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(By Robin Kinnie ) The multi-platinum album-selling powerhouse Beyoncé did it again. The singer and entertainer used the element of surprise to share a documentary featuring behind-the-scenes footage from her Coachella performance Homecoming last year. The documentary was a combination of preparation for the performance and the live performance itself. But, she also shared intimate details, like family moments and the challenges she faced after giving birth to her twins.
Beyoncé gave a priceless gift to podcasters everywhere – lessons that we can all use. No, you probably won’t ever have the same size audience as Beyoncé. But you can put her strategies in your podcast toolbox.
Most podcasts are published on a regular schedule. The host posts a link to listen or emails it to subscribers, and then he/she gets started on the next episode. In addition to making the mistake of not interacting with your audience frequently – and not just when you’ve publish a new episode – most hosts miss a prime opportunity.
Beyoncé made history as the first Black woman to headline Coachella, the annual music festival, but she didn’t stop there. She provided a template that all podcasters should adopt as their own. That historic performance was transformed into a documentary and a live album. So, what is the lesson? The lesson is to repurpose content.
Beyoncé fans can watch and download music from the concert. Genius. Here are ways that you can do something similar after you’ve published a new episode: 1. Create an audiogram of a key point and share on Instagram. 2. Create a video of the podcast being recorded and share on YouTube and Facebook. 3. Turn your show notes into a blog post (better yet, submit to other blogs as well). 4. Record an after-the-show segment outlining key points and send out to email subscribers. 5. Post a graphic with an impactful quote from the episode.
Bonus Tip: Another lesson that all podcasters can utilize from Beyoncé is leveraging your direct-to-consumer power. Beyoncé continues to bypass the traditional route of a press tour to promote new music. When she has something to share, it magically appears on various streaming services. Consumers get access instantly and without leaving their homes.
As a podcaster, you already have the same power as Beyoncé. Currently, there isn’t a main clearinghouse or authority for podcasts. All podcasts can be accessed by listeners with the click of a mouse or tap on a screen. You are able to build an audience and interact with them without a middleman.
So, if your podcast stats have stalled or you’re just getting started, learn from Queen Bey by using some of her marketing tactics. You may not get close to the 149 million Netflix subscribers who had access to the Beyoncé Coachella performance, but it’s a start, right? I’d love to hear how you market your podcast. Tweet me @RobinKinnie or email robin@motorcitywoman.com
Robin Kinnie is an experienced podcast producer, entrepreneur, and #womanowned advocate. Driven by community, she takes pride in creating access to underrepresented groups within the podcast industry. As the President of Motor City Woman and Audio Engineers of Detroit, her goal is to amplify the voices of women. Robin also serves as the head of Soundgirls.org, Detroit Chapter. Follow her on Instagram and Twitter @RobinKinnie.