MarketingStrategyBest Practices

Getting Started with Podcasting to Promote Your Business

Podcasting offers a highly engaging format for reaching potential customers and enhancing your digital brand.

Podcasting has emerged as a powerful tool for businesses to promote their products and services.

What better way to engage with potential customers than the fastest exploding medium on the Internet? It’s a booming trend with millions listening to a wide spectrum of authors and topics.

With the rise in popularity of podcasts, it is essential for businesses to explore the potential benefits of podcasting as a marketing strategy. In today’s digital age, businesses need to adapt to new marketing strategies to stay ahead of the competition.

Podcasting offers a unique opportunity to connect with your target audience in a more personal and engaging way. By creating and sharing audio content, businesses can establish themselves as industry experts and build a loyal customer base.

Building Brand Authority

One of the key advantages of podcasting is its ability to reach a specific target audience. By creating content that resonates with your target market, you can attract listeners who are genuinely interested in your industry or niche. This targeted approach allows you to deliver your message directly to potential customers, increasing the chances of conversion and customer retention.

Podcasting provides a platform for businesses to showcase their expertise and establish themselves as thought leaders in their industry. By sharing valuable insights, tips, and advice through your podcast, you can position your brand as a trusted authority. This helps to build credibility and trust among your target audience, leading to increased brand recognition and customer loyalty.

Podcasts offer a unique opportunity to engage with your audience on a more personal level. Unlike other forms of content, podcasts allow listeners to connect with your brand through audio, creating a sense of intimacy and authenticity. By providing valuable and entertaining content, you can foster a deeper connection with your audience, leading to increased customer engagement and loyalty.

Podcast Tools and Services

A quick overview of the podcasting market and tools you can use to create them:

Buzzsprout offers a guide for creating your podcast, and Clipchamp describes how to create a video podcast. Resonic walks through how to set up your podcasting studio.

Tools like Alitu help you easily create high quality recordings, Acast enables large scale distribution and advertising sales, Transister also automates publishing to social networks like Twitter, Youtube and Spotify, and Audiocado enables you to turn your podcasts into videos – Digital Context says video is key to podcasting success.

Integration with Youtube

Co-producing videos & podcasts is a key theme and naturally Youtube itself is a major distribution market, where they offer thousands of shows; Ranker lists the best podcasts on Youtube.

Waave explains How to Upload Your Podcast, which Catos also explains in detail. Also transferring the other way is key, such as publishing your Youtube videos as podcasts. Captivate explains How To Podcast On Youtube, and Riverside offers a Six Step Guide for getting started.

Highlighting the potential for this market is the March news that Youtube considered a Podcasts home page, as they are getting serious about them, including paying podcast authors and hiring their first dedicated exec. In this blog they announce their first ever podcast, The Upload.

Business Promotion

Of course the fundamental question for business sponsors will be why invest in this medium, what can they hope to gain from marketing spend on podcasts? To answer this we can explore some great case studies and best practices.

For example Bluewing describes How 7 Companies are Killing It Through Branded Podcasts, citing examples such as Slack, Shopify and Basecamp, and Westwood details best practices for replicating their success. Backtracks lists another ten examples, and Feedspot offers a directory of 100 of the best, with TEDx as the first. Bluechip corporates like McKinsey publish their own podcast.

Quill offers a comprehensive guide for how to create Branded Podcasts, and Riverside analyzes the best ones to distill what you can learn from them.

Podcast Agencies

There are a number of digital agencies who specialize in creating high quality, popular podcasts:

Pushkin Industries – Co-founded by Malcolm Gladwell and Jacob Weisberg, Pushkin Industries is dedicated to producing audio in any format that challenges listeners, encourages their curiosity, and inspires joy.

Podcast LabsProduce, manage and market podcasts for creators and brands. We’re the perfect blend of producers and marketers who believe high quality should always be the driving force.

Fame – Fame are a globally distributed (16 countries and counting) group of audio, design and marketing geeks that love: content quality, copywriting, social engagement, Slack emojis and above all, making our clients happy.

Content Allies Leading companies trust Content Allies to launch, produce and promote their podcasts because we focus on impacting the bottom line.

Pod People Pod People is a content + marketing studio for audio, video, and social storytelling, working with the world’s biggest brands and best talent. Clients include Bon Appetit, Vogue, Parents, People, HBO, Discovery, Marvel, Teach for America, Netflix and more.

FRQNCY MediaFRQNCY is a strategic podcast marketing and production agency that offers strategic podcast development and production services. They are a first-of-its-kind multimedia production studio and community hub in Atlanta, Georgia, built by and for podcasters.

Voice Works Voiceworks is the only voice-first, full-service consultancy. Covering all aspects of audio from concept and ideology to production and execution, Voiceworks has the expertise to deliver and produce voice tech, voice search, audio content and creative audio branding.

Pod People Productions – Experienced audio content producers and sound engineers specialising in original podcasts, fact and fiction, covering all aspects of life, entertainment, and culture. We can also produce podcasts for established brands seeking to extend their marketing to reach new customers in the digital age.

Bespoken Media Bespoken make podcasts. We bring decades of experience and a passion for audio to deliver your podcasting and storytelling goals. We’ll work with you to make your podcasts, or train you to make your own.

The Big Light – The Big Light Studio are podcasting specialists with an excellent pedigree in broadcasting, and will take care of the whole process from concept through to delivery of your first episodes and beyond.

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