Content Marketing To Grow Your Podcast

Let's maximize your podcast's reach

Hi, I'm Juergen, founder and CEO at Polymash. We've not only launched a lot of podcasts for our clients, but converted these into traffic and lead generating machines at the center of our client's multi channel marketing.
Juergen Berkessel of Polymash

The Golden Age Of Podcasting?

Podcasting has become highly competitive. Major players are entering the space, a lot of celebrities and marketing powerhouses with lots of money to spend on advertising and PR are launching podcasts. Ad money is flowing into the industry and crowding out awareness of the smaller podcasters. And while there are a lot more podcasts and episodes available: 

Listener & Audience growth has been only 5%!
Podcast Growth Content Marketing Animation

So how can you make your show grow? Paid ads are expensive, can you afford to compete with celebrities and big brands? The answer is yes, you can compete, but on a different playing field: SEO Based Content Marketing & Google Search!


How Content Marketing & SEO Give Your Podcast Wings

Visibility on iTunes, Spotify and other podcasting platforms is hard.

Convincing your podcast listeners to visit your site seems even harder.

But what if people searching for your topics and content you talk about on your show could easily discover your show notes pages, and thereby your podcast? 

That is SEO Content Marketing For Podcasts
How Show Notes Translate Into Website Visits

This new podcast is only 6 months old, and over 104K people have discovered our SEO optimized show notes pages*

Consider the above example from a client podcast we launched a little earlier this year. I recently asked a room full of podcasters what percentage of listeners they think visit their website. Most people thought it would be around 10%.

140%
Listeners to Visitor Ratio

How About a 140% Listener to Visitor Ratio?

Now look at the graphic above. Because of SEO based content marketing, this podcast is getting more visitors on their website than downloads of their episodes. That is a 140% Listener To Visitor Ratio. 

These results are possible because of our SEO content marketing approach to convert their episodes into authority articles that rank on Google and bring a constant stream of new visitors and listeners to the show. 

My own take is that website visitors are far more valuable than anonymous listeners on iTunes. This is because site visitors got there as a result of "search intent",  can sign up for email notifications, explore your content, services and offers - and last but not least discover your podcast and sign up.


Why Your Site Visitors Are More Important to Your Podcast than Anonymous Listeners on iTunes or Spotify

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    Site visitors are more likely to opt-in.
    Getting your podcast listeners to visit your site and find out more about what you have to offer is the hardest part. Converting visitors to become subscribers to grow your email list means they first have to visit your site. SEO Content Marketing makes that possible.
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    Your site visitors discovered your show by searching for something. 
    This is called "search intent". And if you and your podcast have the answer to what they searched for, your visitors are likely to stick around, explore your site and opt-in. And not just to your podcast.
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    Why limit yourself to podcast listeners only? 
    It's true that podcast listening is growing. But still, why limit yourself to podcast listeners only? For a lot of our shows we constantly get feedback that people not only like to listen on their devices, but also enjoy reading our episode articles to follow up on posted links, related resources and information. In instructional design this is called "accommodating multiple modalities".

Count

Me

In

Content Marketing Growth For Your Podcast

Our Writers and SEO Experts Craft Podcast Content Marketing Campaigns to Drive Discoverability, Traffic & Email List Growth

SEO high opportunity keyword research for each season,  customized for your site and episode topics

Carefully crafted long form authority articles, show notes or transcripts, SEO optimized for each episode

Content Syndication to distribute your episodes across multiple sites, platforms and social media

1/2 year long campaigns to promote new episodes, as well as your back-catalog of episodes on social channels


You Focus on Recording Your Show

Let us take care of the content marketing for it

  • As a podcasters you already spend a lot of time on producing your show
  • So you have little time left to effectively market and grow your  podcast, but we can help
  • We are podcast launch, marketing and SEO experts who can help you grow your visibility
  • We convert your podcast episodes into highly effective content marketing campaigns

Here Our Podcast Content Marketing Programs

Below is an example of a simple image section: use images or icons to illustrate a point you're making. This can assist in your story telling or be used to showcase features (although only if you use it further down the page, after the product reveal).

Get Your Points Across by Using Lists

But no one wants to read that much text! If that's something you're worried about with a sales page like this, keep in mind that the closer someone gets to making a purchase decision, the more likely they are to hunt for specific information. Your most valuable prospects are more likely to leave when there's not enough information than if there's too much

In this Text Block, Start Transitioning to the Solution You're Offering...

You've set the scene. You've captured your visitors' attention. You've related to them and told them everything they need to know to truly understand what your product is about. Now it's time to start introducing them to the product.

Keep one thing in mind: your product is the solution. At first, don't talk about it in terms of a product. Talk about how you found a solution and about how this same solution can help others too. Why do all this? Because if you set it up right, you will be the opposite of the slimy, used car salesman stereotype we all despise... you will not be pushing product, you'll be doing everyone a favor.

Here is a Smaller Sub-Heading for Extra Emphasis

Try mixing paragraphs with sub-headings of two different sizes (H2 and H3). You can use smaller sub-headings like the one above to make an important point or for quotes that relate to your story.

Ever notice how non-fiction authors love to use quotes throughout their books? That's because quotes are a nice change of page and they lend authority and gravitas to what you're saying.

Similarly, you can use subtle text highlights, text boxes, short paragraphs, sub-headings and other text formatting to draw your reader's eye to important parts of the text. This also helps break up the page, to prevent wall-of-text-syndrome.

This is Where the BIG REVEAL happens

Here it is: YOUR PRODUCT NAME

Now it's time to present your offer as the perfect solution to everything you've been talking about so far in your story.

While we were holding back before, it's now time to be very specific. Talk about your product, what it is, what your customer gets when they purchase. At this point, after all the buildup, your readers really want to know what you have to offer, so don't hold back.

  1. 1
    Show a product image: it's always a good idea to have a visual representation of your product. It makes it more tangible and more "real" in your reader's mind.
  2. 2
    The power of the points list: use this list to emphasize the most important benefits of your product.
  3. 3
    Benefits over features: for every feature your product has, try to translate it into a benefit (i.e. a positive end-result your customer will get).
Polymash POdcast Content Marketing
Polymash Podcast Content Marketing 

What People Are Saying About Our Solution

“Social proof comes with customer testimonials.”

"Customer testimonials are a powerful conversion element. Display them here to demonstrate that your product has many customers and that those customers are very happy with their purchase.


We like to do what many others have done already. There's safety in numbers. Testimonials can be used to give your visitor that sense of safety."

Shane Melaugh
- Job Title or Role

“Here's what the perfect testimonial looks like..."

“The perfect testimonial looks a lot like this one: it has a heading (this shows the best part of the testimonial), one or two paragraphs of text, an image, a name and (optionally) a role to go along with the name. Also note the use of quotation marks in the testimonial text."

Samantha Allen
- Job Title or Role

“Can you ever have too many testimonials?"

“It's a fair question: can you have too many testimonials?


The answer is: you can, but the problem is usually not the amount but the quality of the testimonials. If you have good, enthusiastic and real testimonials that mention specific details and benefits, don't shy away from adding 10, 15, 20 or even more to the page.

Just don't add a ton of boring or generic testimonials.
"

Shane Melaugh
- Job Title or Role

Welcome to the Main Purchase Section

Here we have a highly attractive purchase section. We display another paragraph of text, which is a strong call to action to your readers. In addition, we have a product image, unmissable large button and some guarantee and safety symbols.

Product Name
Product Name

100% Satisfaction Guaranteed

Secure Payment

A Few More Testimonials to Prove it Works for Real People

“Keep displaying testimonials for social proof."

“Here, we have a second testimonials section, right after the purchase section. Now that we've asked the reader to pull the trigger, they might feel some resistance and testimonials can help reassure them.”

We like to do what many others have done already. There's safety in numbers. Testimonials can be used to give your visitor that sense of safety.
"

Shane Melaugh
- Job Title or Role

“Pick the right kinds of testimonials to show here..."

“If you have any testimonials that include stories of how a customer had some doubts about your product, but was then won over by the high quality, your friendly support etc. those are perfect for displaying in this area of the sales page."

Samantha Allen
- Job Title or Role
Shane Melaugh

Creator of [Product Name]

About the Author

When selling online, it's easy to forget that people prefer buying things from other people. If there's any element of personal branding in your product, use this section to write a few paragraphs about yourself.

Keep it short, as this page is about your product, not your life story. But a few personal details mentioned here can help build rapport with your reader. It's a reminder that there's a real, trustworthy person behind this product and they aren't buying from a faceless corporation.

It's Time to Start Addressing Your Visitor's Last-Minute Objections

After the first call to action, use testimonials, case studies, more points lists and more text blocks to address all possible objections your visitors may have. Knowing these objections is very important... and you can learn all about them by talking to your customers and visitors. Give them a way to communicate with you and you'll quickly learn what's on your reader's mind as she goes through this page.

This part of the sales page can be a lot longer than it is in this template. There may be many objections that come up and you can address them all. If you dedicate a separate text block or a sub-heading to each one, your visitors can easily find the ones they have on their minds and skip the rest.

Use Sub-Headings Before Every Major Objection You Address

People are risk averse. We dread making a mistake and wasting our time and money on something that turns out to be rubbish. This is the part of the sales page where you can appease all those worries. One of the most important things you must learn about people in your market is what kinds of objections they have, so that you can effectively address them here.

Advantages vs Disadvantages

Here's a section that you can use for many purposes. For example, you can use it to showcase how your solution is better than other solutions out there. Or, compare the problems your reader is facing right now with the great solutions they'll enjoy once they purchase.

The Pros List

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The Cons List

  • Proin arcu nulla, varius sit amet ligula ut, porta convallis dui.
  • Nullam feugiat est porta, semper felis iaculis, luctus nisi.
  • Aliquam ac ipsum convallis, dignissim lacus ut, maximus enim.
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  • Duis accumsan, dui et semper
Product Name
Product Name

Here's a "What You Get" Section (Plus the Second Call to Purchase)

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100% Satisfaction Guaranteed

Secure Payment

100% Satisfaction Guarantee

You are fully protected by our 100% Satisfaction-Guarantee. If you don't get [a specific benefit that your product promises] by [a specific span of time in which you guarantee your product to yield results], just let us know and we'll send you a prompt refund.

Frequently Asked Questions

Why add an FAQ section like this?

How about adding a contact link?

What about exit intent lightboxes?

What questions belong here?

Have you tried a chat widget?

Answer questions, save space.


P.S.: Welcome to the post script section of the page. You can have one or several of these. This part is all about loss aversion. Here is where you can remind your reader that if they don't jump on this opportunity right now they will be missing out.

After the post scripts, use the link below to link to your purchase section or the checkout page.

Copyright - Polymash

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