Start Your Own Company Podcast

Podcasting is a great way to promote your company or brand. There is a number of reasons for this, ranging from the vast number of networks your podcast can get featured on, to the SEO value of backlinks generated by the podcast syndication. Running a podcast also results in regular blog content (embedded MP3 and possibly YouTube or other video embed), social media shares & interactions, and regular viewership. Here’s how podcasts can be used for promotion, followed by how you can start your very own podcast.


How Podcasts Are Used For Promotion:

  • Marketing through all podcast networks
  • Added content to blog / site
  • More social media content
  • Active followers tuning in live
  • SEO value from backlinks / increased content
  • Drives subscribers: email & social
  • Cross-promotion from podcast guests


How To Start A Podcast

Before you can start using the podcast for promotion, first you must make your podcast. The term “Podcast” gets grown around kind of loosely anymore. A YouTube video series could be considered a podcast in these days. We’re going to be covering both live video and audio podcasts in this tutorial, so we’ll be doing everything across the board.


Hosting A Live Video Podcast

When it comes to podcasting, hosting the shows live adds a whole new element to the entire experience. The live video hosts are able to interact with the audience and vise-versa. As the podcast series progresses, more and more people will learn the schedule and show up for the live versions. This will compound quicker by being highly active and engaging with the audience, as that makes them truly part of the entire show. It also shows the archive viewers that they could have the same interaction, simply by showing up at a different place and time. Live podcasts also allow for Q&A and other fun features.


Streamyard: Go Live On 5 Different Sites

Streamyard is an awesome tool that makes live video with multiple hosts simple and easy. The biggest premium plan also allows podcasters to stream up to five different streams at the same time. (Note: Free version can only stream to one site at a time). Streamyard also has other cool features, such as banners and overlays and greenscreen. Here’s all the sites can be streamed to by Streamyard:

  • YouTube
  • Twitch
  • Pariscope
  • Facebook Profile
  • Facebook Page
  • Facebook Group
  • LinkedIn Profile
  • LinkedIn Company
  • Custom RTMP


Before Going Live: Blog Post & Promotion

Before going live, it’s best to do some promotion. If you don’t have a website, you’ll want one and WordPress is definitely the top choice to consider, especially since it makes podcasting insanely simple and easy. WordPress is a blogging platform and you’ll need a blog post to embed the MP3 into anyway (we’ll go in-depth on that way later) so setting up the post ahead of time is a great idea. The blog post should have all the podcast info on it as well as a video embed of where the podcast can be found live (YouTube, Facebook, ect). After scheduling in Streamyard, you’ll be able to find the scheduled show and grab the embed code.

Copy/Paste Blog As Description: Since the blog copy is already there, it can also be used as the description on anything from YouTube to SoundCloud. Having a full and complete descriptions helps your podcast get better rankings and exposure on all the sites being broadcasted / uploaded to.

Promoting The Podcast / Live Show: Now it’s time to promote the show. Social media is perfect for this and sharing to your fans and followers is a must. The podcast can also drive social likes + subscribes, so one hand washes the other on this one. If you’re doing Email Marketing, sending to your list (or a specific podcast list or list segment) is another solid way to promote and drive live viewership. Sending an SMS blast is yet another form of direct marketing, for those with a mobile marketing platform.


Hosting The Live Show

Once all the participants are in Streamyard and it’s show time, press the button and go live! Audio management is something that’s very important, and if someone’s not wearing headphones, they should mute themselves when not talking. The private chat is great for discussing things discretely and the public chat is very important to monitor.

Highlighting Comments: Streamyard has a cool feature that allows the host to highlight select comments on the screen, which is cool as getting that shout-out will definitely catch that individuals attention and make their interactions that much more real. It’ll also demonstrate to other live viewers that they might get similar comment highlights by contributing as well.

Speaking To Audio Listeners: It’s important to remember that not everyone who views this is going to be viewing live video. There’s going to be archive viewers, many of which are going to be audio-only (think iTunes, Stitcher, ect). These people won’t have the visual aids, so try to make it to where the audio has just as good as a user experience as the video. It’s also worth verbally telling the archive viewers to come watch live in order to interact and see all the visual assets.


Archiving and Audio/Video Syndication

Now that the podcast has wrapped up, it’s time to start syndicating. Any platform where the show was live, the archived version will be available. There might be some adjustments, such as modifying description, adding to a playlist (YouTube, for example), the list goes on. The video files all must be uploaded. For the audio podcast, a lot of it is handled via RSS (Really Simple Syndication) and is done automatically, once the new podcast episode is added to the RSS feed. Some audio sites must be submitted to manually. We’re going to go over the process of how to setup and submit a new podcast RSS feed first, for those that haven’t already done it.


Formatting The Podcast RSS Feed

If you’re using a WordPress Site then this is incredibly easy to do. The only thing required is the PowerPress plugin by Blubrry. You’ll also need podcast hosting, which Blubrry offers. Be sure to holler at us, as we get bulk deals with them and might be able to save you some money.

Installing and setting up PowerPress is fairly straight-forward, and the plugin will give you a number of hints as to what the optimal selection is, for the choices where there is an optimal choice. Once installed, it’s as simple as adding the MP3 URL to the section at the bottom of the blog content for that podcast episode. The feed will automatically be updated to contain the latest podcast.


Submitting The Podcast RSS Feed

Once the podcast RSS feed is formatted correctly, and there’s enough podcast episodes to submit (3-4 should do the trick) it’s time to submit the podcast feed to iTunes and the other directories or “Feed Catchers”, as they call them. iTunes is the biggest and most important one. As long as your podcast is good with them, it should be good with most (if not every) podcast directory out there.

Syndicating Automated After Submitting:  The great thing about the RSS-driven podcasts is that once the feed is submitted, there’s no more action required on your part. As soon as new episodes are added to the RSS feed (via WordPress) they’ll automatically get picked up by all the sites submitted to, via RSS. This puts the entire syndication on auto-pilot!

Filling Out / Optimizing Profile Pages and links: Even though submitting the podcast is the real important part, there’s some other things to be aware of as well. For example, some of these sites also come with profile / show pages. On these sites it’s a good idea to fill out the profile as accurately and completely as possible. This might supply additional backlinks (SEO) as well as make the podcast easier to find on that site.

Podcast RSS Mass-Submit Package – Lost Soul Media is offering a podcast RSS submit package. This package is simple: We’ll submit the RSS feed to all the various feed catchers on your behalf For the networks that have profile / show information that could be filled out and optimized, we’ll do that as well (copy/paste s provided by the podcaster) After this 1-time batch, you’ll be good to go on all the networks and both podcast syndication and linkbuilding will be put on autopilot!


Manual Upload Audio Podcast Sites

In addition to the automatic RSS-driven podcasts, there’s some additional audio sites that the podcasts can be uploaded to as well. Although these sites do take some additional effort that the automated podcasts don’t, there’s some perks to be added to these sites as well. Perks range from increased traffic and exposure to backlinks that help with SEO.


Video Podcast Sites

Outside of the platforms that can stream live through Streamyard, there’s a selection of other video sites that the podcast episodes can be uploaded to. All of these sites are manual upload and can’t be automated. The benefits of being on the rest of the video sites range from increased exposure, to backlinks which will help the website’s SEO.


Podcasts As A Marketing Channel

Here’s how to use podcasts to market your product or brand


Podcasts For Link-Building / SEO

We’ve probably sounded like a broken record by now, but this is an important point to get across. Podcasts are insanely effective when it comes to Search Engine Optimization (SEO). This is due to a number of reasons. Probably most importantly, podcasts are great for link-building. Just look at their massive syndication and the link potential from each location. Podcasts also feed the onsite content. This is especially helpful for brands that don’t do much blogging. Finally, every podcast page across every podcast network has the opportunity to rank for various search terms. We’ll break down each of these concepts below.


Build Backlinks Using Podcasts

As we all know, backlinks are one of the most important ranking signals in Google’s algorithm. Search engines look at the number of links, number of unique domains linking to the site, and the anchor text (highlighted words) of the link itself, to help determine what the page being linked-to is about.

Profile / Show Page Links: Pretty much every podcast directory / feed-catcher at least has a website field. This field might be imported based on the podcast feed URL. Others, the podcast host might need to manually enter, along with other profile information.

Links From Associated Blog Post: There’s a number of sites that will also scrape the entire blog content from the WordPress post associated with the podcast episode in the RSS feed. If there’s any internal links, they’ll be counted as backlinks on the scraped version. Because you have full control over the body of these posts, you can build an unlimited number of keyword rich header-text links whenever you want to.

Links From Contributors / Guests: If your podcast features guests, then there’s potential to get backlinks from them as well. It’s not uncommon for people on your podcast to embed the player and also shoot links to your index page, main podcast page or the episode page. Possibly to all of them!


Podcasts Build Up Onsite Content / Rankings

Podcasts also help scale up all the onsite content. This can help target new keywords or search phrases that the website wasn’t currently ranking for. For example; if a podcast features a new topic, guest, ect. And that website has never covered said topic or guest, the podcast page will have the most potential to rank for that particular search phrase, or any related longtails.

It’s also worth mentioning that any internal links on the podcast page will also help boost up the SEO of the other onsite pages as well.


Podcast Sites / Pages Can Rank For Queries

The final way podcasting can help your SEO is the fact that the pages on the podcast sites can rank themselves. Keep in mind that we’re not talking about ranking in their internal search engine features (although that’s a valid advantage for sure). We’re talking about ranking in Google Search.

It’s usually much harder for one of these pages to rank, as opposed to a page that’s been SEO’d for a while, but it does occasionally happen. It’s also worth mentioning that Google usually only likes to give one ranking per domain, especially on the front page. When you have multiple domains in the mix, this increases the likelihood of gaining more search real estate. This is valuable, even if it’s not necessarily on the 1st page.


Podcasts Build Social Media Followers

Podcasts work as great call to actions, especially when it comes to intro housekeeping, closing and many other places where shameless plugs can be added. Social media is a great way to keep tabs on the brand and get reminded of future podcasts. Because the sites where the podcasts are hosted from (YouTube, Facebook, ect) are either social networks or have social elements to them, those social followings are already directly benefiting from the podcast being hosted there. For the other social media sites where the podcast isn’t being hosted (Twitter, Pinterest, ect) The podcasts are still great content to be posting to the feed, it keeps the social media busy (and encourages people to subscribe to the network(s) being shared) and is highly shareable content, especially if you start @mentioning guests on the show.

Tips on how to best leverage the podcast via each social network:

  • Facebook: Stream the podcast to Facebook page. Share to groups / personal
  • Twitter: Tweet out the podcast and @mention anyone on the show
  • Instagram: Post podcast artwork or clip / photo related to show
  • Tumblr: Video file can be embedded directly into Tumblr
  • Pinterest: Create board for podcast and pin the YouTube clip
  • Reddit: Share to relevant subreddits


Grow Email Marketing Lists

Podcasts can also be used to grow email marketing lists as well. This is done in a fairly similar aspect. Signing up to an email list to get reminded of future podcasts is a great way to get interested recipients opted in. Once opted in, it’s possible to send them newsletters and other email marketing campaigns as well. Plus, an email list dedicated to upcoming podcasts is a great way to keep people informed of future episodes.


Press Releases and Guest Blogging

Any form of content marketing can work to promote the podcast, as well as use the podcast to enable and freshen up the content marketing. Whether you draft an official press release for the podcast or simply shoot some guest blog content around, this is a great way to gain extra exposure on a wide range of different websites. Both guest blogging and press releases benefit SEO through the backlinks in the content. By embedding a player into the provided content, it’ll drive traffic and followers to that network. If the entity shares what they syndicate to their websites via social, there’s also the social element. Ideally with some tags or @mentions included.