The Glo Podcast, an extension of the Glo Digital brand, has been going strong for four seasons.
Media Longevity
A podcast is an ideal way to extend your brand by showing it off to new audiences. Often, with a new podcast, our strategy is to find audiences quickly. There are a few tried-and-true ways to meet that goal.
Book a leadoff guest who will cross promote.
Advertise your premiere episode on other podcasts.
Post on your most popular social media networks or newsletter.
With The Glo Podcast, we achieved traction quickly from the premiere episode, using all of those methods. Glo has an international membership of mindfulness practitioners who are ready to listen to subject matter experts about health, wellness, and mind-body practices. After the successful launch, our next stage was to keep the podcast going. It’s in its fourth season now. I’d like to share some of our methods for keeping a podcast going strong.
Give Audiences What they Expect — Then Change
Podcasts become successful because they are habit-building exercises. We want listeners to expect the podcast to be released on a certain day, for example, or to have a show format listeners can depend on. This approach will carry a production through one or two seasons, particularly as we continue to build our audience. After that, we have to change things.
For its first two seasons, The Glo Podcast depended on long-form interviews with subject matter experts. This was a strategy to define our voice and areas of expertise. By season three and four, we were ready to focus on the brand. We made our interviews shorter and all of them featured Glo instructors. This has proved to be a great way to extend the brand. The popular teachers, who have big social media followings, have drawn more attention to the podcast. And we have been able to feature newer teachers as well, helping them build their presence on the Glo platform.
Guest Hosts
Once you have established your brand and online presence, booking guest hosts will bring in a fresh approach to your podcast. Guest hosts also have a new cohort to introduce to your audience. For The Glo Podcast we have drawn guest hosts from the pool of popular Glo teachers. They promote the episode to their wider audience who will be hearing the podcast for the first time.
Key Learnings
First establish an identity for your podcast.
Then change or extend the format.
Refresh your content and format.
Bring in guest hosts who have their own followings.
Summary
Some of us make podcasts to meet a short term goal, such as launching a book. But podcasts are also a vital format to use for long-term goals. As long as you refresh the content, they can enhance brand awareness for years.
