Podcasts have become increasingly popular in recent years, with many influencers starting their own shows on various topics . This trend represents an important opportunity for brands to include them in their Digital Marketing strategy.
What is a Podcast?
The word Podcast refers to a series of episodes, programmed and digitally formatted, focused on a specific topic such as technology, startups or any other. It could be said that it is a radio in digital format.
These programs are usually free and available on a variety of platforms. You only need a device and an internet connection to listen to them.
What is its impact?
By the end of 2021, around 620 million people around the world were listening to Podcasts . This represents an increase of 88.3 million over the previous year and confirms the positive trend that this format has been experiencing in recent times. In addition, the number of listeners is expected to continue to grow in the coming years, reaching 962 million in 2027.
Why include the Podcast in the Digital Marketing strategy?
The growth that the format is experiencing in recent years is already a compelling reason to start using a Podcast for the marketing strategy. However, there are also other arguments in favor such as the ones that we show you below:
1.- They are attractive
Unlike other content formats, Podcasts are highly engaging because listeners just have to play and listen, which can be done while cooking, walking, or driving. They do not require your full attention and can multitask.
In addition, for brands they are very interesting, since it is the same subscribers who automatically receive the latest episodes on their favorite devices.
2.- Low barrier to entry
Podcasts can be done from anywhere . Some are done in studios, the vast majority at home, and many are done from the street. In general, Podcasting requires little money to invest, and anyone can do it on any subject. There is also no need for a script. Also, unlike photo and video content, the cost of creating Podcasts is extremely low.
3.- They boost web traffic and reinforce the SEO strategy
Podcasts provide significant SEO benefits . Above all, if the transcription is associated with it. With this advice you will be able to better position the keywords that you use in your strategy and the opportunities to attract traffic to your website will be improved.
Keyword management can be done with Podcast titles and descriptions , and the episode transcript can be posted to blogs to drive users to the web.
4.- They offer more visibility to the brand
Nowadays, Podcasts are on the rise and since the brand name is present on many platforms, its visibility increases. There are many strategies that can be used to improve brand visibility through Podcasts . Some highlights can be: invite people from other programs, associate with thematic blogs related to the product or service offered by the company or collaborate with Instagram profiles that align with the theme of the Podcast. This medium is excellent for covering the key topics of the company's niche and demonstrating in-depth knowledge. Interested listeners around the world can bond with the brand, which helps build visibility and increase trust.
5.- They allow you to reach a new audience
Podcasts offer the possibility of sharing relevant knowledge with the audience on different platforms such as Apple Podcasts, iTunes, Spotify or Google Play, among many other platforms. In this way, they allow reaching the public interested in the content offered by the company and presenting the products and services that it sells in a natural way.
PGR Marketing & Technología, your trusted agency, can help you incorporate the Podcast into your Digital Marketing strategy.
