular podcast for real estate investors to share three key strategies that investors can implement this year. 

If it were me, I would send this podcast episode to all of my prospects who are a good fit for tax planning but have yet to sign on as clients. Promoting the episode can be as simple as sending an email that says:

Hi first name,

I hope the summer is treating you well. I recently shared 3 key strategies all investors should be utilizing this year to save on taxes during a podcast episode here (add a link to the episode) and thought they could be useful to you. 

Let me know if you have any questions about the strategies mentioned. 

Happy tax savings!

4. Repurpose the Podcast Content

It’s not uncommon for podcast episodes to be 20, 30 or even 45 minutes long. That’s a lot of content – don’t let it go to waste! Instead of posting about your podcast episode once, reuse the content to create several posts.

Here are some ways you can repurpose your podcast content:

• Share other video clips from the episode. Don’t forget to credit the podcast host when credit is due. 
• Gather insightful information you shared during the episode and create text posts, or use this info to create more in-depth videos on the topic.
• Turn the content into a webinar that you can share with your audience and educate them on an important topic.

If you can find ways to repurpose podcast content, you can easily fill your calendar with unique content that keeps your audience informed and engaged.

And, that’s a wrap on this Dear Katie question.

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Now I want to hear from you. Do you have a question? 

Submit it here

Until next time, cheers to your success!

Katie