Tag Archive for: podcasting strategy show

For the last episode of Season 1 of the “Podcasting Strategy” podcast I’m revisiting and updating an older episode of my first podcast, “The Podcast Growth Show”. Back in 2018 we talked about the benefits of widely distributing podcast show notes articles using the StoryChief platform. StoryChief excels in “content marketing”, for blogs as well as for podcast episode articles . And for our clients, we still follow this approach as one of the best ways to organically grow and promote a podcast to this day, while growing an email list and social following in the process. The StoryChief platform has evolved and grown since then, and yet much has stayed the same.

Recently it was brought to my attention that the original article from 2018 referred to out-dated features and pricing for the StoryChief platform, so I will correct and update this this here as of late 2021 early 2022. Also back in 2018 we were able to offer our followers an insane 50% discount off any StoryChief plan. If you missed out on the 50% off deal, we are still huge StoryChief evangelists and anyone signing up with our affiliate link can get a free trial and then save a very generous 20% off lifetime use of the platform, just contact me for details if you like.

Overview & Episode Content

  1. What is Content Syndication? [02:48]
  2. What Are The Benefits? [04:05]
  3. Why StoryChief? [08:21]
  4. 10 Platform Features For Distributing Your Show Notes [11:16]
  5. StoryChief Current Pricing And Deals

What is Content Syndication?

Content syndication for podcasters
Content syndication for podcasters

Content Syndication is a subset of content marketing. First, let’s revisit what we have talked about several times during this season. Here is a definition from Search Engine Watch:

Content syndication is the process of pushing your blogpost, article, video or any piece of web-based content out to other third-parties who will then re-publish it on their own sites.

So this applies to podcast show notes articles as well. We want to grow readership, create brand-awareness for our podcasts by publishing our show notes stories on multiple websites, communities, social media and email channels.

What Are The Benefits?

Drip fed timing example for the distribution of show notes for rapid content marketing results
Drip fed timing example for the distribution of show notes for rapid SEO results

Question: Why should podcasters care about content syndication?

Aren't we already doing a form of this when distributing our episode audio to Apple Podcasts, Spotify, Google Podcasts, Stitcher?

  • Answer: Yes indeed we are.
  • However, we are only publishing audio content on Apple Podcasts.
  • And we ought to do the same with episode show notes.

Multi Channel Presence

Content syndication is to our podcast show notes what podcast directories are to our audio files. A way to distribute our content widely. And a way to establish presence on multiple content and social platforms.

Traffic and Discoverability

This results in greater traffic and discoverability. When your episodes go live, you probably already share your show notes post on Facebook, LinkedIn and perhaps on Twitter. But have you thought about publishing your episode show notes as articles on Medium? (I get a lot of traffic from doing this) Or on Blogger? Or on the Ghost platform?

The idea is to distribute your show notes to as many platforms as possible.

We elaborated on the platforms and the released drip timing concept in episodes 1-3 of the Podcasting Strategy show, so if you have not listened to those episodes I’d encourage you to go back and check them out:

SEO Backlinks & Results

My own backlinks from high domain authority sites have continued to increase. This is largely resulting from the podcast distribution and syndication method we have covered in this season. (I’m including a comparison graphic from 2018 vs 2021 in the show notes)

2018 Backlinks

podcast syndication and distribution results
At the end of 2018 I had roughly 2,500 backlinks for Polymash

2021 Backlinks

At the end of 2021 this has grown to roughly 5,000 backlinks

For those of you unfamiliar with SEO, increased backlinks mean increased rank in the Google search engines, and this means better placement in the search results.

Is there a manual alternative?

The StoryChief platform saves massive amounts of time. But it is targeted at content marketing driven businesses, and many of our business clients use podcasting as a major part of their brand storytelling. As such, the platform is not intended for zero budget indie podcasters, who typically save money by spending the time doing things manually of by themselves. So yes, you could distribute your show notes to different platforms manually. Generally this involves a schedule of re-posting your episode article via copy paste. And that's perfectly fine, but it is a lot of work, and there are many pitfalls:

  • The manual approach is super time consuming
  • There are so many steps involved, it is prone to errors
  • If you are not careful or SEO savvy, then your podcast episodes will rank on 3rd party sites instead of on your own.

Syndicating show notes manually is a no-go for us as a podcast production agency. We need an automated way of doing this.

And if I was an Indy podcaster, doing it manually would still be a no-go. We need an automated way of doing this. And there are some great content syndication platforms out there. But StoryChief is the one particular platform we feel is best for podcast distribution of show notes. And it addresses all the above concerns.

Why StoryChief Content Marketing?

There are tons of reasons why StoryChief presents a content marketing opportunity, not just for business podcasters. It helps automate your entire business content marketing strategy. The benefits reach far beyond podcasting. It is a collaborative writing environment for content creation and promotion. Their value proposition is this:

Get the most out of your content marketing campaigns. Create blog and social media campaigns with your all-in-one workspace for content creation and distribution.

For podcasters, key elements are

  • Central hub for content creation, scheduling and management
  • Podcasting Ready with embeds for most podcast players
  • Content Planning Calendar for episodes, blog posts and social media promos
  • Collaborative writing with partners and VAs
  • SEO Ready with canonical tags ensuring rank for your primary site
  • Lead capture integration
  • Suitable for beginners & advanced marketers
  • Provides a free ready-made blog
  • Built-In coaching for SEO and readability
  • Flexible open platform with lots of embeds, integrations
  • Content Briefs, collaboration & approval workflows

10 Platform Features For Distributing Your Show Notes

Distribute And Market Your Show Notes

1. A single platform where everything comes together

Using a single platform saves time distributing your content to the right channels. Think of all the times you spent copy-pasting content to publish the same thing on multiple channels. Thanks to StoryChief, those days are over. All you have to do is select which platforms should feature your content and StoryChief takes it from there.

From ideation to publication, organize and plan the content you publish through your digital marketing channels, all in one content calendar. For podcast episodes and show notes this is great, but why stop there? Blogs, videos, Instagram and social media can all be planned in one single place.

My own use case is that for solo podcast episodes, I write the pre-recording outlines in StoryChief already, because this reduces the time it takes to create great show notes after the recording.

2. Powerful collaboration features

If you are a business podcaster, you are likely used to collaborating with others, even if it is just having a Virtual Assistant or VA. Approval flows, revisions, and comments to speed up your review & feedback processes. The platform brings your team together to organize, plan and produce content.

podcast show notes collaboration features

3. Editorial briefs

One such planning tool is the built in “editorial briefs”. These let you share concepts and makes sure your team's on the same page. If you have someone else writing your show notes, they can do so in this environment, exchange comments with you back and forth, and ask for approval when they are ready for you to review what they have created.

4. Built-in SEO Assistant for your content team

Not an SEO expert? No problem. StoryChief features an SEO assistant that ensures you publish content that will be found on search engines and engage your audience. Your writers don't have to know every aspect of SEO, StoryChief provides them actionable and easy to apply tips.

The SEO assistant helps attract more website visitors, and it monitors your SEO score and how well your story performs for a set keyword, based on 15+ metrics for search engine optimization. I’ve included some screenshots in the show notes that illustrate how the coaching feature works in a sidebar as you or your team creates your show notes.

SEO and readability for your podcast show notes
Easy to follow SEO and readability assistants help you create discoverable and engaging contenting

5. Built-in Readability Assistant

StoryChief also ensures that you engage your readers easily by offering a readability score as you write. This tracks how well your readers will follow your train of thought, and is based on the Flesch Reading Ease test.

I find this especially helpful when working with transcripts, as my own train of thought is quite often pretty obtuse, and this tool helps me correct the show notes as I go.

6. Actionable analytics data

I’ve mentioned this earlier in the season, it is important to take analytics into account and adjust so that you fill your episode calendar with content that works. The reports StoryChief provide span both website stats, in terms of how many people have seen and read your content there, as well as measuring stats and engagement on social media channels.

Easy to implement analytics data
Easy to implement analytics data

This lets you see the types of episode content that resonates with your audience the most. You can track their performance by generating reports from real-time data.

7. Social Media posting & calendar

The idea is to save time managing your social media in one place by publishing your podcast episode posts to all social media channels with a few clicks.

Podcast show notes content marketing on social media

The social media features in StoryChief let you plan a month of social media posts about your podcast, blog, or business. And it lets you do this in hours, not days.

From daily posts to full-scale campaigns, the social media calendar helps you stay organized and productive. Plus, its collaborative features match those of the writing environment. You can easily invite your VAs or team members and have them manage your social media, while you stay in control through approval flows and feedback loops.

You can create social media campaigns on Facebook pages or groups, Instagram, Twitter or LinkedIn profile and business pages. Usually these image or video posts promote your podcast episode or story, with a link pointing to your primary website. StoryChief supports video and this your audiograms can be scheduled and distributed widely as well.

8. Included website & hosting

Don't have a separate blog or website for your podcast yet? One other feature I should mention is that you can use the free blog you get with StoryChief. Its auto generated when you start an account. There are lots of ways to customize this, and it looks great right out of the box. It makes for a great podcast website if you don’t have one already. Personally I don't use it to drive traffic to, but I still publish each show note article there because I get a high domain authority back link. We covered this back in episode 4 of the podcast.

9. The ambassador network effect

Sharing your content on social media seems obvious for most marketers but what if there was an even better way to share your content? Now, you can prompt your brand's ambassadors to share your content with their network in a click of the button.

Ambassador Content Marketing For Podcasters

So when a new episode launches, your ambassadors are notified first. And you can recruit more people into your tribe with built in ambassador sign-up forms that will appear on all publishing channels. I’ve included an example in the links section on the bottom of our show notes. This is an invitation to join our Podcasting Strategy Ambassador program, where we encourage our channel partners to share our new episodes on their social channels, and we then offer them promotions in return.

The ambassador effect has many possible creative business use cases, and here are just two:

  • For Podcast Marketing — Turn your podcast listeners into ambassadors and brand advocates.
  • For Channel Partners — Mobilize channel partners to help drive demand for your show.

10. Email Marketing & Multiple RSS Feeds

Email marketing is built in with MailChimp and Active Campaign and several others. But because StoryChief integrates with Zapier quite easily, it basically lets you gain access to almost any marketing automation platform that's out there for capturing leads.

This means that you can publish to multiple built-in RSS feeds that let you distribute content on a lot of RSS driven platforms. For example you could set up a premium content RSS feed for paid members.

StoryChief Current Pricing And Deals

As I mentioned in the beginning, StoryChief has actively been developing the platform, and as a result many more features and integrations are available now than there were in 2018 when I first covered this platform. Here is a link to the current plan summary and pricing information.

20% Off For Podcasting Strategy Show & Polymash Followers

Keep in mind that the value proposition for this platform is that of a comprehensive SEO content strategy and social media marketing platform. It may not be a great fit for hobby podcasters on a close to zero budget, but is worth it for anyone for whom podcasting and web growth is part of a business content strategy. There is a free trial, and our followers can contact me to receive 20% off.

StoryChief Free Account Link
Full disclosure, this is an affiliate link and if you ever upgrade to a paid plan I will earn a small commission at no extra cost to you.

I'd encourage you to try this for your own business podcast. If you'd like to sign up for the free version, I’ve included the link in the show notes. Full disclosure, this is an affiliate link and if you ever upgrade I will earn a small commission at no cost to you. But I hope to have earned your trust with this site, blog and podcast – I have been putting significant work into this in order to provide next level thinking about podcast growth.

So if you sign up for StoryChief’s free trial with our link, email me and I will personally send you a special code. You can use this when upgrading for a paid account, and it will save you an additional 20% off the pro plan for this platform. This includes access for 4 team members, collaboration and content calendar features and the ability to publish unlimited stories on as many destinations and websites you can manage.

Links and Resources

Here are the links and resources I may have referred to in this episode.

If you are not yet subscribed or following us on any podcast audio apps, here is where to do this.

Where to follow Podcasting Strategy

Invitation To Join Our Ambassador Network

One last thing I almost forgot is the ambassador network. If you'd like to join my ambassador network, I would hugely appreciate it. If we have complimentary topics and our content is in sync from an SEO, or Inbound Marketing or podcasting perspective, maybe there's a way that we could work together and support each other.

So here is a signup form where you could join my ambassador networks. I would love to have you be part of that, and I would love to be able to support you in any way that I can.

As Podcasters we all know that growing our social media following is important, but it's also time consuming. Evergreen posting addresses a key problem with social media: If you don't promote your content often enough, it will quickly fade into obscurity. And promoting the same thing over and over again gets exhausting and boring.

As Season 1 of the “Podcasting Strategy” show is drawing to a close, today’s episode focuses on the way we try to achieve a number of goals when it comes to social media publishing for ourselves and our clients:

  1. Schedule promotion of new podcast episodes or blog posts for a long period, say 6 months. On auto-pilot.
  2. Re-Promote our back-catalog of previous episodes or posts.
  3. Spend less time doing so.
  4. Generating more likes, retweets and shares.
  5. Keeping it interesting for our audience, and building interesting social feeds in the process.
  6. Learn which content is most effective.
  7. Categorize social shares and follow different schedules for each.

Table Of Contents

Some Context: Publishing vs Engagement

Those of you have followed us here at Polymash know that we are somewhat skeptical when it comes to relying on Social Media alone to drive podcast growth, unless you have a really large audience already. This is why we are so focused on SEO, Influencer Marketing and other strategies that don’t rely on existing followers to take action or help you “go viral”, which seldom happens.

Social Media publishing vs managing engagement

But that does not ever mean we ignore social media. In fact, growing a dedicated audience can be the most impactful growth factor.

I categorize social media activities into 2 main activities: Publishing and Managing Engagement.

Publishing is a necessary element, but engagement is where growth comes from. Following, responding and actually being human on your social media channels can never be replaced by automation. Well, maybe never say never, a lot of our episodes are about AI tools, but for now, my opinion is that it cannot. So for our clients, our philosophy is to automate the publishing part as much as possible, in order to increase their available time spent on the engagement part.

Evergreen posting of variations

At Polymash we are not social media managers. We do not get involved in managing engagement, following or liking or replying on behalf of our clients. But we do handle content creation and the scheduling and automation of podcast promotions on social media for our clients. And evergreen posting of social media variations are an important aspect of this we examine a little more closely in this episode.

Four Typical Podcaster Social Media Challenges

Evergreen posting on social media
Photographer: Alexander Shatov | Source: Unsplash

As a podcast production agency for the last 10 years we have seen certain patterns on social media:

1. Under-promoting

Most people under-promote their podcast episode or blog article. We see people post only a few times during the first week or month.

It always amazes me how much time people spend preparing and creating content, and how little time is spent on promoting it consistently.

But personally I'm guilty of the same phenomenon: I worry about "over-sharing". Or maybe I’m just too lazy or tired after the effort of getting new episodes out. But the truth in recent years is this: Most social media channels now have a shortened half-life, especially on Twitter and LinkedIn.

The concept of “Half Life” on Social Media

Half-life is an interesting measure. No, this isn’t about radioactivity. It’s the amount of time it takes for a post to receive half of its total engagements.

Lifespan (Half-Life) of evergreen posting
Graffius, Scott M. (2021). Lifespan (Half-Life) of Social Media Posts. Version 2021. Available at ScottGraffius.com.
  • Twitter half-life is around 21 minutes
  • A Facebook post's half-life is around 30 minutes.
  • LinkedIn is a little better, it lasts around 19 hours.
  • YouTube and Pinterest have the longest "shelf life" at 6 days and 3.5 months, respectively

For these half-life data driven reasons, sharing more frequently on most platforms makes sense.

But how often is often enough, and how often is too much?

2. Not recycling or using evergreen posting

Post recycling is the idea of sharing the same link to our episode or blog more often, so that more people in our audience have the chance to see it.

But there is a rub: You cannot simply re-share the exact same content. Many platforms such as twitter will block or shadow-ban you if you post exact duplicate content.

So how can we re-use and re-cycle without being boring?

3. Boring your audience

It's hard to keep it interesting. We all see so many podcasts and blogs share their latest content in the exact same, predictable way, with the same brand imagery.

The most successful social media accounts seem to have a variety of post types to keep it interesting.

What if there was an easy way to spice things up, and also learn about what works and what doesn't?

4. Never considering what the analytics tell us

Many social media tools offer us some sort of analytics. And when was the last time we looked at those analytics of our social channels, and considered what resonates with our audience the most? And made some changes based on this?

Six Podcast Social Media Automation Needs

Social Media Automation Needs
Photographer: Possessed Photography | Source: Unsplash

1. Post Scheduling & Content Calendar

This is the ability to schedule posts in the future, and manage future posts on a content calendar.

Smarter Queue Content Calendar
With color-coded Categories, you can see at a glance which posts will be published, and when.

2. Content Categories

Ability to categorize our social shares and have a separate posting schedule for each. For example, we would want to schedule "quotes" type posts less frequently than sharing our episodes or own blog posts.

engagement between your content types
Compare the engagement between your content types, so you know what works best with your audience.

3. Evergreen posting and post recycling

Typically less than 5% of our audience will see our posts, and only if they happen to be online soon after we post them. When we recycle a post, it will likely be seen by new parts of our audience. That means we can get up to 10x more likes and shares than posting just once. Here is a graphic from the SmarterQueue tool we like to use that illustrates the lift in shares and engagement that recycling can produce.

PS, visit the links and resources section for this episode for info, pricing etc.

Typical SmarterQueue boosts when evergreen posting on social media
Typical SmarterQueue boosts when evergreen posting on social media

4. Finding And Using Images

I'm fine with using external sources to find social media images, occasionally. But I really appreciate platforms that can

  • detect and re-use images already used in a URL or website post,
  • and also give me a variety of other ways to directly use royalty free images from sources such as Unsplash, Pixabay, Giphy etc.

5. Use of Video & Carousel Posts

Video is of course hugely engaging. Repurposing podcasting content in video formats was the subject of episode 5 entitled "Ways To Repurpose Podcast Content In Growing A YouTube Channel"

While longer form videos go on YouTube, the rise of social vide short formats has been explosive. So being able to schedule video content to Instagram, Twitter, Facebook and LinkedIn is key for us.

Videos are also huge on Instagram. We previously mentioned that the half-life for engagement on Instagram and YouTube are much better than Twitter and Facebook.

And I consider "Carousel" and multi image “Story Posts” another must-have for a good social media scheduling platform.

6. Analytics & Monitoring

Compare the engagement between your content types, so you know what works best with your audience.

Our Choice For Evergreen Posting On Social Media: SmarterQueue

Here is how we landed on SmarterQueue as our social scheduling platform:

Being a tools geek and an agency owner has led me to try a ton of different tools over the years. I LOVE to talk about all and any of them, they all are very good and have areas of strengths and weaknesses. So hit me up with any questions you might have if you are using any of these platforms. I have personally used Buffer, Hootsuite, Social Bee, Recurpost, Coschedule, Missinglettr and several new AI posting platforms like AIKontent.

But we have always come back to SmarterQueue because of its unique combination of features and the best evergreen post generator we have seen.

SmarterQueue features at a glance

  • Content Categories
  • Evergreen Recycling
  • Content Curation
  • Visual Calendar
  • Analytics
  • Publishing
  • Social Inbox
  • Competitor Analysis
  • Social Media Monitoring
  • Instagram Scheduler

How and why we use SmarterQueue

With Smarter Queue, we can recycle a podcast episode post multiple times. Evergreen posting reaches different parts of our audience. Each time we recycle a post, it will be seen by new parts of our audience. This means we can easily get up to 10x more likes and shares than posting just once.

Post variations are critical in generating an interesting timeline, and not running afoul of platform duplicate content rules.

Each post variation is a combination of different images and different content.

Smarter Queue is brilliant at speedily finding images. These can come either from the post or online image libraries. Automating the evergreen posting schedule of these variations plays out over long period of times. This is ideal for podcast back-catalog promotion.

And, this does NOT have to be a lot of work.

For example, with SmarterQueue we can craft 5 text posts, quick-select 4 images, and this results in 20 different post variations.

Assuming we have a podcast that releases each week, a 6 month content calendar will cycle through 480 very different looking posts.

This will result in a treasure trove of analytics data to study as well, and we will learn what engages our audience the most.

Instagram carousel post and story support

We also love the fact that we can create Instagram story and multi image carousel posts and scheduled these. Here is an example:

Content category support

Lastly we love that each different post type can have it's own unique calendar schedule to keep things balanced. So if I want to have a "quotes" category schedule that only posts once or twice a week, not problem. With separate Queues and Posting Plans for each Category, we can easily achieve the expert-recommended ratio of content types, and give your audience a balanced mix.

Content categories for social media posting

One tip: We have setup high frequency and low frequency categories. So initially, a post or episode gets placed into the high frequency promotion schedule, but after 3 weeks we can move it into a low frequency category.

  • Sidenote: This concept is implemented more elegantly on some other platforms. MissingLettr for example automatically can change the frequency over time.

Over To You

We obviously love SmarterQueue, but the best part of being a podcast agency is that we meet so many other interesting and experienced podcasters. So I would love to hear from you: Which social media tools work best for your show? And what are some of the favorite social media evergreen posting platforms you use?

Evergreen Posting Episode Links and Resources

Where To Follow the Podcasting Strategy Show

Join Our Ambassador Program

Our ambassador program is a mutual podcast co-promotion pact: You can sign up to get special notifications when our new episodes are scheduled. We appreciate you sharing these on your social channels. In return, let us know when your own episodes launch, and we will share it on our channels. Learn more by signing up:

Let's assume you’re a business podcaster, and you want to write the perfect podcast introduction for your next episode. And you also need some copywriting to create show notes excerpts, Youtube teaser copy, multiple social media posts variations, meta-descriptions for SEO or even Instagram slides and stories. These short-form pieces of content is is what we at Polymash call podcast micro-copy.

We know how hard it is to write a podcast introduction that captures attention and gets listeners or readers excited about what they are going to hear or read next. That’s why we highlight some Artificial Intelligence tools in this episode of the Podcasting Strategy Show! These can help you craft the perfect micro-copy for every episode of your podcast or blog post in just minutes. No more writers block! Just tell the tool what type of tone you want (witty, bold, professional) and let the AI do all the work for you!

AI tools can help give your audience exactly what they need for each episode – a successful podcast intro that makes them eager to listen or read on. And with over 10,000 different types of introductions available, there’s no way anyone could get bored listening/reading any one particular series again!

Plus, these tools are free so sign up for right now, with a 10,000 word AI generator credit, so check out the links in this episode today before time runs out!

Here is the full episode video, including the demo:

Perfect Podcast Introduction — Table Of Contents

What is Podcast Introduction Micro-Copy?

What is Podcast Introduction Micro-Copy?
Photographer: Umesh Soni | Source: Unsplash

So what is micro-copy? Well, you've been listening to it.

The introduction for this episode you just heard was 95% generated by an AI tool we will talk about in this episode.

When you are preparing micro-copy, there are some good copywriting patterns, or frameworks, to follow. One of the best and most flexible examples is the AIDA Framework is useful in a number of scenarios where you are leading up to a CTA. AIDA is the oldest marketing framework in the world. Attention, Interest, Desire, Action. That action could be "listen to this episode". It could be "Visit our website", or "Follow, Rate, Review". We'll see a live AIDA demo later in this episode.

Copywriting patterns can be generated by the AI tool we will introduce today.

5 Examples of Podcast Micro-Copy

5 Examples of Podcast Micro-Copy
Photographer: Nick Fewings | Source: Unsplash

Typical applications for how we at Polymash think of Micro-Copy are:

1. Episode introductions and summaries

These can be both audio, but also appear in the description portion of podcast listening apps. Remember we want to post teaser copy and a call to action there, to visit your site to get links and episode resources, or at least to listen to the full content.

2. The Episode Excerpt

Excerpts are the short descriptions of each episode that show up on your podcast website or blog episode grid. Most CMS content websites have a spot for this.

3. The Episode Meta Description

The episode meta description is even shorter content snippet visible only to search engines. When someone finds your episode via search on the web, they are what shows up in the search results under the title. So important to make that click-worthy.

4. Social Media Shares And Post Variations

These are needed on LinkedIn, Facebook pages and groups, Twitter, Instagram posts, slides or stories.

5. YouTube Teaser Copy

Similar to episode introductions these are important for YouTube SEO, and typically feature a single link to the episode show notes post or page for full details.

And I think you will agree that this can be very time consuming to come up with, so an AI tool that can generate this automatically, or at least get the ball rolling, can save significant time in preparing your show notes. And, make them more effective at getting listeners engaged.

Podcast Introduction Patterns & Frameworks

Podcast Introduction Patterns & Frameworks
Photographer: Maria Teneva | Source: Unsplash

And, copywriting for such short form content often consists of patterns. The opening of each episodes is of course a matter of choice, but there are some best practices to follow:

Open Looping

For example, the old presentation addage: "Tell them what you're going to tell them, then tell them, then tell them what you told them." Daniel J Lewis did this really well in his early Audacity To Podcast episodes.

Copywriting Frameworks

When you are preparing micro-copy, there are some good copywriting patterns, or frameworks, to follow. One of the best and most flexible is the AIDA Framework is useful in a number of scenarios where you are leading up to a CTA. AIDA is the oldest marketing framework in the world. Attention, Interest, Desire, Action. That action could be "listen to this episode". It could be "Visit our website", or "Follow, Rate, Review". We'll see a live AIDA demo later in this episode.

Another one is called the PAS Framework. PAS stands for Problem-Agitate-Solution. A valuable framework for creating new marketing copy ideas.

Another one is called the BAB Before After Bridge Framework. It outlines a before vs after state, and your episode constitutes the solution of how to get from the before to the after state.

All of these copywriting patterns can be generated or assisted by the AI tool we will introduce today.

Tool Series Recap So Far

I just wanted to take stock in where we were in the overall series highlighting our workflow tools.

So far we have covered SEO Research, Logistics, Content Planning and Title Development

Episode 6 — Episode Research and Planning Logistics

In episode six, we discussed a little bit about SEO research and how that is often the starting point for us and the tool kit that we used for preseason and pre episode research was the Mangools SEO tool suite. Also, we covered the tool that we use for managing the episode logistics and workflow around guest outreach, onboarding, and standard operating procedures and that's ClickUp. In an upcoming episode, we'll also talk to the founder of Postaga, which is a really interesting tool that manages guest outreach. So more to come, but episode six introduced that topic.

Tool Update: Topic Was Recently Aquired

Also in episode six, we covered content planning. The content planning basically is around content briefs, grading, SEO writing and preparing to have great show notes either after or prior to recording. The tool that we focused on there was UseTopic. Now, since then, an update. UseTopic got acquired by a much larger organization, which means they will be shutting down within three months or so. So in an upcoming episode, will be focusing on how we are going to replace that with some of the other tools we have for this. So stay tuned on how we are going to go about filling in that gap in our workflow. Right now for the next three months, we are still going to be using Topic as the primary solution for this.

Episode 7 — Title Development

Then in episode seven, we covered the title development and talked about Headline Studio as a great way to improve our titles.

Episode 8 — And The Rest Of This Series

This episode, episode eight, we're going to be focusing on microcopy development. Microcopy development is around episode introductions, promotional teaser video scripts, really social media shares, and the whole other number of applications in which having small, descriptive call to action, engaging copy is super were important.

Coming up in the rest of the series, we'll be covering distribution and syndication as well as episode promotion.

Artificial Intelligence For Copywriting: Introducing Jasper

What is Jasper? That's the sort of nickname for the artificial intelligence system that is behind it. But basically to define what it is, it's an artificial intelligence tool trained to generate content in a creative and original way.

NOTE: “Jasper” was formerly known as “Jarvis” — the company rebranded after we recorded this episode. Please mentally substitute any mention of “Jarvis” in the audio or video demos with the updated brand-name“Jasper” — Thanks!

It produces unique content that hasn't been used before, meaning its not duplicate content from elsewhere on the web. AI does use content that it finds elsewhere to inform what it does, but it goes beyond that.

The GPT-3 Artificial Intelligence Engine

I think important to realize is that AI algorithms are trained through some initial input. Many language platforms are based on what is known as GPT-3. GPT-3, you can look it up on Wikipedia, is the artificial intelligence platform that has to do with language processing intelligence.

But GTP-3 based AI tools aren't all the same. We've tested a number of these different platforms, including Copysmith, NeuralText, and more. Jasper is the one that we've landed on is our solution.

What becomes clear to us is that,

  1. AI tools have to be designed well to be usable
  2. The user has to seed it to train the AI for certain outcomes.

And as you'll see, hopefully in this demo, that there are a lot of variations it can output. So I think that what the Jasper team has done is the best job in actually utilizing the AI in an application that puts out useable and user friendly content.

50+ Writing Skills for Episode Introductions And Beyond

So going through of how it works, Jasper basically has developed a library of 50 plus writing skills. Even with the starter plan, you sort of get access to those skills.

The way it works is you initially choose from any one of those. Skills are like a blog post outline, or create a story, or create an intro paragraph, or create a Facebook ad or create a headline or explain something to a child. So that's the concept behind having a number of skills to choose from. In the demo, you'll see some of those will use one in particular to sort of jump right in.

Training Your AI

There is a part that is actually you, as a user, needing to collaborate if you will, with the AI. It requires some input.

You have to tell it about your brand, your podcast, your topic, your business. It can even accept the tone of voice that you want to use in the output, which is great for reaching a target audience.

So usually the workflow is that you select a framework or you select one of the skills that Jasper collaborates with you on, and then you have to tell it something about what it is that you want. What's your business about and what is a description of what you might like.

13 Favorite Jasper Skills

AI copywriting skills
Photographer: Branko Stancevic | Source: Unsplash

These steps refer to the Jasper Demo Video I added near the top of this article. The basic plans are enough for what we are talking about in this episode, which is to create really compelling podcast introduction and microcopy for a number of different used cases.

Maybe the best way to just give a brief overview before we actually try something, is to look at all the templates that are available. These are the skills that I just mentioned. There's a ton of them and you can sort of favorite the ones that are most important to you. So I'll just go through some of the ones that we have found very good use for, especially for podcasting.

1. AIDA Framework

The AIDA framework is something that we're going to demo in this particular video. That's the oldest marketing framework in the world.

AIDA stands for attention, interest, desire, and action. We use this all the time to create ads, to create copy, to create intros. It's really a pretty good framework for copywriting, which is that you first grab the audience's attention through a question or something that sort of grabs them. Then you build some interest and desire to basically follow through with what your call to action is. Your call to action could be listen to the rest of this episode, watch the video, or subscribe to my YouTube channel. So, any business might have a call to action that's appropriate to what their strategy is.

2. The PAS Framework

The next framework is called the PAS framework. That stands for problem agitates solution. It's just another sort of way of basically stating something and then offering a solution for it. That's often a good way to introduce a topic.

3. Blog Post Or Podcast Introduction Paragraph Generator

The next one is a blog post paragraph. That one I think is interesting because all you need to basically do is put in a title or a concept for a title, and it then generates 20 introductory paragraphs for you to choose from. You can often just piece something together from that. I still like the AIDA framework better for most intros, especially as an episode. Simply because there usually is a called action involved at some point.

4. The Blog Post Conclusion Paragraph Generator

The next one is a blog post conclusion paragraph. So that's sort of wrapping up a post with an engaging conclusion.

5. The Explain It To A Child Simplifier

I tend to be kind of complex in my language. There's one tool to help explain something to a child. That basically rephrases your text to make it easier to read and understand and to simplify it.

6. Facebook Ad Headline And Content Generator

Another great application is to basically use this for Facebook ads.

If you've ever run Facebook ads, the headline and the ad text is something that you want to vary a lot. This is not unlike social media posts. If you're sharing an episode on Twitter or on LinkedIn or elsewhere, you don't want to use the same copy every time that you tweet about it, or every post that you share with your audience. You want to try a number of different variations. Now you might lead it and link to the exact same URL.

In Facebook Ads language, that's basically the Genesis of AB testing, is that we set up a number of different headlines and the number of different variations. We also variate the images. If you have sort of nine of those, you can run that as an ad set on Facebook. You will get information and quickly learn which one is most effective.

7. Social Media Post Generators

So those tools and those skills in the AI, are also very useful when you're generating content for social media. That is variable when you're trying to check out what resonates with your audience the most.

8. Headline Generator

They do have a formula for generating headlines. We covered that in episode six tool. Tool that we use to score our own headlines. Sometimes these are interesting, but there other formula generators out there. We don't use or recommend using formula driven headlines all that often, other than just to ideate when you're when you're stuck with something.

9. Video Script Outline Generator

The video script outline is another the tool that it offers. These can work really well for listicles, or how to style videos. You again, give it some seed content about what your video is about, and it generates a script for you to follow. So it's kind of a creative tool and it's fun. I think for creating a podcast introduction for podcast episodes, again I have found it okay. Not as good as the AIDA framework, PAS framework or some of the other frameworks that are available. It's definitely worth playing with.

10. Video Title Generator

Also, the video titles for sort of click-worthy titles, that's very similar to creating a perfect headline. Those skills I'm not as familiar with, but if you have access to the tool, you might as well use them, right?

11. Video Script Hook and Introductions

The next one is this video script hook and introduction. That's actually pretty good because it generates a couple of different paragraphs that introduce the video and try to grab your visitor's attention enough to get them to watch the video all the way through. So that's not dissimilar to the AIDA framework of attention, interest, desire, and action. The video description is very similar to that. You can get a script, but you need a longer form descriptions for YouTube videos.

12. SEO blog or episode title and meta descriptions

These are sort of like a recipe where you do a little bit of SEO research, write a post concept, and then also get the title and meta descriptions, which are short pieces of micro content that tell the search engines what your article is about. So meta descriptions aren't necessarily visible to anyone. They are embedded in your web content. So you need those for your podcast episode articles, or show notes as well. So that's another interesting tool to play around with.

13. Feature to Benefit Translator

The last two are featured to benefit. That's basically where you list a set of features and they're coming from a point of view of tell us your product features and then we turn it into benefit driven language that compels action on the part of listeners. I would say that this could just easily be a podcast episode.

What some of the highlights were in the podcast episode, if you want to turn those into more benefit driven language. Sometimes that's a good idea, or that's an application that might be worth trying. Then the last one is the before and after framework. That's sort of before and after bridge framework. That's where you sort of describe what a situation might be before. Then you explain how your episode basically leads them to a realization or an insight or something like that. You can see that there's so much richness in the other formulas that we haven't even talked about in this tool.

Jasper Episode Title Skills Summary

Even when you are using only two or three or of these, I think it's worth getting this in your arsenal of copywriting tools. The fact that there's 50 of these, just this added value and a cherry on top as far as I'm concerned. Even if I wind up only using four or five of these consistently, I love the idea that this is there to just sort of help me ideate or help me write better copy, or to try out if I'm stuck on something. Let's just see how we would use this to create an introduction to an episode.

That's actually what I did for this episode.

Demo: How I Generated An Episode Introduction Using Jasper

If you watch the video or have listened to this episode from the beginning, you would've heard my introduction. 95% of that episode introduction was generated through the AIDA framework. Let’s see exactly how the episode introduction that you would've witnessed in this episode was done and how the AIDA framework actually works.

I’m including the video again at the right demo starting time stamp here:

23:14 – Jasper AI Demo For An AIDA Intro

Configuring the AIDA Framework For Podcast Introductions

So I'm going to click on AIDA framework within this tool, and we'll start from scratch and here are three fields. As I mentioned, these are there to seed the AI production and give it some information to work with. So the first one is under a company and product name. Well in this case, I'm just going to put in the title of the episode that I want to produce. The title for this episode, for example, as concept was perfect podcast, introduction, show notes and social media copy in five minutes.

All right. So, that was my title. Now I needed to give a little bit of bridge here, a little bit of a description of what this episode is about. Here is what I trained my AI with:

Hey, every episode deserves a great introduction. You suffering from writer's block need some help in convincing listeners or readers to take action?

Okay. So that is, that's all I'm going to give it and I'll see what ready to come up with.

Setting up the AI’s Tone Of Voice

The tone in a voice is something that's an interesting concept. I'm going to click through here to just basically open one of the help bars. See, this is one of the reasons that I like it. There are videos that explain every step of the way, how you can use the tool. The sidebar is one example of it. Here, for example, all the tone of voice choices that you might it have.

The “Tone Of Voice” feature is useful for matching your target audience and podcast listener demographics

Now, it's not that there's a pre-programmed list of tones that Jasper utilizes, but you can help it develop the tone of voice by typing in. So they don't have to come from this list, but you can type in something that's funny or, or casual or excited or professional really, or sarcastic, or any of these choices. So in this case, I'm just going to type in, let's say, witty and bold.

Generating Podcast Introduction Outputs Using AIDA

All right. So now I'm just going to tell it to generate four outputs and let's wait and see what it does. All right. So here, it's used this AIDA formula and it's even put the attention, interest, desire, and action labels onto the output that it's created. So here's one that's maybe worth taking a look at. I'm going to read it out.


The attention part is, "Are you looking for a way to make your podcast introductions more engaging?"


The interest part is "introductions are an important part of any content marketing strategy. They can be the difference between someone listening or scrolling past, and they can also be a great opportunity to build trust with new listeners and readers."


The desire part is, "it's easy to get stuck on what you should say in your intro, but we have good news. There's help available. We know that every episode deserves a great introduction. So we created AI tools that will write one for you. Our tool takes care of all the hard work, so you don't have to worry about it anymore. You can focus on creating amazing content instead of worrying about how it starts out. Just tell us some information about yourself and your show and our AI tool will do the rest. All this means is less time spent writing boring intros and more time spent doing what matters most, creating awesome content that people love."

Last Step: Tweak To Suit Your Voice and Call To Action

So you get the idea, the AI copy was pretty good to start with, and I then easily modified the one that I wound up landing on. I'm not going to go through and reread the entire intro here, but basically 95% of that was written using this AI tool. I just then added or edited some of it.

Episode Conclusion, Links and Resources

I'm hoping you get the sense that this is a very interesting way to produce lots of variations of formulating introductions that match your style, that are more engaging, and that are somehow more exciting than what I initially input. So it's just a matter of scrolling through all the different variations that you might see from the tools output, and then putting the phraseology together that you like. All of this takes a fraction of the time that it usually does to write a podcast introduction or other micro-copy.

That is the mini demo of the Jasper AI tool. I hope you found it useful and I'm hoping that you'll have a look and see whether you can use it for yourself. There's a free trial available. If you don't mind, use our affiliate link, we earn a small commission at no cost to you. Disclaimer: If you wind up signing up for the trial and later decide to pay for it, we earn a small commission at no extra cost to you whatsoever.

If you'd like to support Polymash and the Podcasting Strategy Show, that's one good way to do it, we appreciate you listening!

I would encourage everyone to sort of give it a shot and see whether this doesn't help with the promotion of your episodes and content integration of your podcast into your business.

Links And Resources

Podcast Introduction FAQ

What is the best podcast introduction format for my target audience?

The answer to this question depends on understanding your podcast audience and demographics. If you have a young audience, then the tone should match their expectations, likewise for business podcast formats or storytelling shows. However the above mentioned copywriting formats can still apply. If you are using Jasper, this is where the "tone of voice" selection could be very helpful.

Can Jasper help me produce a Podcast Outro as well?

Of course! You could try the "Blog Conclusion" skill as a starting point.

Creating better episode titles is one of the most important steps to ensure your podcast episodes are discoverable, will stand out and get listens as well as new subscribers for your podcast. But creating compelling episode titles can be hard. And in this episode we will highlight our favorite tool for crafting great podcast episode titles.

But first, a quick reminder about what we are doing in this series of episodes of the Podcasting Strategy Show: We are covering business podcasting from a strategic angle: Specifically, why show notes play such an outsized role for podcasting as a content strategy. And so episode titles should not only be compelling to your listeners, but also work towards a business ROI, meaning SEO presence and discoverability for your podcast.

And while we take on this subject from our perspective as a podcast marketing and production agency and what we do for our clients, the intent here is to be "open Kimono". This means we are sharing our agency methods here, in part to inspire Indie and DIY business podcasters to adopt some of what we cover. And for our clients, these methods account for 65% of their listener growth.

Better Podcast Episode Titles — Table Of Contents

A Quick Episode 6 Recap

Last time we started to talk about the many tools in our agency workflow that save us a ton of time and allow us to scale podcast SEO show notes syndication. I'm progressing this series by talking through the various workflow phases involved in scalable show notes production from an agency point of view. In the last episode we talked about the crucial role that pre-season and pre-episode SEO research plays, and we also covered some logistics tools. And once you’ve decided on the keyword for optimizing your episode, it is then time to incorporate this into your podcast episode title. And that’s what we are covering today.

The Outsized Importance of Episode Titles

Importance of Episode Titles
Photographer: Nick Fewings | Source: Unsplash

First I'd like to highlight the outsized importance of episode titles, and how they contribute to discoverability and growing a listener base.

Some of you might be skeptic about when I make a statement like "outsized importance of show notes" for business podcasting. OK. But don't just take it from me. A little later-on I have some case studies from industry thought leaders at PodNews.net and elsewhere to share, which that basically amplify, if not prove my point.

Why Are Podcast Episode Titles Important?

Three quick answers we as podcasters already know:

  1. In App Search — How can your show be found by people who are already on a listening app, and looking for new podcasts?
  2. Web Search — Many podcasters and brands under-estimate the importance of this, as we have pointed out before. Podcast Episode titles for show notes are an important part for web discoverability.
  3. Click-Worthiness, not to be confused with click-baitiness. There are a lot of scenarios where people only listen or visit after a glance at the episode title.

In App Search vs Web Search — A Case Study

In App Search vs Web Search Case Study
Photographer: Marvin Meyer | Source: Unsplash

A lot of us assume that a major way of having our podcast content found is on podcast listening apps like Apple Podcasts, Spotify and so on. But in order for this to work, people have to search inside those apps.

Technically, this depends on how content is made searchable inside listening apps. In other words, which parts of a podcast are indexed for search.

So I came across a case study and cool, if dorky experiment: Mark Steadman teamed up with James Cridland, the editor of Podnews, to experiment with nonsense words in the name of science.

The idea was to pick a different nonsense word for each relevant podcast-related tag in our RSS feeds, and to see which apps picked up which words.

Here are some of their findings

So here are some of the findings from this experiment, I really want to give Kudos to Mark and James here, since doing this must have been quite labor intensive.

Now James and Mark did not limit their research to just Apple Podcasts, they also looked at Amazon Music, Apple Podcasts, CastBox, GoodPods, Google Podcasts, IVoox, Listen Notes, Overcast, Player FM, Pocket Casts, The Podcast Index website, PodcastAddict, Spotify, Stitcher. This list then represents the most common listening apps, and from my perspective a large enough data set to draw some conclusions from.

#1 Apple Podcasts only searches your podcast name, episode titles, and author tags

So no matter how great a podcast description you have crafted for your show, or for each episode, in Apple Podcasts people cannot find your podcast or any episode based on that content.

#2 Apps heavily weight podcast-level data over episode-level data.

What this means is that search for your podcast title or words in your podcast description will likely show up in most apps. But your episodes are much less visible via in-app search, since ONLY the titles of the episodes are indexed for search.

This is precisely why at Polymash we focus on podcast web SEO, because on the web your episodes WILL show up, if optimized correctly.

#3 The in-app podcast search landscape is badly in need of attention.

Hopefully this will at some point get addressed. I am not quite sure why no-one has taken up the challenge of indexing episode descriptions yet. Is it that podcast app makers thing that in-app search is not important?

Imagine if in-app search reliably showed not only new podcasts to listen to (as is currently the case), but also had episode level suggestions to offer to app users. I would think this would be beneficial for listeners, app creators and podcast hosts alike.

#4 Podcast App SEO is not a viable podcast growth strategy.

Let me just comment here on the term "Podcast SEO", vs "Podcast App SEO". Most people don't consider that there is a difference. There is a common misconception that all Podcast SEO has to do with being found inside listening apps.

And what James and Mark mean here is about "Podcast App SEO": Trying to have optimize your podcast to be found inside apps is severely limited.

Of you've listened to any of our content before, you will know that we focus on Podcast Website SEO as a way of growing a show, especially for business podcasters.

Their Conclusion From This Case Study

To Mark and James these findings highlight the need for good podcast websites. Compelling titles, rich and meaningful show notes, useful links, host and guest bios; all of these are useful for placement within Google and other web search engines because they’re useful to humans.

  • If you have a guest, put their name in your episode title, especially if they’re the kind of name people will search podcast apps for.
  • That said, episode titles aren’t universally indexed.
  • Don’t rely on podcast app search for discoverability.
Why Podcast Episode Titles Are Important Graphic

I think it’s unwise to put too many eggs in the podcast-app search basket. Search is just not evolved enough within these apps to be meaningful.

Formulas And Generators For Podcast Episode Titles

Podcast Episode Title Formulas and Generators
Photographer: ThisisEngineering RAEng | Source: Unsplash

Let's consider the structure of how podcast titles are often set up. There are common patterns for episode titles any business podcasters will likely have seen on other podcasts they listen to. For example, listicles are a format, like “The Top 10 Tips to do XYZ”. Or Question-based titles, which often present provocative propositions. Or how-tos that offer tutorials and tips.

There are tons more formulas and formats, and if you'd like to see a fun and insane way to generate a ton of title ideas, here is a title generator to create tons of title suggestions based on a keyword you enter: https://www.title-generator.com/

I did this for this episode, and I’ve put an image of 12 out of 100s in the show notes:

Podcast Episode Titles as the keyword for a title generator

These formulas only go so far, and skew on the "click-bait feel" side of things. So we recommend staying clear of them, other than to generate ideas if you're really stuck.

Questions To Ask When You Craft Episode Titles

Instead, here are some questions to ask as you are crafting podcast episode titles:

1. Does it match expectations? Does the content deliver on it? Is it a Clickbait?

Consider your own behavior when listening to podcasts, does the title of the episode matter? I would argue in many cases yes, depending on the nature of the show. If I'm listening to a news podcast, perhaps the title will not matter. But for most of my areas of interest, if the title is boring or irrelevant to me, I might choose to skip it. On the other hand, if a title promises something super interesting and then the content does not deliver, count me out.

2. Is it Clear? Or Clever?

Personally I prefer clear over something clever or mysterious, and I also think that this is easier to SEO optimize.

My personal preference: “clarity” beats “being cute” every time.

3. It really grabs your attention? Is it ordinary?

Why does something grab your attention in the first place?

4. Is it to the Point?

When I’m browsing through podcast episodes on my devices, I prefer short descriptive titles that make it clear what I’m about to listen to.

5. Does it highlight a Benefit?

A title that makes the benefit of listening obvious is very compelling. Thought personally I find this is pretty hard to fit into a few words.

6. Is it too short, long or just right?

The right episode title length is a subject for discussion. My advice is to err on the side of too long rather than too short. It is challenging though, I think factors like SEO title length, fitting on a mobile screen, covering all the other points on this list and still having enough room for your guest name make it so.

7. Can I create a good title and ALSO have my keyword present in it?

Personally I often find myself coming up with creative episode titles, but then realize my keyword is not present in the title, which from an SEO perspective is a “must have”

Some Dos and Don’ts In Crafting Episode Titles

I do not like to think of titles in terms of "dos and don’ts". But here are 3 considerations I would offer:

1. The Right Length

I would ensure the optimal length for SEO presence. Too short is bad, too long is bad as well. The tool we will review later offers guidance on this.

2. Including Your Guest Name

Including your guest's name in the episode title is a matter of preference.

  • Do include your guest name in the title if they are well known, famous, or at least well known in your industry.
  • Some businesses might even optimize the entire show notes article for Google search based on the guest name.
  • If your guest is a business relationship of some sort, then consider if there is a benefit: If the guest google themselves and your episode shows up in the search results, is that important to you, or to the guest?
  • We often do quick google search or use our keyword research tool we covered in the Podcasting Strategy Show Episode 6 called KWFinder. This way you can see if your guest name is searched for a lot.

3. Including Episode Numbers

Including episode numbers in the title is another matter of opinion with many business podcast experts.

The only "rule" I would suggest following here is to never place the episode number at the front. I recently saw an example of this where the beginning of each episode title started with "Episode 1, Part 2:" For podcast consumers, It wastes 18 characters of space on small screen, often obscuring what the actual title was like. I've included a picture of this in the show note.

But perhaps the more important aspects here is that this dilutes SEO: Google places the most importance on the beginning of your title, so starting this with "Episode 1, Part 2:" lowers SEO potential.

The Power Of Language In Podcast Episode Titles

So I hope that up to this point I’ve managed to convince you that episode titles are important, and also not that easy to create. Which brings us to the tool I want to review in this episode, called “Headline Studio” by a company called CoSchedule. This system delves into some of the science, psychology and language behind what makes titles compelling. It performs analysis of titles based on:

  • Emotional Words
  • Power Words
  • Ordinary Words
  • Length, structure and format

And it offers word banks, SEO analysis and a whole lot of additional features.

Introducing Headline Studio — What does it do?

Headline Studio For Creating Episode Titles

Headline studio gives you data-backed suggestions and a roadmap for improving headlines or episode titles you initially think of. It offers suggestions for effective words your title should include, and provides a headline score based on CoSchedule’s criteria on what makes a good title.

What are elements of a compelling podcast episode title?

  • The right word and character length
  • Clarity about the episode content for the listener or reader
  • Click-worthiness through the use of uncommon, emotional or power words, which CoSchedule Headline Studio helps you find
  • Use of patterns where possible that have proven successful like listicles and how-tos

How do Headline Studio’s features help?

Headline studio also have the following features to make your experience in using the tool much more convenient.

Headline Studio's headline analysis

Word Balance Analyzer

Headline Studio shows you exactly how many common, uncommon, emotional and power words your title contains and shows you the best possible way to balance out the words your title should contain. Their recommendations are based on word usage and title patterns proven to be successful on social media.

Word Bank

Headline Studio provides you with their built in thesaurus to find words for each of their categories. Browse through their word bank and discover fitting words and their synonyms to create the ideal word balance.

Headline Score Breakdown

The tool also provides short breakdowns of what your title contains which includes :

  • Word Count – The amount of words your title contains and a bar to show you how many words are recommended.
  • Character count – The amount of characters your title contains. Also has the same bar as the wordcount breakdown.
  • Type – Shows you what type of title you have, its description and ways you could improve it.
  • Reading grade level – The difficulty of the words you used in your headline/title.
  • Sentiment – What sort of sentiment your title conveys.
  • Clarity – Checks if your title gets right to the point.
  • Skimmability – Shows you how skimmable your headline/title is and displays where the topic of your headline/title and where to place it.

SEO Score Breakdown

Headline Studio's SEO Score

Headline Studio also includes information on how your headline/title would fair SEO wise. It includes the following features :

  • Search Preview – Shows you exactly how your title would look like in search results.
  • Competition – A breakdown on where your headline/title stands among other headlines.
  • Your Top Competition in Search Results – Displays the top competitors in search results for your headline/title. This also might give you ideas on how to structure your own headline/title to give you a competitive edge.
  • Keyword Variations – Shows you keywords similar or related to your headline/title which you may include to rank higher in search results.
  • Related Questions – Displays related topics your audience also searches for which you may include to reach a wider audience and rank higher in search results.

How do you use it?

Headline Studio is simple and easy to use, go to their site, insert your headline/title and click analyze. It will then display the information which we listed above to help you craft a better title. We suggest trying at least 5-7 versions of an episode title you had in mind, it’s not just the tool, but the practice of creating these variations that makes you better at this.

Web App Version

To use the CoSchedule Headline Studio web app, just visit their website here.

Create a free account, and beyond the free version you will also get a trial for several premium features and headlines as well.

Headline Studio Home Page

Personally we use this tool and its older counterpart, Headline Analyzer, to improve the title of each piece of content we create, get a clear understanding what our titles are missing and to learn how to craft amazing titles.

Chrome Plugin

I should mention that if you are using a Chrome browser, there is also a useful extension available, you can find it here.

Final Thoughts On Improving Your Episode Titles

How I use the Coschedule Headline Analyzer

I can virtually guarantee that your episode titles will improve through a tool like this.

The reason I'm so confident is not just because it is a great tool: It’s the iterations that count

It is the practice and discipline of iterating — when you create 7 variations of a title, which Headline Studio practically makes you do, you’re bound to improve. It makes you think about your listener, your SEO, your episode topic in a new way. And the end result of choosing one of 5-7 variations will predictably create more interesting episode titles and gain you more listeners.

In conclusion, Headline Studio is a great tool for creating new titles and improving your old ones. It works for your blog and for your podcast episode titles. It provides you with a fair measure on how your title would do and provides you details steps on what to do to increase your own score, which certainly beats figuring out why your titles are not doing well through trial and error.

Disclosure: This paragraph above contains an affiliate link, and we may earn a small commission if you make a purchase, at no extra cost to you.

Conclusion, Links and Resources

This was the second of a multi-part series highlighting the workflow tools we use as an agency to produce high impact show notes for our podcast clients. We have seen the success of this approach last and build through several years, as podcasting has become ever more competitive and celebrity driven.

It does not have to be this way, and podcast show notes are the key to ever-green discoverability for any podcast that has a business content strategy intent. And, as we covered in this episode, better podcast titles are key.

Tools and Resources Mentioned in This Episode

Freebies: Our Podcast SEO Show Note Templates


Coming Soon…

"Can you help us launch a podcast on YouTube?" I've been asked this a lot, lately. We actually hear from businesses that think of a Podcast as something that ONLY lives on YouTube. And we hear from a lot of podcasters who would like to repurpose podcast content for growing a YouTube channel, and ways to repurpose your podcast content there.

In this series so far we have focused on how we publish and market our clients podcasts via content syndication to lots of platforms. This means we use a transcript driven, SEO optimized way of repurposing podcasts to a blog post. But there are lots of channels where we distribute podcast content, YouTube being one of them. So today let’s extend this to how YouTube video fits into the content syndication scheme.

Listen to the Full Episode Audio:

Here is a Brief Video Summary for this Episode:

Repurpose Podcast Content — TOC

The Role of YouTube for Podcasts

The Role of YouTube for Podcasts to repurpose podcast content
Photographer: Wahid Khene | Source: Unsplash

So let's start by clarifying that a podcast is not something that can live on YouTube alone. Sure, it can be cross-published to YouTube. But in order to be available on all major podcast platforms and listening apps, YouTube is not enough. We still need a podcast host for making it available on Spotify, Apple Podcasts, Google Podcast and the 100s of other platforms.

YouTube is of course a type of Google search engine, and so potential discoverability for your brand is a huge benefit there, and can also result in great traffic back to your website if done right.

How Podcasters Typically Think About Repurposing

For many experienced podcasters the thinking goes like this:

  • I'd like to start or grow a video channel on YouTube.
  • I already have an interview show format where video is recorded via Zoom or remote recording platforms like Riverside.fm.
  • So, I might as well use that video material to grow my channel.
  • And, if I have a solo show, I'll record that on video and do the same.

And while that seems like a good idea, success is not automatic. There are some considerations. And many format choices.

6 YouTube Success Factors

6 YouTube Success Factors
Photographer: Arisa Chattasa | Source: Unsplash

So let's talk about success factors first. It usually means spending a good amount of time researching keywords, doing YouTube SEO, selecting the right titles, tags, adding cards, and end screens, and having good thumbnails.

Yes, SEO is a thing on YouTube. But even when following all the rules, YouTube growth is not automatic.

It can be frustrating, and growth in large part depends on your subject matter and audience. My own story is that I can put the most insightful or beautifully produced technique video out there — with only little interest. But then when I review a microphone or piece of mundane recording gear, suddenly I get 1,000s of views.

YouTube can be fickle like that. Why is that?

The answer is an "it depends…" sort of response, if you ask me. It depends on a number of YouTube Success Factors, and here are 6 of them:

1. Your demographic and audience

Does your ideal audience live on YouTube? Or Tik-Tok? Or LinkedIn? Where do they spend their time?

2. Your topics and subject matters

Is your subject matter something people search for on YouTube? Is it popular, or maybe even too popular and competitive?

3. Show formats

What is your show’s format? education, entertainment, edutainment, comedy, storytelling? Does your show deliver on its promise, and can it do that visually?

4. Video SEO

Are you doing any YouTube SEO? Are you researching keywords and tags? Using TubeBuddy?

5. Thumbnails

Do your thumbnails stand up to other videos in your niche?

6. Social reach & promotion

How do you promote your videos once live?

YouTube End Goals

YouTube End Goals to repurposing content
Photographer: Estée Janssens | Source: Unsplash

It is easy to get caught up in the hype and competitiveness of building a YouTube audience. But for businesses, and from a content strategy point of view, there should be off-platform ROI and benefits, for example:

  • Better brand awareness.
  • Establishing thought leadership.
  • Driving traffic back to your website.
  • Getting people to know, like and trust your business.
  • Or increasing podcast subscribers.

Side note: Remember that YouTube video views are NOT counted in your podcast host's analytics reporting.

So being aware of your goals and expectations before setting out is important. This is especially true if you are a larger firm with multiple stakeholders. We have seen unclear or unrealistic expectations kill many podcast projects after only a few dozen episodes.

Business Concepts For Utilizing Video

For me, there are basically 2 categories of video: Re-purposed and Original.

The big temptation is to repurpose a podcast video or interview recording on YouTube with the least amount of effort required.

And this can be successful, keeping in mind the factors we just covered. But we have found that original content, specifically designed for YouTube, is most successful. But let's have a closer look at both:

  1. Repurposed includes livestreams, full episode videos, segment videos and audiograms.
  2. Original video concepts are trailer / teasers and golden nuggets or summary videos

Four Concepts To Repurpose Podcast Content For Video

Four Concepts To Repurpose Podcast Content For Video
Photographer: Jordan Graff | Source: Unsplash

1. Live Stream Repurposing

  • Concept: Broadcast live video to your followers on YouTube and social media platforms. Start with a livestream, then convert this to .mp3 audio. Formats can include live guest interviews, or for solo shows hosting the occasional live Q&A session for your audience.
  • Pros: Very little post production effort, no editing.
  • Cons: Not for the faint of heart, harder than it looks, can require massive pre-production effort and setup. And ideally your guest should be comfortable, too.
  • Our take: Great if you have a large list or following, are looking for interaction and engagement. But livestreams result in long form videos, which are typically less concise and more meandering. We have not seen a lot of organic search based success with these.

2. Full Episode Videos Repurposing

  • Concept: Record an interview, and then repurpose the entire recording in split screen view.
  • Pros: Manageable post production effort, depending on required edits. "Talking Head" conversations are more acceptable post-pandemic. Benefits from a good chemistry between host and guests. Great new platforms make this easy now (links in the show notes).
  • Cons: Requires more setup, coordination, guest onboarding.
  • Our take: This approach can work well, but often results in too long videos. We all know that the biggest drop off in watch time occurs after 2 minutes. Does not inspire "subscribe" behavior as well as original videos.

3. Show Segment Videos

  • Concept: Record a longer show, but then split it into shorter clips or segmented videos. Each becomes its own piece of content.
  • Pros: Can work almost as well as original content if done well. Will yield multiple SEO and social media content pieces.
  • Cons: Requires a more planning and works best with a rigid show structure. Best with clear breaks between segments. Also will cause a lot more post-production work.
  • Our take: We believe in this concept, but it is harder to execute, and therefore more costly in terms of time or paying someone to help do it right. Some cool new platforms are emerging that use clever AI to try and automatically segment clips, chop and repurpose video. (Links in the show notes). This AI automation might work to create smaller social share videos for Facebook, Instagram and LinkedIn. But we find that manual editing still rules when it comes to crafting original SEO optimized YouTube content.

4. Audiograms

  • Concept: Upload your podcast audio file, and re-purpose it as video content with graphics and sound waveform animation.
  • Pros: Completely automated with tools like headliner. Good to share on social channels that enforce short video formats like Twitter and Instagram. Avoids the need for special video recording sessions.
  • Cons: Boring and not very visually effective for long stand alone videos. It is audio content only, pretending to be visual.
  • Our take: Not worth the effort on YouTube. To create audiograms of 30 second quotes videos is useful for social channels if you have a large following. You can also perhaps upload these into a separate YouTube playlist, but we have found minuscule interest and watch stats for these.
  • Alternative: Instead of audiogram tools, we would recommend using storytelling video platforms like Invideo, links are in the show notes.

Two Original Podcast Video Concepts

Photographer: Vince Gx | Source: Unsplash

1. Trailer / Teaser Videos

  • Concept: The idea here is recording a short 2-5 minute video summarizing or teasing the entire podcast episode.
  • Pros: Shorter time commitment. More traditional podcast workflow, with a summary video shot on iPhone for example. Easier on camera shy guests. Results in purpose made original YouTube content.
  • Cons: This constitutes an extra step in an audio centric workflow.
  • Our take: We like this concept the most, along with "Golden Nugget" videos that highlight the best content from an episode.

2. Golden Nugget Videos

  • Concept: Summarize "golden nugget" insights from your guest, creating a short 2-5 minute video for each episode.
    Pros: Can be shot casually by the host only. Can also feature guest footage talking on camera.
  • Cons: Requires manual editing all the way.
  • Our take: This is an appealing format for many podcast audiences. They appreciate the effort that goes into summarizing the best content from an episode, Cliff notes style. We think of this as the best re-purposed video format, even thought it is labor intensive.

Conclusion: What is the best way to repurpose podcast content?

What we have found, and what other articles and case studies also seem to indicate, is:

Original videos, not repurposed videos are most successful on YouTube.

This is not a recommendation that everyone should stop repurposing podcast content on YouTube and produce original material instead.

All I am saying is to strike the right balance for your brand in terms of effort, time, cost and effectiveness.

Episode Links & Case Studies

Episode Tools Mentioned

You can find the links and deals for many of our timesaving tools on our sister site, The Podcasting Resources Guide.

FAQ — Repurpose Podcast Content

Q: Can a podcast be repurposed as a blog?

A: Yes, we love to approach podcast show notes as high authority SEO optimized blog articles. We covered this in more detail in Episode 1 and 2. Basically, the approach is this: Use a high quality transcript as the basis for the blog article. Add sub-headings, add a table of contents, add images, quotes, and eliminate unnecessary speaker labels. Also, do not bold the speaker labels, or have extra carriage returns for them. We are trying to make it look like a high quality blog article, and not like a pure transcript.

Some tips for this: We recommend including the podcast player widget in the article as well. Some people post their episode twice on their site, once in the podcast section with the player widget and a short description, and then again as a separate blog article, often without the player widget. So they think of it as two separate entries. We do not recommend this approach, since it can easily cannibalize the SEO presence for each episode.

In this episode of our content syndication series we will be focusing on publishing podcasts on content hubs. The podcasting space is rapidly growing, and it has become harder to build an audience. With podcasts becoming more common, more and more content hubs are adding audio support to their platforms. So publishing your podcast show notes and audio players on these content hubs can connect you to new audiences.

But there is also the long-term value of search engine visibility through back-links. And content hubs are great for this too, since they carry high Domain Authority.

We're going to be exploring how to use publishing on content hubs as a way to earn backlinks, earn traffic, and to get your content to be more visible out there. We'll also explore some additional unorthodox channels to publish to. So with that, let's push on with our series on podcast content syndication. And just a reminder, this mini series explains how we do this for our clients as a podcasting agency.

Publishing On Content Hubs Episode Content

Previous Episode Recap

First, let me do just a quick recap of the previous episode on Social Media Channels, like we usually do. In episode three, we covered how we augment our social media publishing with influencer marketing campaigns.

Podcast Show Notes Ditribution On Social Channels, Episode Recap
Podcast Show Notes Distribution On Social Channels, Episode 3 Recap

Sure, you want to publish to your own followers. That's important, but the reason there are benefits for influencer marketing is that this concept reaches beyond our own audience. It has people outside of our existing networks promote and share our episodes and show notes, and that can have a very positive impact on growing our reach. Or that of our clients.

But because of the approval and quality review process that the content goes through in the influencer networks, lightweight show notes of 300-500 words are usually not approved. This, again, served as a reminder that our podcast show notes articles, when treated and created as high quality articles, can play an outsized role in promoting our podcast. So with that said, let's focus today on exploring content hubs.

Content Hubs Overview

Content Hubs Channels
Distributing Podcast Show Notes To Content Hubs And Channels

I'm using the term content hubs a little loosely here. The definition usually goes like this.

A content hub is a destination where website visitors can find branded, curated, social media user generated, or any type of content related to a topic.

I’m not bound by this definition, at least not in the way we utilize these for our clients. The benefits of that is that a lot of content hubs can have millions of existing visitors. Also, the links from these sites are very valuable. It's both about traffic, as well as earning backlinks. Let's have a closer look .

Publishing on the Medium Content Hub

First up is Medium and that's perhaps one of the best known content hubs. I like to think of Medium as a content hub for thought leadership and writers on a whole range of topics, and Medium has over a hundred million readers built into the platform.

Medium is a popular content hub platform
Medium is a popular content hub platform with 100M readers

It's sort of like having a long-form social media platform for writers and thought leaders and your content can be discovered there. In fact, Medium may choose to promote your content amongst their followers, if it's good enough.

We have an ulterior SEO motive in publishing to Medium as one of our content hubs.

A backlink from Medium is super valuable. The platform has an unbelievable domain authority of 95. You can of course publish there manually, without any content syndication platform. But just a reminder, what we are talking about in this content series is how we use our content syndication platform, StoryChief, to publish to all of these places in a way that can be automated and scheduled. More on that in an upcoming episode.

What else we love about Medium

But earning these backlinks and publishing on Medium can have a really beneficial result. We love

  • The fact that we can automate and schedule ahead of time
  • We can get our podcast show notes seen on this platform, potentially by large audience
  • That we get to attract thought leadership followers on Medium

So not only can you get valuable backlinks, but you might well get a good amount of traffic as well.

Publishing on Blogger

Next up is Blogger. Now, Blogger is a free blog you can simply sign up for. It's owned by Google. And because Blogger is the very first stop for many new bloggers. It's also among one of the largest blogging networks in the world.

The millions of blogs already created in Blogger are all linked to each other, and that works because of how Google has integrated their search features into the site.

There are built-in suggestions for other related Blogger sites. So when you stand up a blog on Blogger, there's a good chance that you see related ones or that people can discover you because your subject matter is relevant to them. That can increase your exposure by directly connecting you with other existing blogs and their readers.

And of course, again, this is not the reason that we set up accounts for our podcast clients there. We do this not only for the traffic, but primarily we do it for the site rank, and backlink from Blogger is a natural plus for content syndication.

And since Blogger, like YouTube, is owned by Google, the conspiracy minded SEOs among us speculate that there are ranking advantages in being on any one of the Google owned platforms, and Blogger is one of those. Just saying…

Content Syndication on the Ghost Platform

Now, moving onto Ghost. Ghost is a super interesting case when it comes to content hubs. It's a more recent and modern CMS or content management platform, and in a way can be thought of as a website builder.

And while it's not free, it is affordable, and it has lots of capabilities. They include monetization, email list building, creating an attractive high performing site. Here's their value proposition:

“Build a website, publish posts, send newsletters, grow an audience, sell premium subscriptions, create a sustainable business around your creative work.”

It's so easy to use that I'm able to create a terrific looking site in a few hours and start republishing existing content to it.

What I love specifically about Ghost is that it connects seamlessly to our content syndication platform, StoryChief. You can go back to episode two where we started to talk about the timing of how we release our show notes and trickle those out over a number of weeks and why we use this internally.

Some Ghost use cases

If you don't currently have a podcast website or a content management system based blog, you could do worse. Now, I realize there are a lot of easy to use podcasts website builders emerging, and those certainly are tempting. But from a syndication perspective, none of them can connect with StoryChief, our primary content syndication platform. And because we do this for clients, efficiency is a must for us, and therefore we focus on platforms that can connect to it. And this is a really a terrific blog site.

Here is another use case: We have clients who need only a minimal business website. Like those on Squarespace or Wix. But some of these clients needed a syndication capable blog, as well as the ability to publish a podcast newsletter. They also wanted an email capture system for their business. So they are able to use Ghost, and can simply add this as a blog subdomain to their existing static site.

Syndicating Show Notes Via RSS

Many of us podcasters think of RSS only in terms of being associated with our podcast audio episode feeds. But there are also benefits to using RSS feeds for your show notes and articles.

In this series we are focused on platforms that our content syndication systems can published to automatically. This means that we don't mess about with platforms that require manual processes or copy paste publishing.

But if you're a do-it-yourself podcast host, there are additional platforms out there you might consider. Substack, for example, is a popular way to run a newsletter. You might also have seen people publish on Paper.li or Scoop.it. That's where having the ability to just publish your content via RSS feeds is useful, because you might be able to identify other platforms that can listen to that show notes article RSS feed of yours. And that's where being able to publish by RSS feed adds enormous flexibility to distribute your show notes.

Having a platform that can publish not to one, but multiple RSS feeds then means that you can connect those RSS feeds to those client platforms like Paper.li or Scoop.it or other platforms. That's why we love StoryChief because it allows us to manage and maintain multiple outbound RSS feeds to distribute our show notes or, in this case, the show notes for our clients.

Publishing Show Notes To Google My Business

Google My Business as one of the content hubs to publish to might be meaningful for businesses with a local presence. We publish all of our show notes to Google My Business as a platform. People checking out Polymash on the internet are likely to come across our podcast there.

This is really great for real estate, financial advisors, and really anyone who's able to set up a local Google My Business page.

If you have the ability, by all means, why not publish your content there? I do that for every episode that we release.

Email Marketing Through Show Notes Episode Notifications

To me, a true subscriber of a podcast is someone who's on my email list. It's not someone who's anonymous.

Photographer: Stephen Phillips – Hostreviews.co.uk | Source: Unsplash

If someone listens to our podcast on Apple or Spotify or any other platforms, I'll at best get some light weight analytics from my podcast hosts, but I have no true insight around which content repeat listeners like the most, or even if they're truly listen. I mean, myself download dozens of podcast episodes every day. That happens automatically through my listening apps, but I only listen to a few.

All podcast analytics see is that somebody downloaded the episode. I really don't know that much more about their behavior, where else they went on my website.

Fortunately the industry is improving standards for podcast analytics.

But what I'm getting at is that a podcast listener who remains anonymous for me is not nearly as valuable as someone who's joined my email list.

I would gladly trade a thousand anonymous Apple Podcast subscribers for a hundred listeners who've actually joined my email list, who I can better understand and with whom I can build a relationship going forward.

Episode notifications of your show notes and sending that out to your email followers is a really powerful reminder that, hey, you've published a new episode. It's way more powerful than just relying on the assumption that because listeners subscribed to your podcast, they're going to listen to every episode. Being able to send them an email reminder is powerful.

Here then are some of the platforms involved in our automation approach for this.

RSS Triggered Emails On Active Campaign

Our own marketing automation engine is ActiveCampaign, and it does a good job of automating RSS triggered episode notifications that go out to Polymash subscribers. Again, I'm looking for optimization and optimization and saving time. I don't want to go and have to manually create and schedule newsletters every week. I want this to be on autopilot, and many of our clients want that too. ActiveCampaign is one of the email platforms that does this relatively well.

Again, the scheduling hub for this is our content syndication platform StoryChief. We set up a special RSS feed just for ActiveCampaign. ActiveCampaign listens to any new episodes appearing in that feed. It then it publishes specially formatted emails to my email list. If you are a subscriber, you may have seen these. If not, please consider subscribing on podcastingstrategy.com. Basically, any new episodes are published to this feed, ActiveCampaign listens and sends out an automated email to my list

Email Marketing Options With Ghost

Moving on, here again Ghost is an interesting case. Some of our clients use this platform for sending email newsletters.

It sends gorgeous looking email newsletters, we thing the formatting and images look great. It's a little more attractive, in my opinion, than ActiveCampaign, MailChimp, or some of the other choices out there. Plus, it handles the subscription process and can build an email list and can even service a premium paid subscription model. You could have a scenario in which you have a private podcast feed and you want to be able to send episode notifications to subscribers only, and they can certainly do that. They can even handle the subscription process and the monetization aspect of it, so that's why we kind of like Ghost as an alternative platform.

Automating Email Notifications With MailChimp

A more pedestrian example might be MailChimp. But what I've always appreciated about MailChimp is that it has one of the best RSS triggered newsletter design interfaces.

If you don't particularly like the way RSS content is formatted in ActiveCampaign emails. But with Mailchimp you have some design flexibility. You can determine typography, how big the images are, whether they're on the right, the left, or centered and spanning the whole email. You do not get this choice on Active Campaign, where it looks OK, but you cannot customize the look and feel much. Mailchimp RSS emails, to me, look a lot better than on any other platforms, pretty much.

You do need a paid plan for this on MailChimp, because the free MailChimp plans don't include RSS feed automation.

Summing up, basically all of these systems use the RSS show notes article feeds as the trigger. This means that any RSS capable email system can be used. There are hundreds of email providers out there and you might already have one. But a good question to ask your provider would be “Does your system have some RSS feed automation and customization capabilities built in?”

Publishing to e-Commerce Hubs

e-Commerce Platforms as Content Hubs
e-Commerce Platforms as Content Hubs

The next idea is somewhat rare, but many podcasters have Shopify driven stores. Here we're talking about publishing to e-commerce hubs as another sort of content hub, if you will. A lot of podcasters have a Shopify store to offer swag and branded gear.

And what many of us don't realize is that one can publish content there. Why not also distribute your show notes there? Again, the expectation isn't that this will generate a lot of traffic, but earning a backlink from a 95 domain authority Shopify domain is nonetheless very valuable.

Preview: What's Next

Next time, we dive into publishing a podcast to video channels, and what role your show notes and articles then play in those scenarios.

Content Hubs Episode Links And Resources

In this episode we’ll continue to explore how we promote and produce our client’s podcasts. This episode dives into how publishing to social media channels is only the initial promo push for new episodes. We have found value to extended reach outside our clients existing followers, by including influencer marketing.

Today we'll explore how social media marketing is contributing to the entire syndication process. This includes publishing not only to your own channels, but we especially focus on reaching new channels outside of your current networks as well. So let's get started.

Social Media Channels Episode Video

Social Media Channels Episode Content

  • 00:00 – Intro
  • 00:33 – Previous Episode Recap
  • 01:35 – Content Syndication To Social Platforms
  • 02:56 – Platform: Twitter
  • 03:21 – Hashtags on Twitter and Instagram
  • 03:43 – Platform: Instagram
  • 05:20 – Platform: Facebook
  • 05:31 – Platform: Linkedin
  • 06:13 – How our Influencer Campaigns Work

A Quick Recap of Last Week's Episode

First, a quick recap of last week's episode on how the content syndication process works over time and the importance of timing in it.

Content Syndication Timing

We, on day one, publish to your primary website, but then trickle out publishing to more and more websites over the next three weeks. That's something that we covered in the last episode. So if you hadn't seen that, go back and check it out, because that's really what is driving the process of earning site rank and getting signals that show up on Google.

Then we add to that the social media strategy and social ranking signals will also contribute to the visibility of your podcast, not just in terms of traffic, but also in terms of site rank. That's what we covered in last week's episode.

Focus on Is Social Media Channels and Our Syndication Platform

So today, what we want to focus on is social media and the content syndication platform that we use.

Social Media Channels
Social Media Channels our syndication platform supports for the initial push

We will go into some details about that in upcoming episodes, but that platform connects to all major social networks for our clients and we distribute and share the SEO-optimized show notes articles through that platform.

To clarify, our social media channel programs don't include interacting on our client's behalf on social media platforms, meaning we don't follow, we don't reply, we don't engage with our client channels. We publish and syndicate content for them, but the engagement and the follow through is up to them. However, that said, engaging with an audience is super important. It's just that we don't do this as part of our programs, which in this first season we're kind of explaining how we as a podcast production and marketing agency are approaching this for our clients in the hopes that you will find that useful.

That said, we're not sort of a VA shop where we are managing social media and following people and subscribing and responding to events that happen on the social channels. That's up to our clients to manage. But we highly encourage people to be as active as possible. It's just that we don't do it on people's behalf. Let's look at some of the platforms.

Twitter as a social media syndication platform

For most clients, we find that Twitter is a valuable content platform, especially for the initial podcast show notes distribution. It has a much greater frequency tolerance for posting than Facebook, for example, or LinkedIn, where you would not constantly want to share the same piece of content, even if it is in different formats.

The role of hashtags

The other thing that's important about Twitter is that it supports hashtags, like Instagram, which make content visible to people outside of your immediate contacts who may be following those hashtags and then get to see your content, even though they are not followers of yours. That's a fundamental difference between how Instagram works and that's why people put so many hashtags in the Instagram posts and the same is true for Twitter.

We use actually some AI-based hashtag research tools to identify the top trending tags associated with each piece of content, so that each episode gets its own research into what is the best hashtag to use on either Twitter or on Instagram. But it's important to do that research because that's what makes those platforms special.

Post variations

For our premium programs where we actually do post variations, that's the concept of mixing and matching different images and different messaging in different variations, and that allows us to publish more frequently on a platform like Twitter, for example, because within seven day timeframe, Twitter doesn't allow duplicate posts.

So you have to do something to make each post different. Our premium programs basically cycle through a combination of five different images and five different messages, and that results in 25 different variations that we can schedule and roll out over a timeline, a much longer timeline. Sometimes that's up to a half a year. This whole post variation thing is another separate future topic for an episode because it's really interesting.

Focus on the Best Media Channels

The effectiveness and what best platform to use through the first and initial social media push depends a lot on where our clients are most active and have the largest following. So some clients have a large following on Instagram. So of course we would publish there or maybe even focus on that.

Facebook pages and groups

Others have largest followings on Facebook pages or inside public or private Facebook groups. So we would focus on publishing there.

LinkedIn as a syndication channel

LinkedIn is another quite effective platform and we can schedule timeline posts as well as posts that get added to the LinkedIn company page. Now, we only publish to the LinkedIn company page one time because when people go there and they look at the content that you as a company have produced, you don't want repetition. But on your LinkedIn profile pages, they act very much like a Twitter feed and it's okay to repeatedly post there. We recommend doing that and we do that for our clients. All the major platforms are usually something that you would want to include in the initial push.

The Limitations of Staying Within Your Own Social Media Channels

But that said, all these things approaches are limited. The way that they are limited is they're limited to the size of your existing audiences.

Staying Within Your Own Social Media Channels
Limitations of Staying Within Your Own Social Media Channels

The question that we really focus on and that we ask is how can you reach new audiences outside of the people that you already follow?

That is why we augment our social programs with influencer marketing. I'll explain that in a minute, but here's a screenshot of a one month campaign.

An example of our social media programs using  influencer marketing
An example of our social media programs using influencer marketing

The way that this works is that we've partnered with some networks that basically will consider your content for promotion and consideration. So there's an approval process.

But if it is accepted into the influencer network, what happens is there are other people with large followings promoting your episode, your content.

This can easily boost your social presence with tens of thousands of social media shares and hundreds of resulting clicks.

This case study illustrates that it's only four episodes in a single month and these four episodes were shared two and a half thousand times and that resulted in over 500 clicks and visits to the website.

So this can be a very powerful construct. The important thing is is that it extends your network and we very carefully select which influencer niches we go after. In this example, for example, they were women in business and women's fashion. There was one podcast guest that was in the food services so we promoted that through the food and beverage industry. Another one was entrepreneur and startup stories. So this can be a very effective methodology to reach outside of your own network.

The overall effect:

The whole purpose of a program like that is imagine the traffic that you could build if influencers with large followings in your niche were to frequently share your content. The way it works is we submit it for consideration.

Why you need long form SEO optimized show notes for this

The last thing that I would say is is that this only works with longer form show notes. In other words, this is why we only offer this to our SEO optimized notes clients, because that's when we create long form show notes that look like authority long articles of content. A 300 word article or a 300 word brief show note is not going to get accepted in most influencer networks.

Your show notes have to be something substantial — influencers need to be proud of promoting you on their media channels

They're sort of speaking on your behalf in this case. But the concept is that, okay, you're reaching beyond only the followers that you have. Once influencers are getting to share this, you just really extend the possibilities of your reach. The end result, the cumulative effect of it is is that your own audience then has a chance to grow. Of course, the social signals that are sent by all of this then also contribute to your site rank and your search presence, which is the whole reason that we do this first and foremost.

Valuing Site Rank

Now, I don't really prioritize the traffic increases that you get from it as much as I value the fact that this helps site rank, search presence and has more of an evergreen effect than these shares that are really only limited to the week in which they're happening or the week of your launch or the week on which these promotions happen. That said, the influencer networks, depending on how evergreen your content is, accept your co-posts for up to a year of circulating and so that's another plus.

Up Next — Content Hubs

So that's some food for thought in terms of how social media and content syndication on social media can be very effective.

Social Media Channels vs Content Hubs

Next time in the next episode, we will explore the advantages of publishing to content hubs and content hubs are places that already have an audience like Medium, for example, and other places and other networks that we publish to and that also generate backlinks and promotions for your content. So that's up next.

Where To Join This Series

In the meantime, please find us on YouTube if you are watching this on video. We can be found under the Podcast Growth Channel. Just Google that and you'll find it.

You can also follow us on Twitter and find us on Facebook at Polymash, on Instagram under @Polymashdesign. Of course, we would love it if you followed us on podcastingstrategy.com, which is our primary site for this podcast.

Over to you: What are your thoughts? Let us know in the comments or contact us, I’d love to hear from you!

Your podcast episode audio is widely distributed to podcast listening platforms on day one. But this might not be a good idea when it comes to syndicating your podcast show notes. Learn why timing is key, and how drip feeding your show notes content over a few weeks, to multiple websites, can improve the visibility of your show.

The timing in which you publish your show notes to different websites can be very important. You want the timing of the release of your show note content to send Google steady ranking signals over a period of time. The increased rank this produces will improve the visibility of your show in the Google Search Result Pages (SERPs).

Let's continue our series on podcast content syndication as a method for podcast and website growth. Today, we'll explore why drip syndication and the timing of it is key when distributing podcast show notes.

Why Timing Is Key — Table Of Contents

Quick Podcast Content Syndication Recap

So let's get started with a quick recap of content syndication and how it works and what we talked about the last time, how ranking factors are influencing podcasts and website growth, including domain authority.

Ranking factors explained
Google ranking factors primer

We talked about the importance of incoming links and also how long form episode show notes content, when SEO optimized, is a contributing factor. Finally we covered engagement on your website and social media signals. All of those are factors where content syndication for podcast show notes, articles, contributes and basically improves them by building back links and sending those social signals to Google.

Distributing Show Notes As Widely As Possible

We'll go in a little bit more detail today, but basically the idea is, is that we want to widely distribute the podcast, show notes articles, not only to your own websites, but onto content hubs and other network related sites, as well as through referral and social marketing.

Timing is key when distributing your show notes as widely as possible
Distributing your show notes as widely as possible is important for building backlinks & traffic

What we're trying to do is to basically build a series of back links by distributing these show notes widely. So it's not just about the traffic, it's about creating a number of incoming links that Google recognizes in importance of pointing to your website. So what we're trying to achieve in the end, is to identify as many places as possible to syndicate your show note articles, kind of like what's happening with your podcast audio already.

Platforms supported include all modern CMS based websites

We support all of the primary modern content management systems or CMS based websites.

Our content syndication process supports all modern CMS systems
Podcast content syndication works on most modern CMS platforms

Of course, WordPress is one of the most popular ones, but we also support modern platforms like Webflow, for example.

Ghost is an interesting platform because Ghost also has a newsletter and email syndication platform built in. But even if you don't use it for that, it can be very good just as an additional affordable platform to publish on. William is the free blog with a high domain authority that you get back links from that is built into StoryChief, which is our content syndication platform. We will cover that in greater detail in an upcoming episode. Also, we can publish to custom websites and Drupal, Joomla, Fork, Craft CMS as well as HubSpot. So these are all destinations in a multichannel strategy that we can publish to.

So the more sites that you can publish to the better.

Additional sites and channels are always welcome. Keeping in mind that this is done in a way to avoid any duplicate content penalties from Google.

Avoiding Duplicate Content Penalties

For those of you familiar with SEO, there's a technical term called “Canonical Links or Tags”. All of the articles that are getting published to other sites basically point the rank that Google attributes to your primary website to your business website. So the more sites, then, the better. There's no concern about having any duplicate content penalties.

The Role of SEO Optimized Show Notes Articles

What we're publishing, just as a reminder, are your podcast episode in the form of SEO optimized show notes articles. We're going to show a couple of examples in the future, but they basically are augmented show notes based on a transcript, but not where the transcript is pasted in on the bottom. Instead, what we do is add and augment this with headings, subheadings, images, quotables, pull quotes, and a number of other things that make it appear to Google like these are authority, high quality articles, and they usually are because they're based on the conversation and the topic that you and your guests or you in a solo episode covered.

The only platforms that we cannot support with this system are closed ecosystems like Squarespace and Wix, because these aren't true content management platforms that accept publishing from third parties.

Why Staggered Timing Is Key To Success When It Comes To Google Rank

With that said though, what I want to focus on in this episode is the fact that dripped released timing is key, when syndicating episode articles. So I wanted to explain why and how this works. So basically what we are trying to achieve is to drip the syndicated content to multiple teams candles, but not all at once.

Staggered Timing Is Key
Staggered Timing Is Key

So we don't publish everything on day one to 30 or 40 websites, or 10 or 15 websites, we're trying to drip this out over a period of time. Now you may ask why, and there's a good reason for that. On the first day we published to the primary website, and then this is an example of schedule. We customize these schedules depending on what platforms our clients are interested in or already have. But let's assume that on the primary website, that's the first place that we publish. But on day two, we publish on the William blog. As I mentioned, that is the blog that you get that has a high authority, produces a higher domain authority back link, and it sends that signal to Google and Google says,

"Ah, look, there's this article, must be important because someone’s linking to it already."

How Google passes backlink rank to your site

It passes that rank along to your primary website and that process repeats itself. So if you have a secondary site, if you have a partner site, if you even have a site where you can deploy the content in a way that's not necessarily visible on the homepage or even the navigation, it still helps you because it earns you a backlink from Google.

Many people have more than one website. Some have a business website and a separate one for their podcast, and maybe even a private or personal blog. The more the better.

The syndication process then continues through referral marketing. For example, if you get your podcast guests to link to you from an article on their own website that produces another incoming link. We also feature something called “Ambassador Networks” of people who have agreed to share your content, something we explored in previous blogs.

We may also publish to some content hubs and networks, like for example, on a Blogger and Medium account. Again, a week later or so you're starting to see regular signals to Google that wind up accumulating, and that illustrate to Google that this is an authority article that you have just launched.

So a week or two later, we might publish to Ghost, we might publish to Medium, a huge content hub with a large existing readership. Here, for exmple, is a link to our own Medium presence.

Social signals contribute as well

And while this is going on, there are also continuous social signals being sent, because our content syndication process also publishes to Instagram and LinkedIn profiles, and pages and Facebook groups and Twitter and so forth. So these social signals of your content being shared contribute as well. They're not quite as important to Google, in Google's parlance as direct incoming links from high domain authority sites, but they do matter.

The point is, a constant drip feed of incoming links basically contribute to delivering the results in weeks, not months or even years. So content published can show up on page one and we often see results after only a few days or weeks.

It's about more than traffic, it's about SERP visibility

So that is why we are following this concept, and that is why your overall website, your overall podcast, the visibility and traffic as well, this isn't all about traffic. I don't really care whether there's a lot of traffic coming in from some of these sources. What's important is that it's coming in, are these ranking signals. So that's basically today's episode.

Coming Up Next

Up next will be how content syndication works on social media and through influencer marketing.

Where To Join Us

In the meantime, please follow the Podcast Growth channel if you're watching this on YouTube, follow us on Facebook @Polymash, on Instagram, we are at @Polymashdesign.

If you have any questions, please leave a comment below, or join our Facebook Podcast Marketing Group. See you next time.

Do you have a podcast? Then you're doing “content syndication” already, at least for your podcast audio. But what about podcast content syndication for show notes and web content?

And while you’ve probably heard of "content syndication", do you know what it is and how to use it for your show and website? Most people understand "content syndication" as the process of distributing your audio as widely as possible.

But why stop there? Why not also distribute your show notes and web content too!

The concept is simple, but the benefits are often not clearly understood. This isn't just about traffic or even subscribers. It's about increasing your podcast website's rank and visibility in Google search results.

So subscribe on YouTube or to Season 2 of “The Podcast Growth Show” and join us to learn more about podcast content syndication! And sign up for our email list below so we can keep you updated on all things related to podcasts and content syndication!

Podcast Content Syndication For Show Notes — Table Of Contents

An Introduction To The New Series

I'd like to introduce our new video series, and incidentally also season 2 of “The Podcast Growth Show” podcast. In this series and season where we'll be talking about content syndication as a method for podcast and web growth.

In this first episode, I want to give a brief introduction to the series overall. And we'll focus on the benefits, ROI and outcomes with a couple of case studies. And then in the next upcoming videos, we'll dive a little deeper into how and why it works and is so effective. So with that said, let's get started.

If you have a podcast, you’re syndicating already

Now, you may not know it, but if you have a podcast, you already do content syndication by distributing your audio as widely into as many platforms as possible.

So why not also take it to the next level and do this for your show notes and website content? The concept is simple, but the benefits are often not clearly understood. This isn't just about traffic or even subscribers, this is about increasing your podcast website's rank and visibility in the search result pages with Google.

Chart For Podcast Content Syndication For Show Notes, illustrating why Google Search Is Important
Courtesy of Edison Research — In Podcast Content Syndication For Show Notes, Google Search Is Important

Have a look at this chart from Edison research, it kind of makes my point. The most popular discovery platform for podcasts is not Apple Podcasts or Spotify or Social media, but internet search. And so the lesson is this:

Google search is what really matters for podcast discovery

Ranking factors for your podcast or business website

Let’s think about what the ranking factors are. What contributes to your podcast or business website being visible, what's involved in that?

Podcast website ranking factors in content syndication
What are some of the ranking factors for podcast websites?

Domain Authority of your podcast website

Some of you may know about domain authority, and that is a industry standard term for how much power your site carries in the search engines. And mostly that's influenced by age, but there are a lot of things that you as a podcast or a business owner can do to improve this over time.

Inbound Links

Inbound links, for example, are one of the most important factors to have your website rank in the search results. For example, remember to ask your guests to write about your interview on their own site, and this creates a “backlink” for your own site. But, as we will explore in this series, there are far better and faster ways to get high quality backlinks from our podcast content syndication for show notes methodology.

Podcast content syndication for show notes as long form content

First of all, long form content is also something that Google values. So with SEO optimized show notes for example, this longer form content tends to rank a lot more quickly and a lot higher in the search results overall.

Low bounce rate drives engagement

Then having engagement on your website and the low bounce rate for your audience is also a critical factor. It means your show notes need to be good enough to get people to read them, to stick around, and to explore more content or other related episodes on your site.

Social Media signals

And then social media and actual traffic also contributes. So these are just some of the factors that contribute to the overall visibility of your site.

And what I'm saying here, my point is that podcast content syndication for show notes that we'll be talking about in this video series, addresses all of these ranking factors resulting from a syndication strategy that doesn't limit itself to just your audio, but also widely syndicates your show notes articles.

Content Syndication Method Quick Overview

The methodology and our whole systems usually start with some form of SEO research. We provide this as a podcast content marketing service for the “Done For You” entrepreneurs too busy to do this all themselves, but it can also be learned by DIY podcasters.

Podcast content syndication for show notes step by step illustration
Podcast Content Syndication For Show Notes, step by step

SEO Research is a starting point

It is important to know how people search, what they type into a search engine. How are they likely trying to find the topic of your episode or of your subject matter or of your guests subject matter?

Click Worthy Episode Titles

And that's an important piece of knowledge and that informs creating and crafting click where the episode titles as well. I mean, obviously, if you see a boring title or a title that's non-descriptive, people won't click on it, so… Or will open it.

And that's true not just on the web, but that's true also on most podcasts listening platforms. When you're scrolling through what new episodes are there, episode titles are super important.

Long-form SEO-optimized show notes via transcripts

These are augmented mind you, it's not enough to simply paste or copy paste the transcript on the bottom, but we carefully optimize these with headings, images, quotables, tables of contents that we make these look like authority articles, which then appear to Google as index worthy and as worthy to feature in the search rankings. So I'll go over the rest of these rather quickly.

The focus of this content series will be on syndication, not technical SEO

We follow pretty standard formulas for technical optimization of show notes, for example these include headings and images and alt-tags. There are a number of different SEO techniques we often talk about elsewhere on this blog. And we even have courses around that.

But where we are going to be focusing in this series is this idea of multichannel syndication and link building, as well as sort of social influencer marketing campaigns that are building and sending social signals to Google.

Content Syndication ROI Case Studies

So for the rest of this video, just as an introduction, let me just illustrate with a case study. Here's a podcast called “Deeper Dating” and this was a screenshot from about a year after launch.

Podcast content syndication for show notes case study
Deeper Dating: A podcast content syndication for show notes case study

So he's had 190,000 downloads in that time. And the question that I like to ask most podcasters is:

A podcast with 190,000 downloads, how many of those downloads do you think actually resulted in visits to the website? What %?

Because most people I asked this, say between five and 10%.

Getting people to visit your podcast’s website is hard, right?

We think that getting people to come from your podcast listening experience to go and visit your website is hard. Most people think so. And I think that's caused people to undervalue how important it is that you get those visits.

Now, here's the answer: a 138% download to web visits ratio

It's not 5% or 25, 50. If you thought 75, you'd be wrong. What if I told you it was 138%? And you're probably going, "What? That doesn't even make sense."

Flipping the script

Because what happens is that people actually search for the content. So for example, “sexual attraction” is something that he did an episode about. People searching for this typed that into a search engine and his episode came up on page one of the search results, the topic of this podcast. And then when they go and open those pages, they see that, “oh, look, there's a podcast here!” They discover it.

It's exactly the other way around. That's what we mean by flipping the script. So he's had 261,000 page views and people are visiting his website during this time because of the SEO optimized show notes that are showing up in the search results and that are driving traffic to his website. And this was a snapshot from a year. Two years into the journey he has had 500,000 website visits for about 450,000 or so downloads. So my point is, is that that ratio sort of keeps going. And the amount of traffic and the amount of signups and the amount of subscribers that he's getting is a result of that.

The ROI of SEO optimized show notes and website visits

And there's some real value here. It's also something that people often don't consider. There's an ROI. He's ranking in this time. It was a brand new website with zero domain authority. That's also something that people who know. If you've had a website for 10 years, it's a little easier to get into the search results, where then with a brand new one. This was a brand new one.

And he now, a year after, ranked for about 177 keywords. And that translated into about 2,000 clicks a month. These numbers are per month. And if you had to pay Google AdWords for the traffic, for the clicks, you would have to pay $2,000+ a month. So he's getting $2,000 a month of free traffic to the site. And now , after 2 years, the numbers are even more impressive.

The ROI of SEO optimized show notes and traffic

And there are lots of other examples like this. And then you're saying, "Well, so what? What about all this traffic?" Well, if your web strategy is good, then what happens is, is that it has a knock on effect.

The ROI of podcast content syndication explained
The real-life value of podcast content syndication for show notes

So not only Deeper Dating getting $2,000 plus a month in free traffic, the host is growing their email list. They are selling out all of his workshop, group coaching intensives, no more Facebook ads and paying for that.

No more sales webinars are necessary because they are getting all of the monetization strategy for his subject matter from organic traffic via Google. And so that's what the value is that we're talking about here.

What's Next In The Series

So that's to introduce this series. I hope it arouses some curiosity, and in the coming few episodes we're going to be diving next into what podcast content syndication for show notes is, and how it works exactly. And we'll dive a little bit deeper into this form of content marketing and why it works so brilliantly.

Where to find us

In the meantime, if you like this, please subscribe to our Podcast Growth Channel on YouTube. Also, you can follow us on Facebook and Twitter with under @polymash and on Instagram @polymashdesign. Love to hear back with any questions that you have. Feel free to leave a comment below.