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Podcast Marketing: A Beginner’s Guide


In 2019, podcast production has reached an all-time high and it is estimated that there are currently over 660,000 active podcasts. An increasing proportion of these shows have been produced by brands in order to promote their products or services. Read our guide to find out how you can use podcasts to promote your brand.


What Is A Podcast?

The term “podcast” was coined in 2004 and combines the words – ‘iPod’ and ‘broadcast’.

A podcast is an episodic series of audio shows (like radio) that listeners can download or stream online at any time. Podcasts are delivered through a subscription model i.e. listeners can access new shows via web syndication to their computer, mobile app, or portable media player. Unlike radio shows, podcast episodes are not restricted by length and listeners can rewind or fast-forward through the content as they please.


Who Listens to Podcasts?

“According to Edison Media Research, the average podcast listener is young, wealthy, educated, employed full-time, both using social media and following brands on it, subscribing to on-demand video services and nearly always completing the episode to which they start to listen—creating an appetizing opportunity for advertisers and an intimate bond between hosts… and their listeners.” – Mac King, Reporter at Fox 5


Did you know that podcast listeners tune in to an average of seven different shows per week? Studies show that podcast listeners are loyal and will listen to 80% or most of each episode. What’s more, they are more likely to follow companies and brands on social media.


Podcasts as a Form of Content Marketing


Podcasts are well-suited to content marketing as they can be designed to supplement blog articles, social media posts and newsletters. A successful brand podcast can:


  • Build brand awareness
  • Attract customers based on their niche interests
  • Create an active community of listeners and convert listeners into brand advocates
  • Establish your brand as a thought leader in your field



Podcast Marketing Option #1: Host Your Own Show 


 “A podcast gives you an arena to show your expertise and passion for your niche. Your enthusiasm and speaking prowess also adds an authoritative air to the topic, something that the written word cannot express. And coming out with regular podcasts that have sound information and good ideas helps establish you and your brand as market leaders.” – WebProNews


Creating your own brand podcast will help you to achieve multiple business goals. For example, creating a podcast on a subject that your brand has unique expertise on will enable you to establish your brand as thought leaders in the market and this will have a positive effect on brand awareness and engagement rates. What’s more, recent technological innovations mean that it has never been easier or cheaper to produce your own show.




How to Create A Podcast: A Step-By-Step Guide

  1. Flesh out your podcast concept
  2. Choose a name, theme music, and design
  3. Obtain some recording equipment and software
  4. Record your first episode
  5. Edit your episode and export to an appropriate file format
  6. Publish your episode on your chosen podcast host
  7. List your show on directories such as Apple Podcasts, Spotify, Stitcher, Google Podcasts and more
  8. Promote your podcast through advertising and social media
  9. Continue to fine-tune your podcast



Podcast Marketing Option #2: Sponsor An Existing Podcast 

If creating your own podcast sounds too time-consuming, then perhaps you could look into sponsoring an existing show instead. In fact, show that more and more brands are investing in podcasts and ad spend in the US is expected to pass the half-billion mark by 2020. Sponsoring a podcast will allow your brand to quickly gain exposure and build brand awareness among a highly-targeted audience. What’s more, data from Nielsen shows that podcast ads generate 4.4x better brand recall than display ads.

Statistic: Podcast advertising spending in the United States from 2010 to 2020 (in million U.S. dollars) | Statista
Find more statistics at  Statista

How to Sponsor A Podcast: A Step-By-Step Guide

  1. Find a podcast that aligns with your brand’s audience and personality.
  2. Get in touch to enquire about pricing packages and availability.
  3. Negotiate a price point, ad format and timeslot.
  4. Write ad copy that integrates naturally with the show.
  5. Listen to the shows when they air and promote them on your own social media channels.
  6. Use analytics tools to monitor the performance of the ad campaign.
  7. Keep in touch with the podcasters in case you want to advertise again.


If you would like to learn more about podcast marketing, then you should check out the below infographic guide.


Infographic: Podcasting for Marketers in 2019

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