What is a podcast and what is it for?.

Do you know what a podcast is? Every day, the consumption of digital content is growing and improving (audio, video, and blogs), with a sharp increase in recent years. Sharing information across various social networks and digital platforms has become almost a daily activity for users, and brands have also joined in.

Currently, the most in-demand audio content is the podcast, which made its debut more than a decade ago, becoming a favorite among many users worldwide. Its consumption has grown to such an extent that it is now an excellent marketing strategy, offering easy access and the ability to be played in various formats. Let's take a closer look at what a podcast is, its advantages, and how to create one. Additionally, we will explain why it is so important to use it in your marketing strategy.

What is a podcast?

To begin with, a podcast is a digital publication in audio format (and also video) stored on a server for streaming, with the convenience of being downloaded onto electronic devices in MP3 format and played according to the user’s preferences.

Many people think that a podcast is the same as a radio program, and while it does bear some resemblance, it has evolved significantly. The user has the power to decide when, how, and where to listen to it. Additionally, they can rewind, pause, and replay as many times as they like. A podcast can also be accessed from various digital platforms and in multiple languages, often for free.

Types of podcasts

There are various types of podcasts, the most common ones being:

Solo podcast

This is content where only one person provides the information, using an engaging, enthusiastic, and coherent tone to maintain the listeners’ attention.

Panel podcast

This type of podcast requires more organization, as it includes a host and a guest discussing topics of interest, creating an entertaining dynamic.

Interviews

This podcast format features different episodes where guests are invited based on a specific theme. In many cases, the episodes have continuity, and the best part is that the audience reach expands, as both the host’s and the guest’s listeners tune in.

Informative podcast

This format is the most similar to traditional radio programs and is mainly used for news broadcasting, which can then be downloaded.

What is a podcast used for?

After understanding what a podcast is, it is important to know its purpose, as both users and brands are increasingly delving into the podcasting world.

1. It is digital content that can be listened to whenever you want. Many users listen while driving, engaging in activities, or working.
2. Users are entertained while listening to their chosen podcast.
3. It is an effective marketing strategy because it creates a close connection with the audience.
4. Podcasts can include advertisements that directly influence the audience, increasing web traffic and improving SEO ranking.
5. A podcast opens up a world of possibilities in the business sector, effectively enhancing networking.
6. They can be used to share important information about the products and services offered by a company.
7. They can be used to discuss ideas, inform about a specific topic, or simply share content of interest for young people, adults, and children. However, the primary consumers of this multimedia content are between 35 and 55 years old.
8. Podcasts can be shared on digital platforms without requiring an investment.

Podcasts and marketing strategies

Companies are making great strides in positioning themselves on the most used social networks and main digital platforms to attract more audiences. However, many people live at a fast pace and neither have the time nor the willingness to sit down and read, so they prefer to listen. This is where the importance of a podcast comes in, allowing access at any time.

As a marketing strategy, it is a smart choice. To begin with, the competition is not yet overwhelming (although more content creators appear every day), and it allows a close relationship with the audience. Words come to life in an audio format, making it more engaging and dynamic. If social media is integrated into the podcast, it generates traffic and audience interaction.

How to create a podcast?

Creating a podcast is very simple. Follow these steps:

1. To start, you can do it from your phone, using headphones and a recording app.
2. If you want something more professional, you can use microphones, a desk to support your equipment, and an additional phone for interview calls.
3. Use editing and recording programs to add sound effects, control volume, and other aspects.
4. Once you have the equipment and digital tools, focus on the objective of creating the podcast—whether it is to attract more audience, promote a service or product, or provide information on a specific topic. It is important to have a clear goal.
5. Choose the audience you want to target, as this will help you select the topics for each episode and determine who your guests will be.
6. Similarly, choose a podcast type from those described above. You can also combine formats to create original content.
7. Select a name for your podcast, making it easier for your audience to identify and access your content.
8. An important aspect is the structure and sequence of the podcast: How will it begin, how will the content develop, and how will it end? Additionally, decide on the duration of the episodes, which can range from 10 minutes to 1.5 hours, depending on the content you want to deliver.

The best platforms to publish your podcasts are iTunes, SoundCloud, Anchor, iVoox, Blubrry, PodBean, Google Podcasts (which has an iOS version), and of course, Spotify. These platforms allow users to download audio files and offer great tools for an exceptional listening experience.