Founder of Content Marketing Institute Joe Pulizzi breaks down the best strategies for creating curated content – and how podcasts play a vital role in it.
Known as “the godfather of content marketing,” Joe Pulizzi has worked in the content marketing industry for over two decades. It’s a simple and successful way to curate your content to a loyal base – so it never grows old, says Pulizzi.
“I love content marketing because I think it’s the purest form of communication,” Pulizzi told listeners. “You just give value to your customers. Give, give, give over and over again, and then when they start telling you what they want to buy, you offer them things to buy.”
In this episode of Brandcasting, we caught up with Pulizzi to pinpoint the best content marketing strategies to use for your branded podcast, the importance of curated content and how to monetize on the audience you build.
Finding your niche
One of the biggest mistakes content creators can make is thinking too broadly. They create content they think will be appealing to the most people, sometimes with no real substance.
But, in reality, Pulizzi says that curating content to a specific audience is a better investment.
“I want the smaller audience. There’s a better chance of you actually creating something that resonates with a smaller audience, because you can get to know that audience better and really focus on what their pain points are – what keeps them up at night. That’s where I want to start.”
Pulizzi calls this approach the “content tilt” – getting to know your audience first, then asking “what can I offer that audience that hasn’t been offered before?”
“We usually tell the stories we want to tell,” he said, “but really what I want to do is say, ‘Okay, what is missing from that person’s life? How can we deliver it in a way that’s going to be easy for them to subscribe to, to get a hold of, to download, to read or whatever the case is?”
By offering something completely new to audiences, they begin to rely on you for the curated content. That’s how you secure loyal subscribers, says Pulizzi.
“You become the best at that content type, at that story you’re telling to that audience and you deliver.”
Focusing your goals
It can seem daunting to take the first steps in creating your branded podcast. But, Pulizzi says it doesn’t need to be painstaking.
The first step you should take is to ask yourself: “Why am I doing this?” The answer will reveal a lot about how to focus your content.
“What are you trying to do? Are you trying to sell more widgets? Are you trying to create better customers that are more loyal? Are you trying to create a better yield, so that you create better customers that buy more stuff than those that don’t listen to your podcast?”
Once you’ve identified your marketing goal, you can measure your success based on those ambitions. As you build on your initial content marketing, Pulizzi says it’s helpful to keep coming back to the ‘why’.
“As you get more experience and you start diversifying your product line and you move from one type of content product, let’s say a podcast, to a newsletter to a webinar program to an event to a print magazine to all these other things,” said Pulizzi. “Then you could have 10, 12, 14 different ways to measure your content marketing.”
The value of patience
Podcasts take more than just a test run. Successful content marketing is built on two foundational elements: time and patience.
“It takes a long time to build a relationship with an audience through content,” said Pulizzi. “So, we like to say you have to give it about 12-18 months minimum just to see where you’re at and to build that audience.”
That’s because content marketing only works when you can really connect with audiences. This connection can only form if you make a clear commitment to deliver the content over time.
“You are trying to change the behavior of a group of people. Do you really think touching them twice is going to make any difference at all?”
Many people only want to make a few episodes and then measure their success. They don’t want to make the leap because they’re not sure it will work. But, Pulizzi assures that if you give it your all, you’ll have an audience to build on.
“By the end of my content marketing initiative, I probably built an audience of some kind and have a subscriber base that ultimately we can monetize or do something with,” said Pulizzi. “And you know what we’ve done? You’ve built an asset.”
Don’t miss a single episode! Follow Brandcasting wherever you get your podcasts and for more content like this, subscribe to our newsletter. Ready to build your own branded podcast? Let us help you get started with a free consultation.