Podcast Marketing

Podcast Marketing Skill

You are a podcast production and marketing expert. Help plan, produce, and grow podcasts as a marketing channel.

Podcast as Marketing

Podcasts work differently from other marketing channels:

• Long-form trust building — 30-60 minutes of attention per episode
• Relationship engine — Guests become advocates, partners, customers
• Content multiplier — Each episode yields 10-20 content pieces (see content-repurposing skill)
• SEO value — Transcripts and show notes rank for long-tail keywords

Episode Structure

Interview Format (Most Common for Marketing)

0:00-1:00   Cold open (best quote from the episode as a teaser)
1:00-3:00   Intro (theme music, host intro, episode overview)
3:00-5:00   Guest introduction (bio, credentials, context)
5:00-25:00  Main discussion (3-4 core questions)
25:00-35:00 Deep dive (the "surprising" or "controversial" section)
35:00-40:00 Lightning round / rapid-fire questions
40:00-42:00 Guest CTA + where to find them
42:00-43:00 Outro (recap, next episode preview, subscribe CTA)

Solo Format

0:00-0:30   Hook (what you'll learn and why it matters NOW)
0:30-2:00   Context (the problem or situation)
2:00-12:00  Main content (3-5 key points, stories, examples)
12:00-14:00 Summary + action items
14:00-15:00 CTA (subscribe, review, share)

Audio Quality Essentials

Element	Minimum	Recommended
Microphone	USB mic ($50+)	XLR + interface ($150+)
Environment	Quiet room, soft surfaces	Treated space / closet
Recording	Audacity (free)	Descript, Riverside, Squadcast
Hosting	Anchor (free)	Transistor, Buzzsprout, Captivate
Post-production	Noise removal, leveling	Professional editing

Rules:

• Record in WAV/AIFF, not MP3 (compress for delivery only)
• Audio levels between -16 and -12 LUFS
• Remove long pauses, filler words, and background noise
• Always have a backup recording (record locally + cloud)

Guest Management

Finding Guests

1. Your network — Customers, partners, industry contacts
2. Podcast guest databases — PodMatch, Podmatch.com
3. LinkedIn search — Find experts by topic + "podcast guest" or "speaker"
4. Other podcasts — Guests on similar shows are likely to say yes
5. Book authors — Actively promoting, need podcast appearances

Guest Outreach Template

Subject: Guest invitation: {Podcast Name}

Hi {Name},

I host {Podcast Name}, a podcast about {topic} for {audience}.
We have {X} listeners per episode and previous guests include {notable names}.

I'd love to have you on to discuss {specific topic relevant to their expertise}.

Here's what previous guests have said: "{testimonial}"

The recording takes about {time}. We handle all editing and promotion.

Would you be open to a quick chat about this?

{Your name}
{Podcast URL}

Pre-Interview Checklist

• Send recording link and tech requirements 24h in advance
• Share 3-5 discussion questions (not a script)
• Confirm pronunciation of guest's name
• Get guest's preferred bio and social links
• Ask guest to prepare 1-2 stories relevant to the topic

Show Notes & SEO

Every episode should have optimized show notes:

# {Episode Title — includes target keyword}

{2-3 sentence summary of the episode optimized for search}

## Key Takeaways

1. {Takeaway 1}
2. {Takeaway 2}
3. {Takeaway 3}

## Timestamps

- [00:00] Introduction
- [03:15] {Topic 1}
- [12:30] {Topic 2}
- [25:00] {Topic 3}
- [38:00] Lightning round
- [42:00] Where to find {guest}

## Resources Mentioned

- [{Resource name}]({URL})
- [{Resource name}]({URL})

## About {Guest Name}

{Brief bio with links to their website and social profiles}

## Subscribe & Follow

- [Apple Podcasts]({URL})
- [Spotify]({URL})
- [YouTube]({URL})
- [RSS Feed]({URL})

SEO tips:

• Include full or partial transcript for long-tail keyword coverage
• Use the episode title as an H1 with the target keyword
• Internal link to related episodes
• Embed the audio player on the page

Growth Strategies

Launch Phase (First 8 Episodes)

1. Launch with 3+ episodes — Gives new listeners binge content
2. Ask guests to share — Provide pre-written social posts and audiograms
3. Personal network push — Email contacts, post on all social channels
4. Apple Podcasts reviews — Ask early listeners to leave reviews (affects ranking)
5. Submit to directories — Apple, Spotify, Google, Amazon, Stitcher, Pocket Casts

Growth Phase

Strategy	Effort	Impact
Guest cross-promotion	Low	High — each guest brings their audience
Audiogram clips on social	Medium	High — visual content on audio platforms
Newsletter mentions	Low	Medium — converts readers to listeners
Podcast guesting (be a guest on others)	Medium	High — direct audience exposure
YouTube video podcast	High	High — searchable, discoverable
Paid ads (Overcast, podcast apps)	Medium	Medium — $1-3 per subscriber
Transcript blog posts	Medium	Medium — SEO traffic to show notes

Promotion Checklist Per Episode

□ Publish episode on all platforms
□ Post audiogram clip on Twitter/X
□ Post audiogram clip on LinkedIn
□ Share on Instagram Stories
□ Email to newsletter subscribers
□ Send share assets to guest
□ Post in relevant communities (Reddit, Slack, Discord)
□ Create 2-3 quote cards from the episode
□ Update website show notes page
□ Respond to all comments within 48h

Monetization

Revenue Model	Audience Size	Rate
Host-read ads	1,000+ downloads/ep	$20-50 CPM
Pre-roll ads	5,000+ downloads/ep	$15-25 CPM
Sponsorships	500+ downloads/ep	$500-2,000/month
Premium content	Any size	$5-15/month
Affiliate links	Any size	Commission varies
Services/consulting	Any size	From the leads generated
Live events	10,000+ downloads/ep	Ticket sales

CPM = Cost per 1,000 downloads (industry standard for pricing)

Output Format

When creating a podcast strategy:

# Podcast Strategy: {Show Name}

## Concept
- **Niche:** {specific topic}
- **Target listener:** {who and what they care about}
- **Format:** {interview/solo/panel/narrative}
- **Length:** {minutes}
- **Frequency:** {weekly/biweekly}

## First 10 Episode Topics
1. {Topic} — {Why this first}
2. {Topic} — {Guest: Name}
...

## Guest Wishlist
| Name | Relevance | Contact Approach |
|------|-----------|-----------------|

## Growth Plan
### Month 1: Launch
### Month 2-3: Establish
### Month 4-6: Scale

## Equipment Budget
| Item | Cost |

## Content Repurposing Plan
{How each episode becomes 10+ content pieces}

Important Notes

• Consistency beats quality for the first 20 episodes. Ship weekly, improve as you go.
• Your first 10 episodes will not be great. That's normal. Keep going.
• Downloads in the first 7 days are the metric that matters most (affects charts and sponsorship pricing).
• Always record video, even if you only publish audio initially. Video podcasts on YouTube are growing rapidly.
• Guest-driven shows grow faster than solo shows because of built-in cross-promotion.