LinkedIn is no longer just the place people go when they’re looking for jobs.
If you’ve spent any time on the platform recently, then you’ve probably seen how people are leveraging LinkedIn to connect with like-minded individuals, learn from thought leaders in their industries, and even engage with brands they admire.
With more than 1 billion members globally, and 40% of platform visitors engaging with posts every week, there’s no better time to start using LinkedIn to achieve your business goals. And that includes promoting and growing a podcast!
In this article, we’ll dig into some of the strategies podcasters like you are using to promote their shows on LinkedIn.
And if you’d like to better understand why LinkedIn is the place to be in 2024, check out this episode of the Podcircle podcast:
Build Trust with Your Audience through LinkedIn Marketing
Many of us like to think of content marketing as a tool for generating more leads. And while this can certainly be the case, what you’re really doing when you share content is generating trust.
The truth is, people will always be more likely to trust you (a real person) than a faceless, impersonal brand. And if you’re a small business owner, a coach, a therapist, a thought leader, a creator, or any other person who represents your business, LinkedIn is an excellent place to start putting a face to your brand, so people can get to know and trust you better.
But what exactly should you share on LinkedIn if you want to grow your podcast? And how can you leverage the content you’re already creating to make posting as easy as possible? Keep reading to find out!
8 Ways to Turn Your Podcast into Valuable LinkedIn Content
You’re already investing valuable time and money into producing your podcast, so we always recommend finding creative ways to recycle that content on other platforms. Here are eight types of LinkedIn posts you can create from your podcast content:
1. Long and Short Video Clips
If you’ve listened to our podcast or read any of our past blogs, then you already know we think video is the future of podcasting. And whether you’re already releasing full video episodes or just starting to dip your toes into the world of recording podcast video, sharing clips on LinkedIn can help you reach new and existing listeners. And don’t be afraid to experiment with different video lengths and post styles to see what resonates.
2. Text Posts Introducing Your Guests
If you’re bringing guests on your podcast, then you want to make sure you’re leveraging their audiences, too. By sharing a long-form LinkedIn post that introduces and tags your guest, you can not only build excitement for your episodes, but also reach the people in your guests’ networks. If you have a photo with your guest, make sure to include that, too. LinkedIn posts with images see 2x higher comment rates.
As a bonus tip, make sure to share any graphics and video clips with your guests so they have everything they need to promote their episodes.
3. Stories that Start a Conversation
Podcasts are all about conversation, but unless you’re doing Q&A sessions or hosting live events, your audience may not get the opportunity to join in on the discussion. LinkedIn changes that, giving people an open forum to respond to the content you’re sharing with questions, opinions, and insights.
Morra Aarons-Mele, host of the “The Anxious Achiever” does this incredibly well. She explains, “What I have found is that if I lead with stories and content that makes me truly curious, inspired, or even angry, my community on LinkedIn definitely wants to talk about it too. So the podcast is really a catalyst for creating other conversations.”
4. Text Posts Recapping Your Episode
When someone is scrolling on LinkedIn, they may not be in the place to give a podcast episode their full attention. By sharing bite-sized content from your episode in text form, you can reach people where they’re at. And if you catch their attention with something especially interesting or insightful, they may even come back to listen to your episode later. Just make sure to link to it in the post or in the comments for easy access!
5. PDF “Carousel” Posts
LinkedIn’s carousel feature is an easy way to share engaging content for people to swipe through while they scroll. Simply create a series of graphics with a sentence or two of text on each, then upload them as a PDF attached to a LinkedIn post.
6. LinkedIn Articles and Newsletters
Did you know that LinkedIn allows you to post articles or newsletters natively on its platform? Consider turning your podcast episode into blog content (like we’re doing in this article), then publishing it on LinkedIn. If you post these articles as a newsletter, people can subscribe and get notifications every time you post a new edition. Check out our Podcast Pro Tips newsletter to see how it works!
7. LinkedIn Live Events
LinkedIn Live allows creators to host livestreams with their audience, where people can ask questions and leave comments in real time. These audio or video events are a fantastic tool for podcasters looking to test out live interviews, host audience Q&A sessions, or connect with listeners in a more informal setting.
8. Paid Ads
LinkedIn advertising may not be as popular as Facebook or Instagram, but it’s a powerful tool, especially for reaching a B2B audience. In fact, marketers see up to 2x higher conversion rates on LinkedIn.
Consider using your podcast content to create engaging LinkedIn ads, such as:
Video clips that promote your podcast or business
Ads featuring themes and messages from your top-performing episodes
Ads positioning your podcast as a solution for your audience’s pain points
Optimize Your LinkedIn Profile for Maximum Podcast Engagement
Take a look at your LinkedIn profile. Can someone tell from a quick glance that you host a podcast? If not, you’re missing out on a major opportunity to spread the word about your show.
Here are a few places you can highlight your podcast on your personal LinkedIn profile:
List it in your Headline
Include it in your “About” section bio
Link to it on your profile
Add it as a “Project”
Highlight it in your profile picture or cover photo
For more strategies for optimizing your LinkedIn as a podcast growth tool, check out this podcast episode:
We hope this article helped you see how leveraging LinkedIn can help you reach new audiences and grow your podcast — all while using the content you’re already creating.
If you’d like to learn more about Podcircle’s services to help you launch, produce, or market your podcast, schedule your free consultation here.
