Podcast Amplification

Podcast Amplification – Part II: Look Three Steps Ahead

libbyLibby Hastert
Content & Social Media Specialist

In our first blog outlining how to get started with podcast amplification, we discussed looking three steps ahead. In Part II of this series, we’ll share an example that illustrates how we’ve harnessed strategic planning for the successful distribution of podcasts.


After heading up a client podcast initiative, our communications team needed to ensure the content got in the ears of the right audience – advisors. Having conducted a thorough audience assessment, the team realized we had to take things further, repackaging the content, which brings us to step two of podcast amplification – knowing your audience.

Why does repackaging become a crucial step in the amplification process? With competing priorities, especially in the investment space, it’s important to make the content —in this case podcast—as agile as possible.


When it came to podcast amplification, we started with the basics, distributing the podcast file on the client’s website and podcast hub, which is compatible with mainstream podcast-listening platforms. Additionally, we place the audio file on the client’s YouTube channel.

After dispersing the podcast audio file, we considered how to deliver the content to time-strapped or non-podcast-listening advisors. Going back to the fundamentals, we arrived at crafting a written piece. From here, PR manager Gina Meagher parsed together a feature highlighting key takeaways from the recording.

The finishing touch? Per the team’s research, we met advisors on their own turf, placing the re-packaged content on advisor-specific self-publishing platforms. With the metrics to support our suspicion about how many key targets were already on these platforms, we saw no need to reinvent the wheel.


Having the proper foresight and completing a few simple steps makes podcast amplification an effective way to reach content-marketing goals. More, with SGI’s help the podcast amplification process can be streamlined, saving time and resources.