The Optimistic Entrepreneur Podcast
OEP4 How to Build Your Podcast Content Strategy
August 26, 2020
Discover how to create a multichannel social media content strategy to grow your engagement, influence and profits using your Podcast
03:33 Primary Marketing Goals
09:23 Stripping Out Your Audio File
12:13 Uploading Your Podcast to your Podcast Host
14:39 Podcast Strategy Part 1 Completed
15:03 Repurposing your Podcast Content to Multichannels
19:37 Content Scheduling to Multi Channels
21:31 Landing Page Design using Attention Insights

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Links mentioned in this Episode
Online Learning Podcast 
Online Course Master's Podcast 

Resources mentioned in this Episode
BCast Podcast Platform -
Active Campaign -
Mailchimp -
Email Octopus -
Screenflow -
Camtasia -
Audacity -
Bouncecast - -
Buffer -
Promo Republic -
Airtable -
Wishpond -
Attention Insights -

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Detailed Show Notes

OEP4 How to Build Your Podcast Content Strategy

Podcasting has been one of my most effective channels of communication and marketing
My Online Learning Podcast which to date has over 130 episodes, attracted over 940,000 downloads
But just podcasting is not enough…
Its amazing content, make it the core of your content marketing strategy
In this episode I am going to show you how

As you can see, I don’t start with an audio recording, but a video recording!  
You can create a video and strip out the audio but you can’d retrospectively add video content to an audio easily - you can add simple still images but its much more work
You will need to consider how you prepare you content
Are you going to script it?
Prepare it with slide as I have done here 
Or just wing it?
You will need a clear idea of what you are going to talk about before you start.

Before you go any further you need to consider the PURPOSE of the content
What Call to Action are you going to associate with your video content?
This requires consideration of you primary marketing goals
Firstly you need to think about your marketing goals in terms of your funnel strategy
Top of Funnel - New leads and prospects
Mid Funnel - Lead Engagement 
Bottom of Funnel - Lead conversion to customers
What do you want to achieve?

Two Primary Marketing Goals

Secondary Marketing Goals

My content strategy is very much focused on the Top of the Funnel to attract organic traffic to my content and then into one of my funnels
But I have created dozens of courses and have Fiverr gigs to sell so I want to make sure that these get exposure too - without being too pushy
Define the call to action for the episode
Primary call to action is to get audience to sign up to the Podcast using a bespoke link
This is part of the bcast podcasting platform functionality and connects to emailoctopus where I can build my list of podcast listeners (autoresponder sequences are a later step).
This call to action needs to be embedded in the Outro to the Podcast
You might also want to consider creating a standard Intro and Outro, which includes this call to action.  Again, its a useful function in bCast but you can do this on your own too.

Does your Podcast have a sponsor?
To start with, probably not 
But that is not to say that you can create your own sponsor slot and make use of it
Phil Ebiner and Jeremy Deigan do this very well in their Online Course Masters Podcast - a great resource for course creators by the way!
Create your own Sponsor slot for one of your primary CTAs and use it in every episode
Use a trackable Link to monitor conversions too!
Here is my mid-roll sponsor slot so you can see how I do it

Now you can go ahead and record your episode
Don’t forget you will need episode specific art work too!

Congratulations your episode is now recorded, with your intro, outro and mid-roll sponsor included.
I now strip out the audio from Screenflow (or Camtasia if on PC) and take it into Audacity
When exporting make sure that you complete the meta data information

In Audacity I process the audio file
Adjust the base and treble equalisation, reduce noise and breaths
Export in a .wav file which I then open in Bouncecast to process the audio further using their default advanced settings
This is an optional step but I like the resultant tone of the audio recording
I export the audio file to .mp3 at 192kps stereo - mono is fine.  Smaller file for uploading but quality is just fine for a podcast

Now I have a video and audio file which is the cornerstone of my content
Lets start with the Podcast upload
I am using bCast for this podcast although I use Libsyn for the Online Learning Podcast
Don’t forget to save the metadata on the audio file when you export it from Audacity
Save it as a draft until everything else is completed.

bCast and Libsyn send your podcast to multiple channels including: 

Upload to Youtube channel too

This is what we have done so far
And now its going to get really interesting…

Now I want to repurpose my Podcast and Video content to my main social accounts.
You can do this manually - but I use an App called Repurpose (link in the resources below)
This reformats video to square and vertical as well as enabling you to add captions, intros and outros
Its also much quicker….and time is money

My main social channels are:

What we need to create is a programme of content for these social channels, leading back to the Podcast or Video, with calls to action included
To do this we are going to use Repurpose to create snippets from the Video (or Podcast if you are using Libsyn) 
Video format differs

Also use the functionality of Repurpose (and Facebook) to create captions automatically
Upload Video to Facebook Page and then connect it to Repurpose  - this is not a Repurpose tutorial - take too long for this episode - they have great detailed tutorial videos
Create 5 to 7 of each format and schedule them daily after the episode has gone live
Outros can lead back to entire Youtube Video or the Podcast Episode page in bCast
We can also create snippets in either format to send to dropbox for downloading to our image library

Scheduling can be done directly through Repurpose
Using Apps like Buffer or Promo Republic
Directly scheduling in Facebook and Youtube
Asset organising and scheduling in Airtable

Don’t waste the opportunity to create a lead magnet to offer additional opportunities to grow your email list
Create a PDF from your slide deck and offer the download in your show notes 
I use Wishpond to create these but you can use Leadpages or similar programmes

When designing my landing pages I check the design out using Attention Insights as I am (frankly) not very good at design!

A final word…about Apps
You don’t have to use them, if you can do what they do 
I can’t and they speed my processes up so I have built my App tool box, mostly from Appsumo deals, link to Appsumo below
At the end of the day, its entirely up to you

So to Summarise, using this strategy, you create an audio and video podcast
You can then syndicate segments to your principle social channels, generating professional quality content which will engage and educate
This will build interest and engagement over time and multiply the impact of your podcast content.