Podcasts, Voice Search & Getting Your Business Noticed

Podcasts, Voice Search & Getting Your Business Noticed

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.

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.”

  • 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.

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 play?”, “Which restaurants deliver burgers near me?”.

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