Podcast Strategy: Massive Content and Digital Breadcrumbs
- May 6
- 2 min read
By Jason Cutter
Business Broker Growth
In the age of instant answers, what people are craving is authority. Podcasts are one of the best content vehicles to share authority and expertise and build a relationship with the audience.
Podcasts can be a valuable piece of the larger brand strategy as that long-format content item that can then be repurposed into a lot of various smaller pieces of content. One long podcast (45 or more minutes) will generate the full-length episode, multiple medium length clips – 5-to-8-minute segments full of value, a dozen or more short clips that can all be posted online via various platforms. The transcript can then be taken, analyzed, and used as the basis for more social posts, blog articles, and newsletter content. Considering that most people speak between 100 and 200 words per minute, that is a lot of text from a single recording.
The goal is to create digital breadcrumbs. Smaller pieces of content that lead to longer ones that lead to full episodes that when listened to can lead to a relationship forming in the listeners’ mind with you, your perspective and authority.
Another way to increase reach and growth is to leverage other people’s audiences. Having guests on your show that have any type of following will help your show. When done properly, it’s not just about having them on your program and hoping they promote it.
You must become the master of handing them all the repurposed bits, the amazing quotes in image/meme format, the swipe file of posts they could make or emails they could share to promote it to their tribe. Hand them the full content playbook so they don’t have to put any effort into sharing it. Don’t trust they care enough to broadcast their appearance to their audience. As someone who has hosted over 900 episodes, it is one marketing strategy that works the best. And as being a guest on over 200 shows, if a host makes it easier for me to share – I will share.
For content strategies, the key is to know your target audience.
Who are you trying to reach?
Who are you hoping to impact?
What do you want them to learn or take away from your podcast?
If your podcast is a part of your business and marketing strategy, then it can’t just be a ‘passion project’. You must be intentional with what you share, why, and how it will facilitate transformation in the listener. It’s not about being overly structured or scripted, but it is about being intentional.
Lastly remember, your goal with marketing, sales, and business is never to try and be for everyone. You don’t have to be dramatic or overly divisive, but you want to make sure you resonate with your tribe, and you are okay with the rest moving on to another podcast.
Focus on speaking to your 1,000 True Fans, and the podcast will yield the marketing results you desire.
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