In the Recorded Content podcast episode, “How to build a distribution plan for your company’s podcast with Justin Brown,” the hosts discuss the importance of having a well-structured distribution plan for your podcast. They emphasize that not everyone in your target audience listens to podcasts, but they are consuming information in some form, and reshaping your content in different ways increases your chances of connecting with your ideal customers.
The episode outlines three key phases to implement once the episode is created: repurposing and breaking down the content, primary distribution, and enrichment. The hosts suggest using paid ads to increase your podcast following and to ensure your current audience sees the content. They also recommend creating a repeatable repurposing system for every episode, which includes short custom thumbnails, detailed show notes, short videos, social images, episode art, and a cleaned-up transcript. This approach gives more life to each podcast episode and a better chance of gaining traction across multiple marketing channels.