Business podcasting: how do you do that?

Despite the fact that the phenomenon has been around for about fifteen years, its popularity has been on the rise in recent years: the podcast. A podcast - a contraction of the words iPod and broadcast - is a recorded audio recording from a few minutes to sometimes a few hours in which sometimes one, but often several presenters and / or guests engage in conversation. Sometimes radio (talk) programs are also offered as podcasts after the broadcast.

Podcasts come in all shapes and sizes. There are thousands of different ones in the Netherlands alone. Some podcast series have been running for years and are popular with large groups of followers. Podcasts can be listened to via your computer or of course via your smartphone. Most podcast listeners use apps that let you subscribe to podcasts to make it easy to follow them and get new episodes automatically delivered. Such an app makes it easy to listen to the latest episode on the way to or from work, for example. Listen to podcasts so far, but create a podcast: how do you do that?

Business podcasts

In the wake of the growing popularity of podcasts, entrepreneurs have also slowly discovered the power of the medium. Not so much as a replacement for existing marketing resources, but mainly as part of a broad, varied one content marketing strategy.

This is because the podcast is pre-eminently a medium with which you can add depth to the content with which you want to bind your (potential) customers to your company. Unlike an email, or a folder, or an advertisement on the radio or on TV, a podcast is a means for which the target audience - in this case the listener - really takes their time. But of course no one takes the time to sit down and listen to an extensive advertisement every week. So how can you use podcasts?

Adding value, demonstrating expertise, stimulating latent needs

An important part of any content marketing strategy is that the (digital) content that you offer as a company must add value for your target group. This often starts with offering interesting information or insights. For example, if you have a security company, it is probably very interesting for many of your customers to listen to a podcast once a month about the latest trends in securing your home or business and the latest threats that come with it. .

You do not want to offer your products or services directly - a podcast is not a radio commercial - but you want to offer information through valuable content and also demonstrate your expertise. By discussing current affairs in your industry and as an authority, you can stimulate the latent needs of customers and prospects. You ensure that people start thinking about the topics that you have discussed in your podcast.

Starting podcasting, how do you go about it?

Okay, so you see it, incorporating podcasts into your content marketing strategy. Then the question arises: how do you start? There are four things to arrange for making your podcast:

1. First of all, you have one podcast format required. A format means as much as: the recurring structure. Think of the radio news: people open with the biggest news, then two or three smaller messages, followed by traffic jam information and finally the weather. We call this structure a format. A format helps listeners follow your podcast from head to tail and makes your podcasts predictable - and that's a good thing. It gets people to listen to your podcast and it gives listeners an idea of how far along they are in the podcast. You can always tweak your format, but think about it first.
2. After that there are of course one or more good ones presenters required, preferably at least two. Talking to a podcast on your own, that is really disappointing and it is also less pleasant to listen to. In addition to regular presenters, you can also work with visitors. In fact, that's highly recommended, because by inviting guests, your network grows, your podcast gains exposure, and you get fresh insights every episode. It does take you more time, because you have to arrange those guests and you are dependent on their availability.
3. The third step is to purchase the necessary equipment. You need good microphones and a small mixing console, of course together with a laptop or computer with some accessible editing software. All sounds more complicated than it is. A little online search will help you put together a podcast starter kit and it really doesn't cost thousands of dollars. You can always invest in more expensive items later. Note: don't be too amateurish, because a podcast with poor sound quality, nobody will listen to it.
4. What many starting podcasters forget is that you podcast hosting need. It needs to be posted online somewhere, and that's not just your company website. Your followers must be able to subscribe to your podcast, so it must be hosted on a podcast platform. There are several, but don't forget to fix this fourth step before you start.

Just start podcasting

Now that you have your format, your presenters / guests, all the necessary equipment and the right hosting, you can basically get started. Your first podcast won't be a gem (yet), and you may want to learn more about tips and advice on how to make a podcast - a good one create podcast - exactly how it works, but now you have the basics in order. Advice from the house: first go play and try, and become wise through damage and shame. If you like it, the quality by itself.