Podcast Marketing
Podcast marketing means producing an audio show or appearing as a guest on other people's shows in order to build relationships with an audience and establish authority through a content channel used in a different context — commuting or exercising — from written or video content.
In practice
Transcribing episodes into written articles extends the SEO value of a podcast and its discoverability in answer-oriented search systems (answer engine optimisation, AEO) and makes it available to people who would rather read than listen. Guest appearances on established shows in your own industry also reach an audience that already exists and already fits, without having to build a channel of your own.