Media Content Strategy

Here’s a story we get often. Stop us if you’ve heard it.

You’ve launched a podcast. The preparation, scheduling, production, editing promotion hours put into the launch alone set everyone’s expectations really high. You hit the publish button. Plays and downloads start to come in. It’s working. All of the attention and effort you have put in really feels like it’s working. Then… things change. The downloads plateau. The audience has stopped growing. And, after a little while, you start to wonder if anyone is even listening anymore.

You are not alone.

The reason most podcasts see both short-term and long-term success rarely has to do with the host lacking passion or talent. Most of the time, podcasts aren’t sustainable because they lack a real content strategy. With the glut of content available today, users can find passion anywhere; that’s not enough to keep a user or an audience hooked. You need a strategic roadmap that both guides your content over time and ensures that it is landing with the right audience.

A content strategy is the first step.

The Total Content Strategy Package

A focused content strategy can help your podcast endure and succeed when other podcasts fall by the wayside by providing a roadmap to follow. This is crucial when the muse isn’t calling and it’s easy to set a project aside… only to leave it abandoned.
If you are gut-check level serious about growing your podcast and the goals it supports, it may be time to take a more strategic approach to your podcast content development and visibility.

With EDGE, you get access to all of the following:

• Custom Strategy Development. You are not a poncho and one size does not fit all. We sit down with you to understand your brand, your goals (e.g., build your total marketable audience, drive website traffic, generate leads, be self-sustaining through sponsorships and advertising, etc.), your message, and your audience. Then we create a content strategy that sets you on the path to sustained success.
• Target Audience Research. Understanding your audience is important. Who are the people out there lying awake at night with a problem that your brand can solve? Remember, you don’t need to cast the widest net. When you speak the right message to the right people, they will carry it to others who need to hear it. What’s also important is understanding your competition–those who are also trying to talk to your audience. We can help you discover what others in your space are producing and help you do it better.
• Content Planning and Calendar. Nobody likes scrambling for topics at the last minute and throwing together a haphazard production. By assisting you in planning your content in advance and putting it on a calendar, you can be assured that each episode is timely and aligning with your brand goals.
• Content Creation. Once you understand your goals, your audience and their needs, you can then start consistently delivering high-quality content that doesn’t just meet their needs, but exceeds their expectations. That consistency builds trust and top shelf content builds loyalty. In a marketplace that trades in attention, loyalty is gold.
• Distribution and Promotion Assistance. Strategic promotion is essential for reaching your target audience. We’ll show you how to do it through SEO, social media, and integration with other marketing efforts.
• Optimization and Support. Like most marketing efforts, strategy isn’t a set-and-forget tactic. Over time, your audience grows (and possibly even changes) and you’ll need an evolving strategy to handle your newly-strategized podcast when it’s out in the wild. You can count on EDGE to be right there beside you the entire way.

Strategy Beyond Production - Optimize and Succeed

What happens after you hit this publish button? (Here’s a hint: It’s not just “sit and wait.”) The actual content production is just the start.

A comprehensive strategy also includes visibility and, in case you haven’t noticed, there are currently like a kajillion podcasts out there and that number will only continue to increase. Optimizing your content is a fantastic way to stand out from the crowd. Search engine optimization (SEO) isn’t just for blog posts or ecommerce. By implementing optimized content, such as episode titles, descriptions, show notes, and peripheral content, you give your podcast the best chance to be seen on Google, YouTube, and other search-guided platforms.

Part of understanding your audience is understanding the channels where they get their information. With that information in hand, your content strategy can leverage your podcast assets across the channels and mediums popular among your target audience, from social media to email inclusions and beyond.

Gain in EDGE in Your Content Development Strategy

Your podcast is a powerful opportunity to grow your audience, drive engagement, and gain brand loyalty. Without a proper content strategy, though, it’s often little more than a glorified hobby. Contact us today for a free consultation. Let’s talk about ways to build both short- and long-term success that exceeds your (and your listeners’) expectations.