Voice search and podcasts: the new(ish) kid on the marketing block. Voice search’s popularity has soared with Google Homes and virtual assistants becoming the norm in the home. Podcasts have too. They’re so easy to make and inexpensive to execute. All you need is a microphone, an audio editing software, and a topic. Plus, people are keen to listen. Whether it’s on a walk, cooking dinner, in the car — podcasts are becoming a staple piece of content in people’s lives.
Podcasts in Content Marketing: how does it work?
Podcasts are becoming so popular because people don’t have time. Now, among the people that don’t have time, business owners are probably leading the charge. That’s why, while podcasts really should be everyone’s best friend, they’re especially good for B2B. Podcasts are the perfect addition to your existing content marketing campaign. First of all, Google is ranking podcasts now. When you upload your podcast with its transcript, Google reads it and ranks it.
But, even without voice search and traditional search factors, podcasts are an amazing pillar to have in your content campaign. Content marketing is all about sharing value, educating the buyer, supporting them with the information they need when they need it. With podcasts you can do just that, but it doesn’t have to be perfect, it doesn’t have to be littered with call to actions, you’re just sharing what you know. Now, because you’re literally just sharing what you know, your customers are listening. They’re listening for hours. You could never get a customer to read your entire website, or an hour’s worth of blog content, or watch an hour long video. An hour long podcast though? They’ll listen to the whole thing… and start the next one.
Podcasts give you an hour of alone time with your audience that no other platform can provide.
Optimising your Podcast for Voice Search
The biggest difference between voice search and traditional search is how we attack it. In traditional search, you type in your keywords with no fillers, like you’re talking to a robot. When you search with your voice you talk like a human. You use long tail keywords, you ask questions. That’s how podcasts are so effective in this space. The way your audience are using their voice and talking like a human to search, is how you’re answering their question. Instead of them searching “podcast AND content marketing” and receiving every article that mentions both of those. They’re searching “how can podcasts work to support my content marketing campaign?” and Google’s serving up fresh content. The user receives your analysis, your voice, and you telling them, “By doing this, this, and also this, podcasts can work to support your content marketing campaign.”
- Start a podcast
- Transcribe it and upload it with the transcription
- Prepare long tail keyphrases before hand and answer commonly googled questions
- But make sure your episode is optimised for your listeners before Google
- Share it everywhere your customers are
Marketing your Podcast
You’ve recorded and edited your first podcast — what now? Submit it or upload it to all the big players. Apple, Google Play, Spotify, SoundCloud, Blubrry — there are actually so many. Then, send out an email newsletter with a smaller, more condensed, and written version of your podcast. While your podcast might cover an hour’s worth of content, make the email version less than 300 words. Tell the recipients there’s way more where that came from. Tell them to go and listen to your podcast for more information.
Create accompanying social media graphics for it. Post a graphic with a quote from the episode and let your audience know your newest episode is up. You could use a clever PR campaign to get your podcast featured on listicles or referenced in relevant articles.
Optimising Written Content for Voice Search
While we’re chatting about voice search, here’re some tips for optimising your written content as well. Think FAQs. Your frequently asked questions are the kind of questions people are asking their virtual assistants. “Show me directions to X”, “What time does [movie] play?”, “Which restaurants deliver burgers near me?”.
A good thing to aim for generally, but especially for voice search is ranking in snippets. Snippets, also known as ‘Position 0’ are the answers that come up in ‘snippets’ when you Google a question.
You want to use plenty of long tail keywords, key phrases, and answer commonly searched questions in your written content. To help answer those commonly googled questions naturally, you can set up a FAQ page and answer each question in detail. If a big goal of yours is ranking in local search, then claim and set up your Google My Business page. We’re obsessed with Google My Business right now… but we’ll let you know more on that later.