How to Promote Your Podcast Through Content Syndication Strategy

Imagine your podcast reaching hundreds of thousands or even millions of eager ears. To a VP of the marketing department, it is the most satisfying thing that can happen, right? 

Well, there is a marketing strategy that can make it your reality: CONTENT SYNDICATION. 

However, you need to do it right. The successful combination of podcast and syndication requires a proper selection of:

• Media partners
• Publishing formats
• Automation tools

Plus, you also need to maintain legal compliance. Though a reliable content syndication vendor can do most of these tasks, you must know the overview of the process. So, let's walk you through everything related to content syndication. Let's begin.

The Current Landscape Of Podcasting

Today, podcasting continuously reshapes content consumption. Let's take a look at its journey. 

Podcasting exploded in popularity, and it's not slowing down anytime soon. In fact, the podcast audience in the United States is steadily growing, with approximately 40% of Americans currently tuning in. And this figure is trending upward.

Here is an overview of recent podcasting listeners' size by age: 

Hence, there is a high possibility that your target B2B leads are also among these listeners. 

While it's fantastic that there are so many podcasts out there, it also means that gaining visibility is difficult. With thousands of new episodes dropping daily, you might wonder, "How on Earth do I stand out?"

That's where the challenge lies. It's not just about having great content (though crucial); it's about getting your content in front of the right ears. Your podcast could be a hidden gem, but it might remain hidden without proper promotion and strategy.

This is where content syndication does the magic for your B2B podcast episodes.

Role of Content Syndication for Podcasts

Don’t you want to scale up your marketing efforts and campaigns to reach and engage with a large podcast audience? Then, you must leverage content syndication for your podcast marketing promotion.  

You may ask if traditional distribution methods can give you the same results. So, let’s clear that doubt first. And see why this method stands out in the podcasting crowd.

Suppose you create an amazing podcast episode on "CRM Exploration." It's a masterpiece filled with interviews with CRM engineers and mind-blowing automation facts. Now, how do you share it with the world? Traditionally, you'd upload it to platforms like Apple Podcasts, Spotify, and Google Podcasts. No doubt, these platforms are vital, and you should use them. 

But there's more to the story.

Content syndication takes your content-sharing game to a whole new level. Think of it as sending out your message to your subscribers and multiple platforms and websites that are itching for content like yours. It's like having your CRM exploration episode featured not only on your podcast platform but also on:

• CRM enthusiast blogs
• Marketing automation websites and newsletters
• Twitter feed
• YouTube, and more

It means your podcast should be where your audience roams. 

Why Content Syndication Matters For Expanding Your Listener Base?

Did you know? 79% of marketing leaders actively employ the services of a content syndication vendor. This marketing strategy takes your podcast to listeners who seek content like yours. That’s why it plays a vital role in boosting your listener base.

Using content syndication, you can ensure that your podcast episodes reach the audience segments you want to engage. 

Here's how:

• Leverage Targeted Placement: 

You can place your episodes on industry-specific websites, forums, and social media groups where your niche audience hangs out. 

For example, if you're running a B2B podcast about fintech, syndicate your content on finance news websites and LinkedIn groups frequented by financial professionals.

• Do Guest Appearances: 

Create a joint podcast show with experts of influencers in your niche. Appearing as a guest on their podcasts or having them as guests on yours can expand your reach within your specific industry.

• Use Additional Distribution Channels: 

Syndication opens up doors to various distribution channels beyond the usual podcast platforms. Your episodes can appear on:

• Industry-specific websites
• YouTube channels
• LinkedIn and other platforms where your B2B audience may be active.

• Reach Niche Communities: 

B2B audiences often engage in specialized online communities, forums, and groups related to their industries. Syndicating your content to these spaces allows you to tap into these niche communities highly relevant to your podcast's content.

• Get Networking Opportunities: 

The strategy leads to collaborations and networking opportunities. When your podcast is featured on industry websites or shared by influencers, it can attract the attention of key players within your niche.

Leading vendors like Revnew follow an exceptionally optimized process to syndicate your content to expand your listener base. Let’s take a look at the process:

• Let You Pick Your Content: 

Revnew lets you pick the content type your target audience may find valuable. Some of the options you get are: 

• White Papers
• Podcast
• Videos
• Case studies 
• Webinars
• Brouchers, and others

• Ask You To Define Your Target Buyers:

Next, you need to explain who your target buyers are. Select your ideal buyers via: 

By Contact: 

• Seniority
• Job Function
• Job Title

By Account: 

• Employee
• Industry
• Buyer intent
• Technographic 
•  Revenue

• Engage Your Contacts Via Various Channels:

The syndication experts then decide which channels to reach your audience where they are mostly present. These channels include: 

• Telemarketing 
• Email
• Social media sites (Instagram, Facebook, LinkedIn, YouTube, Twitter, etc.)
• Pay-per-click ads (Landing pages/websites) 

• Capture Interested Leads For You:

Further, experts identify the engagement level of your contacts and share the list of the most active ones with you. You get their complete contact information and viewability statistics. 

Hence, content syndication plays an important role in broadening your audience base. 

Examples of Successful B2B Podcasts via Syndication

Here are top podcasts that reached a larger audience via syndication: 

Here are top podcasts that reached a larger audience via syndication: 

• "The SaaS Revolution Show": 

This podcast caters to the B2B software-as-a-service (SaaS) industry. By syndicating episodes on leading SaaS forums, and tech news sites, they've become a go-to resource for SaaS professionals.

• "Marketing Over Coffee": 

This podcast syndicates episodes on marketing-related websites, email newsletters, and LinkedIn groups, targeting marketing professionals and ensuring they reach marketing decision-makers.

• "Marketing Smarts" by MarketingProfs": 

MarketingProfs, a B2B marketing education company, syndicates its "Marketing Smarts" podcast episodes across various marketing forums. This strategy helped them expand their audience beyond their core subscribers and establish themselves as thought leaders in marketing.

• "The McKinsey Podcast": 

McKinsey & Company, a global management consulting firm, syndicates its podcast episodes through LinkedIn and industry-specific publications. This has allowed them to reach a broad audience of business leaders and professionals interested in management and strategy.

Tips to Broaden Your Podcast's Reach

When you boost your podcast's reach, you gain more listeners and expand your influence within your industry. Hence, you reach wider decision-makers. 

Content syndication plays a pivotal role in achieving this by extending your podcast's reach to new platforms and audiences. 

Here are some tips for broadening your podcast's reach through syndication:

• Customize for Each Platform: 

Tailor your content for each platform where you syndicate it. What works on LinkedIn might not work on a niche industry forum. Customize your messaging and approach accordingly.

• Stay Consistent: 

Maintain a consistent publishing schedule for your podcast episodes. It helps build anticipation among your audience and ensures that syndication efforts have a continuous flow of fresh content to share.

• Engage with the Target Leads: 

Don't just syndicate and forget. Engage with the people with whom your content is shared. Respond to comments, answer questions, and actively participate in the discussions related to your podcast topics.

• Optimize Metadata: 

Ensure that metadata such as episode titles, descriptions, and tags are correctly formatted and optimized for search engines. It can improve the discoverability of your episodes, enhancing the listening experience.

• Track and Analyze: 

Monitor the performance of your syndicated content. Track metrics like website traffic, engagement, and conversions from syndication efforts. Use this data to refine your strategy over time.

What Are Some Best Practices For Creating And Promoting A B2B Podcast?

Let's explore key strategies and best practices that'll make an impactful B2B podcast creation and distribution. 

Craft a Strategy for Podcasting Success

Check out the steps below: 

1. Tailor Content for Effective Podcasting

Podcasting is an intimate medium that lets you personally connect with your audience. It's all about the human touch, and that's why a podcast-specific content strategy is crucial. 

Here’s how you can create it:

• Create Audio-Friendly Content: 

Written content doesn't always translate seamlessly into audio. You need to adapt your message to be engaging when spoken aloud. It may involve:

• Rephrasing
• Simplifying complex concepts
• Incorporating storytelling elements

• Include Long-Form Conversations: 

Podcasting allows for more extended, in-depth discussions. You can get deep into topics and provide valuable insights that can't be conveyed in a short blog post.

• Keep Authenticity and Unique Voice: 

Your podcast should have a distinct voice and personality. Listeners want to connect with the real people behind the podcast, so let your personality shine through.

2. Use Podcast Formats for Different B2B Listener Segments

Whether your target audience includes tech enthusiasts, C-suite executives, or industry innovators, these formats work best for them: 

• Interviews and Expert Insights: 

B2B professionals often seek insights from experts in their field. Conducting interviews with industry leaders, sharing their experiences, and extracting actionable advice can be highly appealing.

• Case Studies and Success Stories: 

Real-world examples and case studies are gold for decision-makers. Showcase how businesses have overcome challenges or achieved success using your products or services.

• Educational Series: 

B2B audiences are hungry for knowledge. Create educational series or deep dives into specific topics relevant to your industry. Offer actionable takeaways that listeners can apply to their work.

• News and Trends: 

Stay updated on industry news and trends. Regular news updates, analysis, and commentary can make your podcast a go-to source for staying informed.

3. Create Engaging and Relevant Podcast Episodes:

Let’s learn how to craft captivating podcast episodes that combine storytelling finesse with subject matter expertise. Explore the secrets of creating engaging and relevant content here:

• Know Your Audience: 

Understand the pain points, challenges, and aspirations of your B2B audience. Modify your content to directly speak to their specific needs.

• Plan and Structure: 

Design a content calendar for different episode types. Plan the structure of each episode, including clear goals, key takeaways, and a compelling hook to capture listeners' attention.

• Storytelling: 

Include storytelling elements to make your content relatable and engaging. Share anecdotes, use real-world examples, and create a narrative flow that keeps listeners hooked.

• Involve the Audience:

Encourage listener participation through Q&A sessions, surveys, or inviting guest questions. Make your audience feel like an active part of your podcast community.

• Ensure Quality Production: 

Invest in good audio quality and production. Clear audio and professional editing make a significant difference in listener retention.

• Get Feedback Loop: 

Listen to listener feedback and adapt your content accordingly. It shows your audience that you value their input and are committed to improving the podcast.

• Promote and Share Your Podcast:

Don't forget about the promotional aspect. Share your podcast on relevant syndication platforms, email newsletters, and social media.

Establish Authority and Trust Among Listeners

You know that credibility carries significant weight. And your syndicated content can position you as an industry expert. Let’s see how: 

You know that credibility carries significant weight. And your syndicated content can position you as an industry expert. Let’s see how: 

1. Get Wider Reach: 

Content syndication extends the reach of your podcast to industry-specific websites, forums, and publications. When your episodes are featured in these reputable spaces, they immediately associate you with the industry's thought leaders and influencers.

2. Achieve Third-Party Validation: 

When your content is syndicated on respected platforms, it validates your expertise. It's akin to receiving a professional endorsement, which enhances your authority in the eyes of your audience.

3. Maintain Consistency and Visibility: 

Regular syndication of high-quality content reinforces your presence in the industry. Consistency breeds familiarity, and the more your audience sees your content across various channels, the more likely they perceive you as an authority.

Now, let’s see some tips on making your podcast more authoritative for listeners.

4. Maintain Transparency:

Be transparent about your sources, affiliations, and potential conflicts of interest. Honesty builds trust, and listeners appreciate transparency.

5. Promote Testimonials and Reviews: 

Highlight positive feedback and testimonials from satisfied listeners. This social proof can convince new listeners to trust your podcast.

6. Follow Ethical Practices: 

Adhere to ethical practices in your content creation and promotion. Misleading or unethical behavior can quickly erode trust.

Leverage Technology for Effective Content Syndication

You can’t ignore the benefits of tech solutions while syndicating your podcast. 

Let’s explore tools that can help you streamline your distribution efforts.

1. Use Automation And Distribution Tools

Automation tools help you simplify and streamline the content syndication process. The best ones you can use are HubSpot, Salesforce, Mailchimp, Marketo, etc. 

Here's how they fit into the picture:

• Allow Efficient Content Distribution:

Automation tools automatically help you schedule and distribute your podcast episodes to various podcast channels. It eliminates the need for manual posting and saves you time.

• Ensure Consistency: 

These tools ensure your content is consistently syndicated according to schedule. Consistency is key to maintaining your audience’s engagement and trust.

• Help In Tracking and Analytics: 

Many automation tools come with built-in analytics features that help you track the performance of your syndicated podcast content. This data is invaluable for refining your syndication strategy.

• Allow Personalization: 

Some automation tools allow for personalized content distribution. You can tailor your syndicated messages to each platform or audience segment, increasing engagement.

• Save Significant Time: 

Automation tools significantly reduce the time and effort required for content syndication. You can focus more on creating great podcast content and less on manual distribution.

• Offer Broader Reach: 

Automating syndication enables you to reach a wider audience by simultaneously distributing your content across various platforms and channels.

Examples of Tools and Platforms To Streamline Automation and Distribution

• Buffer: It's a social media automation tool. You can use Buffer to easily schedule the publishing of your podcast episodes across multiple social media sites. These include Facebook, Twitter, and LinkedIn.
• Podcast Syndication Services: Some specialized services like Libsyn and Podbean offer automated syndication to popular podcast platforms, making it easier to reach podcast listeners.
• Email Marketing Automation: Platforms like Mailchimp and ConvertKit can automate email notifications to subscribers whenever a new episode is released.
• Social Media Management Tools: Tools like Hootsuite and Sprout Social enable you to schedule and manage social media posts for promoting your podcast episodes.
• WordPress Plugins: If your podcast has a website or blog, WordPress plugins like Seriously Simple Podcasting can automate the publication of podcast episodes to your site.
• RSS Feed Syndication: Services like FeedBurner can automate the syndication of your podcast's RSS feed to various podcast directories.

Check Metrics For Performance Tracking

When you measure your syndicated podcast content’s performance, you understand the impact of syndication. Further, you can optimize your syndication strategies based on data-driven decisions.

1. Leverage Data Analytics’ in Syndication 

Data analytics provide valuable insights into how your syndicated podcast content is performing. 

Here's why it's crucial:

• Checks Content’s Visibility: 

Analytics reveal how often your content is seen, shared, and engaged on various platforms. This visibility helps you understand which channels are most effective.

• Tracks Audience Behavior: 

Data analytics track how listeners interact with your syndicated content. Are they clicking, sharing, or commenting? This information helps you understand audience behavior and preferences.

• Defines Return on Investment (ROI): 

By analyzing data, you can determine your syndication efforts' return on investment (ROI). Are you reaching the right audience, and is it translating into business results?

• Enables Optimization: 

Analytics empower you to make informed decisions and optimize your syndication strategy. You can focus on what's working, refine what's not, and tailor your approach to maximize impact.

2. Check Key Metrics for Syndicated Podcast's Impact

Here are some main metrics that you must track: 

• Engagement Rate: 

It includes metrics like likes, shares, comments, and reactions on social media. It indicates your content's relevance to your audience.

• Conversion Rate: 

The conversion rate tracks how many users take a desired action after interacting with your syndicated content. For example, signing up for a newsletter or visiting your website.

• Audience Growth: 

Monitor how syndication impacts your podcast's subscriber count or website traffic. Are you attracting new listeners or website visitors?

• Lead Quality:

It assesses the leads meeting marketing-qualified leads (MQLs) or sales-qualified leads (SQLs). criteria. It gauges your syndicated content’s relevance and value to different lead types.

• Retention Rate: 

Track how many listeners engage with your content after their initial interaction. High retention rates indicate content quality.

• Influence and Authority Metrics: 

Consider metrics related to your brand's influence. It includes mentions, shares by industry influencers, and associations with authoritative publications.

• Referral Sources: 

Identify which platforms and websites drive the most traffic and engagement. Focus your efforts on these high-performing channels.

3. Optimize Syndication Strategies Based on Data-Driven Decisions

• Identify High-Performing Channels: 

Analyze which syndication channels yield the best results. Focus your efforts on platforms that consistently drive engagement and conversions.

• Tailor Content to the Platform: 

Use insights to customize your content for each syndication channel. What works on LinkedIn might not work on Twitter or industry forums.

• Perform A/B Testing: 

Experiment with different syndication strategies and content formats. A/B testing can help you pinpoint what resonates best with your audience.

• Schedule Content: 

Analyze when your audience is most active on different platforms. Schedule syndication for optimal visibility and engagement times.

• Iterate and Improve: 

Continually review analytics and adapt your syndication strategy accordingly. Be open to trying new approaches and refining your methods.

• Analyze Competitor: 

Analyze what your competitors are doing in terms of syndication. Identify opportunities or gaps to differentiate your podcast content.

How Can I Measure The ROI Of Podcasting For Content Syndication?

Well, your podcast return on investment measurement depends on your goals. Usually, businesses like yours have two goals via podcasting: 

• To boost their listener base
• To directly sell their products

As the first goal fits your reason to calculate ROI, let’s see how you can do it. 
To boost your listener base, you need increased brand awareness. Hence, metrics like:

• Listener count
• Social media engagement 
• Website Traffic

-matter the most to you. 

So, let’s explore these metrics in detail: 

• Unique Number of Listeners

Basically, your audience size directly reflects brand awareness. Hence, you must measure the unique number of downloads to track accurate listener count. This metric closely measures your actual listener base count. 

You can use podcast analytics tools like Blubrry, Transistor, and Captivate to track your unique download numbers across multiple podcast directories.

• Site Traffic

When more people know about your brand, more people tend to visit your website. So, paying attention to your website's data when you have a podcast is really important. Here are some things you should keep an eye on:
How many people visited and bought from your website each month before you started your podcast?

• How many people visit and buy from your website monthly after you start your podcast?
• How many people are checking out the specific pages on your website where your podcast episodes are?
• How many people visit the web pages you mention in your podcast episodes?

• Social Media Engagement

Social media is important for making people aware of your brand when you have a podcast. So, if you're doing a podcast, you should tell people about it on social sites. These may include Meta, LinkedIn, X, and Instagram. 

So, seeing how well these posts are doing is a good idea. You can check:

• Are more people liking and commenting on them when you release new podcast episodes? 
• Do you get more followers when you talk about your podcast?

• Podcast Reviews

Reviews are like proof that shows people your business is trustworthy and good. It can affect people's decisions when buying something, especially in businesses that sell to others. You can use podcast platforms that allow listeners to leave their reviews. 

Platforms like Stitcher, Apple Podcasts, and TuneIn offer this feature. So, check these platforms weekly to see how many reviews you get.

How Can I Increase The ROI of My Podcast For Content Syndication?

You can increase the ROI of your podcast for content syndication via these steps:

• Engage with Your Audience:

• Take time to respond to comments on your posts and engage with your audience.
• Pay attention to social comments to understand what content resonates with your audience.

• Ask For Ratings and Reviews:

• Request listeners to leave ratings and reviews during the outro of each episode.
• More ratings and reviews improve visibility on podcast platforms, attracting new listeners.

• Choose the Right Tracking Tools:

• Podcast hosting platforms like Buzzsprout, Libsyn, and Podbean provide basic metrics.
• Podcast analytics platforms such as Chartable and Podtrac offer more advanced insights.
• Website analytics platforms like Google Analytics track website traffic and conversion.

• Analyze Data and Insights:

• Collect data from your chosen tracking tools and analyze it for valuable insights.
• Identify trends, patterns, and correlations related to your podcast goals and metrics.
• Understand which episodes or content performed best and why.
• Determine which platforms generated the most engagement and subscribers.

• Optimize Your Strategy and Tactics:

Use insights to optimize your podcast strategy:

• Experiment with content quality, format, length, and frequency.
• Optimize titles, descriptions, keywords, tags, artwork, and calls to action.

• Promote your podcast across different channels, including blogs, social media, and email.
• Encourage audience engagement through reviews, ratings, comments, shares, and feedback.

• Explore Affiliate Marketing:

• Consider affiliate marketing platforms like ShareASale, CJ Affiliate, and Impact.
• Utilize affiliate links and programs to generate revenue.
• Analyze the performance of affiliate links in terms of clicks, conversions, and commissions.

Challenges In Podcast Content Syndication 

You may face the following challenges while syndicating your podcast content. 

1. Problems In Following Copyright and Licensing Policy 

If you use copyrighted content in your podcast, it can penalize you. So, isn’t it best to avoid such issues in the first place? Let’s tell you things to consider to ensure you don’t violate copyright and licensing rules. 

These are: 

• Know Your Rights: 

Understand your podcast content's copyright laws and licensing agreements. It includes your rights and any restrictions imposed by third-party content, such as music or clips.

If you want to include copyrighted music in your podcast, ensure you have the necessary licenses or permissions. Consider using royalty-free music or music with Creative Commons licenses to avoid legal issues.

• Have Clear Guest Agreements: 

When featuring guest interviews, clarify the usage rights of their contributions in writing. Make sure they clearly understand how you'll syndicate and distribute 
their content.

• Leverage Public Domain Content: 

Use public domain content or content with open licenses that allow for syndication without the risk of copyright infringement.

• Ensure Attribution and Compliance: 

Always give proper attribution and follow licensing terms when using third-party content. It'll prevent you from legal penalties and maintain good relationships with content creators.

2. Issues in Maintaining Audio Quality

Imagine you tune into a podcast with experts you admire as guest speakers. Exciting, isn't it? But, when you listen to the podcast, you experience audio glitches several times. So, would you continue listening to that podcast because it has your preferred experts? 

Probably not, because you won't understand what they are trying to convey. 
Audio glitches are quite common in podcasting. So, ensure you don't suffer the same. 

Here's how you can avoid it: 

• Master Your Audio: 

Invest in quality recording and mastering equipment from the outset to capture high-quality audio. Fix audio issues during the editing process to ensure a clean sound.

• Use Consistent File Formats: 

Use consistent audio file formats and bitrates to maintain quality across different platforms. Common formats like MP3 are widely supported and can help prevent degradation during syndication.

• Run Episode Testing: 

Listen to your syndicated episodes across various platforms. It'll catch any audio quality issues that may arise during distribution. Also, make necessary adjustments as needed.

• Check Transcoding Quality: 

Some syndication platforms may transcode your audio files, potentially affecting quality. Choose syndication platforms that support high-quality formats and bitrates to minimize this risk.

What Common Mistakes To Avoid When Creating And Promoting A B2B Podcast?

Here are some common mistakes that marketers do during podcast promotion: 

• Keeping Your Podcast Title After Your Company/Expertise: 

Naming your podcast after your Company or expertise can limit its appeal and make it seem overly promotional. Instead, choose a name that reflects the value or content your podcast offers to your B2B audience. A more descriptive and engaging title will attract a broader audience and make your podcast 
stand out.

• Not Leveraging Your Podcast as Your ABM Strategy’s Tactic: 

Failure to Incorporate your podcast into your Account-Based Marketing (ABM) strategy is a missed opportunity. A B2B podcast can be valuable for engaging with target accounts, building relationships, and nurturing leads. Align your podcast content with your ABM objectives to boost its influence on your target audience.

• Not Having More Than One Show Host: 

Having only one host on your B2B podcast can limit the diversity of perspectives and interactions. Consider including multiple hosts or guest co-hosts to bring different viewpoints and expertise to your discussions. It can make your podcast more engaging and informative for your audience.

• Not Sharing Your Guests’ Unique Viewpoints:

When inviting guests to your B2B podcast, uncovering their unique points of view and insights is essential. Avoid generic or rehearsed conversations and encourage guests to share their expertise and experiences. It will make your podcast more valuable and memorable for your listeners.

• Not Organizing Follow-up Discussions: 

Building long-term relationships with podcast guests is crucial for ongoing engagement and collaboration. Consider organizing follow-up discussions with former guests to continue exploring relevant topics. It can lead to more meaningful connections and content opportunities.

Conclusion

As we explore content syndication's role in podcasting, let's reflect on the key takeaways. Content syndication undeniably offers invaluable benefits for expanding your podcast's listener base.

But here's the catch: the podcasting landscape is ever-changing. Staying agile and adapting your strategies to evolving trends are essential to maximize the impact of syndication. 

Remember, the potential for remarkable growth and enhanced audience engagement through syndication is within your reach. 

Revnew, the leading content syndication service provider says to keep this mantra in mind: Stay flexible, stay connected, and watch your podcast flourish. Our experts can address your concerns, resources, and budget and syndicate your podcast in the most effective manner. Connect with our experts here.