How to Use Your Podcast to Grow on Other Platforms

Five essential tips for increased engagement and big-picture growth.

JAR Audio’s CEO (Roger Nairn) spoke on this topic at Podcast Movement in Dallas, so we thought it would be good to recap here. 

A well-made branded podcast can (and should) grow your audience across several platforms, and skyrocket your brand presence as a whole.

That said, if you want to use your series to promote the other content your team creates, there are definitely some rules you should follow. 

Content marketing is a delicate balance, and if you get it wrong, you risk alienating followers, losing fans, and sinking your corporate show.

Below, we explain potential pitfalls, and share our formula for multi-platform growth. 

1. Don’t cut corners

If you want to connect with your listeners on several platforms, this is the most important piece of advice we can give…

Yes, your podcast is part of your marketing funnel, but it should also function beautifully as a standalone show.

Before you can grow the multi-platform fanbase you want, you need your listeners to buy-in to your podcast, and actually show up as you roll out new episodes. 

Bearing this in mind, you should plan for a series that’s packed to the brim with content your ideal audience will love. 

That is your primary goal.

We realize it’s a tall order, so for this and other reasons, we recommend that you go all in and work with a team of corporate podcast production pros.

Bottom line? Whether you choose to work with an agency, or attempt to DIY your show, there’s a sky-high standard to be met. 

If you can’t deliver a series that will stand out in a sea of 2 million other podcasts, it probably won’t support your big-picture growth.

2. Trust comes first

Our next tip is pretty simple. Trust comes first.

Perhaps you have launched a solid podcast, but that won’t mean much to your audience until you have the “facetime” and consistency to back it up.

You need to create a relationship with your fans, and take the time to earn their trust before you even think about sending them anywhere else.

In other words, we wouldn’t recommend cross-promotion at the top of your show.

Expecting your listeners to download your e-book at the start of an episode is like expecting to go to dinner with someone you just met on the bus…

A miracle might occur — but don’t get too excited. 

This is the kind of scenario where it’s best to start small, or you might just scare the other party off. 

So don’t push that e-book right out of the gate. And don’t bug that person for their phone number. Build the relationship first. 

If you want to funnel your listeners to your other favorite platforms, you have to show them that your content is worthy of their time, attention, and effort. 

Skip this step, and risk losing them forever.

3. Avoid the promo cyclone

If your Instagram is focused on your podcast, and your blog is focused on your e-book, and your podcast reads as a long-winded pitch for all of your other platforms…

Where is the value for your audience?

Start a “promo cyclone,” and you’ll lose fans left, right, and center.

When it comes to cross-promoting your various content marketing streams, you need to be choosy, strategic, and tasteful.

Promoting your other platforms should always come second to content that’s engaging, informative, and packed with value.

4. Add value on other platforms 

And while we’re on the topic of value…

One of the most effective ways to lead your listeners onto your other platforms is to add value to the conversations you start on your show.

Let’s take a look at some examples of how you might do that.

Say you host a particularly special guest on your well-established corporate podcast. Can you have that guest appear on your Instagram, TikTok, or YouTube channel?

Perhaps you’ve launched a series based around mental health. Can you create a workbook that accompanies your show?

Or perhaps you explore a particularly daunting topic on any given episode. Can you help your audience with a deep-dive blog post?

Yes, you can “recycle” content across various platforms, but if you want to give your audience incentive to stay plugged into all of them, you should always aim for added value.

5. Spell it out

Finally, if you want your fans to make the most of your branded content, don’t be afraid to spell things out. 

Once you’ve earned their trust with a helpful, entertaining, or informative show, it’s perfectly acceptable to periodically point them explicitly in the right direction.

If you want them to download your e-book, let them know how it will benefit them, and include the appropriate URL.

If you want them to follow you on Instagram, explain how it relates to your podcast content, and be sure to mention your handle.

Make it simple, make it quick, and let them know exactly what’s in it for them.

For your listeners

While your brand will certainly benefit from a multi-platform relationship with your fans, you should keep your strategy audience focused.

If you take the time to build a real relationship, add substantial value, and incentivize your audience to engage on every front, the results will speak for themselves.

Say hello to increased brand awareness, a loyal audience, and better-than-ever engagement on every front.

To learn more about getting the most from your corporate podcast, check out our Ultimate Guide to Audience Growth.