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(By Kim Komando) I have a three-hour weekly radio show that airs on more than 400 stations across the country. There’s also my show that airs on Bloomberg Television Network every Saturday. To round it out, there’s komando.com with the latest digital news, along with my digital newsletters, a weekly column in USA Today, my Komando Community, and Podnet podcasts.
Why am I telling you this? Because we produce a ton of content every week — 14 podcasts, more than 40 email newsletters, more than 50 articles every week, a three-hour radio show, and a one-hour TV show. That’s a lot of content.
Put that massive amount of content together, and it all becomes symbiotic. And podcasting is a huge part of that. It’s about bringing awareness to my podcasts through my radio show or website, and vice versa. However, it’s not so much about promoting the podcasts to get the word out. It’s about expanding on those podcasts and their topics; enhancing what we’re already covering and giving listeners even more.
Adding A Visual Element
If someone asks me about my thoughts on podcasting as a medium, I could go on and on about its importance and benefits. There’s of course the caveat that podcasts have to be relevant, on-topic, and interesting enough to keep a person’s attention. Even with all those elements working in harmony, sometimes audio alone just doesn’t paint the whole picture.
That brings me back to my shows and website. Go beyond podcasting by expanding on your topic with any number of elements. For instance, my radio show is also recorded on video and available to my Kim’s Club subscribers. Do the same with your podcasts. Allow your audience to not only listen to you on the go, but visit your website to see you, put a face to your name, guest’s name, or something tangible you’re discussing on a particular episode.
On komando.com, you’ll also find my various podcasts attached to detailed stories with more information, photos, graphics, and even video when applicable. Look for “Kim’s Take” on the site as well, where I’ll give you my thoughts on the big stories in the world of technology.
It gives my audience the ability to learn more. It can help you, too. Rob Walch, VP of podcaster relations in Libsyn, has great insight. He told me about three scenarios; the first about websites only used to promote a podcast and the other way around. Here’s the third scenario, which is also the most rare:
“[This] is where the podcast promotes the website, the website promotes the podcast. And that one, you can do it where you have a lot of good online tutorials with more visual elements and step-by-step guides, things that don’t translate well into audio,” Walch explained. “And then things that really don’t need to have a visual element, you focus on in the podcast on the audio side of things. You can get more in-depth, more long-form on the audio and the blog post can be short snippet, quick articles - more of a snackable content.”
He’s spot-on. Breakout information on your websites can absolutely complement your podcasts.
Don’t Forget To Share
Sharing your content can mean a few different things. First, get the word out by sharing your podcast or a preview via social media. Use as many visual elements as you can to spice it up, and thus generate more interest. For instance, if you’re recording video of your podcasts, share a minute- or two-minute-long clip on your social media accounts that will lead people to the full episode.
It also means sharing your content with other popular podcasters. Be a guest on another’s show, and bring them on, too. For instance, on Tech News This Week, I often have Jack Spirko from the Survival Podcast come on the show. And I’ll visit his show.
Here’s a big one: let your audience share as well. Create an online community, either through your website or social media, where your listeners can come together to talk about the show and ask questions.
Go From Talk To Text
Whenever possible, transcribe your podcast for your website or social media accounts. If you can’t post the full transcription, at least post a detailed outline of what you’re discussing and who you’re talking to on specific episodes.
This will not only make your podcast and associated information easier for your audience to share and link to your material, but it will also improve your SEO – because better SEO means more people can potentially find your online content, including your podcasts.
To sum up, a podcast doesn’t have to stay within the confines of audio alone. You can repurpose that content in so many ways to gain the most mileage and maximize return from your podcasts.
Kim Komando – “America’s Digital Goddess” – is one of America’s most successful radio hosts and Web entrepreneurs.