Diary of a Mad…Black Podcaster

Diary of a Mad [Marketing Savvy] Black Podcaster, November 2023

“The Mad Savvy Sizzle”

Synopsis: Audio marketing, as it relates to podcasting, has become an exciting playground for creators and marketers alike. The podcasting landscape is diverse and offers a multitude of opportunities for those who are willing to experiment and explore various strategies. However, when it comes to promoting your podcast and achieving growth, the age-old question persists: What's the best approach? Is content marketing superior to social media marketing, or is it the other way around? The truth is, there is no one-size-fits-all answer, and each method has its own unique advantages and challenges. 

Audio marketing can be such a beautiful experiment.  Each time that I work with a client, I am approached with so many theories, a multitude of options and a myriad of possibilities.  I can never definitively say that one way works better than another to facilitate growth in the audio space. However, I can say there is no ONE “right way” to do “the thing”. (“The thing” being the desired goal and “right way” being the proven “surefire” tactic.)  

In this diary entry, I want to explore the dichotomy of content marketing and the intersection of social media marketing for podcasters. 

Dear Diary,

I loathe social media. (There, I said it outloud.) But social media, like all systems of power, have one thing in common- you don’t have to like it, but you must respect it! Social Media is a powerful and, at times, controversial tool. For many, including myself, there's a love-hate relationship with it. On one hand, social media has given a voice to people from all walks of life, allowing them to share their thoughts, opinions, and expertise with a global audience. On the other hand, it can be a source of misinformation and an echo chamber for stereotypes and a poorly represented loud majority. 

However, I have benefited from the perception of social media just as much as anyone else; so I cannot disregard the very valuable tool that has grown from AOL chat rooms to full grown applications/mini-cults.

This paradox has implications for podcasters, as social media can both help and hinder their efforts. It's a valuable platform for self-promotion and audience engagement, but it can also be a noisy and distracting space where valuable content can get lost in the shuffle. When it comes to podcast marketing, one of the most common questions from creators is how to approach social media promotion.  

FIRST and FOREMOST (I’m saying this “with my chest”) social media is just ONE small piece of the marketing puzzle.  I recommend starting with the “not so fun stuff”:  SEO, SMO, Cross Promos, Newsletters, Feed Drops, Interview Swaps, a strong publicity campaign and even some paid ads (if you have a little extra in the budget). But for the sake of FUN, let’s use this first diary to focus on Content Marketing for Social Media.

Social media users are often seeking authentic connections, valuable content, and engaging experiences rather than being bombarded with promotional material. The essence of social media marketing is to build relationships and engage with your audience, not to aggressively sell your podcast. By following the 4:1 rule (four posts for your audience for every one post about your podcast), you strike a balance between providing value and promoting your content.

TIP #1  Enticing Your Existing Fans

Content marketing within social media is about captivating your existing audience and enticing them to listen to your new episodes immediately. The first 24-72 hours after releasing an episode are crucial to boosting downloads. Content marketing primarily targets your existing fanbase, so don't expect to miraculously grow your podcast's listener fanbase from a few posts on any one social media platform. There are other strategies for attracting new-NON-podcast-listeners (THIS IS NOT ONE OF THEM).

For your current audience, however, share content that encourages them to engage, share, and anticipate your latest episode or season highlight in their preferred podcast app. The more listens you accumulate during that initial 72-hour window, the more likely your episode will capture the attention of podcast app editors and curators, potentially leading to better placement within the platform.

TIP #2 Share THE Tantalizing Sizzle

Maaaad savvy sizzles are KEY!  One powerful content marketing tactic is sharing a “tantalizing sizzle” –a video highlight clip, teaser or outtake from your episode.  While audiograms are somewhat effective (s/o Headliner), talking head videos are currently in vogue and can be an excellent way to engage your audience.  (This does NOT mean go start a VIDEO PODCAST, VLODCAST OR VOD- what are the kids calling this? Lol. I like to call them what they are…YouTube videos and Twitch Streams.)  Programs such as Riverside make it really easy to grab the clip you want and do a quick edit to drop fun clips in your social media feed for your mavens and superfans to share.  

This piece of content should pique your audience's interest and add value to your episode. You can go for juicy gossip, behind-the-scenes insights, or some spicy clickbait that's relevant to current trending topics in the blogospheres. Whatever you decide to share, it should ADVANCE the episode.

Lastly, it’s great to have 3-4 of these in the pocket. One before the episode, one when the episode is live, another to drive back to the episode and (as a bonus) one for a thematic point later in the year that can be used in perpetuity.  

TIP #3 An example from Jazzie Belle!!!

Don’t take my word for it, here are a few examples from a MAD SAVVY content marketer and podcast host Jazzie Belle from Women in Hip Hop (REVOLT).

Example 1: The Thematic Post

(In this example, Jazzie Belle lifts a clip  of her guest Drew Dixon telling a fun Whitney Houston memory. Jazzie gets extra credit for dropping this clip  ON Whitney Houston’s birthday.  This is important because not only was Whitney Houston already trending; but Drew Dixon was trending  as  well during Hip Hop 50th conversations in August, and the reprise of her HBO Documentary.)

Example #2: The Newsworthy Clip with a Cliffhanger

(In this example, Jazzie is joined by investigative journalist Dometi Pongo to discuss a very controversial moment in pop culture that was already trending on social media. The clip that she chose was at the moment where they began to disagree on the topic. Jazzie allows the viewer to hear both sides, but she cuts the clip before we can hear the full resolution.)

Conclusively, content marketing is particularly effective for engaging your existing fanbase and seasoned podcast listeners.   The key to the content is offering something that amplifies a big moment in the episode, provides BTS/top secret additional information or presents a bonus element (or deep dive) into the conversation.  You want to leave the viewer enticed, interested and/or wanting more  (This moment should inform, entertain, or educate your audience.)

The other thing to remember is that this content may or may not directly promote your podcast. The goal is to build a strong and loyal audience base by consistently delivering content that aligns with their interests and needs. (The Whitney Houston birthday shout out that Jazzie shared was not from an episode that was doing a deep dive on Whitney Houston. However, her audience would recognize that Jazzie wanted to celebrate Whitney- and that makes them value her opinion and trust her more because she celebrates women musicians whom they also wish to celebrate.)

TIP #4 WAIT…BEFORE YOU GO…  
Check out the Women in Hip Hop podcast hosted by Detroit/ NYC’s own Jazzie Belle wherever you get podcasts. I’ve known Jazzie for some time and she is truly a pioneer in the audio space.  She highlights the lesser known stories of women within hip hop culture (and their contributions); while also amplifying the legends and icons of today and yesteryear in the same joyous “OOOO-OOOOO” breath. 

Be well and always remember; L is for Love,

Fay

The anchor for my diary entry today comes from media pioneer Alice Travis
“Let us rejoice in our wit and ingenuity.”