How many podcast episodes do you get through in a week? If it’s in double figures then you’re above average according to Edison research, who found that weekly podcast listeners consume nine episodes on average.
Along with sports, news, true crime and comedy, branded content from marketers is increasingly becoming a common way for podcast fans to stay informed and entertained.
Podcasting is an incredibly powerful tool for marketers, in part because it’s highly engaging while also being cost-effective. Video podcasting is a great way for marketers to produce much-needed video content without a huge budget, but audio-only podcasts can also be easily repurposed into video, by adding a still image or some basic animation.
If you’re a marketer that’s yet to jump into the world of podcasting, it might seem daunting to acquire the tools and experience needed. Fortunately, automation and end-to-end podcasting tools are changing the game for the uninitiated.
The Simplification of Podcast Production
The year is 2010 and you’re ready to jump on this still relatively new trend called podcasting. The microphone on your laptop is terrible so you order an expensive one from Amazon, as well as the right cables to connect it to your computer.
Then you download some incredibly complicated audio editing software and try to connect your microphone to it. You want to interview someone remotely, so you fire up Skype, only to find your internet connection is so bad you sound like you’re underwater.
Then when you finally get your podcast recorded, you have to set up your own website so people can right click and save the mp3 and use a Micro-USB cord to transfer it to their iPod Nano.
You get the idea.
If we fast forward to 2023, things have changed a lot. You can now access end-to-end podcasting platforms that allow you to record, edit and publish your podcast to major platforms like Spotify and Apple Podcasts within a few clicks.
Recording is done locally, which essentially means your audio is recorded to your device and synced with other contributors afterwards, making it less prone to bad internet connections. Editing has been made simple by one-click noise removal, equalization and AI-powered sound sweetening. Publishing is as easy as adding a title, image and description, clicking a button and watching as people worldwide can stream your content.
Access to end-to-end podcast production and distribution is being driven by a range of innovative AI-driven software. These tools are empowering all kinds of creators to generate content quickly and easily, democratizing the ability to tell stories through audio and video.
Starting a Marketing Podcast
If you think podcasting could be a valuable addition to your marketing mix, starting one is actually fairly straightforward. Especially if you embrace tools that offer an end-to-end podcasting experience.
I’ll save the most important step for last, but the most basic things to consider are:
- Finding the right software. Something that’s simple to use and offers recording, editing and publishing features to streamline your workflow and reduce cost. Most tools offer a free tier that you can use to test them out.
- Get the right equipment. If you start with an audio-only podcast, you may be able to use nothing more than your laptop. The microphone quality won’t be as good as a purpose-made mic, but modern AI-powered editing software can improve the sound quality greatly.
- Host and distribute your podcast. This involves generating an RSS feed which can then be submitted to different platforms like Spotify or Apple Podcasts. The right software will help you do this automatically at the click of a button.
- How to promote it. Just like the rest of your content marketing plan, distribution for podcasts is key. Inviting guests with an existing following is a good way to cross-promote, as well as through your existing channels like social and email.
Figuring out the ‘idea’ behind your podcast and its niche is perhaps the most important element of a successful podcast. Going too broad makes it hard to create a hook and you risk blending in with the crowd. Pick a specific angle that will excite your audience and run with it.
The author, Joe Towner, is Head of Content at Podcastle, a collaborative AI-powered podcast creation platform that helps podcasters create, edit, and distribute production-quality podcasts. He has over a decade of experience creating content for global brands and 15 years of experience in podcasting.