Podcasts have become the medium of the moment for marcomms pros to get their brand executives or clients visibility and influence, but it is a different skill set than traditional media pitching. We were thrilled to have Kristin Molenaar, founder and CEO of YesBoss, a company dedicated to podcast pitching, share their essential intel on the landscape of podcasts, plus tips for successfully leveraging them for your brands.

The takeaways:

• Podcasts provide an opportunity to reach a captive audience: the average podcast listener tunes in for 80% of the episode
• They’re an effective way to capture a client’s authentic voice, establish credibility and produce evergreen content (social, newsletters, etc.) from the episode
• The value of organic podcast placement outnumbers the price and opportunity with advertising
• For PRs pitching podcasts: make sure your pitch is others-focused (think about the podcast host’s objective and what value your client can bring to them and their audience)
• Tweak your pitch for each different podcast, and include talking points relevant to each show
• When researching podcasts that are the right fit for your client, check out where other like-minded (but not necessarily competitors) leaders are speaking
• Use databases like matchmaker.fm to research your keywords
• Snowball strategy: If your client wants to be on a major podcast, research the host and others that have been on the show to find your in (networking is key)
• Don’t sleep on newer podcasts, as new listeners will often go back to binge a podcast from the beginning (ideal for your client to be in the first 10 episodes)

Get more intel straight from Kristin here.