Podcasting is growing in popularity, and for good reason. This medium offers a one-of-a-kind way to connect with your intended audience and produce content that is both interesting and engaging. Do you know how to use podcasts for content marketing?
Podcasts are a great way to provide valuable content to your audience. And it is not an exaggeration. There are approximately 4 million podcasts, serving different purposes from entertainment to education and marketing. They provide a wide range of topics that can be explored, making them an excellent tool for creating content and promoting your business.
What Is a Podcast and How Does It Work?
A podcast is defined as a type of audio content that is recorded on a computer and delivered to listeners via an RSS or XML feed. It is similar in many ways to radio programming, but with added features such as video, photos and embedded links.
The process by which this audio is created and promoted is known as “podcasting.” The term appeared in 2004, after combining the words “iPod” and “broadcasting.”
Podcasters produce shows for any topic they choose. And audiences can subscribe to their podcasts individually or through aggregators such as iTunes or Stitcher.
Once you have downloaded the episode(s) from a podcatcher like iTunes, you can open them with your favorite player software (like VLC Media Player).
Are Podcasts Good for Marketing?
Podcasts can be used in a variety of ways for content marketing:
1. Increase the Brand’s Target Audience
People find a podcast through a search engine or recommendation platform, listen to it and learn about the business producing or sponsoring the episodes. Following that, prospective customers visit the site and the company receives new leads. As a company, you can use podcasting to expand your brand’s audience by offering valuable information that is pertinent and interesting to your listeners.
2. Improve Loyalty
They help to keep customers updated on the latest news and events in your industry, provide valuable insights and keep them interested in your brand and motivated to stay loyal. They can help you build a relationship with your customers by giving them access to exclusive content they will not be able to find anywhere else.
3. Native Advertising
By featuring other professionals in your industry on your show, you can boost your credibility and give your listeners a peek into what is going on outside of their world. You can use this opportunity to promote upcoming events or products related to the interview topic.
4. To Convey Your Business Message to a Wider Audience
A podcast is an excellent tool for creating content that can be used by businesses and entrepreneurs in their marketing strategies.
5. To Hold Industry-Specific Discussions
You can use podcasting as a platform for guest interviews or discuss various topics related to your industry or business. It will help you foster relationships with other professionals in your field and provide valuable insights into current trends and developments.
6. For Small Collaborations to Promote Your Business
Collaborate with other podcasters and create shows together, covering complementary areas of content marketing strategy. Doing so will give you access to a larger audience, increase engagement with existing listeners and generate new leads through cross-promotion efforts.
7. To Introduce New Content
Podcasting can be used to introduce new content or interviews and provide extra information about the topics being discussed. It can help anchor your website or blog within the broader context of popular podcast discussions.
8. As a Source of Research Material
Podcasts can be an excellent source of research material for your writing projects. By listening to relevant shows and reading up on specific subjects, you will be better equipped to write engaging articles that will capture readers’ attention.
9. As a Resource for Planning
Podcasts can serve as valuable resources when planning your social media campaigns or website content trends related to the show’s topic area. This way, you will be sure to cover all the important bases without spending excessive time researching each post/tweet.
10. To Connect with Customers
Podcasting can be an excellent way to connect with prospective customers and partners. By hosting a contest or giveaway on your website or blog, you can encourage listeners to become loyal fans of your work, product, or service.
How Do People Use a Podcast for Effective Marketing?
Some types of podcasts that can be used for marketing purposes include:
Podcast on Behalf of the Company
Podcasts are especially effective when used on behalf of the company because they have a high degree of credibility. It is because people trust podcasts as impartial sources of information, which means that they will likely listen to your show without bias.
Partner Podcasts
When choosing a partner podcast for your business, you should look for one that aligns with your marketing goals and objectives. For example, if you want to increase brand awareness, you should choose a podcast that covers general topics about your industry or business. If you want to generate leads for your business, choose a podcast that focuses on lead-generation strategies.
Podcasts Sponsored by Companies
There are many ways in which companies can sponsor podcasts. They can pay for ad space or create exclusive content that is available on the podcast or offer special deals or discounts to podcast listeners.
How To Start a Podcast
There are thousands of podcasts out there, so it is important to find the right ones for your content marketing needs. To get started, check out our list of the best podcasting platforms and start searching for shows that interest you.
Alternatively, you can try to create your podcast. Here is what you need to do:
1. Define the Topic and Format, and Develop a Plan
Starting a podcast can be a great way to gain exposure for your brand and express your opinions on a particular topic. First, you need to decide what kind of podcast you want to create and how you want to format it. Here are some guidelines that can help:
★ Choose a topic that you are passionate about;
★ Choose an interesting or unique format that will capture the attention of your listeners;
★ Come up with an outline and specific plan for each episode, including who will be interviewed, what topics will be covered, and when the episode will be released.
2. Create the Layout and Plan
Decide what you want your podcast to be about. Choose a title and subtitle for your podcast. Create a visually appealing and easy-to-navigate layout including:
★ The show logo or graphic;
★ The name of the host;
★ A list of episodes;
★ A link to sources with your show information.
3. Compose a Script
Podcast scripts should focus on providing value to your audience and capturing its attention from the beginning of the episode until the end. To do it, you need to use engaging storytelling techniques and ensure your content is well-composed and easy to follow.
4. Record Live Broadcasts
To start a podcast, you first need to record live broadcasts. You can do it using a variety of recording devices and software. The simplest way is to use a microphone and computer.
5. Audio File Editing
After you have recorded your live broadcast, you will need to edit it together into an episode. You can do it with audio or video editing software, or a combo of both.
6. Post on Podcast Platforms
Then, you will need to upload your episode to a hosting site like SoundCloud or YouTube. Once your episode is uploaded, you will need to promote it online and reach out to potential listeners.
You can do it through social media channels like Twitter and Facebook, and email campaigns. Make sure to include links to your episode website so that listeners can learn more about your podcast.
How To Promote a Podcast for Content Marketing
But how do you go about promoting a podcast? Here are a few tips to get you started:
Start by Investigating Your Market
What topics are resonating with them? What trends are they interested in? Find out what makes your podcast unique and appealing and focus on those elements when creating marketing materials (e.g., social media posts, website banner ads).
Think Outside the Box
If there is something specific you want people to know about your show but don’t see any good marketing ideas available online, talk to some local podcasters or industry experts to get their opinion on the topic(s) you are passionate about. They may have some creative approaches that you can use in your promotional efforts.
Publication in Social Media
One of the best ways to promote a podcast is through social media platforms. You can publish articles about your podcast on your website or blog and share interesting tidbits about it on various forums and discussion boards.
Share Podcasts Regularly
Podcasting requires consistency so that platform users can see your activity. Set a rule to publish a new broadcast once a week, twice a week, or at a different frequency.