What podcasts are and how they are used in corporate marketing

Have you ever thought about podcasts as a tool to share business content, in a digital marketing strategy? If you have not already done so, we show you why it could be a good idea in different business sectors

Although competition is very high - streaming and video in particular - podcasts have their niche as a digital channel. Through these audio files, available on demand , companies, small and large, can offer quality content to their target audience. With consequent advantages in the marketing plan.

Podcast companies: what are they and what are their benefits?

Podcasts are audio files, generally in MP3 format (but not only), which can be downloaded by users from a web page and saved on their device. Is it worth considering them as tools for an effective marketing strategy? It depends on the objectives set, but in the meantime you can evaluate some advantages of their use:

They respond to needs - Because the podcast content is 'used up' when the user wants and has time to listen. Which, given its mobile friendly nature , can occur in any context: during a lunch break, on the move, on vacation ... You publish them and your target audience decides when and how to listen to them: an effective response to a need for access free and autonomous information.

They do branding - because they make the brand recognizable, leaving the virtual dimension to enter the real one through the voice.

They create leads - because you can combine the possibility of downloading the corporate or professional podcast for free with the compilation of a form with the request for user data. You will thus have the opportunity to learn more about your market niche.

How do you make a podcast?

The equipment to create a podcast is small and cheap: headphones and a microphone are just enough to start. Specialized platforms are available online - among which the most used are Spreaker and Soundcloud - which allow the creation of podcasts in an elementary way, with free features and premium subscription plans.

If you are a little familiar with the tool, there are also free software for post-production care . When you have finished the preparation phases, you can move on to distribution: publication on the company blog, sharing on social networks, communication via newsletter etc.

Examples of topics for a corporate podcast

What are the contents of a corporate podcast? It obviously depends on the sector of your business. The podcast can be an impact tool for the " Who we are and mission " section of the site , with anecdotes from personal history and the brand designed to catch the attention of listeners.

If you are a professional you can use them for in-depth content, with advances from the case histories of greatest interest to your audience. If you have a hotel in a city of art you could suggest, with various podcasts in different languages, the 5 attractions not to be missed for a tourist; or even share the recipe of a typical local dish. In conclusion, the instrument is suitable for not only radio use and can be used in many business and professional scenarios .

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