The key to incorporating podcasts into your content strategy

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Did you know that in 2008 Google was already using voice recognition systems to analyze video content?

As you read. This system was able to interpret the sentences spoken within a video and display the part that responded to the query made by the user.

In fact, at that time, Google began to index audios and even dedicated a tab to them, just like images. However, the custom of consuming podcasts did not yet exist, so it finally eliminated it.

But Google knew that podcasts were a great marketing tool , so it didn't give up.

A decade later, it started indexing this type of content again.

Not only that, but Google CEO Sundar Pichai has put them back at the center of his strategy, ensuring that podcasts will appear directly on the page that displays search results .

When? We don't know, but what we can tell you is that companies that get ahead of the curve and incorporate podcasts into their content strategy will have a huge advantage over their competitors when that time comes.

So… Shall we start doing our homework?



What is a podcast?

A podcast is a set of audio files whose content is hosted on the Internet so that users can download and consume it at any time and from any device.

These are periodic publications that address a specific topic and to which at&t email database users can subscribe to receive a notification every time new content is uploaded.

To make it easier to understand, we could say that the Podcast is to radio what YouTube is to television.

Benefits of podcasting in your digital marketing strategy

As we have already mentioned on more than one occasion, podcasts are a great tool for your marketing strategy and these are some of the reasons that support this statement.

Please note:

1 - It offers you the possibility of reaching new audiences.

There may be people who, although they could perfectly fit the description of your ideal client, are not willing to invest their time in reading a blog, a newsletter or following your publications on social networks, either because they do not like these formats or because they do not have the time for them.

However, they would be willing to listen to everything you have to say while they are driving, exercising or taking a shower. So a podcast allows you to reach this type of audience that you would otherwise never reach.

2 - Reinforces brand identity.

Giving your brand a voice will help you better convey its personality, because with texts we delegate part of the interpretation to the reader. But in a Podcast it is easier to communicate the intention behind each word, as well as the character of the company.

In addition, these messages are integrated into the listeners' daily lives, which generates a feeling of closeness and warmth that is very difficult to achieve with a video or text. In other words, your brand can become many people's ideal running companion or the friend they share the train ride with at rush hour.

3 - It gives you authority.

Having a podcast in which you talk about a certain topic requires having prior knowledge of the subject and even some experience in the sector. Therefore, a company that has a podcast aimed at its consumers is more likely to position itself as an expert in its field.

4 - Improve the relationship with your audience and help create community.

Just like on YouTube, podcast channels allow listeners to subscribe to receive notifications when new episodes appear and be able to listen to them when it suits them best or as many times as they want.

So, as they say, familiarity breeds affection, and in this case, it did too.

Maintaining a regular relationship with your audience over time will increase the trust they place in your brand and turn them into that cool thing they say these days: real Brand Lovers .

5 - There is not much competition.

Unlike blogs, YouTube channels or social media profiles, there are still not too many companies that include podcasts in their digital marketing strategy.

A fact that, in addition to differentiating you from your competition, makes it a great opportunity to become a reference in your sector with very little investment.

Types of podcasts and platforms

If we look at the type of content, we can differentiate between different types of Podcast:

Entertainment Podcast
The aim of this type of podcast is to get the viewer to immerse themselves in another reality, to disconnect from everyday life. There are humorous, suspenseful and film review podcasts, among others.