The world of marketing is constantly evolving, and in recent years, a trend has been transforming the way brands connect with their target audience. We're talking about the meteoric rise of podcasts, a form of communication that is gaining more and more ground on the internet and in the hearts of Brazilians.
Podcasts are a great tool for anyone who wants to be informed, entertained, educated or inspired by a variety of topics, such as news, culture, humor, science, business, health, entertainment and much more. It is also a powerful marketing strategy for those who want to create engaging, relevant content for their target audience.
But how did the podcast revolution come about in the world of marketing? In this article we'll learn a little more about the history and evolution of this content format. By the end of this reading, we hope you'll be able to understand the benefits of this innovative form of communication and capitalize on this trend to improve your business's marketing strategies. Let's go?
What is a podcast?
Podcast is a word that comes from the combination of iPod (one of the first portable audio playback devices) and broadcast (radio or television transmission).
Although the concept emerged in the 1990s, the term was officially coined in 2004 by British journalist Ben Hammersley in an article for The Guardian.
The podcast emerged as an alternative and independent way of producing and distributing audio content on the internet. The first podcasts were created by technology and communication enthusiasts who used simple software and equipment to record and publish their programs online.
Currently, this is digital audio content, usually recorded in episodes, which can be listened to anytime, anywhere, via apps or online platforms, as well as devices that play audio. Its great advantage is that it can be downloaded or broadcast over the internet, without the need to tune in to a radio station or follow a schedule.
Why has it become so popular in recent years?
Understanding the podcast revolution means understanding why the content format has become so popular in recent years.
And there are plenty of reasons. One of them is the ease and practicality of consuming audio content over the internet. Podcasts allow the listener to choose the theme, format, time and moment to listen to the program, without depending on a fixed schedule or a constant connection.
Another reason is the diversity and quality of the content produced by podcasters. The format covers a huge variety of subjects, styles and audiences, catering to the most different interests and needs of listeners.
It also offers a more intimate and personal experience than other media, as it creates a direct connection between the producer and the consumer of the content.
A third reason that shouldn't go unnoticed is the evolution of technology and the internet. The advance of mobile devices, apps and streaming platforms has made it easier to access and disseminate podcasts.
Nowadays, there are several free or paid services that allow you to create, host, distribute and monetize podcasts with ease and quality.
Podcasts and the new consumption habits of Brazilians
Another reason for the podcast revolution in the marketing world is that the format fits in perfectly with Brazilians' new consumption habits.
With the popularization of smartphones and increased access to the internet, the Brazilian population has increasingly adopted this form of content as an essential part of their daily routine. Whether in traffic, while exercising or even doing household chores, Brazilians have incorporated podcasts into their lives.
According to DIGITAL Report 2023 DEEP-DIVE from DataReportal, approximately 43% of working-age Brazilian Internet users say they listen to at least one podcast a week.
The survey also showed that globally, more than 21% of internet users say they listen to digital audio content every week, spending an average of 1 hour and 2 minutes a day.
Advantages of podcasts over other content formats
In addition to the reasons mentioned above, other advantages also help to explain the podcast revolution, especially when compared to other content formats. Here are some of them:
- It generates authority, credibility and trust: by producing a podcast on a specific topic, you demonstrate your knowledge, experience and passion for the subject, creating a positive reputation for your brand or business.
- Create engagementLoyalty and community: by producing a podcast with frequency and quality, you create a long-lasting and close relationship with your audience, who start to follow, comment, share and recommend your content.
- It generates traffic, leads and sales: a podcast with relevant and attractive content for your target audience increases the chances of attracting visitors to your website or blog, capturing qualified contacts for your email list and converting potential customers into real buyers.
- Advertising within programs: you can insert ads or sponsorships within the episodes, generating revenue for your business or your partner.
Top podcast formats to boost your marketing
There are various podcast formats that can be used to create interesting and engaging content for your audience. Here are some of the main ones:
Chat
This is the most common and simplest podcast format. It basically consists of an informal conversation between two or more people on a specific topic.
This format is ideal for creating a relaxed and fun atmosphere, as well as generating interaction between participants and listeners.
Interview
The interview, on the other hand, consists of a formal conversation between an interviewer and an interviewee on a specific topic. This format is ideal for providing relevant information, different opinions and personal experiences on the subject.
Monologue
As the name suggests, it's a format that consists of a single speech by one person on a specific topic. This format is ideal for imparting knowledge, tips, reflections or stories on the subject.
Informative podcasts
They help to provide news, data or facts on a specific topic. These formats are ideal for keeping the public up to date, informed and aware of the subject.
Storytelling
It's the podcast format that tell a story on a specific topic. It is ideal for engaging, moving and inspiring audiences with creative, original and captivating narratives on the subject.
How to make podcasts?
To be part of the podcast revolution and create successful content, you need to follow a few important steps. Check them out:
Identify the target audience
Before creating a podcast, you need to know who your target audience is, what their characteristics, needs, interests and preferences are. That way, you can define the theme, format, tone and language of your digital audio.
Make a good content plan
Once you have defined your target audience, you need to plan the content of your podcast. This involves defining your podcast's objectives, topics, scripts, guests, technical resources and schedules.
Choosing a podcast format that makes sense for your business
As we saw earlier, there are various podcast formats that can be used to create interesting and engaging content for your audience. You should choose the format that best suits your topic, your style and your purpose.
Seeking differentiation from the competition
With the podcast revolution in the marketing world, you need to differentiate yourself from the competition.
This means offering something unique, original and innovative to your audience, be it in your content, your tone of voice, your humor, your knowledge, your positioning, your niche or your purpose.
The important thing is to show your audience why they should choose your podcast over another.
Publish often
To maintain the interest and loyalty of your audience, you need to publish your podcasts frequently and consistently. So define a periodicity (daily, weekly, fortnightly, monthly) and stick to it.
This way, you create a routine of consumption and a positive expectation in your listeners, who will look forward to the next episode of your podcast.
Invest in a good CTA
CTA stands for call to actionor call to action. It's actually a phrase or a button that invites your audience to do something after listening to your podcast.
The call to action can be, for example, inviting the listener to subscribe to your channel, follow you on social media, leave a comment, share the audio with friends, among others.
Whatever the action, it is essential for generating engagement and conversion in your podcast. That's why you need to invest in a good CTA that is clear, direct and irresistible.
Be part of the podcast revolution in the marketing world!
As we've presented in this article, podcasts have emerged as a significant force in contemporary marketing, redefining the way brands connect with their audiences.
And in this context, creating engaging, relevant content is one of the best ways to attract, educate and retain customers in the digital age. And no one better than CMLO&CO to help you in this mission!
We are a marketing and advertising agency that recognizes and embraces this revolution. By creating personalized and creative content, we've helped thousands of brands solidify their presence in the world of podcasts, winning over new audiences and building lasting relationships.
Be part of the podcast revolution and take your marketing to new heights with CMLO&CO. Talk to someone who knows.
