Podcast award season is here: is it worth entering?

With podcast award season in full flow, it got us thinking. Is it worthwhile to enter podcast awards? In this article, we’re detailing some of the upcoming awards and helping you weigh up if you should put yourself in the running. So, stick with us if you like the idea of an accolade to mark your efforts.

To enter or not to enter

While there are several benefits of entering podcast awards, there are three key things to consider before you start: time, money and relevance. 

Entry fees

Many podcast awards command an entry fee. So, this should be your first consideration when it comes to shortlisting options and deciding if it’s a worthwhile investment. Costs range depending on the award and are sometimes tiered based on entry dates & the size of your organisation. 

When looking at entry fees, be wary of any awards that guarantee results based on fees. There’s a difference between paying an entry fee to support running costs and paying to win. In a recent Reddit post, Matt D said: “I’ve previously run the British, Australian and Irish Podcast Awards, and there’s always been an entry fee for the main categories (pro-rated to size of show) – but that’s because there’s lots of costs to putting on the event/running the scheme.” 

He added: “Generally, all professional media awards have entries fee associated with them. The key thing to look for is who are the other participants and if there’s a broad selection of really high-quality sponsors.”


The second consideration is time. The entry process varies for each award, but some are quite lengthy. So, ensure you have time and resources to complete the application. It’s better to enter fewer awards and do it well! 


Finally, you need to consider whether the award you’re considering entering is relevant or even matters to your audience and community. For example, if you have a beauty podcast, an award within the relevant sector would be infinitely more valuable than a general podcasting award. If you can, opt for awards highlighting you as an expert in your respective industry.

The benefits of entering podcast awards

If you can invest time and money into entering awards, several potential benefits will be enjoyed, particularly if you do well! 

  • Exposure – if you’re entering popular awards with big sponsors, you can expect a PR boost for your show. As a result, you may see increased listeners and subscribers. 
  • New opportunities – in Matt’s Reddit comment, he also said: shows themselves often used their win to get book deals, tours and new ad deals.” 
  • Networking – we’re big fans of the podcasting community, and entering awards give you the chance to discover & meet fellow audio creators. An added bonus! 

This is by no means an exhaustive list. Rather a handful of popular podcast awards that you might want to consider. We’ve included deadlines and entry fees to give an overview of this year’s various awards.  

2023 Podcast Awards

British Podcast Awards

 The British Podcast Awards is the industry-leading podcast awards. And they’re looking for shows that “celebrate the best of the podcast medium, rewarding programmes that create high-quality, episodic content, consumed by their subscribers and podcast app listeners.”

 The early bird entry deadline is 27 April, and the standard entry is 18 May. The entry fees are based on an individual or company’s annual turnover, ranging from £35-£165 + VAT. Entries that miss the early bird deadline will receive an additional £95 entry fee.

 The British Podcast Awards is also partnered with Irish Podcast Awards and Australian Podcasts Awards.


The Ambies® recognises “excellence in podcasting and elevate awareness and status of podcasts as a unique and personal medium for entertainment, information, storytelling and expression.” 

The fee for members of The Podcast Academy is $100 and $175 for non-members. 2023 is now closed, and winners have just been announced! The deadline for 2024 is likely to be November.

Webby Awards

The Webby Awards, which are in their 27th year, celebrate the best of the internet on an international scale. The 28th Annual Webby Awards Call for Entries will open in mid-September. 

However, the European award program, Lovie Awards, is open now until 28th July. The Lovie awards honour “the best of the Europen internet” and are gearing up for the 13th annual awards; details for the 2023 Awards will be released any day now, so stay tuned. 

Audio Production Awards

One for the producers among us! The Audio Production Awards celebrate the best in audio production in the UK. Although submission dates and entry fees are yet to be released, ​​the fees were Entry fees have frozen at 2018’s prices of £35+VAT for AudioUK Members and £45+VAT for non-members in 2022. 

International Women’s Podcast Awards

And finally, a special mention and one to look out for later in the year – the International Women’s Podcast Awards which champion the work of women and people of marginalised genders in podcasting globally, both behind the mic and behind the scenes, from podcast hosts and producers to editors and writers.

As we mentioned, a whole host of podcasting and audio awards are out there. So, take your time to research costs, entry processes and the opportunities that are relevant to you. If you could use the support of the Content is Queen community, check out our membership options.

The importance of podcast trailers

A great podcast trailer can do wonders for your show. It’s a bite-sized way to get your show shared far and wide across social media, marketing channels and podcast platforms, helping more listeners discover your pod. If you don’t already have a trailer, it’s about time you record one! So, in this article, we’re exploring the importance of podcast trailers. But, of course, we always like to come with the goods, too. So, we’ll send you on your way with our top tips so you can nail it.

Podcast trailer numbers

Have you ever wondered how many podcasts have trailers in their feed? Well, Podnews has the answer. Over three months, Podnews analysed 362,324 podcast feeds and found just 50,096 (14%) have a trailer marked in their feed. 

The remaining 86%? A land of missed opportunity. 

Following further analysis from Dan Minsener of Bumper, 54% of the Apple Podcasts 200 had trailers, while 50.5% of the Spotify top 200 did too. 

While a trailer alone isn’t the secret to securing a top spot with the streaming giants, it can help. According to Arielle Nissenblatt’s recent Twitter thread, here are just three reasons you should have a trailer for your podcast:

  • Many podcasts apps prioritise trailers by giving them a special promotional space
  • It gives a potential listener a taste of your content
  • It challenges you to distil your message down into a short audio teaser 

If you’re looking for inspiration for your podcast trailer, check out Arielle’s brand new show, Trailer Park: The Podcast Trailer Podcast. Once you’ve perfected yours, you can submit it to be featured. 

How to create a killer podcast trailer

Ready to take the plunge and create your trailer? Here are our top tips. 

Keep it short

Approach your trailer like an elevator pitch. A trailer is your chance to capture your audience’s attention and quickly convince them to keep listening. The secret? Find the sweet spot between being succinct while reflecting your personality and what the show’s about. 

Introduce yourself 

Let listeners know who you are and your role in the show. Whether you’re an expert in your field, have a particular geek, or tackle taboo subjects head-on, share it. 

Introduce your show 

A trailer is your chance to let listeners know what they can expect from your show. Cover episode frequency and format (Q&A, interview, documentary style) and share your core objectives concisely. Don’t forget to include the name of your podcast here. 

Sell it 

What makes your podcast stand out from the tens of thousands of shows, and why should people listen to it? Take the opportunity to sell your strengths and what makes you different; lean into it unapologetically if you have a niche. 

End with a clear call to action 

Be sure to let people know what you want them to do once they’ve finished listening. Whether it’s subscribing, following or rating, give listeners crystal clear instructions. Brownie points if you can include a super juicy hook, too. 

If you enjoyed these tips, there’s plenty more to come. Stay tuned for more insights and actionable advice coming soon. In the meantime, check out our affordable membership options to join our inclusive community of audio creators.

Maximising your podcast potential with AI and ChatGPT

As you know, we like to keep our ears to the ground with all things podcasting. Recently, we’ve heard a lot of chat about artificial intelligence and how it can impact the industry. As creators with so much on our plate, we’re always looking for ways to make the production process more manageable. So, in this article, we’re exploring AI and how creators can use it to their advantage. 

What is AI in podcasting?

You may have seen articles and hot takes on AI and ChatGPT spiralling that robots are taking over humans. But fear not; robots won’t take over the world anytime soon. Instead, sophisticated technology is on hand to save us time. 

Artificial intelligence (AI) is software that automates tasks previously done by humans. Regarding podcasting, AI is great for automating routine, time-consuming tasks. 

Chat GPT is a chatbot launched by OpenAI that creates AI-generated content. In a nutshell, it can respond to anything, whether factual or emotional. 

Chances are, you’re already using AI for your podcasting. Like using autogenerated captions on TikTok – that’s AI at work. 

Using AI in your podcast production

As AI evolves, so do the ways creators can use it in podcast production. Furthermore, the more the technology is used, the more sophisticated it becomes. So, if you’re ready to incorporate more AI into your production, here are some ways you can do so. 

Generate episode topic ideas 

Need some inspiration for episode topics? Chat GPT can provide endless options for you to choose from. While they may not all be relevant or make sense, you will find some inspiration for future episodes. All you need to do is give a broader subject and let AI do the work. 

Carry out top-level research

So, you’ve chosen a topic for your next pod, and now it’s time to start researching. While humans should do the deep diving, chat GPT is a handy tool for top-level research to get the ball rolling. It’s worth noting that any AI-generated information should be fact-checked before you use it. 

Draft short-form content  

If short-form content is something you struggle with, chat GPT is a possible solution. Using the tool, you can generate copy for things like show notes and social captions. The downside is that this copy often feels generic and needs more human influence. So, you could use them as a first draft before adding your touch. 

Normalise sound levels 

There are several AI apps built into podcast platforms. A great example of this is the Podcast.co feature that listens to the audio files and normalises the sound levels. Of course, the types of AI apps available depend on your chosen platform. But it’s well worth researching the tools you can make use of. 

Find copyright-free music 

Are you looking for copyright-free music for your show? There’s a tool for that, too. Epidemic Sound created EAR (Epidemic Audio Reference), an audio-based search tool designed to help creators quickly find music based on songs they like.  

Is the future of podcasting AI?

In an article by unite.ai, Jay LeBouef of Descript said: “Media production is now entering a phase where if you can dream it, it can happen.” He added, “and you no longer need to have an expensive studio or decades of training to accomplish your goals.”

Of course, you’ll always need a human element in podcast production, but if AI makes things easier without compromising quality, we’re here for it! 

Marketing your podcast: growing your mailing list

We’re exploring email marketing in part two of our marketing your podcast articles. If you’re keen to discover why email marketing is great for podcasters and how you can grow your mailing list, stick with us. As always, we’re on hand with plenty of actionable advice and handy tips to help you reach more listeners and grow your pod. 

Why podcasters should use email marketing

With social media, podcasting platforms, blogs, and so much more, you might think adding email marketing to your list is just too much. We don’t blame you. However, growing your email list offers plenty of benefits, such as: 

You own the channel 

We’ve all seen the despair of content creators who have lost access to their social media accounts overnight. Thankfully, with email marketing, you own the channel, and no one can take your subscribers away. 

Personalised communication 

Using an email marketing platform such as Flodesk or Klavyio, you can use tools to segment your mailing list. Then, depending on the recipient, you can personalise emails and include specific content for that segment. 

Complete control

A key drawback of social media is the lack of organic reach, with many posts reaching 10% or less of your followers. With email marketing, you can easily control which subscribers receive your message. All you have to do is convince them to open it! 

Easy to create content 

If you spend some time developing templates, emails become quick and easy to create. So, you can incorporate a new marketing channel into your strategy with little additional work. 

Boost revenue 

Email marketing is affordable, allowing you to communicate with thousands of people at a low cost. Although it’s an investment, it’s also an opportunity to boost your revenue, whether selling merch, tickets to lives or events, affiliate links or promoting your sponsors.

How to grow your podcast mailing list

Now we’ve covered some of the benefits, let’s get into how you can grow your podcast mailing list and reap the rewards.  

Use your website to capture emails 

If you have a website, add a pop-up to encourage visitors to subscribe to your mailing list. If you don’t have a website for your pod, you can create a single landing page to acquire new subscribers. 

Collect email addresses on social media 

A simple way to gather emails is by using social media. For example, you can add a sign-up link in your bio or create an IG story with a question box to collect emails and manually add them to your list. In short, the simpler it is to sign up, the better.  

Offer an incentive to drive sign-ups

It’s helpful to use an incentive to drive sign-ups. This is called a lead magnet and can be something valuable subscribers can access, download or enjoy, such as: 

  • Exclusive content, such as bonus episodes 
  • Downloadable checklists, templates, and worksheets
  • Access to an exclusive online community
  • Discounted merchandise 
  • Entry to a competition 

Of course, the lead magnet you choose depends on your industry and your audience’s interests. So, take common examples and tailor them appropriately. 

Encourage readers to share your content 

If you want your emails to reach more people, actively encourage your subscribers to share them. Simple copy along the lines of “share this with a friend who you think would enjoy it” can go a long way to increasing reach and growing subscribers. 

Focus on quality content & consistency 

While it’s great to focus on growing your mailing list, remember to nurture existing subscribers too. As always, you’ll want to focus on producing quality content on a consistent schedule to keep your mailing list engaged and subscribed. 

Automate as much as possible 

Last but certainly not least, automation is your best friend. From welcome emails to scheduling content, automate your email marketing as much as possible to reduce your workload. 

If you found this content useful and would like to access more of the same, sign up to our newsletter email list here to ensure you never miss a Content is Queen update. 

Marketing your podcast: social media

There are plenty of ways for people to discover your podcast, from word of mouth and the podcast platforms themselves to YouTube. But, of course, one of the most powerful ways to reach the masses and boost visibility is through social media. Although you’re a creator, social media can quickly become overwhelming, with so many platforms, tools, and tips in every direction. That’s where we come in. This article shares some of our tried and tested tips to promote your podcast on social media. 

Social media marketing hacks for podcasters

This is by no means an extensive list of hacks, but it will get you off to a good start. So, let’s get into it.

1. Choose your platforms wisely 

There’s no need to be on every single social platform. Instead, choose the platforms that your audience actually uses. If you’re not sure where that is, ask them. Now, it’s likely that your audience is on several platforms, so it comes down to selecting platforms you can commit to. It’s better to do one or two platforms well than do four poorly.  

2. Add value with every post 

There’s a whole lot of noise on social media. Ensuring you’re adding value with every post will help you to cut through the noise and build an engaged community. Remember, adding value can be as simple as making your audience laugh. So, if it’s relevant and you think it will resonate with your audience, give it a go. No one gets it right every time, but you need to be prepared to continually test different content to discover what works. 

3. Leverage your guest’s audience 

If you’re trying to build up a following on social media, be sure to leverage your guest’s audience. But don’t expect your guest to do the hard work for you. Instead, provide plenty of assets, including imagery, suggested copy and social handles, so they can help you to promote their episode. 

4. Format content specifically for the platform 

Yes, social media is time-consuming. But, no, that isn’t an excuse to post the exact same content across your channels. While you should always repurpose content, take a little extra time to format your content specifically to the channel, you’ll be posting it on. Always remember, if you’re using social media as a discovery tool, you want to make a great first impression. 

Types of content you can use to promote your podcast

Once you’ve chosen your platforms, the next thing to think about is your content strategy. Using many different formats is a great way to keep your audience engaged. Variety is the spice of life, After all. So, here are just some ideas for content: 

  • Guest announcements 
  • Teasers
  • Quotes and questions 
  • Short-form video – if your podcast is audio only, use an audiogram! 
  • BTS (behind the scenes) content
  • Archive footage 

Top tip: don’t forget to appeal to your audiences’ broader interests and avoid purely promoting your podcast in every post. 

Three golden rules for social media marketing

Social media is ever-changing; sometimes, keeping up with those changes feels impossible. However, regardless of the platform, here are three golden rules you should always follow. 

  • Consistency is key: when you’re creating a content strategy, opt for a posting schedule that is manageable for you. It’s better to post consistently once a week than sporadically without a plan. 
  • Quality over quantity: with consistency comes quality. Spend time creating quality content that will engage your audience rather than scrambling to post for the sake of posting.  
  • Don’t post and ghost: building an engaged community goes far beyond posting. Instead, you must show up on your chosen platforms and regularly engage with your audience and other creators. 


If you’re looking for some inspiration from fellow creators, check out these Instagram accounts: 

To access our inclusive community of podcasters and the resources you need to grow your podcast, check out our membership options here

TikTok for podcasters

If you’ve ever lost hours scrolling through TikTok, chances are you’ve seen snippets from podcasts on your feed. Plus, with the news that TikTok is preparing to launch a podcast app, you may wonder if you should use the platform to promote your pod. With over 1 billion monthly users, TikTok offers plenty of opportunities. So, we’re on hand to explore TikTok for podcasters and how you can use the ever-growing app to build your audience. 

TikTok audience

TikTok allows creators to reach a demographic that is traditionally harder to reach. TikTok data has shown that 80% of users are 16 – 34, with the majority under 25. Do you know who else falls into that demographic? Over half of podcast listeners. So, there’s plenty of overlap between TikTok users and podcast fans. 

A world of opportunities

There’s already a strong podcasting community on TikTok, and it’s growing as video podcasting becomes more popular. Here are three reasons why you should consider jumping on TikTok:

  • There’s an opportunity for tremendous organic growth even with a limited budget
  • If you get started now, you’ll still be a relatively early adopter, putting you ahead of the game 
  • Gen Z are tastemakers, and TikTok offers a prime opportunity to reach them 

How to promote your podcast on TikTok

If you’re ready to try your hand at TikTok, here are some tips to get you off to a strong start. 

Nail your branding

When you set up your TikTok account, ensure that your brand identity remains at the core. Opt for a bold profile picture, a relevant username and a punchy bio – you only get 80 characters.

Use teasers

While you can post videos up to 10 minutes long on TikTok now, that doesn’t mean you should. Using short-form video content to appeal to short attention spans is the way to go. Remember, if someone’s never heard of your podcast, you have seconds to pique their interest. So, opt for ‘best bit’ snippets that showcase your podcast well. 

Teasers can establish your voice within the niche, challenge perceptions, spark interest, highlight special guests, and SO much more. If you’re sharing a longer clip, start with a short, snappy introduction, so viewers know what the video is about; this is a great example. 

Create BTS content

As with podcasting, authenticity always goes down well on TikTok. Using BTS (behind-the-scenes) clips is a great way to diversify your content and showcase your personality. Experiment and find what works, from setting up for a recording to editing and bloopers; variety is key.

Master your hashtag strategy

TikTok has become a search engine, with nearly half of Gen Z using the platform over Google search. To show up in these searches, using relevant hashtags is essential. This is an excellent resource for all things TikTok SEO.

Leverage your guests

Got a guest with a decent TikTok following? Be sure to create plenty of assets they can use to promote the episode on their page.

Be prepared to jump on trends

Of course, the goal is to promote your podcast, but you can still jump on trends, especially when they’re super relevant. Follow other TikTokers in the same niche, popular TikTokers and strategists to keep up with trends.

Don’t post and ghost

Finally, remember you’re not just on TikTok to post. Instead, it would help if you spent time engaging on the platform to build your digital footprint. Community-building is big on TikTok, so ensure you’re setting aside time to engage. 

It’s worth remembering that, as with all social platforms, getting results on TikTok can sometimes feel hit and miss. So, don’t get disheartened if you’re struggling to gain traction. Instead, stay consistent, and the results will come.

Best in class

Need some inspo? Here are some of our favourite podcasters on TikTok: 

Black Gals Livin


The Receipts

Steven Bartlett

The Nearlyweds 

Grace Beverley

The Girls Bathroom

Spend time checking out these best-in-class examples and jot down what you think they’re doing well. Then, you can build a strategy that suits your niche and appeals to your target audience. 

Want to access more podcasting tips, tricks and tools? We got you. Check out our membership options here

5 lessons in video podcasting from YouTube

In December, AdAge reported that TikTok and Podcasts had joined YouTube as leading creator platforms. The report comes at the same time YouTube has released a guide to best practices on the platform. So, now is the perfect time to delve into video podcasting as the two mediums continue to grow. 

The YouTube guide is lengthy at 67 pages long, so we’re summarising five of the key takeaways for you. 

Video podcasting tips

Find your why

If you’ve read our previous articles, you’ll know we’re big on finding your why, and YouTube is too. If you’re considering launching a video podcast, you need to be clear on why you’re doing it. So, start by asking yourself questions such as: 

  • What is your goal for video podcasting? 
  • Are you looking to tap into a new audience? 
  • Who is your ideal viewer? 
  • What value can you offer to your audience?

Consider your branding and your capabilities

Producing audio content is one thing; video is a whole other kettle of fish. So, before you jump in headfirst into video podcasting, things like branding, assets and your capabilities are vital considerations. From creating your channel banner and avatar to video thumbnails and social assets, you should ensure you’re able to meet the additional branding demands of video podcasting. 

If branding is something you outsource, take the time to consider the additional budget required and if it is a worthwhile investment. 

Camera angles and video production are key

Just as you wouldn’t want to publish poor audio, the same goes for video. While your video podcast doesn’t have to be perfectly polished (listeners like authenticity), quality production is essential. There are many things to think about here, from set design and equipment to intros and camera angles. 

For example, audiences on YouTube connect more with a person than with a brand or company. However, how those faces appear on screen can also have an impact. For example, a direct, front-facing camera framing can give the audience a sense of being part of the conversation. In contrast, a side angle can make audiences feel like they’re “watching” a conversation. 

Still trying to figure out where to start? Analyse the video podcasts you tune into, detailing what you do and don’t like about each. From here, you can create a clear picture of how you’ll want your video

Master the different formats

Adding video to your content is an excellent way to diversify and tap into new audiences; understanding different video formats is key. Below are eight of the most popular designs from YouTube – it’s worth considering how you could use them. For example, if you have a podcast that discusses music and film, you may want to add a reaction, watch along and interview formats into the mix. 

(Source: YouTube)

Take some time to think about which formats you’d be open to trying, how they would resonate with your audience and the type of content you could create for each.

Be prepared to experiment

As with most social & streaming platforms, experimenting is essential. Video podcasting offers an excellent chance to test new pieces of content and find what works well for your audience. YouTube advises following these seven steps:

  1. Think sustainably 
  2. Scout YouTube
  3. Be Authentic 
  4. Test
  5. Iterate
  6. Final Iteration
  7. Repeat 

Is video podcasting for you?

Thanks to the versatility, accessibility, and the fact that you can easily repurpose video podcast content, it’s easy to see why many creators are choosing to adopt the format. With that said, it doesn’t mean a video-first approach is free of limitations. 

Sure, podcasting requires a lot of time and skill, but the demands increase further when you add video into the mix. So, before taking the plunge, take the time to research and be honest with yourself about your capabilities. 

If you’re keen to explore the possibilities further, the complete guide from YouTube is well worth a read. 

Ready to take your podcast to the next level? Click here to learn about our membership options so you can join our inclusive podcasting community. 

Securing affiliate and brand partnerships for your podcast

We’ve previously covered finding sponsors for your podcast, and we’re back again with more tips and tricks on monetising your podcast. You’ll want to read on if you’re considering affiliate marketing or brand partnerships.

Affiliate marketing for podcasters

Affiliate links are an excellent starting point if you’re ready to dip a toe into brand partnerships. Affiliate links allow creators to earn a commission for a specific action from their audience, which is referred to as CPA (cost-per-action). The most common action is a sale, but you can also get paid for clicks, leads or referrals. 

Many of your favourite brands will likely have an affiliate program in place. Their program will either be hosted on an affiliate network such as AWIN, LikeToKnowIt or Skimlinks, or managed in-house.

How you can use affiliate links

Step 1: To start with affiliate marketing, you can sign up for your preferred or several affiliate platforms.

Step 2: Once you’ve signed up, you’ll get access to a database of brands, and you can apply to their programs. 

Step 3: Once accepted, you’ll be able to create affiliate links and earn an agreed commission for every action you generate. 

Step 4: If you’d prefer to share a code with your audience, you can get in touch with the brand and request a code. They can track these codes, and you’ll earn a commission every time someone uses it.

Once you’re on an affiliate program and driving sales, referrals, or traffic for a brand, it presents new opportunities. You can use a proven track record to secure an increased commission, gifted items, commission bonuses or upfront payment in return for exposure. 

There is no exclusivity clause when you’re working on an affiliate basis. So, you can promote various brands wherever relevant. 

Top tip: affiliate marketing is at its best when it’s authentic. You have an audience that trusts you, and you don’t want to jeopardise that, so ensure you’re only promoting brands that align with your values and will appeal to your audience.

Brand partnerships for podcasters

As mentioned earlier, affiliate marketing is an excellent segway to brand partnerships. When you can show brands tangible results you’ve driven for them, they’re more likely to invest in your content, whether through gifting, discounts, or an upfront fee. 

However, you don’t need affiliate links to establish meaningful brand partnerships. For example, perhaps there’s a particular clothing brand you’re always wearing on camera. Or if there’s a skincare brand you rave about in every episode, there’s an opportunity. 

If there are brands you are a genuine fan of and already featuring organically, you’ve got the foundations of a successful brand partnership.

How to pitch brand partnerships

Step 1: Before you pitch to brands, you should create a media deck detailing everything they need to know about your podcast and its audience, including as much data as possible. 

Step 2: Consider how you’d like to be compensated. Are you happy with gifting? Would you like to charge a set fee? Again, having a clear idea before negotiating with brands is essential.

Step 3: Use LinkedIn or Twitter to find partnership/influencer managers to reach out to, you don’t want your pitch to land in an unmonitored inbox. 

Step 4: When going into a paid partnership with a brand, you should always ensure a contract is in place so you’ll get compensated as agreed. 

Step 5: Be sure to read our guide on how to record great podcast ads so you can nail the delivery. 

Top tip: it’s common for paid partnerships to require exclusivity, at least within their niche. So, pitch to your top choices first before considering other partners. 

Again, brand partnerships can be an excellent foundation for securing long-term sponsorship for your podcast. So, consider the bigger picture and be prepared to play the long game when approaching affiliate marketing & brand partnerships for your podcast. 

Want more tips and tricks? Join our community here, and read more of our insider podcasting and content creator knowledge here.

Can podcasts replace the almighty newsletter? 

When we think of long-form content marketing, newsletters spring to mind. As an excellent tool for delivering a lot of information to a targeted audience, the newsletter shares similarities to podcasting. So, it got us thinking. Can podcasts replace the almighty newsletter? We’re exploring the link between the two and why you might want to leverage both mediums. So, if either is on your radar, read on.

Considerations for podcasts vs newsletters

While podcasting and content marketing share some similarities, there are also plenty of differences. So, when comparing the two formats of communication, choosing the right one depends on several factors. Three key considerations are: 

Your audience

First and foremost, you should be thinking about your audience. After all, you don’t want to invest time and money into content that will not reach the intended audience. So, think about where your audience will most likely consume long-form content. 

Your capabilities

Next, you need to consider your capabilities. For podcasting and newsletters, consistency is key to keeping your audience engaged. So, think about the time and money you can invest in your long-form content strategy. 

If you have limited time and resources, a newsletter may be a cost-effective option. Whereas, if you’re more comfortable speaking about a particular topic than writing about it, you might lean towards podcasting. 

Subject matter 

Another important consideration is the subject matter and your knowledge of it. For example, if you’re producing content on a complex subject matter and have limited knowledge, it might call for many references and quotes. So, it would be best as a newsletter. In contrast, a podcast is a much better format if you’re speaking on personal experience and want to open up a conversation. 

Of course, both mediums come with their benefits and drawbacks. Below are three benefits of each. 

Three benefits of podcasting

  • Podcasts can be consumed whilst on the go and doing other things.
  • Podcasts offer nuance and a chance to showcase your personality that other mediums don’t. 
  • You can easily take audio or video clips from podcasts to share on different channels.

Three benefits of newsletters

  • Newsletters can be quick to consume. 
  • You can include easy-to-follow affiliate links. 
  • You can easily share downloadable resources and references. 

Best of both worlds

As creators of both, we believe there is a time and place for both podcasting and newsletters. If you’re producing long-form content and you’re unsure which medium is best, ask yourself these questions:

  • Can the information be condensed into a short and sweet newsletter?
  • Would the content benefit from the nuance audio offers?
  • Can several opinions/takes add value to this content? 

Of course, the best option may be to use both mediums, working as an extension of one another. Below is an example of how creators can leverage the two to build a cohesive long-form content strategy. 

Step 1: A podcaster records a bi-weekly episode, publishing it in audio and video formats.

Step 2: These assets can be used to promote the podcast across social media to grow an audience. 

Step 3: To create another touchpoint with their community, they create a weekly newsletter, sharing the sign-up link in the podcast bio and across socials.

Step 4: The creator publishes a weekly newsletter, including affiliate links, to boost earning potential. 

Using the two formats, the creator can tap into different audiences, grow their subscribers and build more real estate for brand deals. 

To summarise, while podcasting could replace the newsletter for some creators, we believe the two go hand in hand. As with all content, finding the right approach for you will take plenty of trial and error. 

If you’re ready to take your content strategy to the next level with the support of Content is Queen and our incredible community of indie podcasters, find out more about our membership options here

Podcasting as a marketing tool

There’s no denying how popular podcasting is. According to Demand Sage, as of June 2022, there were 2.4 million podcasts globally, with 66 million episodes and counting between them. With a prediction of 424 million podcast listeners worldwide by the end of the year, the phenomenon is growing yearly. 

But is podcasting a worthwhile investment when it comes to business? In this article, we’re exploring the effectiveness of podcasting as a marketing channel.

Five benefits of podcasting as a brand

Podcasting allows for community building 

As a medium that fosters long-term connection, audio offers an excellent opportunity to build an engaged community. With the average listener consuming new episodes weekly, good podcasts can quickly become a part of a consumer’s routine. When executed well, taking to the mic allows brands to speak to their audience regularly. Whether educational, entertaining, or emotive, if you can offer value to consumers, they’ll keep coming back. 

From here, you have the potential to turn listeners into loyal customers, word-of-mouth marketers and influential brand ambassadors. 

Podcasting allows brands to become an authoritative voice in their space

While you could opt for a generalist podcast, you’ll likely choose to tap into your business niche. By doing so, you can establish your brand as an authoritative voice within your space, giving you an advantage over competitors. 

Furthermore, you can increase your reach by inviting credible guests from your industry to your show. Not only does this boost the trust of your audience further, you can also leverage their audience to reach more listeners. The result? You get your brand in front of even more people. 

Long-form content offers nuance 

A significant advantage of podcasting is that long-form content allows brands to offer more information and nuance than you would via other mediums, particularly social media. In addition, podcasting will enable you to authentically introduce your brand values, goals and products or services. 

When listeners feel an authentic connection, they’ll be more receptive to subtle sales techniques. Because of the nature of podcasting, you can market to your audience so that it feels like a recommendation from a friend, a two-way conversation or a masterclass. 

It’s a great medium to speak to a more mature audience 

While podcasts may be growing at a slower rate than social media, they unite a different audience. According to Statista, 40% of UK podcast listeners are aged 26-35. For comparison, over ¼ of TikTok users are aged 18-24 in the UK. So, podcasting is an effective tool to tap into a more mature audience with a higher average income.  

It’s a less competitive space than social media 

While there are 2.4 million podcasts globally, compared to 80 million Facebook pages, 1 billion active TikTok and Instagram users and 396 million Twitter profiles, the medium quickly seems less competitive than social media. 

If you can put out high-quality content, podcasting can help you to cut through the noise and speak directly to your target audience. 

To us, podcasting is more than just marketing. Podcasting is storytelling, connection, and authentically engaging with your customers. When approached thoughtfully, with integrity at the forefront, there’s no doubt podcasting can be a powerful marketing tool. 

Key considerations 

If you’ve bought into the power of podcasting for your brand, now is the time to ask yourself some critical questions.

  1. What’s your niche, and how competitive is its podcasting space? 
  2. Can you commit to podcasting long-term? Yes, it’s a time-consuming medium, but you don’t want to launch a podcast only for it to become a stagnant marketing channel in a few months.
  3. How regularly can you commit to publishing new episodes? Listeners value consistency. 
  4. How will you build your audience? Do you have the budget and resources in place? 
  5. Can you access the expertise you’ll need? Such as producers, researchers, and social media managers. 

In a nutshell, podcasting is at its best when it’s done with purpose. So, if you’re ready to find your voice on a new marketing channel with a supportive community in your corner, click here to explore our membership options