The SMM's Podcast Playbook

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The SMM’s Podcast Playbook

When leadership at a company decides to start a podcast, it usually winds up on the desk of….

your friendly social media manager. 😃 

What do you do? How do you start? How do you measure success?

Aaron Rose, founder of Sound of a Rose, gave a masterclass on how to approach podcasting.

Here’s his playbook:

1) Two sides of the same coin

Podcasting and traditional social media are two sides of the same coin.

Content from podcasts can be repurposed into social media posts, blogs, and more.

When done well, podcasting and social create a rise in audience engagement that is greater than the sum of their parts.

2) Capture attention

Just like in traditional social, the hook is everything.

This goes for the actual podcast episode and creating clips that perform well on social media.

9 times out of 10 podcast clips bomb on social media.

But look at accounts like Iced Coffee Hour where they’ve grown a massive following with nothing except podcast clips.

What’s the difference?

Well for one, the hooks are incredible.

AI will never be as good at picking clips for social media as a smm.

You can put your podcast in the top 10% by trimming the fat and deleting anything that isn’t necessary.

You want to pack in as much value per minute as possible to create loyal listeners.

3) Role clarity

This was honestly the biggest takeaway for me personally.

Establishing clear roles like the sage (expert) and the guide (host) can enhance the listening experience.

There’s a guide (a skilled listener and questioner, think Joe Rogan).

And then there’s a sage (an expert sharing their secret findings, think the astrophysicist that Rogan interviews).

The guide needs to be genuinely interested in what the sage is saying and the sage needs to have real expertise and a unique and fascinating perspective.

These roles help structure the podcast, making it more engaging and easier to follow for listeners.

4) Don’t sweat the technical stuff

Good audio quality is way more important than video.

Buy a decent mic, but don’t worry yourself over it.

The actual content is far more important than whether you record it with a $100 mic or a $100,000 studio.

5) Measure what matters

Someone who listens to a 3 hour (or even 20 minute) podcast has more value to a brand than someone who watches a 6 second reel.

We know this and understand this, but it still stings when we see that our podcast episode has 27 listens while our latest TikTok video has 48k views.

Just because the numbers are lower, that doesn’t mean it’s a less valuable marketing channel.

Focus on growth, but don’t expect TikTok-level numbers.

For an episode to be in the top half of all podcasts, it only needs 31 downloads in the first 7 days. 🤯 

6) Don’t quit

Almost all podcasts fail within the first few episodes.

If you commit to a year, you’re automatically in the top 10% of all podcasts.

If you can’t commit to doing it for a year, it’s probably not worth your time.

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If your brand is thinking about podcasting, Aaron should be your first call.

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