Why a podcast is the perfect pillar content
I had a great meeting the other day with an existing Bamford Media client, discussing their marketing strategy for the second half of the year. They’ve got big plans.
Since we started working with them, our focus has been on brand building and awareness. That activity shifts now, based on what we have learned to date about their audience, and also due to their evolving business goals.
We talked about podcasting and why they should be launching their podcast as a matter of urgency.
You see, I’m convinced that a podcast is the perfect pillar content.
The pillar content strategy is all about producing a killer piece of content (in this case, a podcast episode) and then repurposing that content across other media.
The podcast episode becomes the core content. From there, we can do some simple yet compelling things with it.
-we can convert the full episode into an ‘audiogram’ video to share on YouTube, Facebook and LinkedIn.
-using the same tool, we can create shorter ‘audiogram’ cards to share on Twitter, Facebook and Instagram.
-each podcast episode becomes a blog post, with an embedded audio player and useful links
-we fire off the audio to have it transcribed, where it can then be edited into an article to share on LinkedIn and Medium
-we share each episode with email subscribers (and hopefully the email subscribers and social media followers of the guest interviewed for that episode)
-we put together a ‘cheat sheet’ based on the concepts discussed in the episode, downloaded in return for an email address
Using this process, you can see how each 15-20 minute long podcast interview can become several pieces of content, ready to utilise across multiple platforms.
Audio podcasting doesn’t have the same cost or perfection issues attached as video production; in our experience, Financial Planners and their clients feel incredibly uncomfortable in front of a camera, but very comfortable indeed chatting into a microphone.
If you’re in the position at the moment where you know you need to start regularly producing content for your business, I would argue that a podcast series, as your pillar content, is a great place to start.
Combine this pillar content with repurposing across written and visual mediums, and one activity becomes many, with a relatively low cost and very high value.