A podcast is a piece of recorded audio that is available in digital format, allowing people to download and or stream it on the go. Podcasts are available on different platforms, including iTunes, Spotify, Youtube, and Facebook.
The term podcast, which came from journalist Ben Hammersley, is a combination of the words iPod and broadcast. Podcasting was created in 2004 through the collaboration of then MTV VJ Adam Curry and software developer Dave Winer. Curry developed the iPodder, a program that allowed him to download radio shows from the Internet to his iPod.
Podcasts come in different formats, which make them more engaging to listeners. Most podcasts are in audio format. But over the years, many podcasts in video format, also called vidcasting or vodcasting, have begun to emerge in mainstream markets.
Below are the most popular podcast formats:
Solo or Monologue
In a solo podcast, a host shares expertise or opinion on a particular topic. The set-up is simple. All you need is yourself and a microphone. There’s no live audience, a guest that you can interview, or a co-host you can exchange ideas with.
As a business owner, a solo podcast is a powerful tool for building your brand. Because you are directly talking to your audience or listeners, you form a deeper connection, which can help in boosting customer trust.
As the name suggests, this format features a Q-and-A-style discussion between you and your guest. A variation of the interview podcast format is the panel podcast where you talk to different guests. In both the interview and panel podcast formats, your role is to ask questions and your guests do most of the talking through the whole program.
In a conversational podcast, you share the limelight with a co-host. Most of the time, conversations are free-flowing and don’t follow a script.
Storytelling podcasts may have fictional or non-fictional content. Fictional storytelling podcasts often feature myths, legends, or children’s stories. Meanwhile, non-fictional storytelling podcasts talk about events that happen in the real world.
Podcasts and Your Marketing Strategy
Today, people stream or download podcasts not only for entertainment but also to gain information on various topics. Because a podcast lets you deliver content through multiple digital platforms, you can capitalize on it by including it in your marketing plan.
Creating a podcast is more cost-efficient than creating a video.
If you own a start-up or a small business or have a tight budget, creating a podcast may be more economical than making a video. A video is expensive to produce because you need to hire actors. You also need to invest in light and sound equipment. Having the raw video footage edited also entails costs.
In a podcast, you need to focus on generating creative and compelling content to attract the interest of your target audience. In terms of expenses, you only need to find a great voice-over talent who can communicate your brand message effectively.
Interesting content can drive more traffic to your website.
Using podcasts is a form of content marketing. If the content you create catches the attention of podcast listeners, it can turn them into potential customers when they visit your website.
Keep in mind that podcasts are searchable using keywords, so you also need to use the right terms to increase the likelihood of your podcast to appear in searches. After creating a podcast, you can also turn the content into a blog post. Doing this can improve your website SEO ranking.
Sharing valuable content builds authority.
A podcast provides a great opportunity for you to impart your knowledge and expertise on different topics. By sharing tips, insights, and other useful information, you position your business as an authority figure in the industry.
Connecting with your audience increases loyalty.
A highly engaging podcast not only helps generate leads for your business but also enables you to connect to your customer base on a deeper level. Communication in a podcast may seem like a one-way street, but if you produce engaging and valuable content, you can easily connect to your audience on a more personal level. When you are consistent in delivering the content that matters to your customers, you can solidify the trust and loyalty they put in your brand.