A Podcast is the Engine of a Long Content Train

Martijn Graat
Martijn Graat

For many supply chain and logistics companies, podcasting is a new channel for increasing brand awareness. A podcast episode can increase exposure for your thought leaders and your company in many ways. In this article, I will describe the different types of content you get based on one single podcast episode.

Audio and Video Material

In a podcast episode, one of your experts talks with the host. Adding an external expert or a customer can also work well. Guests in a podcast share their expertise and talk about trends, innovations, challenges, solutions, or other topics that interest listeners.

30 minutes is a good length for a podcast, so one episode gives you 30 minutes of high-quality audio. If you also record the podcast with video cameras, you get 30 minutes of video too.

With the audio, you create the podcast episode. You can use the video to share the episode on platforms such as YouTube or Vimeo. You can enrich the video material with pictures, screenshots of software, graphics, or b-roll footage—drone footage of unloading a containership or warehousing operation footage.

Short Video Fragments

From all the available video material, you can cut shorter fragments of a few minutes each that highlight certain topics. These shorter fragments can be used on social media, your website, or a newsletter.

When you share them, you can use them to promote the podcast episode, but you can also use them for other campaigns.


An audiogram is a short segment of the podcast of about 30-60 seconds, highlighting the best quotes from the episode. Usually, they are made up of the artwork for the episode and some animated audio waves so people know there is sound and subtitling. This format is very suitable for social media channels. I regularly see them in my timeline on LinkedIn. The subtitles ensure your message comes across even if people have their sound turned off. This is an excellent way to draw attention to your podcast episode.

When you replace the background image with something else, these audiograms are great for promoting other content, like a product page, a blog article, a whitepaper, or other campaign pages. An example of an Audiogram:

An Example of an Audiogram

Blogs, Articles, and Whitepapers

A podcast episode also provides written content for your website. For starters, there’s the article announcing a new podcast episode. If you have been a guest in an external podcast such as Does Logistics Matter? an article will appear on that website, and you can write an “Our expert was a guest” article for your website. Both can be used to draw attention to the podcast on social media. 

Based on the conversations in the podcast episode, you can write at least one, but often more, blog articles. These articles can be used to draw attention to the podcast again. They can thus provide additional listeners and, at the same time, serve people who prefer to read rather than listen.

Similarly, a series of podcasts can be used to create a whitepaper.

If it is an external podcast episode, such as Does Logistics Matter? you can write two versions of the article that can then be placed on both the external and your website.

Social media messages and other channels

Dozens of social media messages can be created based on all the mentioned content, which can be used to draw attention to the podcast in various ways or other matters.

When it is an external podcast episode, the different types of content can be shared in cooperation with the external party for weeks. This produces thousands of impressions.

The material can also be used for newsletters or other email campaigns.

And the bonus: listeners!

Ultimately, you also create a podcast episode. Because we hadn’t even done that yet. With all the content you already have and all the impressions and website visits you can generate with it, you have already recouped the investment in the podcast episode. And then the best part is yet to come: listeners!

With a podcast episode, you can convey a message to your listeners in a way that is difficult to match with blog posts or a white paper. You can take the listener along in your story. And people do listen because a podcast is not used as background music. People who don’t find it interesting turn it off.

Because you have half an hour, you can take listeners much deeper into a story. This makes a podcast very suitable for conveying more complex matters that require more explanation. Of course, not every episode has to contain complex material. The most important thing is that the listener learns something from it and that it is pleasant to listen to. It is also a very personal way of reaching (potential) clients because the listener listens to the voice of your experts.

These listeners can listen to such an episode on all conceivable platforms. You can also place a so-called embedded player on your website to give visitors to your site the opportunity to listen immediately. This can be on the home page, in the podcast episode articles, and other campaign pages.

A Podcast is the Engine of a Long Content Train

The title says it all. A podcast episode is the engine of a long content train. A single episode provides you with a whole stack of marketing material you can use differently. If it is an external podcast, it provides even more extra exposure and impressions.

Would you like to know more about the possibilities of sponsoring a podcast episode of the Does Logistics Matter? Podcast?

Would you like to know more about setting up your own podcast series and how we can fully unburden you with this?

Then schedule an online coffee break with me at your convenience via bit.ly/CoffeeWithMartijn. I’d love to tell you much more about it. 

Please bring your own coffee to the Google Meet. ☕😁

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