Whatever you might have thought about podcasting in the past, it’s back. And it’s on the rise in Bangladesh and brands are using podcasts as a content marketing tool currently.
Before we get deep into podcasting as a content marketing tool, let’s take a step back for our readers that are not familiar.
What is Podcast?
Podcasting represents a digital evolution of radio broadcasting, involving making one or more audio or video files that are released episodically and often downloaded through internet syndication and in MP3 format (but does not include music or movie downloads).
How Does It Work?
Podcasting offers a clear and concise way for marketers and brands to communicate their value proposition to a captive audience. For our on-the-go culture, the on-demand feature of podcasting lets businesses and brands tell their story anywhere anytime, helping them establish authority in their industry and creating brand advocates along the way.
While attracting a large audience isn’t immediate, unless you’re a comedian, podcasting can be a powerful medium to communicate a range of ideas, products, and information to a niche audience.
One of the most outstanding features of a podcast is that it allows people to subscribe. With RSS feed syndication, your audience is alerted when a new podcast is available, eliminating the need to implement a new marketing campaign.
You can use podcasting to further engage with your customers and prospects by providing a dedicated email address associated with your podcast so people can respond directly to the content. Then, create an upcoming episode answering questions or addressing feedback you’ve received. Many podcast hosting platforms or aggregators allow comments. You can use that feedback to create new content down the road.
In addition, podcasting can easily be integrated under your company’s social media umbrella. Blog posts can be enhanced with podcasts for readers who prefer audio then both can be cross-promoted through various social media channels.
When you want to connect with your customers on a more personal level, sound allows the listener to hear the emotion behind the words.
What Marketers Are Saying About Podcasting?
“Our culture is so niche-oriented now, you don’t need 3 million people to listen to your podcast. If 10,000 people listen, which isn’t a hard number to achieve, then you can do something with that; you can build a community, and literally change the world, just recording into a recorder.” Chris Hardwick, comedian, Nerdist podcast
Podcasting is still a “small portion of overall listening, but we need to invest in it. We need to be wherever consumers are.” Brian Lakamp, president of digital, Clear Channel
Podcast and Marketing
As this format for content production is growing, some brands have become interested in the value that podcasting can bring to their business. Podcasting allows brands to communicate to a captive audience. With lifestyle on-the-go, the power to have podcasting on demand allows companies and brands to tell their story anywhere at any time, which helps to establish authority in your industry and create advocates brand along the way.
As the podcast is getting popular in Bangladesh currently, Bangladeshi brands are also trying out this new platform for their marketing.
For example, I have heard a podcast where renowned makeup artist Navin Ahmed was talking about her journey while promoting her ventures.
However, if you intend to try podcasts for marketing, we would like to inform you that regular content provides a long way to keep people connected with your brand.
Link the podcast to your blog or other social channels to increase the reach and participation with your community.
You can use podcasting to assume a greater engagement to your current and potential customers, providing an email address associated with the podcast where people can respond directly to the content. This will also give you material for new content. In the next episode, you can answer questions or deal with the feedback you received.
Invite specialists, will bring new content and increase the audience. Search to associate who has the same target audience to create an episode together.
If you do not have a budget to get started your own Podcast, you can work with existing podcasts. Agree with them to create specific content for the brand. For example, a cookie company hires a comedy podcast known for its target audience to talk about funny stories that each member has with the brand. In this way, listeners develop their relationship with the brand and entertain with funny stories about cookies.
However, no wonder podcast is a potential platform to market a brand, and brands from Bangladesh are already jumping on it. Because WHY NOT?
One might not be able to watch an ad while driving but he can always listen to audio contents while doing almost anything and everything. So, this way of communication is always effective.
So, you may be thinking, That’s great, but how can I use podcasts to promote my brand?
We are here to help you with that as well.
How to Use Podcast to promote/market a brand?
Discuss current trends and hot topics
Podcasts are a great way to discuss the most recent news and hot topics with your audience. Likely, if there’s a significant news story related to your niche, your audience wants to learn more about it. Get behind your mic and share your thoughts.
Position yourself as an expert
Cement your authority by hosting a podcast. If you know enough about a specific topic to fill up a series of 15-or 30-minute podcasts, you’re already an expert. But because you’re giving away your valuable insight for free to others, they’ll come to see you as an authority.
It works every time.
Instead of defining an expert as someone who’s spent 50 years doing something, try thinking of an expert as someone who knows a little more about a subject than the average joe. We also have one of our team members who came up with a business podcast recently in Bangla. You can check it from here.
You can build trust with your audience
There’s something more human and personable about listening to someone else’s voice. Because you can hear the tone and inflection of someone’s voice, that person often seems more real and honest.
Use podcast directories as a new opportunity for exposure
Speaking personally, I’ve found many brands simply because I was searching the podcast directory for a specific topic. And I’m not alone. Quite a few brands have discovered that podcasts increase brand awareness.
Turn podcasts into blog posts
You can definitely repurpose your podcast into a blog post. You don’t even need to type. You can offer a transcription of the podcast on your blog.
Use podcasts to market to your current audience
There are people in your audience who want to consume your content but they just don’t have the time (or temperament) to sit and read lengthy blog posts or view videos or even keep up with you on social media channels.
In addition to writing a blog post, you can create a podcast that goes over the same topic in audible form. Heck, you can even read the blog post and turn it into your podcast.
However, podcast marketing is a fantastic medium for promoting your brand.
They are convenient, inexpensive, and relatively simple to produce.
Podcasts are also growing in popularity steadily year on year.
Creating a fun, engaging podcast that showcases your knowledge should be part of your content marketing strategy.
If you haven’t already started one, what are you waiting for?
If you are interested in Social Media Marketing, whether that be Facebook, Instagram, Spotify, LinkedIn, or any other platform, feel free to contact us.