Written by Lucia McCabe

When it comes to earned media, organisations are always searching for innovative ways to build credibility and extend their reach.  

Compared to other formats, podcasts blend trust, reach, and most importantly, long-form storytelling. According to the annual Australian Podcast Report from Commercial Radio & Audio (CRA), over the past two years, local listenership has increased by 37 per cent.  

Attracting highly focused listeners in a trusted and intimate setting, podcasts are the ideal option for consumption of media while on the go.  

And Australians love their podcasts. Approximately six million Australians listen to podcasts on a weekly basis. Typically, audiences are attentive and engaged, listening to a 30-to-60-minute conversation in full each time.  

When done well, podcasts are a powerful tool that can provide brands and their spokespeople a unique platform to not only share their expertise, but create opportunities to engage with new audiences. An episode that resonates with listeners can even lead to other PR opportunities, including guest appearances or speaking engagements – as spokespeople prove themselves to be a captivating commentator in their sector. 

Whether you’re looking to bolster brand awareness, generate leads, or establish thought leadership, here are IMPACT’s four steps to effectively integrate podcasts into your marketing and communications strategy. 

Identify relevant podcasts  

The first crucial step is to pinpoint podcasts where a guest appearance aligns with your brand values and target audience. A strategic approach, mapping out potential opportunities and pathways to success, is essential for a strong start.  

Researching the journey of established podcasters in your sector can provide valuable insights which will help to determine what you need to do to establish credibility and secure the number one podcasts in your sector.   

Tools, such as Podchaser, are a great way to help you understand the audience demographic, engagement, credibility and previous guests that have been featured on the show. This helps to ensure you reach the right target audience and find opportunities related to your expertise. 

Mastering your message 

Securing a podcast guest spot is just the first step. To truly maximise the interview opportunity, you need to be ready to deliver a strong and memorable message.  

Effective preparation is the cornerstone of this success. This includes clearly defining your core talking points, ensuring all contributions align seamlessly with your brand messaging, and developing engaging stories that demonstrate your expertise while captivating the podcast’s listeners and fitting its style.  

To maintain relevance across recording schedules, which often occur months ahead, consider a mix of evergreen and timely content. At IMPACT, we prioritise our clients’ success by providing dedicated practice sessions, ensuring their spokespeople feel confident, prepared, and in command of the conversation. 

Building hype 

A one-size-fits-all approach rarely resonates. Whether you’re targeting traditional media or podcasts, a tailored and individual strategy is crucial for success.  

To generate initial excitement, consider creating a ‘hype-reel’ featuring compelling visuals, audio excerpts, and recent thought-leadership pieces. This personalised visual and audio introduction can significantly enhance your first impression.  

IMPACT can assist in developing your reel, showcasing your previous media appearances and the unique value you offer to potential audiences.  

Beyond your direct outreach, strategically leverage your online network. LinkedIn provides an excellent platform for connecting with podcast hosts and seeking warm introductions – a powerful relationship-building tactic that increases your visibility within their network.  

Before reaching out, ensure your LinkedIn profile is current, polished, and effectively highlights your relevant experience, including past interviews and recent contributions, as it often serves as your dynamic, digital resume. 

Make your podcast episode works harder for you 

A single podcast episode can be a gold mine of repurposed content. 

These often long-form conversations can be sliced and diced into multiple formats, including earned media pitches, short clips for socials, or developed into a thought leadership blog for your website.  

By engaging IMPACT to help you transform this content and by leveraging it in other marketing assets such as LinkedIn articles or eDMs, you can maximise its reach, impact and lifespan. 

As one of Australia’s highest consumed media platforms, podcasts have carved a unique space in our daily lives. As this medium continues to grow, podcasts are not just important to engage a new audience or share a good story, they should be an essential part of your modern digital footprint. 

To learn how IMPACT can level up your earned media strategy, contact Lucia McCabe at lucia@impactagency.com.au.