Podcasts have become increasingly popular over the past few years. Nowadays, they are one of the main competitors to traditional radio. This has driven many businesses to use this format to compliment their digital marketing strategies. 

If your brand is interested in podcasting, we’re here to propose some ways to integrate this valuable audio tool into your marketing plan.

What is a Podcast?

For those of you who haven’t yet heard of podcasting or don’t fully understand the concept, a podcast is simply audio format content available to users as a file or via streaming. Similar to blogs, these audio files – or episodes – are published periodically. While podcasts are listened to primarily by a younger audience, their popularity has spread throughout the population.

The Advantages of Podcasting

Of all the multiple advantages to podcasting, we wanted to briefly mention the following:

  • Podcasting is a simple and inexpensive tool. Recording a podcast only requires sound equipment and editing skills. You can even begin recording with just a mobile phone. Later, once you have more experience, you can switch to more professional recording equipment
  • Voice and audio will allow you to build a stronger relationship with your audience, more so than any text or blog post. Podcasting provides more dynamic content, which will attract a greater number of users.
  • Users can listen to podcasts any time they want, as long as they have a mobile device. In fact, people normally listen to podcasts during their commute to and from work, on public transport, while driving, working out, or just going about their daily routine.
  • By allowing listeners to subscribe to your podcast, it will be easier to increase customer loyalty and create a community. Podcasting is very useful in generating engagement, attracting both new users and retaining current clientele. 

How to Create a Podcast

  1. Establish an objective that relates to your digital marketing strategy. As aforementioned, a podcast should complement the marketing plan; it should reflect your general objectives and work alongside the rest of the current tools.
  1. Know your users and listeners. This will make it much easier to decide which type of language and style will be attractive to your listeners. At this stage, you should also define the type of content you’ll offer, as well as the name, based on your objectives and target audience. 
  2. Analyse the competition. Evaluate market research, paying attention to the most popular type of internet content along with users’ general interests. The main objective of this analysis is to establish different elements that allow you to gain a competitive advantage. 
  3. Once you have written your script, it’s time to record your podcast. You can begin by simply using a mobile phone or any other device that allows you to record audio. For a more professional result, we recommend investing in a complete sound system: microphone, soundboard, and recorder. Keep in mind that the quality of the audio depends on the microphone, so it’s worth spending a bit more if you want to guarantee good results.
  4. Upload the podcast to a hosting platform. Currently, there is a wide variety of platforms that can host your podcast including Ivoox, Spotify, Apple Podcast, Soundcloud and Google Podcast.
  5. Share your podcast on social media. Not everybody is used to using podcast platforms. For this reason, it’s very important to promote your new content with newsletters and post episodes on your brand’s social media platforms.
  6. Measure the results. Any marketing tool or strategy is useless if you don’t analyse its impact on your ultimate objectives. Therefore, this last step is absolutely essential.

How to Incorporate Podcasting into your Strategy

The way you utilise podcasting should be consistent with your marketing plan. Here are a few suggestions on how to integrate your podcasts into your strategy.

One recommendation is to use your podcasts to respond to questions from your audience. It’s not uncommon that listeners will want additional information about your products and services, especially if your brand is new or a new product line has just launched. Your podcast can answer any questions and, at the same time, allow you to directly connect with your customers.

Additionally, it’s a good idea to collaborate with experts or those who can create buzz, such as influencers or microinfluencers. This way, you can not only publish content that informs users, but also entertains them. Leverage the popularity of these people to attract a larger listener base and build trust in your brand.