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Content marketing has long been a primary way for brands to increase their website traffic and customer bases. And one of the best in the game is CoSchedule.\n\n\n\nThis software as a service (SaaS) tool allows marketers to organize, execute, and analyze every promotional campaign to get more done. To introduce CoSchedule to potential users, they create educational content about industry best practices and their product.\n\n\n\nIn this episode, we discuss how CoSchedule uses podcasting within their broader content marketing activities. \n\n\n\n\n\n\n\nWhat Makes A Good Podcast?\n\n\n\nFramed as \u201cwhat is the biggest mistake most content marketers make?\u201d led Craig and Ben to discuss what makes a good podcast. \n\n\n\nThe answer: quality over quantity. Often times, creators are in a rush to produce as much content as possible. Thinking the more I put out there, the more chances people will have to interact with my podcast. But in reality, spending more time creating engaging content is the better strategy. \n\n\n\nCreating a good podcast comes down to investing more resources in-depth and useful pieces that don\u2019t just scratch the surface. Ben suggests asking yourself \u201cis this the best resource available on this topic?\u201d for every new piece of content. If your answer is no, it\u2019ll likely fall flat because users will go elsewhere to solve their problem. \n\n\n\nFor every episode of their Actionable Marketing podcast, the CoSchedule team aims to provide real-world insights and actions marketers can apply to their own work. If the episode has no takeaway, it\u2019s scrapped. Simple as that.\n\n\n\nBut remember, making a great podcast has a learning curve. It\u2019ll take more time to research, produce, and polish episodes that go deeper but there\u2019s a payoff. CoSchedule\u2019s content sees passive visits and listens for months and even years after it\u2019s published because they we were willing to invest the time upfront. That ongoing engagement is what it takes to bring a podcast from good to great. \n\n\n\nFocusing on evergreen content is a great way to squeeze more engagement over time from a single episode. Timeless content stays fresher longer, driving more listens long after it\u2019s first published. \n\n\n\n\n\n\n\nHow Podcast Content Complements Your Marketing Mix\n\n\n\nContent marketing historically only included written mediums but audio content has recently entered the scene. Craig and Ben dug into how CoSchedule thinks about their podcast content and it differs from their other channels. \n\n\n\nAt a high level, CoSchedule creates content for marketers. Across written, spoken, and social content, the common theme is helping marketing professionals solve a problem. But their podcast content ideas have a slightly different spin than their other channels. \n\n\n\nContent ideas for written and social platforms are typically focused on their SEO value or virality. The goal is to capitalize on keyword search volume or lead a trending social conversation to reach new customers. But podcasting allows CoSchedule to explore questions that can\u2019t be positioned against these standard measures of success. Oftentimes, episodes solve problems listeners don\u2019t know how to sea