Podcast listeners have jumped 29.5% from 2018 to 2021, according to Buzzsprout. That should be no surprise to marketers and brands.
But as is the case with video in our growing spoken and visual world, the crowded podcast space where brands compete for listeners means marketers need to have a strong podcast optimization program beyond the air-it-and-forget-it approach.
Here are some considerations:
Partner With Other Podcasts
Tom Wentworth, chief marketing officer at Recorded Future, said his teams in its Click Here podcast look for partners in the podcast promotion department.