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How To Make Your Podcast Rank



How To Make Your Podcast Rank

Podcasts have increasingly gained acceptance as a part of a comprehensive SEO strategy since Google announced in 2019 that it would surface podcasts in the search results and make them playable.

That change significantly raised the visibility of podcasts in search results because potential listeners can discover podcasting content when searching with the word “podcast.”

Screenshot from search for [interview with larry david podcast], Google, August 2022

Podcasts For Discovering New Ideas

As of April 2022, iTunes Und Spotify hosted over 4 million podcasts each.

Podcasting is more than a way to pass the time at home or in the car. People are increasingly turning to podcasts to learn about a topic.

According to research by the Reuters Institute for the Study of Journalism and Oxford University, over 50% of U.K. podcast listeners aged 25+ were more likely to listen to podcasts to learn something.

That aligns with the findings by Edison Research of United States podcast listeners, who listed learning new things as a top reason for listening to podcasts.

While entertainment is still a reason for listening, the trend toward learning about new things, both in current events and evergreen topics, makes podcasting a valuable channel for sharing expertise in the same way that writing articles and publishing videos are.

Podcasts Can Be On Any Topic

One can find podcasts on virtually any topic because consumers of content look for information wherever they happen to be, which means across a variety of media types.

Here are a few examples:

Florida Real Estate Podcasts

Screenshot of Florida Real Estate Podcasts in Google SearchScreenshot from search for [florida real estate podcast], Google, August 2022

Home Improvement Podcasts

home improvement podcastsScreenshot from search for [home improvement podcast], Google, August 2022

Personal Injury Podcasts

Screenshot of personal injury podcasts in Google search resultsScreenshot from search for [personal injury podcast], Google, August 2022

Although there might not be a huge audience for every niche, it’s not a bad idea to be there with a podcast when a potential client is searching.

And as briefly mentioned earlier, podcasting has benefits related to networking with others and creating opportunities to build awareness.

How To Optimize A Podcast For Search

Podcast Description

A podcast description is a summary of what the podcast series is about. The podcast description is what a potential listener reads when they’re searching around on Spotify.

Make the description relevant by describing the series using the words a listener might use.

Summarize Each Podcast

Always create a summary that describes what the podcast is about. This means writing the topics, the main points covered, who the guest is, and some details of essential parts that someone might search for.

For example, if a guest shares an anecdote that might be of interest, write a sentence or two about that anecdote so that someone who might be interested in that information can find it.

The Most Popular Sites For Podcasts

According to a 2022 Edison Research study, podcast audiences listen to their favorite shows through multiple platforms.

The following represents the percentages of people who answered “yes” to each service. That means the percentages won’t add up to 100% since listeners use multiple services.

In a poll, respondents were asked to choose from a list of services they used for listening.

The top five places to listen to podcasts are:

  1. YouTube – 55%
  2. Spotify –  49%
  3. Apple Podcasts – 38%
  4. Amazon Music – 27%
  5. iHeartRadio – 27%

The sixth to 10th most popular places to listen to podcasts:

  • Facebook – 27%
  • Pandora – 25%
  • Instagram – 24%
  • Google Podcasts – 22%
  • Audible – 19%

The top 11 to 20 podcast listening services and sites are:

  • The podcast’s own website – 18%
  • SoundCloud – 17%
  • NPR One – 10%
  • The podcast’s own mobile app – 10%
  • Stitcher – 7%
  • TuneIn – 7%
  • Wondery app – 7%
  • Pocket Casts – 6%
  • Castbox – 4%
  • Luminary – 4%

Optimize For YouTube

YouTube may be the most popular way audiences listen to podcasts (followed closely by Spotify).

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That means it’s important to upload a version of the podcast to YouTube.

Be sure to add a descriptive title and description, including the use of important phrases that will help listeners find the podcast.

Optimize For Spotify

Spotify is the second most popular platform for listening to podcasts, so it’s important to understand how to optimize a podcast so that most people can find and listen to it.

Spotify published a useful article about optimizing a podcast worth looking at.

Here are some of the takeaways:

Spotify Podcast Show Page

Every podcast has a show page. The show page is a podcast home page (or a landing page) where a podcaster tells what the series is about.

A show page consists of five elements:

  1. Titel.
  2. Logo artwork.
  3. Beschreibung.
  4. Follow button.
  5. Episode list.

Podcast Artwork

The artwork for the Spotify show page is recommended to be high resolution (3000 x 3000 pixels). Spotify offers an artwork generator at their Anchor website (registration required).

The artwork should pop out. It’s useful to use complementary colors, especially ones that stand out and call attention to themselves.

Bright colors can be helpful for this, but high contrast color choices work well, too.

SEO Your Spotify Podcast Description

Spotify recommends using keywords in the podcast description that include the overall topic and subtopic keyword phrases that a potential listener might use to find the podcast.

Optimize Podcast Episode Descriptions

Spotify recommends using the first 20 words to entice the listener in by using keywords that indicate what the topic is about.

Don’t waste time repeating what’s in the title or waste space welcoming the listener to another episode. Be straight to the point in describing the specific episode topic, and do it fast.

Create A Podcast Trailer

Spotify encourages podcasters to create a trailer for their podcasts and to break them up into seasons. Create a new trailer for each new season.

Here’s a video offering tips on making a podcast trailer:

Topics For Podcasts

Whether you already have a podcast or are interested in starting one, it’s critical to understand best practices for optimizing podcast episodes for search.

Podcast episodes are content – that’s all it is.

The type of subject matter for podcast episodes can be broken down into at least two kinds:

  • Evergreen topics – subject matter that remains relevant year after year.
  • Trending topics – subject matter that is a hot topic at the moment.
  • Interviews – interviewing famous people helps attract an audience. This is more than just ego bait.

The evergreen subject matter is created for the long run to please content consumers who might be new to the topic and want to learn the basics.

Trending topics are great because they tap into what’s on the public’s mind at that moment in time and get an immediate boost, particularly in Google Discover.

Be Creative With Podcast Topics

As mentioned at the beginning of this article, people listen to podcasts to learn new things and for many other reasons.

It’s easy to get frustrated about creating topics for a podcast, especially for a business that might not lend itself to podcasting.

For example, how does one make personal injury law a podcasting topic that attracts an audience? How can one podcast about plumbing?

One genre of podcasting is storytelling. People love to listen to stories, to narratives.

So, one way to think about it is to consider all the stories that are connected to the trade or business.

Ultimately, for some podcasting topics, especially business-related ones, the goal might be as simple as communicating traits like honesty, sincerity, and a passion for doing a good job.

Research Trending Topics

What’s of interest and concern to people now is a great way to build an audience and appeal to Google’s algorithms that rank trending topics.

Creating content around a current event is a great way to rise to the top through Google’s freshness algorithm and to be seen in Google Discover.

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A trending topic doesn’t have to be “news” in the sense of dramatic events.

A trending topic could be the release of a new product, in which case it might be a good idea to use.


One way to identify up-to-the-minute trending topics is to examine Twitter’s trending topics, which are organized by Trending, News, Sports, Entertainment, and Covid-19.

Google’s Trending Searches

Another approach is to visit Google’s Trending Searches webpage, which shows what people are searching for today.

Google Trends

Once the subject matter is identified, the next step is to observe Google Trends.

A great way to unlock interesting insights is to use Google Trends “categories” drop-down to find trends specific to your topic area.

Screenshot of Google TrendsScreenshot from Google Trends; modified by author, August 2022

Google News For Trending Topics

Another way to research is to see what’s trending in Google News.

Breaking news is a powerful engine to hitch your podcast to.

People are eager to learn more about important events, so it’s vital to move fast on creating podcasts related to current events.

A successful podcast can’t always rely on current events for topics week after week.

If current events aren’t relevant to a topic, then the next form of content to turn to is the evergreen subject matter.

Use A Feed Reader

The work of keeping up to date with trending topics is easier when using a feed reader to organize sources of breaking news.

Whenever you see an article that’s on the right topic, find the category that the article is in, then look for an RSS feed to follow it.

Note: If appropriate, be sure to link to the article from your podcast summary, as that will make it helpful for users.

Some feed readers can follow a page with just a URL.

Following a topic in Google News is easy.

Just search for the topic, and on the right side of the search results, there will be links for following a more specific topic.

Screenshot of Google News Search ResultsScreenshot from Google News; modified by author, August 2022

Evergreen Content

Topics that are useful year after year are called immergrün.

Typical evergreen topics tend to answer questions about how-to, how does, how can I, why, where can I, and so on.

Identifying evergreen content topics can be fairly easy.


Wikipedia is a good source of topics for evergreen content.

A list of topics covered in Wikipedia can then be used to search on YouTube to see what angles others are using.

Book Chapter Names

Another of the best sources of ideas for evergreen content topics is to search on to see what topics are published in books.

This is a technique I’ve been using and sharing at search conferences for over 15 years for text content, but it should work just as well for podcasting, too.

Pay attention to the chapter titles because those can be a goldmine of topics to podcast about.

Pinned Discussions In Forums

And, of course, forums about a given topic can be useful.

Many forums get the same questions asked over and over.

So to keep the forums from being inundated with members discussing the same thing repeatedly, they pin evergreen questions at the top of each forum category.

Those pinned discussions are usually the most important evergreen topics people are interested in.

Frequently Asked Questions

Another way to discover evergreen podcast topics is to search on Google and Bing for your topic keyword phrase plus the words “frequently asked questions.”

Another variation can be: How to (topic phrase) frequently asked questions. After that, cycle through the what, where, who, and when type questions for even more variations.

New To (Topic)

People who are new to a topic are often looking for evergreen topics.

Naturally, searching in the way someone who doesn’t know much about the niche is an excellent way to find evergreen topics.

Search using words and phrases such as:

  • New to.
  • Basics.
  • Beginner.
  • Tips for beginners.
  • Training for.
  • How to start.

Segment Searches By TLD

A way to really dig in and discover great evergreen topics is to do the above-noted research by segmenting your searches to specific top-level domains (TLD).

This may result in different but interesting takes on the topic.

Examples of segmented searches:

  • Search phrase
  • Search phrase
  • Search phrase

Don’t Forget YouTube

YouTube is a search engine, too. It can be an excellent place to identify evergreen topics.

Interesting Evergreen Topics Versus Keyword Inventory

Put everything you discover into an extensive list of topics on a spreadsheet if that works for you.

Some might want to go to Google Trends and refine the list by the most popular keyword phrases or topics.

Focusing on keywords with the highest search inventory is a traditional way to decide what evergreen topics to podcast about.

But I’d like to suggest another way: Focus on what’s interesting.

Going with interesting topics rather than keyword inventory may make the podcast more interesting because it will lead listeners on a journey of discovery.

Listening to topics one hadn’t thought about is a delightful experience; along the way, the listeners may become fans who enthusiastically refer the podcast to friends.

Interview Popular And Important People

Interviewing interesting people is a great way to keep the podcast content self-generating.

But even more important is a useful way to attract an audience.

Even if the podcast is about home improvement, a discussion with a celebrity about how their favorite decor, floors, fixtures, or whatever might be really interesting.

Keeping with the theme of home improvement, one can interview people who have shows on the topic or professionals who install dishwashers to get tips on what is the best dishwasher to get.

Interviewing people with knowledge is a great way to create useful and interesting content and takes the pressure off the host for having to talk and talk and talk, week after week.

Transcribe The Podcasts

Transcribing means turning the spoken words of the podcast into text.

This is important because it will help the podcast find an audience of people who are deaf, so this is an accessibility consideration.

Transcribing the audio will also feed the search engine something to rank.

There are numerous apps and services for accomplishing this task.

Microsoft 365 users can upload using Word to transcribe audio to text by playing the audio directly into Word.

Microsoft 365 can also transcribe five hours of audio per month via upload. More information here.

Google Docs has a similar feature.

Paid solutions such as Rev Und Temi may be more convenient because one only has to upload the audio file.

Create Podcast Chapters

Podcast chapters are a convenience to listeners because it gives them a way to fast forward to parts of a show that interest them.

Anything that improves user experience will, at the very least, indirectly impact SEO.


An interesting way to think about a podcast regarding how it’s useful to a business is that everyone would love to be featured on a podcast favorably.

So, it makes sense to create the best podcast on a given topic and give the business a plug at the beginning and/or the end of the podcast.

Podcasting is a great way to connect with an audience and to make connections in a broader community to which the topic belongs.

The podcast can grow an audience fast by incorporating interviews with popular people and celebrities, which will then grow word-of-mouth and links.

Focusing on being interesting (instead of keyword search volume) may be a good approach because everyone loves the experience of discovery.

Promoting the podcast can be as simple as reaching out to content sites like online magazines and letting them know about a podcast or that someone interesting was interviewed.

Don’t wait for multiple competitors to establish their authority as podcasters.

It’s always best to get a head start at building loyalty for your brand and establishing signals of popularity.

Mehr Ressourcen:

Featured Image: MVelishchuk/Shutterstock


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Inside The Decentralized Social Media Platform



Inside The Decentralized Social Media Platform

Are you interested in the new social media platform aiming to compete with Twitter?

Bluesky is a decentralized social network led by CEO Jay Graber, with Twitter co-founder Jack Dorsey on its board of directors.

What Is Bluesky?

In December 2019, Dorsey announced through a series of tweets that Twitter would fund a small independent team of up to five people to develop an open and decentralized standard for social media.

The aim was for Twitter to become a client of this standard one day.

Dorsey highlighted several factors prompting this move:

  • The challenges posed by centralized control include difficulties in global policy enforcement to address abuse and misinformation.
  • The shifting value of social media from content hosting and removal to recommendation algorithms. These algorithms, which currently are typically proprietary, direct users’ attention. Dorsey hopes Bluesky would allow for alternatives to be built.
  • Existing incentives in social media often draw attention to controversial and outrageous content instead of promoting informative and healthy conversations.
  • Recent technological advances, like blockchain, have made decentralized solutions more viable. These solutions could lead to open and durable hosting, governance, and monetization.

Bluesky strives to make social networks function similarly to email, blogs, or phone numbers as open systems that facilitate online interactions.

Bluesky developers created the AT Protocol, which is nearing completion.  The AT Protocol aims to make modern social media and online public conversations more akin to the early Internet era when anyone could create a blog or use RSS to follow multiple blogs.

The Bluesky app demonstrates the features of this protocol.

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Bluesky hopes this will lead to new advancements in social media, enabling researchers and communities to solve issues currently faced by social networks, as tweeted by Dorsey.

Social Media Problems Bluesky Hopes To Solve

Most traditional social networks are closed platforms controlled by a central authority that dictates user and developer permissions.

If a user decides to leave a traditional social network, they must begin anew, losing their connections and content. For developers, creating a new app requires overcoming network effects and rebuilding the social graph from the beginning.

Additionally, they risk being shut down abruptly if they try to build using these companies’ APIs.

Similarly, content creators may lose their audience if the platform changes its rules.

The AT Protocol is designed to change this scenario, offering a more open, democratic, and innovative environment for users, developers, and content creators.

How To Get A Bluesky Invite Code

There are several ways to get an invitation to Bluesky.

You can sign up for the waitlist and wait for an invitation to join from Bluesky.

Screenshot from Bluesky, May 2023

You can ask your friends on other social networks if they have an invite.

You can search Bluesky invite code on Twitter. Check the latest results and reply quickly to get an invite. (This is the method that worked for me.)

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Twitter, May 2023

You can even buy an invite code for Bluesky on eBay.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from eBay, May 2023

How To Create Your Bluesky Account

Once you have your invitation code, you can create your account on the website or the Bluesky app from the Appstore oder Google Play.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

You can choose the default Bluesky server ([email protected]) or follow these directions to use your own domain ([email protected]). You can change to your own domain later in your account settings.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

Next, enter your invite code, email, password, and birthdate.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

Finally, choose a user handle. You can change this later in your account settings.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

How To Edit Your Bluesky Profile

Once you’ve completed your account setup, you will want to visit your profile and edit it before connecting with others.

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You can add a cover photo, profile photo, display name, and 256-character description.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

While there is no specific field for links to your website or other social profiles, you can place a link in the description.

How To Post An Update On Bluesky

Bluesky allows you to post 300-character updates with text, up to four images, and links.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

Note that all profiles and posts are public, and the user content you share is subject to Bluesky’s Terms of Service.

Within the Terms of Service, Bluesky notes that when you share any content (such as text, images, or videos) on a platform or service provided by Bluesky, you give Bluesky and its related companies the right to use and share that content.

With these terms, Bluesky can use, copy, modify, distribute, and display your content in various ways, including promoting Bluesky and its services through social media channels.

They can do this without paying you. On the upside, they won’t use your content in any sponsored content without your permission.

How To Build Your Bluesky Network

To find people to connect with, use the search to find posts and users with specific keywords.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

You can reply to, repost, and like posts by other users. The three dots offer additional options, including translating and sharing with other networks.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

Switch to the Users tab to find related accounts to follow.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

When you visit another user’s profile, you can follow them or use the three dots to find more options, including one to add the user to a list.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

Bluesky Lists Vs. Twitter Lists

It’s essential to note Bluesky lists are not like Twitter lists.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

On Twitter, you add users to lists when you want to follow them more closely.

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On Bluesky, you add users to lists to mute their activity.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

When you create a Bluesky mute list, it will be visible on your profile. You can, however, follow other users’ mute lists to ignore the same group of users privately.

In addition to public mute lists, you can access more ways to moderate the content you see on Bluesky in the Moderation section.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

Here, you can update your content filtering settings, mute an account, or block an account.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

My Feeds

My Feeds allows users to create custom algorithms for displaying content.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

This feed, created by the Bluesky team, shows updates from those you follow and the people they like.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

How To Change Your Bluesky User Handle Or Domain

As mentioned, you can visit your account settings to change your user handle.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

You can also update your user handle to use your domain instead of

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

The Next Step In Decentralized Social Media

Bluesky may present an approach to decentralized social media that could mitigate many issues plaguing traditional social platforms today.

Bluesky appears dedicated to ushering in a new digital communication era with the AT Protocol’s continued development.

With the issues it aims to solve and the open standard it seeks to establish, Bluesky could be the blueprint for the future of social media. It remains to be seen how well Bluesky will perform once it comes out of beta.

Featured image: Tada Images/Shutterstock


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3 Steps To Building A Winning Holistic Search Strategy



3 Steps To Building A Winning Holistic Search Strategy

A multi-channel, holistic approach to search marketing is a must in today’s digital marketing space.

You can maximize digital shelf space by removing silos between teams and finding synergies on how paid and organic search can work together.

On May 10, I moderated a webinar with Wayne Cichanski, Vice President of Search and Site Experience at iQuanti, and Erin Wilson, VP of Marketing at HomeEquity Bank.

Cichanski and Wilson demonstrated how to combine insights and data from paid and organic channels to create a cohesive search strategy that enhances online visibility.

Hier ist eine Zusammenfassung des Webinars. Um auf die gesamte Präsentation zuzugreifen, Füllen sie das Formular aus.

Step 1: Learn The Power Of Integrating Your Paid & Organic Search Strategy

SEO & SEM each have different roles, places, and advantages.

But these differences help provide insights into gaps that the other marketing school of thought has.

As such, these two channels can work very well together given a cohesive strategy that integrates both of their beneficial aspects.

So, how do you go about understanding the data that each process brings to the table?

How do you tap into the power of these two channels without needing to increase bandwidth?

One way is to start maximizing your digital shelf space.

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[What is digital shelf space?] Find out – Instantly access the on-demand webinar →

Start By Maximizing Your Digital Shelf Space

Between paid results, organic results, People Also Ask (PAA), stories, local map packs, the AnswerBox, video carousels, and more, there are many areas in which you can own a higher market share of a SERP.

Screenshot by iQuanti, May 2023

So when you think about a cohesive strategy, you’ll need to consider these are these steps:

  1. Review total digital shelf space.
  2. Know what keywords trigger what.
  3. Build assets to acquire.

[Discover how to do each step] Instantly access the on-demand webinar →

After going through these steps, you can now start merging strategies.

Bring Different Tactics Together

Next, focus on synchronizing your research and common messaging across organic site pages, paid search ads, social, display, email, and thought leadership.

You can do this by:

  • Carrying the messaging across the entire funnel.
  • Using dual rankings to elevate impression share.
  • Increasing the halo effect by driving paid to organic.
  • Modifying bidding strategies for branded, non-branded mid-funnel vs. lower.
  • Discovering and building a common foundation between paid and organic.

[Dive deeper] Instantly accesses the on-demand webinar →

Step 2: Understand The Roles Of Your Marketing Channels

Understanding the roles and expectations for each channel sets them up for maximum contribution.

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But before you start, understand that customer centricity is vital. Always consider your customer’s needs, preferences, and behaviors.

Then, leverage each channel for different stages and behavioral needs of the user.

Screenshot by iQuanti, May 2023Screenshot by iQuanti, May 2023

Knowing each channel’s defined role means you’ll know what to expect and measure in each corresponding stage.

[Learn how ​​HomeEquity Bank leverages each channel] Instantly access the on-demand webinar →

Step 3: Deliver A Connected Search Program

To understand the roles and expectations for maximum contribution, start attacking the SERP positions and journey milestones collectively by:

  1. Measuring them together.
  2. Identifying key themes along the journey.
  3. Developing bid strategies.

[Learn what each step entails] Instantly access the on-demand webinar →

Increase Conversions With Paid Branded & Non-Branded Search

Hinsichtlich Branded Search, focus on maximizing conversion & reducing leakage by occupying a secondary position from a neutral test bed site to push down competitors.

In other words, you can push the competitors down from the top by having a high-visibility listing.

In a Non-Brand Search, a good approach is to segment intents by conversion potential. This quadrant better explains this:

[Find out how HomeEquity Bank gains 20% additional conversions through partnerships, increasing search presence and click volume] Instantly access the on-demand webinar →

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[Slides] 3 Steps To Building A Winning Holistic Search Strategy

Hier ist die Präsentation:


Beitragsbild: Paulo Bobita/Search Engine Journal


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YouTube Marketing: A Beginner’s Guide



YouTube-Marketing: Ein Leitfaden für Einsteiger

YouTube, the second most visited website in the world, has changed how we consume content and created a huge marketing opportunity for brands.

But how does YouTube marketing work, and how effective is it as a marketing channel?

In this guide to YouTube marketing, you will learn the different types of videos that produce the best content marketing results and how to leverage this top social media platform.

What Is YouTube Marketing?

YouTube marketing is the process of promoting a brand, product, or service through video content on the YouTube platform.

This type of marketing involves creating videos to increase brand awareness, engage a target audience, and drive sales and revenue.

The key to successful YouTube marketing is to create high-quality, engaging video content that resonates with your target audience and delivers value.

YouTube viewers say good content tells a good story; It’s relevant to their interests, expands their perspectives or ways of thinking, and makes them feel something emotionally.

Organic YouTube Marketing

There are 10 types of organic videos that brands can use for YouTube marketing:

  • Social media videos (e.g., YouTube Shorts, Stories, and Community posts).
  • How-to videos and/or explainer videos.
  • Branded stories (e.g., short films, series, and/or documentaries).
  • Interviews with influencers and/or subject matter experts.
  • Thought-leadership videos with company leaders.
  • Stories about your organization.
  • Customer testimonials, case studies, and/or success stories.
  • Product demonstrations, either animated or actual.
  • External training videos and/or formal education on topics.
  • Livestreaming videos (e.g., YouTube Live and Premieres).

More than 500 hours of content are uploaded to YouTube every minute, so it’s a crowded space. That’s why YouTube marketing is not just about uploading a video and being organically discovered.

YouTube Paid Video Marketing

If you’re establishing a new brand or channel on YouTube, you can get faster results with a paid strategy as you organically build your number of subscribers.

There are several YouTube and Google Ads solutions that support different business goals and marketing objectives – from increasing brand awareness to building consideration or driving action.

In Google Ads, you can create compelling video campaigns with various video ad formats to engage customers in different ways on YouTube and across Google video partner sites.

For paid YouTube advertising strategies, there are three main approaches:

1. Ads For Increasing Brand Awareness

  • Bumper ads: Highlight your brand’s most memorable messages with quick, non-skippable ads up to six seconds long.
  • Non-skippable in-stream ads: Make sure potential customers see the full story with a non-skippable ad that plays before, during, or after their video on YouTube and across websites and apps running on Google video partners.
  • Masthead ads: Reach a massive audience in a short amount of time by featuring your brand’s ad at the top of the YouTube home feed on desktop, mobile, and TV screens.

2. Ads For Boosting Interest And Consideration

  • Skippable in-stream ads: Reach as many people as possible on a budget with ads that allow viewers to skip the ad after five seconds and run before, during, or after a video plays.
  • YouTube BrandConnect: Connects creators in the U.S., Canada, or the U.K. with brands for branded content campaigns.

3. Ads For Driving People To Purchase, Subscribe, And Take Action

  • In-feed video ads: Use images to reach people as they browse their YouTube Home and Watch Next feeds, Discover feed, and the Promotions and Social tabs on Gmail.
  • Video action campaigns: Reach as many people as possible on your budget with skippable ads that run before, during, or after a video plays.

How Can Marketers Use YouTube?

Businesses and brands can use YouTube in various ways to achieve their marketing goals.

Out of the 10 types of YouTube videos you can produce (listed above), a survey from the Content Marketing Institute found 5 types of these videos produced the best content marketing results.

1. Social Media Videos

Social media video brand campaigns on YouTube have one thing in common: They provide value to their audience. They also have an emotional hook that will stimulate sharing.


  • Dove India launched Project #ShowUS, a social video campaign intended to challenge stereotypes of what is and isn’t considered beautiful.
  • Gillette launched We Believe: The Best Men Can Be, a social video campaign aiming at a modern interpretation of manhood.
  • BuzzFeed Video and Purina Friskies launched Dear Kitten, a social video campaign featuring an older house cat teaching a kitten how to be a cat.
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2. How-To Videos

How-to videos educate audiences. Brands can use these to build trust and credibility with the audience, as well as establish themselves as an expert in their industry.

Here are some recent examples of successful YouTube marketing campaigns that used how-to videos or explainer videos:

  • L’Oréal has created a series of how-to videos, helping to fulfill the beauty aspirations of consumers worldwide. This includes How To Apply Lash Idôle Mascara by Lancôme USA, which has 15.6 million views.
  • Samsung India used ‘how-to’ videos to promote its latest Galaxy A73 5G, including How To Take Screenshots With A ‘Palm Swipe’ On Your Samsung Smartphone, which has 60 million views. These videos provided in-depth demonstrations of the features and capabilities of the devices, helping consumers to understand the value of these products.
  • Google used explainer videos to educate consumers about its various products and services, including A (Home) Movie About How Google Search Works, which has 91 million views. These videos are helpful in simplifying complex topics and making them accessible to a wider audience.

3. Branded Stories

The key to success with branded stories is to create engaging and compelling content that resonates with the target audience and supports the brand’s overall marketing goals.

Here are a few examples of successful YouTube marketing campaigns that used branded videos in recent years:

  • Clash of Clan’s Lost & Crowned tells the story of Larry’s first day on the job, guarding the Red King’s crown with his big brother Peter on a late-night shift. What could possibly go wrong? This short film got 62.5 million views and 1.3 million engagements.
  • Hyundai Worldwide’s Hyundai x BTS I Hydrogen Documentary is a short documentary that aims to increase Gen Z’s involvement in hydrogen and to make a difference through solidarity. The use of infographics also helps people understand hydrogen better. This documentary got 12 million views and 124,000 engagements.
  • Patagonia’s The Fight For America’s Public Lands is a feature-length documentary about America’s system of public lands and the fight to protect them. One part love letter, one part political exposé, this film got 2.8 million views and 18,200 engagements.

4. Customer Testimonials

Brands can showcase positive customer experiences and testimonials in their YouTube videos, helping to build trust and credibility with the audience.

Some recent examples of successful YouTube marketing campaigns that used customer testimonials, case studies, or success stories include:

  • AmeriSave Mortgage has created a series of customer testimonials. For example, Christine’s Refinance is the story of how AmeriSave’s loan originators helped Christine, a single mother, get a low rate when she decided to refinance her mortgage on her New Orleans home – saving her hundreds of dollars a month while also allowing her to pay off debt. This customer testimonial got 3.9 million views.
  • Sell on Amazon has created a series of studies; for example, New Republic, which shares the case study of the digitally-native footwear brand, got 8.5 million views.
  • Shopify has created a series of success stories; for example, Maye-Williams Active, which tells the story of the 100% Black-owned activewear company, got 22 million views.

5. Interviews With Influencers

By partnering with influencers or subject matter experts, brands can tap into their expertise, reach a new audience, and establish a strong connection with their target market.

Here are some recent examples of successful YouTube marketing campaigns that used interviews with these individuals – or even people on the street – to create engaging and informative content on YouTube:

  • Nike’s campaign, You Can’t Stop Us, featured a series of interviews with various athletes and influencers. The videos highlighted the resilience and determination of these individuals and showed how they overcame challenges and continued to pursue their goals despite the COVID-19 pandemic.
  • Luxe Collective, which buys and sells pre-owned luxury brands, has created a series of street interviews; for example, the video, Stopping People On The BUSIEST Street In Europe To Ask 1 Question, has 34.5 million views.
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What Are The Benefits Of YouTube Marketing?

YouTube marketing can help businesses grow their brand and reach new audiences on the video-sharing platform in several ways.

Reach A Global Audience

YouTube has over 2 billion monthly logged-in users, making it the world’s largest social video platform. And every month, they watch over a billion hours of video on YouTube.

There are localized versions of YouTube in over 100 countries worldwide across 80 languages. This enables brands to reach a massive global audience with customized local campaigns.

Reach Your Potential Customers is the no. 2 most visited website globally, behind This means the video-sharing site is the world’s largest social media platform.

YouTube enables virtually any business in every industry to reach potential customers when and where they’re searching, browsing, or watching video content.

Integrated With TV Viewing

Despite its origins as a website and its evolution into a mobile app, YouTube is now being watched by a growing percentage of Americans on connected TVs (CTVs).

According to Insider Intelligence, 38.1% of the time spent daily on YouTube in 2023 is on connected devices like smart TVs and game consoles, 48.5% on mobile devices like smartphones and tablets, and only 13.4% on desktops and laptops.

So, how do you leverage YouTube for your brand in today’s multiple-device era?

Engage The Segments That Matter Most To Your Business

YouTube enables advertisers to go beyond demographics to target affinity segments (people whose interests and habits relate to what their business offers) and in-market segments (people actively researching or planning to purchase products or services like theirs).

So, YouTube connects you to the people who matter most to your business, from foodies down the block to business buyers of industrial food-service equipment for commercial kitchens across the country.

Engage Consumers At Every Stage Of Their Journey

Videos tend to be more engaging than other forms of content, such as text or images.

A Google/Talk Shoppe study in 2020 found 75% of respondents said advertising in YouTube videos makes them more aware of new brands or products.

And Google data found 90% of people globally say they discovered new brands or products on YouTube.

To bolster brand awareness and convert leads, many brands use a full-funnel YouTube marketing strategy encompassing multiple objectives.

Measure Channel Performance, Brand Lift, And Conversions

You can use YouTube Analytics to better understand your video and channel performance with key metrics like watch time, views, likes, shares, and comments.

You can use Brand Lift surveys to measure the effectiveness of your video ads with key metrics such as ad recall, brand awareness, and consideration.

And you can use Google Analytics 4 (GA4) to measure engaged-view conversions (EVCs) from YouTube. This enables you to measure all the different stages of the buyer journey.

How Effective Is YouTube Marketing?

The effectiveness of YouTube marketing can vary depending on several factors, such as the target audience, the relevance and quality of the content, and the marketing goals.

However, when executed correctly, YouTube marketing can be a highly effective tool for brands and businesses.

It also helps to have an accurate model of how people use YouTube to move through the customer journey on their own terms to understand how to make your video marketing more effective.

Research reveals TikTok’s impact on the consumers’ purchase journeys and found the path to purchase on TikTok looks more like an “infinite loop” than the traditional funnel, which William W. Townsend first proposed in 1924.

Screenshot from, March 2023

But the ‘Messy Middle’ of the Purchase Journey model was based on research by Google’s consumer insights team in the U.K., which found that consumers loop between exploring and evaluating the options available to them until they are ready to purchase.

Infografik „Think With Google“.Screenshot from, March 2023

There is also a third model of a similar looping process for discovering new videos and sharing compelling content, inspired by reading “The People’s Choice,” a book by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet, published in 1948.

Greg Jarboes YouTube- und Videomarketing: Eine Stunde am TagImage from author, March 2023

This landmark study of American voters during the 1940 and 1944 presidential elections found that interpersonal interactions and word of mouth were more significant than mass media for most voters.

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Based on their research, the authors proposed a two-step flow model of communication. The first step, from media sources to opinion leaders, was a transfer of information, but the second step, from opinion leaders to their followers, also involved interpersonal influence.

YouTube marketing works much more like word-of-mouth marketing and a lot less like mass media marketing. The journey people take to become loyal customers isn’t a straight shot down a funnel. Stuart Hogg accurately observed in “Customer journey mapping: The path to loyalty”:

“In reality, this journey is often more like a sightseeing tour with stops, exploration, and discussion along the way – all moments when you need to convince people to pick your brand and stick with it instead of switching to a competitor,”

Once you understand how the social video platform works, then you are much more likely to achieve the six key benefits of YouTube marketing that are spelled out above.

YouTube Marketing Tools

Here are some of the best tools to help you with YouTube marketing:

Audience Research Tools

Tools like Find My Audience Und SparkToro can help you to understand who your most valuable customers are on YouTube and which YouTube channels, social accounts, websites, press publications, and podcasts they engage with – so your video marketing efforts can be better targeted and more effective.

Keyword Research Tools

YouTube Analytics, Google Trends, and YouTube Search Predictions are just some of the keyword research tools for YouTube.

These will help you find relevant keywords and identify popular keywords and topics related to your brand or industry, which will help you optimize your YouTube videos for search.

Video Editing Software

Uploads of short-form content on YouTube have grown 135% in Q2 of 2022 compared to 2021, according to Tubular Labs.

To keep up with this trend, you can use video editing software such as Adobe Premiere Pro and Apple’s Final Cut Pro oder iMovie to edit and enhance your YouTube videos, including adding music, sound effects, and special effects.

YouTube Thumbnail Makers

If your account is verified, you can add a custom video thumbnail on YouTube.

And tools like Canva, Placeit, Und Adobe Express can help you create stunning YouTube thumbnail images for your videos that will increase your YouTube views and subscribers without design skills or expensive graphic design software.

Social Media Management Tools

Schedule and monitor your videos on YouTube and respond to comments as well with tools such as Hootsuite, Sprout Social, Buffer, or Later.

You may also use them to veröffentlichen your videos on other social media platforms, helping you to reach a wider audience and drive more traffic back to your YouTube channel.

YouTube Directories

Der YouTube Creative Directory contains lists of 15 collaborative partners for every stage of production and 5 affordable do-it-yourself platforms.

Meanwhile, the YouTube Services Directory can help YouTube creators, artists, media companies, and other content creators find service providers to help them grow their businesses.

Digital Analytics

Measuring your results starts with YouTube Analytics, which helps you understand your video and channel performance with key metrics and reports in YouTube Studio.

It incorporates the data and reports available in Google Ads, as well as Google’s lift measurement tools, which enable you to get fast, actionable results across the entire consumer journey.

And it includes Google Analytics, which collects data from your websites and apps to create reports that provide insights into your business.


By now, you’ve learned the benefits of YouTube marketing, a two-step flow model for effective YouTube marketing, and seven types of marketing tools that should be in your toolkit.

So, is that enough storyboarding? Are you ready to shoot something?

Well, before you do, you may want to read 10 YouTube Marketing Strategies & Tips (With Examples).

Of course, you can always shoot first and ask questions later. But it never hurts to learn lessons from other brands that have developed content strategies that have resonated with 21st-century consumers.

Mehr Ressourcen: 

Featured Image: Chaay_Tee/Shutterstock


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