Podcasting has become a huge marketing fad these days, and both listeners and podcasters are increasing in number by the minute. An article from Nielsen Scarborough shared that the podcast listener base in the US alone has been growing at a rate of 20 percent since 2014. If that growth continues, podcasting viewership could double by 2023.
These figures show that podcast content is slowly becoming mainstream. If you've been wondering if starting a podcast is a good idea, the answer is a resounding: YES.
Having a solid podcast content strategy can expand your audience reach, build customer trust and loyalty, and boost your sales strategies.
What are podcasts and branded podcasts?
The term podcast essentially refers to a recorded discussion on a specific topic that people can listen to live (stream) or download for later.
Podcasters have a lot of creative freedom with this particular format. When producing podcast materials, creators or business owners have the freedom to play with various podcast ideas and formats, turning their shows into something that truly reflects their personalities.
This is one of the many reasons why companies also began to adopt the medium. They started out simply sponsoring shows, but eventually decided to create their own, hence the birth of branded podcasts.
As the term suggests, brand podcasts They are podcasts created by companies seeking to increase brand awareness.
Like all podcasts, branded podcasts are episodic shows that focus on a specific topic. This topic is often related to the branding industry, and the goal of the show is to provide listeners with valuable information about it. Advertisements and mentions of the host company in this type of podcast are kept to a minimum.
Benefits of publishing podcast content
Podcasting can be quite laborious, especially if you want to climb the podcast rankings, attract a large audience, or rack up a lot of profits. And in addition to planning your episodes and producing your content, you also need to learn how to market a podcast well; Otherwise, your program will fail and your efforts will be wasted.
Starting a podcast for your brand is about more than keeping up with trends; It has a greater purpose: to unlock more opportunities for you. The work ahead may be difficult, but the many benefits of podcasting can help you grow your business.
1. Reach an audience that is already willing to listen
When people search for shows and episodes to listen to, they already have an idea of what they want to tune into. This means that the listeners you reach through your podcasts are already engaged with your topic to some degree. They are willing to listen to what you have to say; If you have great content, they may even binge-listen to several episodes of your show.
While you may not reach a large audience like you would with radio, you are tapping into a highly relevant and highly qualified group of listeners to engage with your brand.
2. Enrich your content and video marketing strategies
If you're looking to diversify your approach to content marketing, podcast production will be a great addition to the mix. Your existing video and content marketing strategy may have already built you a loyal following, but podcasting has the power to drive your audience engagement even further. That is how:
- Podcasts are evergreen; They stay relevant and interesting to listeners longer than other types of content.
- Podcasts can be used as supplemental content around topics already covered by existing blogs or videos.
- Podcast content ideas can be repurposed in other forms, such as blogs, transcripts, audiograms, videos, and social media posts.
3. You get your audience's full attention
Blogs, eBooks, case studies, infographics, and videos are wonderful types of content, but they share one thing in common: they all demand the visual attention of your audience.
Podcasts, on the other hand, take the road less traveled and ask for the audience's listening attention.
Audiences cannot read or watch content while doing tasks or household chores throughout the day, but they can listen to content.
With podcasts, you can gain people's attention and even become part of their daily lives.
4. You build trust and become more genuine
You can use branded podcasts to tell the story of your business and give your listeners a glimpse into your daily operations. Doing this can make your brand accessible, relatable, and even interesting.
Before we talk about the top podcast platforms you can choose from, let's first understand how podcast hosting works.
Podcast hosting services do exactly what their names say: they host your podcast audio files. They store your audio files for you, organize them into a “feed,” and send them to listening apps for your listeners to access.
There are two main ways to use podcast platforms:
- Host your entire podcast website. You can use their platform to host both your audio files and a dedicated website for it. This option is great for beginners, but it doesn't allow for many website customization options.
- Host just your audio files and create your own website. You upload your files to your host, but the audio players and show notes will be published on your website. This option allows you to choose your preferred hosting and web design.
To help you decide, here's a quick rundown of today's top podcast platforms:
- iVoox.com
- Simplecast.com
- Buzzsprout.com
- Transistor.fm
- Mixcloud.com
- Captivate.fm
- Castos.com
- spreaker.com
Applications to listen to podcasts
Also called podcast directories, podcast listening apps are simply what your audience uses to listen to your show. They are not the same as podcasting platforms. Some examples of podcasting platforms are those listed above, but podcast directories refer to listening apps like Apple Podcasts and Spotify.
You want your show to be on these great apps to get your podcast marketing strategy off to a good start. But you might be wondering: How can you get your podcast on Apple Podcasts or Spotify?
You only need to do two things:
- Upload your podcast audio file (at least one episode or trailer) to the hosting platform of your choice.
- Submit your program to the chosen directory.
Once the directory recognizes your show, they will automatically check it for new episodes and put them on their platforms.
Now, choosing from the most popular podcast platforms and podcast directories to bring your podcast content takes you one step closer to success. But keep in mind that they are not responsible for the growth of your program. They give you the platform and tools you need, but the rest is up to you.
5 Podcast Tips and Best Practices You Need to Know
There are a lot of profits you can make from podcasting, but you have to tread the podcasting space wisely. To help you, here are some tips on how to make a successful podcast:
1. First, think about how to make a good podcast episode
When you start your podcasting journey, it's easy to get caught up in the excitement of growing your show and getting more listeners. But you don't need to think about that, yet. Instead, focus on producing amazing episodes.
Introduce interesting topics in your show, use strong scripts, and improve your overall production process.
2. Generate buzz around your program to launch it with force
Before you send your branded podcast into the digital world, you need to tell people about it. This gets people curious about your show, so when the big day comes, they're ready and excited to tune in.
You can do this by promoting it on social media or simply spreading the word to your friends and colleagues. But if you want to generate more buzz, you can also hire podcast marketing services. Full-service agencies know the ins and outs of how to promote a podcast, so you can trust them to develop your pitch while you work on final preparations.
3. Choose the length that best suits your format
Here are three common episode lengths along with the genres that use them:
- 15-30 minutes – Ideal for single-host podcasts that publish daily and focus on short stories and news
- 30-60 minutes – Ideal for podcasts in an interview or scripted fiction formats and published once a week
- More than 60 minutes – Ideal for podcasts that feature many guests or offer in-depth discussions on topics
These figures give you an idea of the length of shows, but keep in mind that there is no one-size-fits-all solution when it comes to podcast length.
4. Be consistent with the content you upload
While variety can be exciting, changing the quality, quantity, and timing of your content from time to time can confuse your listeners. And if they can't tell you what the format of your show is or when they can expect a new episode, such a frustrating experience will drive them away.
Uploading consistent podcast content, on the other hand, eventually helps you generate a favorable response from your audience. For example, if your listeners know when you upload your podcasts, it will become their habit to check for updates in your apps. You won't even need to remind them.
5. Create a dedicated website for your podcast
In addition to podcast listening apps, it is also possible to tune into podcasts through websites. Some prefer to use apps like Apple Podcasts or Spotify, but some may not have access to them.
To ensure that you reach each and every audience that wants to stream your show, you should create a website exclusively for it. For a great experience, make sure your website has a simple, navigable design and that your audio players are working well.
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