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How Can Podcasts and Blogs Help Improve Your Brands Strategy?

Podcasts and Blogs Can Help Improve Brand Strategy

In the conversation about brand strategy, it is important to remember that we are focused on the consumer needs, emotions, and the competitive environment itself, more than numbers, data, and chart, at least, on the outside. Data is a different end of things. With brand strategy, we are concerned with how to reach specific goals by connecting with the consumers as people.

Two incredibly powerful tools in the improvement of brand strategy, the blog and the podcast,  have increased drastically in popularity and have become a regular inclusion in the talk of digital marketing. With both mediums, there is unlimited potential for human connection with an on-demand audience.


Blogs are, by nature, informal and conversational, and as such, they quickly draw attention to particular topics and businesses by adding a human touch. Blogging puts heavy emphasis on writing creatively and contributing useful information to a specific market.

What are the benefits of blogging?

Since blogs generally have a single administrator or are run by a small group of people, it is easy to develop an air of expertise. This is quite valuable about reputation management. Once you establish yourself as an expert on the topic, people want to return to see what else you have to say, or what additional information you can teach them about the issue.

Blogs establish a relationship, which appears to be one-on-one, between the writer and potentially each member of the target audience. This kind of content marketing can assist with brand strategy because emotions and relationships are prime components of such strategies.

Essentially, blogs are valuable because they help to build connections between the target audience and the blogger, they establish the blogger as an expert, and they entice the target audience to come back for more - and possibly to bring friends, too!


Podcasts share some of the traits of blogs. They are intended for a target audience and work to build relationships. They are conversational and informative, and the podcaster is established as an expert. Thus people want to return for more information from this particular person.

While blogging involves written content, podcasting depends upon audio and video files that are downloaded on-demand. They are a form of social media marketing that does not necessarily rely on the written word.

One drawback of this type of communication is the ease with which the listener can tune out or turn it off.

That's why it's best to keep in mind that every second is precious. If people feel like their time is being wasted, they will not continue listening and will move on to something else.

Craftsmanship is an incremental aspect in blogging and podcasting and is essential in digital marketing. Entertainment value is a huge consideration with the podcast. One of the goals is to make the podcast part of the target audience's routine. The frequency with which they return is directly related to the strengthening of relationships and the improvement of brand strategy.

Podcasts should work to educate, inform, inspire, and entertain. When you keep the audience wanting more, they will return for it. On the other hand, if they become disinterested or unimpressed, they are apt to tune out and never come back.

An effective strategy for maintaining the audience's attention in podcasting is to make use of interviews to add depth. Listening to a lecture is rarely as alluring as listening in on a personal conversation between two individuals. Regarding the points about personal and human connections, interviews make the listener feel like they are part of a private conversation, thus connected to what they are hearing.

Improvement of Brand Strategy 

When it comes to improving brand strategy, a primary goal is to make a connection with the target audience. By establishing a sense that the listener or reader is part of a one-on-one relationship within a podcast or blog, we help the audience make personal connections to the brand, which spells success for our strategies.


All Time Greats

Digital Marketing for Law Firms, How Hard is it?

A lot of "verticals" or industries make sense for digital marketing and the whole process can be very easy and intuitive. For instance, if you are running a Search Engine Optimization company, it's very straightforward to content market:

1- Write blogs or articles about SEO
2- Try to answer questions people have about SEO
3- Optimize those blogs around what the questions are and what you are saying.

But what about an industry that is a lot more complicated and not very straight forward? What about marketing for lawyers?

ACE, one of Philadelphia's top Law Firm Marketing companies, just posted this extremely helpful blog about why SEO is important for Law Firms. It delves into exactly how to do the job for a complex industry like the law and its practitioners.

One of the key points in the entire article is: "If your customer journey does not have a use for search services, then you'll never see SEO campaign results."

We recommend reading the whole thing. …

Tip #3 to improve your digital marketing

Do Your Research You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to planning your marketing strategy. Elliot Simmonds explains this concept below:

“ A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in - even if some of those clicks are from individuals tangential to the product or service they're promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it's only a short period) of actual research. Your gut i…

Tip #2 to Improve your Digital Marketing

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“It’s imperative to understand the value each channel offers. Search advertising platforms, such as Google Adwords, work best when there is a clear demand for your product or service, and you want to target people who search for your product or service online. Search advertising is less effective for a startup that has created a new an…

Does SEO Actually Work?

I wrote this for my new Doctor Digital column over at Results Driven Marketing's Blog. But I wanted to share it here too.

It's the most basic question of all: Does SEO Actually Work?

Yes it does! But not like you think it does.

This graphic should explain it pretty well:

Happy Thanksgiving!

Happy Thanksgiving, Y'all!

Tips to Improve Digital Marketing: Tip 1

Digital advertising has become a major component of modern day marketing strategies. Here are tips on how to improve your digital marketing strategy:

1. Be Creative Your business has visual elements that make it stand out from your competition. Use that to your advantage in your marketing efforts. Whether it is a logo, mascot, font, or color scheme, having it included can help make your brand recognizable. You want to catch the eye of the audience, but you also want to maintain their attention and have them remember your brand. Incorporating unique and creative visual elements into your ads is crucial to the success the ads will bring you. Sarah Maloy, Content Marketing Manager at Shutterstock points out that you want a variety of creative images, but they should be consistent: "When advertising on social media, it's important to refresh your creative often so that it is relevant and so that users aren't seeing the same post more than once. When testing variations and tryi…

AHREFS tops the marketing blunder list of 2018

It’s Early in 2018 and AHREFS tops the marketing blunder list It’s only the first week in February and you are reading about the Metrics/Data supplier that has provided us with fodder by creating a huge marketing blunder, Ahrefs.

Ahrefs is world's biggest third-party database of search queries with refined monthly search volume and research metrics.  Their data is used by untold numbers of digital marketers across the world.  Arguably they are the industry leader in this type of data.  The only thing that they changed was how a tiny item in their metrics was being calculated. 
About a week prior to the effective date of the change, Ahrefs notified users that a change was coming to how they calculated a domain rating or DR.  They also stated that many sites would see their rankings drop.  I agree that a need for change was warranted.  What I don’t agree with how they calculated the change and its ramifications for roughly 75% of all websites.  

This past Friday evening around 11 P.…