While some marketing takes place offline, the vast majority of 21st-century promotional activity occurs online. From social media to SEO, emails to affiliate marketing, there’s no shortage of different media channels that help marketers reach their target audience.
Good marketers weave multiple marketing elements into holistic strategies. These achieve key outcomes for a brand, such as establishing authority, building credibility, creating leads, and generating revenue.
Authority and credibility are essential for brands to stand out in the cluttered modern marketing … [+]
Online shows are one marketing channel that is particularly effective at building authority and credibility with an audience. If you want a podcast, YouTube series, or other show to succeed, though, you need to build it the right way. Here are a few tips to do so.
Define the Strategy for Your Show
Before you begin creating content, hone the strategy behind your online show. If you want to enhance your brand’s authority and credibility, build your show with purpose. This starts by identifying the key pillars and benchmarks that will make your show successful.
The foundational element is your target audience. You want to have a clear vision of what group of consumers you’re serving with your show.
This can start with a brand’s pre-established buyer personas, but you want to zoom in beyond the basic consumer you serve. Consider what sub-set within that group would be using the platform your show is on and what nuances differentiate them from everyone else.
Once you’ve identified your audience, consider how you can provide value for them. You want to align that value with your larger marketing goals by ensuring it guides consumers toward your brand’s products and services.
Create a Value-Based Roadmap
Once you have a solid strategy in place for your show, plot out its course. Create a clear roadmap to guide you as you create value-driven content.
Your roadmap should take into consideration what kind of topics you want to tackle to demonstrate your professional acumen and authority within your industry.
A roadmap is also a great place to consider what kind of industry experts you can invite on as guests for your show. This helps build credibility and provide well-informed diverse perspectives for your audience.
As you create your roadmap, flesh out your storytelling style, too. As you get a better idea of what your content will look like, consider how you can utilize authentic, engaging storytelling that resonates with your target audience.
Establish an Infrastructure to Keep Your Show on Track
Once you’ve clarified your audience, aligned your show with marketing goals, and built out a roadmap, it’s time to establish an infrastructure for your show’s creative process. This can keep your show on track over time and help you maintain consistency.
You want your show to have a clear, recognizable voice, tone, length, and structure for viewers and listeners. This keeps them coming back for a similar experience.
The tools you use to create your show’s content make a big difference. For example, it’s always wise to invest in good hardware, such as microphones, cameras, and computers, and recording studios.
You want to take the time to cobble together an effective suite of software, too. Tools like Wix or WordPress can host your show’s website. Canva can help you create supplemental marketing content. A workflow app like Trello or Asana can help you track your podcast production schedule and workflow. There are countless additional independent third-party applications to choose from.
If simplicity is your goal, you can also use an all-in-one solution. For instance, PodUp combines 35 different podcasting tools in a single platform that addresses everything from creation to growth to monetization. Their full-service podcast production agency, PodAllies, can also do the majority of the work for you if time is scarce.
Building a Show That Builds Your Brand
If you want to tap into the power of using an online show to promote your marketing, make sure to take the time to set the stage beforehand.
Start by defining key pillars and benchmarks. From there, create a value-driven roadmap and establish the infrastructure to keep things on track over time. If you can do that, you can build a show that reinforces your brand’s authority and credibility across the Internet.
