How To Integrate Video Marketing Into Your Podcast

Oct 25, 2023

Video Marketing

YouTube is one of the biggest search engines – and it now showcases podcasts on YouTube. So why are sooooo many podcasters not taking advantage of this platform to grow their podcast? I honestly have no idea! Video marketing is easier than you think. 

Many podcasters simply push their episode (via their host) to YouTube. That’s a start. It has the episode image and you can hear the episode. You can NOT though see the actual guests and the interaction, so it’s not ideal. 

So in this episode I’ll share some steps on how to get video ready, how to use the video recording, set up in YouTube and leverage it. 

But first, let’s get you educated on WHY to use the video recording!

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On this episode I’m going to share

  • [2:28] –  SEO Benefits of Video Content

  • [3:49] –  Getting Video Ready

  • [17:02] – Introduction to leveraging YouTube for promoting podcast content.

  • [17:31] – Advantages of having a video format for the podcast on YouTube.

  • [17:54] – Importance of having call-to-actions, like asking people to subscribe or check out the podcast.

  • [18:04] – Highlighting the traction gained by YouTube Shorts.

  • [18:22] – Tips on creating engaging video clips, like branding and using catchy headlines.

  • [19:03] – Importance of having captions and other engaging elements like a progress bar.

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Why Use Video

Expand Your Audience Reach – Video content can attract a different audience segment than audio alone. Some people prefer watching content over listening to it, so you can tap into a new viewership.

Enhance Engagement – Visual content can captivate and engage viewers more effectively than audio alone. Facial expressions, body language, and visual aids can make your content more engaging and memorable.

Leverage YouTube and Social Media – Video content is highly shareable on platforms like YouTube, Facebook, Instagram, and LinkedIn. Sharing clips or full episodes on social media can help you reach a wider audience and gain exposure.

SEO Benefits – Video content can improve your online presence. YouTube is the second largest search engine, and Google often ranks video content in search results. This can drive more organic traffic to your podcast.

Cross-Promotion – Video can be used to cross-promote your podcast and vice versa. Your YouTube audience can be encouraged to listen to the audio podcast, and your podcast listeners can be directed to your YouTube channel.

Content Repurposing – You can repurpose video content into various formats, such as blog posts, social media clips, and email newsletters, extending the value of your content.

Visual Appeal in Podcast Directories – In some podcast directories and platforms, your podcast listing may include a video thumbnail. An attractive video cover can make your podcast stand out and entice potential listeners.

 

Be Video Ready 

Sure there is a TON of advice about becoming video ready, here are just a few basic tips

  • Have the right camera (make sure it’s HD 1080p. 
  • Have the right lighting. You can buy stand up, plug in (or USB plugin) that are relatively inexpensive that put the right amount of light on you. 
  • Do not have a window behind you (it messes with the lighting)
  • Do not have lighting behind you (it puts you in a shadow). 
  • When recording, it’s good to have ‘3 fingers’ worth of ‘space’ above your head. Ie your head should not be way at the bottom of the screen or cut off at the top. Be central in your location of the camera. 
  • Let your guest be aware that you are recording the video and you may even wish to give them instructions to be ‘video ready’.
  • Have a professional backdrop (you can even use Zoom virtual backdrops) – ie a blank wall is boring and seeing your couch or messy living room or kitchen a NO GO 

 

Recording

  • It’s easier if you hit record before the actual interview begins and end it right after – the less ‘editing’ the better. 
  • Yes, you can hire a professional video editor if you desire, but it’s not completely necessary
  • You can record via Zoom or Squadcast, Riverside, Streamyard and other services. I use Zoom. It also allows you to record in gallery view (where it shows both of you side by side, or speaker view, where you only see the person that is speaking in full view).  I prefer the gallery view for YouTube and the speaker view for creating reels and short videos. The black bars above and below get in the way in Gallery view and can be frustrating and ugly. 
  • Make sure you have enough wifi bandwidth to support the recording

Editing

  • I pull the video into Canva and format it with branding for the podcast, title and guest name. This allows me to also use a promo video added to the end to share one of my lead magnets. 
  • There is a ton of editing software that allows you to add text onto it (Canva can to some degree), and call to actions to subscribe and so forth.

Thumbnails

  • Thumbnails are the first thing viewers see, so make them attention-grabbing and relevant to your podcast content.
  • Use high-quality images and bold, easy-to-read text.
  • You CAN use your podcast episode art or create something different

Optimize Your Video in YouTube

  • Craft video titles that are clear, concise, and contain relevant keywords. It’s okay if the title of the video is slightly different than the title of the podcast episode itself as long as they are similar. 
  • Write detailed video descriptions that include keywords, a brief podcast summary, and links to your podcast platform.
  • Research relevant keywords using tools like Google Keyword Planner or YouTube’s search suggest feature. Incorporate these keywords into your video titles, descriptions, and tags.
  • We use TubeBuddy for their keyword research, tags and tips
  • Encourage engagement (likes, comments, shares) on your videos, as this can improve your video’s ranking in YouTube’s search results. And respond to comments. I love that it gives you a place to engage with the audience directly. 
  • Make sure you have a podcast playlist and all the podcast ‘videos’ are in that one playlist, making it easier for viewers to binge-watch related content.
  • Make sure you add your podcast so it gets listed in the Podcast area of YouTube. Here’s a short video to show you how. 

Publish The Video 

  • Be sure to embed the video onto your website post that has the summary, show notes and audio link to listen. It’s another way for folks to engage in the content. Some people like to listen, some skim and read notes and some watch the videos. 
  • Video watches from your website add to your YouTube stats and ranking

Leverage The Video

This is my favorite part! Use the video to create consumable content for social media. 

Find short sections that showcase a tip or thought that can stand alone. In other words, someone doesn’t have to have listened to the previous 5 minutes, or 5 minutes after to understand what’s being said. It’s a small takeaway. 

We create square videos as they show up well in LinkedIn and Facebook. These can be anywhere from 30 seconds to 90 seconds. I have gone to 2 minutes if it’s really juicy, but you don’t want to go over that amount of time. Remember, short consumable content that when someone skims social media, they can listen, watch, read and go. 

Create reels (Facebook and Instagram) and YouTube Shorts. Instagram reels can be up to 90 seconds long, along with Facebook now. YouTube shorts though are only 60 seconds. Thus I typically make all my reels under 60 seconds (makes life easier). Reels are all horizontal. 

 

Hot Video Tips

  • Brand it for your podcast. Have your podcast art on the video itself, and use your branded colors and fonts. There’s a screenshot below of one of my square video clips. 
  • Have a headline to tease what the video is about to hook someone into listening
  • Have captions (some software automatically generates it) – make sure they are edited as there are often errors in them. 
  • You can even have a progress bar or wave lines for movement. 
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Branding them – helps with exposure for the podcast itself. If someone loves that nugget of info, they see it’s from your podcast, they are more likely to go and find it and check it out and become a subscriber. And if you are leveraging a ton of these reels and videos, your podcast will be top of mind and get more visibility. 

By sharing these on social media, it’s also another way to tag your guests and expand your visibility (heck, give them the video files too so they can share on their channels). 

We also tease the whole episode, in the social media posts (the copy) that goes with the video, and put the link to the episode in the first comment of the post, so that if it does pique someone’s interest, it’s easy for them to click and go to your website. 

If you have a budget, consider running YouTube ads targeting your podcast’s ideal audience.

Remember, growing your podcast on YouTube is a long-term strategy. It may take time to build a substantial audience, but with consistent effort and high-quality content, you can successfully leverage YouTube to grow your podcast’s reach and impact.

 

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Leverage & Promote Your Podcast (or One’s You Guest On) With The Partnership of Smooth Business Podcasting 

What if you could record a podcast and have a team of experts handle it ALL (and have less stress, and more time to focus on your business)?

What if you had a system that enabled you to produce and promote your podcasting content like clockwork without the headaches?

What if your podcast guesting/show brought you more leads and clients?

What if you had ONE company that did it all and you spent less time project managing team members and the moving parts that go with podcasting?

You CAN produce, promote and leverage podcasts to help businesses like yours gain more leads, increase visibility, boost authority and grow. Email us at info@smoothbusinessgrowth.com

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