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Marketing trends: what is podcast marketing?

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Although podcasting started as a format used mainly by users, today a multitude of brands, both large and small, use it as a tool to connect with their audience.

what is a podcast?

A podcast is a piece of audio with a defined periodicity and a vocation for continuity that can be downloaded on the internet. More broadly, audio with still photo montages can also be considered podcasts.

The etymological origin of the term "podcast" comes from "iPod" (a device for listening to music and audio via Apple's iTunes system) and "broadcast" (broadcasting content). This definition made sense a long time ago, when it was necessary to have an iPod to play them, but nowadays podcasts can be listened to without any problem from any website.

Podcasting is acontent format that reaches people who would not otherwise find it, people who prefer mobile media and the intimacy of listening to audio content.

The podcast is usually led by a presenter, different contributors and interviewees, who, over a period of time, present and develop a specific topic to form different episodes that deal with that or several subjects.

The format of podcasts is their main advantage. At a time when we consider that lack of time prevents us from carrying out certain types of tasks, finding methods to speed up and easily digest content is a good solution. The use of a podcast can help you reach and familiarise yourself with new audiences for your business.


why should you consider including podcasts in your strategy?

A podcast can be a great marketing tool for your venture - it can give you the authority you need, create an image, build relationships, develop a community and help you achieve the goals of your business or organisation.

We don't have the key to success, but we believe that a podcast is a format that can fit very well with certain types of strategies. Here are some reasons to consider:

  • They bring words to life. Texts can be more cold and impersonal, whereas podcasts break down those virtual barriers: they give you a voice and bring you closer to your blog readers or your business customers.

  • It positions you as an expert. Personal branding and business branding are two key disciplines to better position yourself and differentiate yourself from the competition. Having a podcast will propel you to the pinnacle of expertise faster and more effectively than other content formats.

  • It helps you network. Interview podcasts are popular, entertaining and more dynamic than those conducted in text format. They help you forge alliances and make new contacts, more efficiently and productively.

  • It doesn't "get in the way" - podcasting is a format that can be listened to at any time and any place without interfering with other activities and tasks.

  • It's cheaper: Creating a podcast is more affordable than creating content in any other format; all you need is the right sound equipment and a basic command of an audio editing tool.

  • There is less competition. Just as there are countless blogs and YouTube channels, there are still not as many podcasts registered, especially in Spain and Latin America. It is worth taking advantage of the opportunity.

  • It is one of the trends that allows the development of content with better results in terms of visits in a much shorter time than in the case of blogs.

If your business sector is not well served in the podcast universe, it is likely that there are listeners who are eager to get information and actively seek your content. Design a thematic niche where you can talk easily and authoritatively for a period of time in an informal and attractive language.

Meet iVOOX, the free podcasting platform, click here to learn more about this tool .

how to make your first podcasts?

Here are some steps to follow to get started in the world of podcasting and take advantage of the benefits it offers:

  • Choose a topic that is interesting enough for you to engage with it and your audience.
  • Define your visual and non-visualidentity.
  • Choose the right equipment- your podcasts don't need to be recorded with studio equipment, nor do you need to buy expensive editing software.
  • Create a detailed schedule for each episode.
  • Start recording, and once you're done, edit and publish each episode.
  • Once you've got the hang of the methodology, release your podcast to the general public.

Reading an article is not the same as listening to an expert with their inflections, pauses, emotions and enthusiasm communicating the same message. Having a voice channel dedicated to helping your potential customers could be a key element in your marketing strategy.

When looking for the financial benefit of this activity, don't think of podcasting as a way to generate revenue with ads from other sponsors. Monetisation comes with a large number of weekly downloads, not subscribers. Instead, think of podcasting as a way to reach the people you want to reach in order to build community, develop authority and trust so that they will purchase your products and services.

As long as the podcast continues, your audience is likely to keep listening, and if you do a good job, they may recommend your podcast to others, which will increase your reach considerably.

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