5 tips to create relevant podcasts for your marketing strategy

16 March 2023 | Newsworthy

Quietly but quickly, podcasts have been positioned in the public’s tastes: in 2018 there were close to 500,000 of them, against the 2 million that Podcast Insights counted in 2021.

Although some of the programs available can be considered as entertainment, an important part of the people who listen to them do so to learn something new or to be informed about current issues. Statista acknowledged it in 2019: three out of four listeners in the United States listen to podcasts as an accessible way of learning. It is precisely this reason that makes this medium a very powerful marketing tool and one of the reasons a company should consider them within its communication strategies.

Podcasts create a connection

Podcasts have become an instrument that allows you to organically create a community and establish a much closer relationship with the public. In the world of B2B companies, this is especially relevant, as it helps to create storytelling and create a connection with its target audience through inspiration, or simply by sharing a common story. On the other hand, elements such as episode notes help reinforce SEO strategies of social networks, blogs and web pages, making it possible to redirect to a specific site from other places on the internet. All this without mentioning that it drives brand awareness, since the brand is positioned on the web from multiple platforms.

Now, what should be considered to create a relevant podcast?

1. Identify your audience.

With the amount of podcast listeners out there, chances are your company’s target audience is among them. The key is to find the business niche and insert yourself there. Answer these questions: who are your ideal customers? What are the topics that interest them the most? What are the objectives they seek to achieve? What platforms do they use most and you can reach them in (their preferred social networks and podcast platforms)?

2. An enthusiastic team dedicated to your podcast.

Consistency is the key to podcasting success. You should have a list of relevant topics to develop in each episode and avoid running out of ideas. Podcasting requires a similar planning scheme as a content grid for social networks or blogs, so it is necessary to have an enthusiastic, creative and motivated team.

Now, what should be considered to create a relevant podcast?

3. Establish a periodicity.

It doesn’t matter if you publish weekly, once or twice a month episodes: you have to be consistent. The podcast listeners expect new material with a certain frequency, so maintaining it is vital to avoid losing them. A podcast that isn’t updated regularly is worse than not having a podcast at all.

4. Have access to the necessary technology.

Making a podcast requires very little tools: you can start recording from a smartphone in an adequate space. However, having audio edition, however basic it may be, such as entry and exit cuts and editing of the original audio to keep the most relevant information, will give the podcast greater projection. Today there are technologies for all budgets and for basic, intermediate or advanced users.

5. Show yourself as an expert.

One way to keep a greater number of listeners is by showing the expertise of your business. This is achieved not only by speaking with authority about the most relevant or current issues, but also by having the participation of other experts who promote interesting dialogues for the sector.

Podcast used as a means of advertising

Finally, although creating and maintaining a podcast may seem like a daunting task for some businesses that are already at their peak, they can be used as a means of advertising: according to eMarketer (2019), 54% of the listeners they interviewed were more open to buying a product or service that is promoted on their favorite podcast.

Do not leave this popular medium out of your communication and marketing strategy, its advantages and scope are very favorable when they reach the correct audience.