Relationary Marketing

Branded podcast production agency for B2B content marketing

Chuck Bryant

Share Your Podcast on YouTube to Reach New Audiences

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YouTube is the second largest search engine in the world, and publishing podcast episodes there gives your show new opportunities for discovery and growth.

A recent survey found that 18% of podcast listeners stream their shows on YouTube, making it the third most popular podcast platform behind Spotify and Apple Podcasts. For podcasters, sharing your episodes on YouTube creates an exciting opportunity to expose your show to an even wider audience.

Video content can improve your SEO 

Behind Google, YouTube is one of the biggest video search engines on the internet. By sharing your podcast on YouTube, you can expose your content to an even wider audience that includes users who prefer video and frequently search for content on the platform.

Publishing podcast episodes on YouTube gives your show new opportunities for discovery and growth.
Publishing podcast episodes on YouTube gives your show new opportunities for discovery and growth. Image: Soundtrap on Unsplash

YouTube can also boost a business’ search engine optimization as videos frequently show up in search results for keywords or topics on Google. Putting your podcast on the platform can help drive more listeners to find you and your show.

Not only does YouTube boost the SEO of your podcast, but it also gives you the ability to engage with your listeners. On most of the major podcasting platforms, brands cannot respond directly to their audiences, but YouTube eliminates this barrier by allowing you to communicate in the comment section and use live streaming to engage your community.

Create simple and effective videos with audiograms 

There are many benefits to sharing your podcast on YouTube, but how exactly do you convert your podcast episodes into videos? We recommend using audiograms. 

Audiograms consist of visual art, an animated sound wave and an audio track. They can either feature a short clip that promotes your episode, or if you’re publishing them on a platform like YouTube that allows long-form content, they can feature the audio for the entire episode. 

Audiograms make it easy to turn your audio content into a visual, without the added cost and time commitment of recording high-quality video.

When creating audiograms, keep the following best practices in mind: 

  • Your cover image must be eye-catching
  • Make sure to include an animated waveform to indicate that the video has sound
  • Include closed captions to accommodate situations where the viewer can’t listen to the audio

If you prefer to outsource the process of creating audiograms, Relationary also offers audiogram packages as part of our production services. These include:

  • Standard Audiogram Episodes: 25-50 minute videos that include the full episode audio with a static cover image, a waveform, and closed captions.
  • Enhanced Audiogram Episodes: Videos that include the full-length episode audio, a waveform, and closed captions, but also feature  a mixture of text, graphics, and photos. 
  • Standard Audiogram Promos: 15-60 second long videos that include a gold moment audio clip, a call to action voice over, a standard cover image, a waveform and open captions.
  • Enhanced Audiogram Promos: 15-60 second long videos that include up to three gold moment audio clips, a call to action voiceover and a mix of text, graphics, and photos along with the standard waveform and open captions.

Optimize your YouTube content for maximum engagement 

Since YouTube is one of the internet’s largest video search engines, it is important to know how to optimize your videos so they can rank higher in search results and gain more views. If you’re new to publishing on YouTube, it can seem overwhelming, so here are a few steps to consider as you convert your audio content into video content: 

  • Link your website’s podcast landing page in the video’s description. This will help drive traffic to your website and allow your viewers to follow you on other streaming platforms. 
  • Use keywords in your video’s title and description to make the videos more discoverable. 
  • Reference YouTube’s Creator platform for resources to help you promote your podcast on their platform. 
  • Embed your YouTube videos into episode blog posts on your website to increase their visibility and reach.
  • Always add closed captions to your videos to help make them accessible to as many people as possible. 

YouTube is a powerful tool for expanding the reach and visibility of your show. 

Not only does it help new listeners find your show with its great SEO capabilities, but it also provides new opportunities for engagement and interaction with your audience.

If you choose to promote your podcast through YouTube, keep in mind that content quality matters, but don’t feel like you need to break the bank to produce videos. Audiograms are a great option for visually engaging your audience.

For more content like this, subscribe to our newsletter, Brandcasting. Ready to build your own branded podcast? Let us help you get started with a free consultation.

How to Use Audiograms to Promote a Podcast

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Turn your episode’s audio into dynamic social content to engage more listeners and promote your content.

Marketing on social media is a great way to promote your podcast, grow your audience and engage with listeners. Advertising an audio-based product on these platforms, however, can be difficult, especially since most social media users tend to favor engaging, visual content, like photos and videos. But an answer to that problem has arrived – audiograms.

Audiograms can help you marry the best of your audio content with stylish photos and scrolling captions to draw listeners in and give them a taste of what your show is all about. 

Turn your episode’s audio into dynamic social content to engage more listeners and promote your content.
Turn your episode’s audio into dynamic social content to engage more listeners and promote your content. Photo: Unsplash

Audiograms combine the best of your promotional materials 

From a technical standpoint, an audiogram consists of visual art, an animated sound wave and an audio track – the perfect recipe for podcast promotion. Often, you will want to identify an engaging clip or section from your episode to tease the listener and generate interest in the show. Below is an example of a simple audiogram we created for our podcast, Brandcasting.

Use audiograms to promote your podcast

Audiograms are a highly effective way to promote individual podcast episodes on social media, especially Instagram, Facebook and Twitter.

This visually engaging content gives viewers a chance to sample your content and get a feeling for what your podcast is about. By animating the sound waves of a short snippet of your podcast on top of a promotional photo, you can fully engage followers with easily-shareable content. This animated soundwave is also a quick and easy way to indicate to viewers that they can turn on their sound to hear your audio clip. 

Audiogram promo for an episode of Brandcasting

New York Public Radio found that on Twitter alone, audiograms were clicked on eight times more than their non-audiogram tweets. This kind of engaging content will drive listeners to your website landing page to hear the full episode, and perhaps just as importantly, to learn more about your brand.

Audiograms even work for full-length episodes

Beyond shorter audiogram promos, we also recommend creating audiograms of your full-length podcast episodes. These audiograms allow you to upload your show to YouTube without spending the time or budget on recording full video episodes. You can find examples of this on our Brandcasting YouTube channel.

Being on YouTube has the potential to increase your audience. YouTube is the primary media player for a huge segment of the population – and if your target audience is there, you need to be there, too. Research shows that just behind Spotify and Apple Podcasts, YouTube is the third most popular platform for podcast consumption, the first choice of nearly a fifth of all podcast listeners.

The video platform is also known for doing a great job of cross-promoting content. That means there’s a bigger potential for audience discovery than only publishing your show on audio platforms. By placing your audiogram episodes on YouTube, you could attract a whole new audience.

Here’s what to include when creating an audiogram

Audiograms can be a vital way to promote a podcast and grow your audience, but make sure to be strategic in your creation and sharing. You want to create something engaging, consistent and visually appealing.

Include the following elements for your basic audiogram promo:

  • A cover image to catch and orient attention
  • A waveform to indicate that sound is available
  • Open captions to accommodate situations where the viewer isn’t able to listen
  • A “gold moment” audio clip from the episode to catch the viewer’s attention and illustrate what the episode is about

For a full-length audiogram episode, you’ll need:

  • A cover image to catch and orient attention
  • A waveform to indicate that sound is available
  • Closed captions to accommodate situations where the viewer isn’t able to listen
  • The full audio from the episode to deliver the content right in the player

The combination of these elements will grab the attention of viewers and keep them engaged. You’ll also want to make sure the image you use is eye-catching and interesting in order to draw viewers in. 

By pairing your image with a waveform, you’ll signal to audiences that there is an audio element and they should turn their volume up. But, if for some reason the viewer isn’t able to listen, it’s imperative to provide captions. That way, your content – whether it be a full episode or a golden moment – is still accessible to viewers. 

Build a successful strategy for sharing audiograms

In order to successfully reach more listeners and drive brand engagement, we recommend creating a short audiogram promo and a full-length audiogram for every episode of your podcast.

When posting your audiograms on social media, don’t forget to link to the episode landing page on your website. This drives people directly to a place where they can hear the episode, complete calls to action, and discover other content on your website – making it easier for them to engage with your content and easier for you to track their engagement.

Let Relationary create audiograms to promote your podcast

If you’re not sure where to start, Relationary can help. As part of our services, we offer both audiogram promos and audiogram episodes. You can purchase audiograms in packs of 12, which aligns with the number of episodes we usually produce for each season of a show, at $50 each. 

Our clients can purchase both audiogram promos and audiogram episodes. These are sold in packs of 12, the number of episodes we usually produce for each season of a show, at $50-165 each depending on the format and design. 

Different shows may benefit from different types of audiograms, so we offer three formats of audiogram promos:

  1. Standard Audiogram Promos: These videos are 15-60 seconds in length, since 60 seconds is the maximum length for a standard Instagram post. They include a gold moment audio clip, a call to action voice over, a standard cover image, a waveform and open captions that show up for everyone regardless of user settings on the platform. 
  2. Enhanced Audiogram Promos: These videos are also 15-60 seconds in length, but they include up to three gold moment audio clips and a CTA voiceover. They can include a mix of text, graphics, photos, along with the standard waveform and open captions. 
  3. Video Promos: For podcasts that also shoot video during the recording, we offer 15-60 second audiograms that include up to three video clips and a CTA voiceover. Like the enhanced promos, they can include a mix of text, graphics, and photos, as well as a waveform and open captions. 

We also offer two different types of audiogram episodes:

  1. Standard Audiogram Episodes: These audiograms are 25-50 minutes in length, depending on the length of the episode. They include the full-length episode audio with a static cover image, a waveform, and closed captions that show up when the feature is turned on in the player. 
  2. Enhanced Audiogram Episodes: These audiograms also include the full-length episode audio, but they also feature a mixture of text, graphics, and photos. They also include a waveform and closed captions. 

Add audiograms to your podcast promotion strategy today 

Audiograms are an excellent way to make your branded podcast stand out to viewers on all social media platforms. 

Whether you use audiogram promos or full audiogram episodes, you’re making your content more accessible and engaging for listeners. This simple podcast promotional tool is an easy way to elevate your podcast to a new level.

For more content like this, subscribe to our newsletter, Brandcasting. Ready to build your own branded podcast? Let us help you get started with a free consultation.

What You Need to Know About One Big Change in Apple Podcasts

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Make sure to update the language on your website, calls to action, and other marketing content now that Apple is using the term “follow” instead of “subscribe.”

With the launch of iOS 14.5 in April, Apple Podcasts made a seemingly small shift: they changed their “subscribe” button to say “follow.” But beyond just a simple change in phrase, Apple also launched a new subscription model where podcasters can place some or all of their episodes behind a paywall. 

In response to this change, we recommend changing the language on your calls to action so you can eliminate any confusion about access to your show. In this article, we’ll also explain some key information you need to know about the subscription service and its pros and cons for podcasters. 

Make sure you're telling you're telling your listeners to follow your podcast. Photo: Relationary Marketing
Make sure you’re telling you’re telling your listeners to follow your podcast. Photo: Relationary Marketing

What happened to the subscribe button on Apple Podcasts?

For more than fifteen years, Apple Podcasts has used a “subscribe” button that listeners can click to automatically download and be notified of new episodes of their favorite shows. But the wording has caused confusion to new listeners, since they associate the word “subscribe” with a subscription requiring payment.

With Apple’s latest update to their platform, users will “follow” free shows, and “subscribe” to paid shows under the platform’s new subscription feature. 

Other large podcasting platforms have already made the leap from “subscribe” to “follow.” Spotify, Stitcher, and Amazon Music now also feature “follow” buttons.

Update your show and marketing to say “follow” instead of “subscribe.” 

Now that Apple has adjusted their language, we recommend you do so, too. Simple changes to your website and show copy can bring greater clarity to listeners who want to keep up with your content. 

All it takes is switching out one word. When you ask listeners to subscribe at the beginning or end of each of your episodes, ask them to “Follow on Apple Podcasts” instead of saying, “Subscribe on Apple Podcasts.”

Luckily, there’s no need to worry about replacing the Apple Podcasts badge on your website and marketing materials. Since the badge reads “Listen with Apple Podcasts” and doesn’t reference subscribing, the only thing you’ll need to update is the wording within your own podcast and website copy.

These changes will ensure listeners know exactly how to stay updated on episodes and avoid any confusion about whether or not your content is free to listen to. 

How does Apple’s new paid subscription model work?

With the launch of a paid subscription model, Apple Podcasts now allows podcasters to charge for subscriptions to their shows. Other platforms like Spotify have similar models, though the services and benefits of each differ.

Whether you just want to monetize access to special episodes and exclusive content or charge a premium fee for listening to your show, Apple’s subscription model allows you to choose what your content costs.

That means podcasters now have three options for how they make their shows available:

  • Free: your episodes are free for listeners to access.
  • Freemium: you offer a combination of free episodes and exclusive paid content.
  • Paid: your listeners pay for access to episodes.

It also opens up the opportunity for podcasters to charge fans for certain perks. Listeners can now pay to listen to an episode completely ad-free, to have early access to new episodes or even to access archived episodes of your show. 

To start offering subscriptions, podcasters need to join the Apple Podcasters Program for an annual fee. As a Relationary client, we would handle the setup process for you if you decide to introduce a subscription model for your show. 

Is subscriber-only content a good fit for my podcast? 

Though the paid podcast program is available to all users who sign up for the Apple Podcasters Program, it may not be the best fit for every show. 

The paid podcast program is mostly useful for shows with an established fan base. Once you know your podcast has a loyal set of listeners, offering perks and exclusive episodes is a great way to monetize your asset. You’ll earn 70% of the subscription revenue from your first year while still keeping all the other revenue you earn from ads or sponsors. 

If your show is geared toward finding new listeners and expanding your business’ reach, then putting your content behind a paywall is likely not the best strategy, at least not until you have a large enough audience dedicated to your show and ample content to provide them.

Public speakers or published authors with pre-existing followers, for example, may find success offering bonus content accessible only behind the paywall. But for new and growing podcasters, doing so could result in limited exposure. It’s best to consider what your ultimate goal is with your show, and how you measure reaching that successfully.

Whether you’re looking to promote paid content or not, make sure your call to action on Apple Podcasts reflects the price of your episode. Remember: listeners will “follow” free content, while they “subscribe” for paid content.

For more content like this, subscribe to our newsletter, Brandcasting. Ready to build your own branded podcast? Let us help you get started with a free consultation.

Google Play Music Discontinued, Podcasts Moved to New Service

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Here’s how to ensure old and new listeners find you on Google Podcasts.

In December 2020, after several months of phasing out the platform, Google officially shut down its Google Play Music streaming service, which included podcasts as well as music tracks. 

Fortunately, Google users can still access your podcast on the newer Google Podcasts platform, but both branding and links to existing shows have changed. That means if your website or badges still point listeners to Google Play Music, rather than finding new episodes, your audience will encounter an official shutdown notice.

To avoid interruption of service and risk losing your listeners, we recommend updating your podcast’s marketing and website badges to reflect the change.

Google Podcasts replaces Google Play Music
Photo: Pixabay

What happened to Google Play Music?

Google launched its Play Music service in 2011, but for the past few years, the company has been running several competing services, namely YouTube Music and Google Podcasts. In mid-2020, Google announced that they would shut down Play Music and direct all users to the other two platforms instead. 

Google Play Music was completely shut down in December 2020, and users had the opportunity to move their catalogs to YouTube Music and Google Podcasts, which are both available on desktop, mobile apps, and Google smart speakers. 

The importance of podcast badges, and why they need to be updated

By using the official “Listen with/on” badges in marketing and on your website, you make it easy for visitors to find your podcast wherever they prefer to listen. 

The badges themselves are available for free by most major podcast directories, but they must be formatted and connected properly to your show. Learn more and download the badge files for each of the major platforms below: 

Additional updates for your show on Google Podcasts

The newly linked badges will allow more users to find your show on Google Podcasts. But it’s important to also update your other marketing materials, including calls to action in your show’s intros or outros. 

Previously you may have directed listeners to follow the show on the Google Play platform. It’s time to change that to, “Follow us on Google Podcasts.” And if you previously linked to your show on Google Play Music in summary blog posts or other pages on your website, make sure you update those and send site visitors to Google Podcasts instead.

If you’re a Relationary client, don’t worry. We have already moved your show to Google Podcasts ahead of the transition as part of our distribution management service. We still recommend that you use the updated links and badges we collected for your show, which can be found in your personalized Podcast Marketing Guide. Let us know if you need assistance finding these links.

For more content like this, subscribe to our newsletter, Brandcasting. Ready to build your own branded podcast? Let us help you get started with a free consultation.

Relationary to Close on June 18 to Observe Juneteenth

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In recognition of Juneteenth, we’re taking time to celebrate Black heritage and to learn more about systemic racial discrimination.

Relationary Marketing will be closed on Friday, June 18, in observation of Juneteenth, which has just become an official federal holiday. We encourage our team members to use this time off each year to educate themselves about racial discrimination and work to be actively anti-racist.

Speak up for Equity explores methods for developing diversity, equity, and inclusion in organizations.

Speak up for Equity explores methods for developing diversity, equity, and inclusion in organizations. Photo: Tennessee Diversity Consortium

We’re also committed to producing podcasts that promote equity and inclusion, such as Speak Up for Equity, a new podcast that we produced in partnership with the Tennessee Diversity Consortium. 

We hope you’ll join us in celebrating this important holiday and understanding its rich history and meaning – and also take a moment to consider steps you can take to help make our diverse world one that is equitable and inclusive for all. 

What is Juneteenth? 

Juneteenth, set on June 19 each year, celebrates the emancipation of enslaved African Americans in the United States.

In Galveston, Texas on June 19, 1865, a union general read federal orders that freed all enslaved people in Texas. While the Emancipation Proclamation had technically freed them more than two years earlier, they hadn’t been functionally free until this moment. 

Juneteenth celebrations began in the state a year later and have since grown nationwide. Juneteenth is a time for celebration of Black achievement, joy and pride as well as education on Black heritage. 

You can dig deeper into the history and celebration of the holiday with The History of Juneteenth. 

Actions you can take to recognize and fight racism 

Juneteenth is a great opportunity to set aside time and energy to expand your knowledge of what it means to be anti-racist. 

With that in mind, we’ve compiled a list of anti-racist resources you can use to educate yourself on and take action against racial discrimination. 

To learn more about model practices for fostering diversity, equity and inclusion, we also encourage you to listen to Speak Up for Equity. We are proud to have partnered with the Tennessee Diversity Consortium to produce this new show, which highlights the stories of Black leaders who are doing the difficult work of fighting for equity in their spheres of influence in Middle Tennessee.