Podcasting: What is it and How can it impact your content marketing campaign


Have you ever thought of including podcasts in your content marketing strategy? If not, you must think of doing the same. It could bring a significant change in your overall marketing efforts. The listenership of podcasts has seen almost double the growth when compared to the year 2013. Podcasting is one such format that is bound to have remarkable growth in the coming years. 

Podcasting: What is it and How can it impact your content marketing campaign 1

Talking about Content marketing strategy, one can think of it as the art and science of providing appropriate and helpful content to the users without selling or causing any inconvenience to them. The sole aim here is to provide information that is both educating and entertaining, which leads them to buy a service or a product. Well, podcasting is one of the best mediums for doing the same. According to a survey conducted, 54% of Podcast listeners are more likely to consider buying an advertised product.

If you’re someone with a strong content marketing strategy, you might know the elements on which it stands so strong. Here, your primary goal is to captivate a higher number of audiences by providing them with either information or entertainment. There are several ways of providing this information, such as making use of different mediums, channels, or distribution platforms. Well, A majority of content marketers stick to the basics and shift all their focus on written content. 

But if you don’t want to be a part of the rat race and wish to stand out from the crowd, you should start your own podcast. It is one of the most effective distribution channels only if utilized in the correct way. Podcasting will help you in garnering new audiences and also retaining the existing ones. Now the main question that lies here is – How to incorporate podcasting with your overall content marketing campaign

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But before taking on that particular question, we’ll first move on to why one needs podcasts?

Why do you need podcasts?

Here, we will talk about podcasts in relation to their importance in Content marketing. Let’s first try to understand what a podcast is. The term podcast refers to a short piece of audio content that is generally produced as a series with several different episodes. Each one of these episodes is utterly different in terms of the format and its length. With regards to the formats, some of them are interviews, whereas others could be an entire narrative experience.

Major Benefits of Podcasting 

Helps in building a Brand Personality 

A podcast is a type of format that provides your brand with the much needed human touch. The reason behind this is the hosts, guests, and the music in your show. With this, your brand will get a voice that audiences will always remember.

Well, it not only builds your brand personality but also helps in generating awareness of the brand among the audiences. When compared to other digital ad formats, podcast advertisements have four times better recall value.

Easy to Create

The major reason behind opting for podcasts is the ease of creation. But still, make sure that you put in the much effort that might be needed for any other kind of content. If you’re a beginner, you can start your own podcast with less expensive equipment. Besides this, you don’t need any kind of audio engineering training for recording your podcast.

Multimodal Competency

Do you wish to create multiple contents with just performing any one of them? Then you should definitely opt for podcasts. Podcasting is one of those platforms where you could create multimodal content at the same time. To provide you with a clear understanding of the same here is an example: Suppose you had a video interview with an expert on your specific field. With this, you have the opportunity of releasing it as a blog, podcast, or video.

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Collective Potential

It is one of the best ways to have collaborations with different talented people. There are greater chances of reaching audiences by appearing on other podcasts as a  guest. While other experts can benefit from coming to your podcasts. With this intercross activity, you’ll be able to influence your audiences easily and also get hold of new content. 

Attracting new audiences

Several people love to hear podcasts but may never know that you exist in this industry. So, it is essential that you reach them through your audio content. With this, you’ll get your hands on a new segment of audiences.

Using Podcasting as a Content Marketing Channel

As we already know the several benefits of podcasting, now is the time to think of it as the new content marketing channel. Content marketing is always thought of as something that has goals of reaching perfection. All it works towards is providing people with the type of content they wish for. This could be either giving out answers to their questions or just entertaining them.

Every content marketing channel works towards helping audiences find your content and read or listen to it. Some of the examples of the channels are blogging,  social media marketing, email marketing, videocasting, and podcasts. Podcasting is one of the latest ways of generating leads for your site.

Podcasting and SEO

Podcasting is considered to be an essential part of Search engine optimization (SEO). It has the capability to bring a massive difference in the search engine visibility of your main site. 

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All you have to do is distribute your new podcast episodes on separate pages of your site. It can be thought of as blogs. If you make serious efforts towards creating catchy titles, informative meta descriptions, and effective episode transcripts, it will provide you with a new way of optimizing for specific keyword phrases. 

Over time, as your podcasts garner popularity among audiences, it will be capable of getting more citations and other high-quality links. With this, you’ll see an increase in your domain authority which will in result help your site rank higher. If you’re someone who wishes to have a separate domain, then you’ll have to use your podcast as exclusive support.

The process of optimization for podcasts is quite similar to the SEO of a website. All you have to do is optimize for specific keywords and give a boost to your prominence.

Wrapping Up

Podcasting is one of the most robust tools in your content marketing strategy. If done in an appropriate manner, it can work wonders by improving your revenue generation. With time, there has been a lot of competition in this field. So, if you want to be successful enough, you’ll have to do things differently from your competitors. Never compromise on quality and keep refining your work by performing proper analysis.

It is quite easier to opt for podcasting, but remember it’s an utterly complex and varying content marketing channel. But we hope that you’ll give it a try and see if it work or not.

We hope this blog on podcasting will help you try this new content marketing channel for your brand and boost your ranking on search engines.

If you have any suggestions or feedback, please feel free to share it in the comments.

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