Hector Meza General Director of Info Sol. MBA and Consultant in Management, Strategic Planning, Marketing, … IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online IMF Business School · Monaco Email List Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange Totally true: The podcast is here to stay! With the digital space constantly evolving and new consumer habits generated by digitization, podcast production is growing. But in addition, the isolation caused by the health crisis gave impetus to this content format, increasing the number of users.

According to data from the podcast technology platform Vox Nest, in its report for the first half of 2020, podcast listeners in Spanish grew 94%, while content production increased to 100,000 programs. And it is that people took advantage of this period to explore the web and look for alternatives to improve their professional knowledge, learn more about topics of personal interest, and listen to interesting and fun content. With this growth, brands will be more interested in the value that podcasting can bring to their business; Since it is content on demand, it allows companies and brands to tell their story anywhere and at any time, having the opportunity to boost a target audience of potential clients and reinforce the loyalty of their current clients. But how do we incorporate podcasts into our marketing strategy? To guide us, we can explore the possibilities from the PESO Model. 1. Podcast as earned media This is a good opportunity for the experts and spokespersons of the brand or company to share their knowledge and valuable information with the audience, through a means of good reputation and reach. Before pitching a space, it is important to explore all the possibilities and analyze which one suits our objectives.

Remember that just like any other media encounter, an interview with a podcaster requires the company spokesperson to be prepared to respond, mention key messages, and highlight their leadership. 2.- Podcast as its own medium Generating our own podcasts is an excellent way to transmit valuable information, making our brand build a real connection with the audience. People want to hear stories in which they are reflected, and the podcast is a good channel for the brand to communicate its value proposition. While producing a podcast series requires an investment, it is worth the effort; as it can be an excellent evergreen content, whose stories remain relevant for a long period of time and will continue to captivate the hearts of listeners. 3.- Podcast as a shared medium It’s all very well to win a spot on a prestigious podcast in our niche or to produce one ourselves to communicate the story of the brand, but if we don’t share it with the audience, it can be forgotten. There are several social networking sites where we can share the episodes and have them shared; like Facebook, Twitter, LinkedIn, and Instagram. In addition, it is important to create relationships with organic influencers who share and recommend our podcasts with their followers on social networks. We can even invite our internal collaborators and close friends to share it. In this way, we will achieve greater visibility and an exponential growth of listeners. 4.- Podcast as a paid medium Beyond paying for spaces to achieve mentions of our brand; The idea is to use your podcast in your own medium or in your own medium to give it greater visibility through sponsored ads on Facebook, Twitter, LinkedIn or YouTube; and also in web search engines like Google.

It is also advisable to make sure that our series of episodes is on the main podcast platforms, such as SoundCloud, Spotify, iVoox or iTunes, among others. Here we have the possibility of paying for different types of advertising within each platform, to promote our productions; and take advantage of the algorithms to make our ad appear in the recommendation playlists for users interested in our topic. Organizing or getting a space in a podcast, can have a series of benefits for B2B and B2C marketing strategies, and boost the business; especially now that the popularity of this format has grown significantly. To take advantage of this opportunity, brands need to focus their resources on developing a marketing strategy that includes the podcast, and that is aligned with the marketing objectives of the business and, at the same time, generates a captive audience that has been seduced by our brand.

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