What is the role of podcasts in a robust marketing strategy

Content Dec 29, 2020

Modern technology has brought many changes and transformed marketing techniques. People use technical devices for regular activities and spend most of their day on gadgets. Marketers are using it to their advantage and persuading the public to purchase their services. Digital marketing has become a vast sector, and with each passing day, it is further expanding. Audio medium is beneficial in promotional activities, and marketers have been using it ever since radio came into being. Today, aside from other mediums, marketers are also using audios for promotional purposes and aggressively marketing their products.

The latest radio version is a podcast, and it has gained extensive popularity in the past few years. Studies reveal that people prefer listening to podcasts while traveling, waiting, or indulging in their favorite activity. A new norm of listening to podcasts while doing exercise, crocheting, or gardening is engulfing people worldwide. Designing smart techniques of podcasts for brand promotion can put businesses ahead of their competitors. Experts suggest that companies should be vigilant, and they need to perfect the art of podcasting to reap its’ advantages. Podcasts play a crucial part in making a marketing strategy effective.

Below we are giving a comprehensive guide of how you can use a podcast as a marketing tool:

1. Create meaningful content

People have multiple options in the contemporary world, and they do not think twice before switching to the alternative. You must make sure that your podcast has something unique yet informative to attract listeners. As a brand, build unique content that ignites curiosity and develop an urge in listeners so that they turn to your channel.  Many brands think that they can sit in front of a microphone and speak to their hearts’ content, and it will serve as a useful marketing tool. The truth is for effective marketing, you have to devise a proper plan and develop strategies to build meaningful content. It would be best to strategize and figure out how to build a podcast audience and create content that gives listeners different information. A wise approach is to define a goal first and then create content accordingly.

2. Identify listeners

Identifying listeners help in outlining the marketing strategy. It gives an insight into the timings of podcasts. Supposedly, you run a higher educational institute and want to attract potential students. Parents and youth are your targeted customers, and you should broadcast your posts at a time that is suitable for parents and high school students. Brands need to identify listeners. They should create content that keeps the listeners engaged and make them return to their channel to listen to you again. Identifying listeners will give you an idea about what type of content they like to hear; thus, you will be able to use a podcast for marketing.

3. Comprehendible language

The purpose of broadcasting a podcast is to increase a brand’s visibility and enhance customers’ engagement. Easy to understand podcasts gain popularity quickly as listeners do not like to consult dictionaries while listening. It takes away their concentration and may become a reason for their switching to your competitors’ podcast. When you design your content, ensure that you use easy to understand language. The critical point is to use language that your audience uses in daily life. You can also build a connection with your audience through a podcast. If your targeted customers are students, you can use rich vocabulary. Youth targeted brands can use millennial language in their content to attract listeners and get their message across.

4. Use professional equipment

Contrary to popular belief, podcasts have taken the shape of a full-fledged industry. Technology has brought forward advanced technical tools for creating and broadcasting podcasts, and they have made the process more straightforward. Some brands make the mistake of using mobile voice features to record and publish the podcast. While it does the job, the content loses its quality and fails in creating a significant impact. Podcast professional equipment is not expensive. Besides, it is a one-time investment, and brands can use it for years. High-quality equipment produces clear audio and has noise cancellation features that minimize the chances of misunderstanding. Moreover, listeners may accept low-quality podcasts from a newly launched company, but they expect more from established firms. Professional equipment help in creating and brilliantly broadcasting content, and it boosts up marketing.

5. Be innovative

A general perception is that podcasts are only for lectures, monologues, and speeches. The truth is podcasts gives ample room to create and innovate. Keeping brand, product, and target customers into consideration, you can generate different content types and deliver them in various ways. Storytelling has been a useful tool for instilling moral values, spending spare time, and brands also use this style for promotion. Listening to stories enhances imagination and makes people interested in your brand. Dialogues are another way of attracting an audience and luring them into buying your products. Your podcast style must be as per your listeners’ preference so that it can create an impact.

6. Develop a personal connection

Companies who manage to touch the audience’s nerves succeed in earning their trust and making them life-long customers. Developing a connection through an audio medium can be challenging. Still, smart planning, thorough research in the market, and survey about a target audience’s lifestyles can help a brand. The podcasts should be about trendy topics, but brands need to keep the targeted audience into consideration. For instance, broadcasting a football-related podcast during the world cup will make listeners interested in your podcast.

7. Focus on editing

Experts comment that editing your content is an essential aspect of a podcast. When it comes to listening, a vast majority does not have a high tolerance level and quickly loses track. Moreover, a podcast is an audio medium, and listeners listen to them while carrying out their mundane tasks. Anything can take their attention away, but powerful editing helps maintain their interest and sustain their concentration. The editing can make your podcast a powerful tool for your content marketing, and it can have a considerable influence.


The modern lifestyle keeps people on their toes; they find listening to podcasts convenient while going about their bustling lives. Podcasts allow brands to establish communication with their targeted audience and build a meaningful connection with them. When brands churn out exciting content, listeners develop a strong bond with the brand and, consequently, boost sales. People carry their smartphones all the time, and listening to podcasts is more straightforward than watching something on a screen. Voice optimizations allow search engines to display your podcasts on initial pages, increasing your brands’ visibility and increasing its ranking.

This article is about:

Amber Ball

Amber Ball is a business and finance blogger who spends her entire day writing quality blogs. She is a passionate reader and loves to share quality content prevalent on the web with her friends and followers and keeping a keen eye on the latest trends and news in those industries.

Join as contributor

Become a contributor and help our readers level-up their digital marketing skills.

Subscribe to newsletter

Receive the latest digital marketing, content marketing, and social media tips straight to your inbox.

Brought to you by Capsulink, a simple custom link management platform

All-in-one Custom URL shortener that allows you to gain deeper control over your links. Includes Smart links, Branded links, API URL shortener and more.