Users are listening more and more to podcasts. This format is therefore also becoming interesting for many brands and companies. Would you like to integrate this type of content into your strategy? In this article, our experts have compiled numerous tips on this topic!

What is a podcast?

A podcast is content in audio format that is available on-demand, regardless of broadcast times, time and location. This content format can therefore be consumed easily and flexibly by users. Each podcast can have one or more speakers discussing a specific topic. The content can serve different user needs, i.e. share information, explain a topic better or entertain the user.

Podcast statistics: Who listens to what and when?

Podcasts are listened to by 26% of Germans. Podcast listeners are strongly age-dependent:

• 30 % of the 14-29 age group listens to podcasts
• 30 % of the 30-49 age group listens to podcasts
• 24 % One in four podcasts listened to in the 50-64 age bracket
• 4 % aged 65 and over listen to podcasts

Why do Germans switch on podcasts? The Data & Analytics Group YouGov has discovered 3 reasons:

• For entertainment
• To receive information
• To learn something new

What else is there to consider?

• A podcast should have an average length of 13 minutes
• Not all listeners make it to the end of the episodes. Only two out of five (38 per cent) listen to the podcasts in full.

What are the benefits for your content marketing strategy?

The development of a podcast can have 3 positive effects for you:

• Increase brand awareness: you can achieve a broader reach with podcasts. With this content format, you can reach users who do not engage with written articles
• Generate engagement: you can gain more interactions with your brand through podcasts
• Show leadership around a specific topic: podcasts offer the opportunity to share your knowledge and prove yourself as an expert

Are podcasts suitable for your strategy? 3 facts you should pay attention to

• The information you want to share should be important and relevant to your target group. Does it address a specific need, e.g. finding out more about a topic?
• Is this type of content suitable for your target group? In other words, do users listen to podcasts?
• What tone of voice do you want to use here? In other words, do you want to address your target group with an honest & professional voice, for example, or use an energetic and sociable tone of voice?

How can you create a podcast? Our step-by-step guide

1. Select topic and collect information

Firstly, you should choose a topic that is relevant to your target group. Once this choice has been made, you should collect and summarise further information about the selected topic. What should also be considered from the outset is podcast SEO, as this is the only way the podcast will receive the organic traffic it deserves. As an online marketing agency, we will be happy to advise you on this.

2. Select formats

• One-on-One Interview: Each episode of the series takes on a new guest. This way you can build up your reach more and more. The disadvantage to bear in mind, however, is that listeners want to build a connection with the host. This is not easy in individual episodes.
• Solo commentary: The episode is based on a monologue.
• Panel: Several guests discuss a specific topic.

3. Writing the intro and script for the episode

What should I bear in mind for the intro?

• State the name of the podcast and your name
• Explain what the podcast is about in general
• Introduce your guest / co-host

What should I bear in mind when writing the script?

• The script should be as simple as possible
• You should avoid parentheses and use main clauses and subordinate clauses
• Stay as natural as possible

4. Register and edit audio

• Microphone: there are various options in this area that are suitable for beginners or professionals. A distinction is also made between dynamic podcast microphones and condenser microphones. Dynamic podcast microphones perform well, even with loud noises in the background. In comparison, condenser microphones do not perform well with background noise; a recording studio is therefore necessary.
• Recording & Audio Editor: here you can again choose between beginner options (e.g. Audacity) or professional options (e.g. Adobe Audition).

5. Publish podcast

To share your podcast, you can choose between different platforms. SoundCloud, Spotify or iTunes are usually used here.

3 tips to make your podcast known

• Create“shareable media”: Content in the form of quotes or images that you can share on social media. This content should be relevant and provide added value.
• Convertaudio format to video, which you can also post on YouTube.
• Transcribe audio or write detailed episode notes. When shared on a website, this content can also be found by search engines

Podcasts: a brief summary

Podcasts are an alternative type of content that can be interesting for your content marketing strategy. Before focussing on this format, you should ask yourself whether it is suitable for your target group. As with other types of content, it is also important to share content that provides added value.