For centuries, being an author came with a gravitas that helped to establish someone as a thought leader or expert. That is still true today.

But in the last few years many have managed this level of authority and built an audience through podcasting.

As an audio producer it’s fantastic so see people including ‘Podcaster’ or ‘Podcast Host’ in their professional bios.

This is reflective of the important place that a well planned and well produced #podcast has today.

But does that mean that books are somehow less important?

Actually no. But a book and a podcast can work together as a powerful duo to build an audience or find a new one.

A book can be a conduit to a podcast and vice versa. And one can even be created from the other.

There are many ways you can leverage a podcast as content marketing for your book, but here are two:

1. Release podcast episodes ahead of publication of your book to build anticipation and demand.

Book experts like Karen Williams say you must start #marketing your book well ahead of publication. A podcast is a great way to do that.

2. Start a podcast to expand on your book’s themes.

Funnel readers of your book into your podcast audience to deepen your relationship with them.

Use the podcast to explore topics further or perhaps to update information in the book.