While it can be a relatively low-cost endeavor, starting a podcast can require a hefty time investment — after all, podcasting can be a full-time job, in and of itself. Insider spoke with five small-business owners to learn how they ran successful brand podcasts while prioritizing their actual businesses.Much like other marketing channels, a successful podcast strategy should start with a firm understanding of your business goals.
For instance, if the goal is to get your brand in front of new audiences, interviewing leaders in your field can be a strong format. Guests are likely to share the podcast on their own channels, which, in turn, can help expand your brand reach.You could also bring prospective customers or partners on as guests to develop deeper relationships with your audience.
She suggested that small-business owners consider choosing a podcast format that they can realistically produce on a regular schedule. For instance, Schanda King started her podcast focusing solely on long-form interviews but quickly found that such a time-intensive format was unsustainable for her to do on a weekly basis. She decided to mix in shorter solo episodes, which allowed her to produce several in one recording.
Releasing episodes less frequently is another way to reduce the time commitment. Bhattacharyya told Insider that she'd found a biweekly cadence to be the ideal publishing schedule for
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