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Did you know that podcasts have become an attractive format for generating valuable content for your business or personal brand? Read on to find out why.
What are podcasts?
The term “ podcasting ” comes from the union of the word “IPod” (the audio playback device from the Apple company) and the word “Brodcast” (dissemination of information).
It was first used in 2004 with the intention of allowing people to listen to podcasts through an Apple-branded device.
Today, this is no longer necessary, as podcasts can be listened to from multiple technological devices and applications. In fact, by 2015 there were already approximately one million apps for downloading podcasts either through Google Play or iTunes.
Today, podcasts are defined as Internet radio programs, which can be presented in two formats: audio and video.
The first is usually accompanied by a reference image of the content or its authors and the second, by a video showing the people who lead the podcast, speaking in front of microphones.
However, we can find podcasts that handle both styles (audio and video) to reach the largest number of audiences and take advantage of several communication channels at the same time.
This quality is what makes them so attractive to audiences, because they can be listened to at any time of the day, while cooking, working, exercising, etc.
By 2019, there were more than 700,000 active podcasts, published in 100 different languages. These figures lead us to believe that, all over the world, more and more people are joining the world of podcasts, especially in Spanish-speaking countries.
According to studies conducted by VoxNext, Latin America is positioning itself as an important audience for podcasts.
There is a great diversity of podcasts and each of them can be classified according to the topics they address, for example: sports, general culture, entertainment, marketing, etc. However, the podcasts that have generated the greatest interest among users are usually about culture and society, health, comedy, news, politics and business.
Podcasts in your digital marketing strategy
46% of podcast consumers are between 18 and under 35 years of age, meaning almost half of listeners are young adults.
With the world of digital marketing becoming increasingly competitive and with most buyers in that age range, podcasts have become an important tool for connecting and building loyalty with those audiences who are constantly looking for information and who sympathize with companies and personal brands that can provide it to them.
According to an infographic by Music Oomphn , 69% of people who listen to podcasts say they discovered new products and services through them, meaning podcasts are a great platform for promoting different types of products.
In this sense, podcasts can become a great complement to your marketing strategy, if your goals include providing attractive content to a more closed audience, with whom you can interact through comments, subscriptions and perform a more assertive analysis of the content offered to the community.
Since new active podcast users are mostly native to other social networks, such as Facebook, Twitter, Instagram, YouTube, it is much easier to direct those communities of followers to your podcast and have them listen to you there as well.
This is a great advantage to expand your digital presence, strengthen your brand, create important alliances, give a competitive advantage to your business and provide content on different platforms adapted to the needs or interests of your users.
What other advantages does a podcast offer you?
Podcasts offer you multiple advantages, including:
Educate over sell
A podcast is easy to consume and is an engaging way to educate people. When it is not in a video format, it does not require as much attention.
This makes it an easy, practical and useful way to provide information that nourishes people intellectually and personally, which in the future can become an important stimulus for purchase because it is a way to generate trust and closeness prior to the sale of a product or service.
Connect and retain potential buyers
The use of audio and video materials helps to create an atmosphere of greater closeness between the content authors (companies and personal brands) and those who listen to the program, making them feel part of a community and loyal to the content.
Authority and leadership
Podcasts , as a complement to other means of information, give your business authority and credibility, since when you decide to talk about a topic that is important within your market or industry, you first need to turn to research, data, statistics and bibliographic sources that validate your information.
When you do this, you are demonstrating how innovative, professional qatar number for whatsapp and a leader you can be with the content you share.
Low cost
To make a podcast, you only need basic recording equipment and a script that structures the topics and timing of conversations or monologues.
The rest is all about how creative you are and how well you know your target audience.
On which digital platforms can you publish your podcasts?
There are a variety of platforms available on the market where you can publish your podcasts. However, the most important thing is to do it on those where your niche is located.
The most used digital platforms are:
YouTube (ideal for those podcasts that are also made in digital format)
iVoox.
Spotify.
TuneIn.
SoundCloud.
Apple Podcast
What should the best podcasts have?
To take full advantage of the potential that podcasts offer to generate valuable content , there are some considerations that you should take into account, these are:
It must have good audio . If people don't understand what you're saying, the message won't get across properly and it will be confusing to understand.
It must have innovative content. It is important to innovate in each podcast with fresh content without straying too far from the central theme.
It should be dynamic. Just because it's audio only doesn't mean you can't edit it, add sounds, music and special effects to make it more entertaining. Don't be short of wings to let your imagination fly!
Finally, it is important to note that a subscription system affiliated with your podcast should not be your biggest source of income, but rather should be part of your sales funnel and be an amplifier of your strategies to provide valuable content . Remember: Educating is more important than selling.
So, to position your business today, it is important to connect strongly with people who, due to their characteristics, can become your potential buyers. That is why podcasts are a great tool to break down those barriers and get closer to them.