Connected 🔌: the word defines us so well. Wherever we are, we can control what we listen to, and the vast majority of people intend to use and to make the most of time spent on the move (on public transport, in the car or while walking), but also at home. Known by 68% of 15- to 34-year-olds*, the podcasting is now a formidable tool For entertainment, information, and education (and even all three!). The digitizing accelerated audio, new smartphone uses, connected speakers, the proliferation of such as internal such as Deezer, Spotify, Google Podcasts, Apple Podcasts… 🚀 These are all reasons that explain the real explosion that is taking place in France contents audio.
* CSA – Havas Paris Study
✅ The brand podcast: should I go for it?
To grasp this phenomenon by integrating the lever Espaitec's to its communication strategy, is undeniably an effective way to address its communityThe voice being an incredible vector of emotionsThe podcast allows for the establishment of a more intimate relationship with its public and create a atmosphere of confidentiality and trust. Active listening thus promotes the listener's immersion in the brand's world.
Let's set aside the replay (or catch-up) podcast which groups together radio programs to (re)listen to whenever we want. Let's focus on native podcasts, digital audio programs specifically created for broadcast. simulation outside of the radio context. Its formats are varied, ranging from fiction to documentary, including interviews, reports, and all other types of audio creation. Beyond these numerous forms, which can overlap and intersect, podcasts support a very wide range of themes.
Several brands, such as Oreo and Clarins, have decided to fully capitalize on the benefits of native podcasting, with, respectively, " Apparently it's cool " and " My body, this hero ».
🤔 Integrating podcasts into the communication strategy: why?
Building customer loyalty audience, to capture his attention, to improve his SEOconfirm a positioning…These few reasons should be enough to convince you to consider branded podcasting as a… without further delay. real media, bearer of specific codes.
How fortunate, times have changed! We now have the opportunity to decide how we consume audio. freedom to choose (How, where, when) what we listen to is total. The engagement rate is therefore significant. It is easier to build audience loyalty thanks to the network created by this method of message transmission. Thus, developing a strategy of brand content will allow you toimprove your brand awareness and your sympathy capital.
Result ? " More innovative and closer to consumers. – this is how brands offering native podcasts are perceived by approximately 80% of listeners surveyed in a CSA-Havas Paris study in 2021.
This same study shows that 87% of weekly listeners believe that offering podcasts is a good way for a brand to communicate, and 78% would find it interesting if their favorite brands or companies offered their own podcasts..
That's not all; podcasts have more than one trick up their sleeve. What if I told you that you can meet consumer expectations with a budget lower than that required for a... advertising Indeed, it turns out that The cost of producing a podcast is significantly lower than that of an advertisement. traditional or a video.
Last but not least, integrating a branded podcast into your communication strategy contributes to improving SEO. (Search engine optimization). Indeed, since 2019, podcasts have been indexed by Google, and we can now find them in search results. Search engine optimization (SEO) is the essential condition for the visibility of your brand or company.
⚒ Producing a branded podcast: how?
Now that you're convinced of the need to produce podcasts and the importance of establishing a genuine audio connection with your audience in a more intimate and authentic way, let's move on. Why and let's look at the how toThe answer to this last question is simple: with the help of professionals.
It is strongly advised to use a specialized structure in the field of audio in order to receive support and advice in setting up podcast production. Indeed, producing a podcast requires technical skills And it is necessary, in order to have perfect sound and editing quality, to use professional tools (hardware, software and other).
Step #1: Designing the podcast
A podcast, regardless of its format (interview, column, fiction, documentary, report, etc.), must be carefully crafted. What elements should be considered before producing the podcast, in addition to those mentioned previously? Here are the essential steps to follow:
- Define the audience targeted by aligning your demographic, geographic, and key affinity data. It is crucial to understand your audiences' expectations in order to provide them with high-value content that is genuinely interesting.
- Define specific objectives such as: brand awareness, highlighting of values, positioning, listening rate, etc.
- Sketching original contentIn line with your values and positioning. A podcast can't rely solely on sound to capture listeners' attention. You must ensure that the content is high-quality and that brand promotion doesn't monopolize the podcast.
- Think about the concept podcasting: its format, duration, mode of intervention, etc.
- Define the editorial linewhich provides the central theme of the podcast. Its general description, as well as that of its episodes, must be determined.
- Think about the podcast's nameThis is essential for the podcast to be distributed on a platform. The title must encourage clicks.
- Create a visual identity original and attractive.
Step #2: Once designed, promote and analyze the podcast's impact
- Working on discoverability (its ability to capture attention)
- List the podcast on specialized listening platforms such as Ausha, Acast, StayTuned, Podcastics and many others. In addition to offering hosting, these platforms facilitate content distribution and most integrate monetization tools.
- Integrate blog lists To gain visibility, for example: “The 10 best automotive podcasts”.
- Working on natural referencingAs mentioned previously, Google indexes and displays podcasts in search results.
- Adapting the podcast into video formatIt's worth remembering that YouTube remains the world's second largest search engine. The hosting site offers top rankings on Google's first page, thanks to its rich video results.
- Use search and social ads, if allocating a media budget is feasible.
- Encourage listening and make it addictive
- Share on social media Excerpts from the podcast. Is it important to share previews with a trailer, video clips, photos of the guests, and, where applicable, their quotes? That's called teasing.
- Inform about the broadcast of the episode on social media and structure the podcast into shows and seasons (with special episodes, for example) to make listening addictive.
- Perform analyses
- Analyze the audience This allows for continuous readjustment to audience expectations.
- Emphasize ROI (return on investment) by measuring the impressions and impact of the podcast.
To sum up ????
For a brand, expanding around voice technology means adapt adapting to new uses and broadening its target audience, particularly by appealing to a younger demographic, native voice📣 This is also an opportunity toenrich his relationship with its audiences sustainably, thanks to close relationship that the podcast generates.
However, producing a podcast can prove to be a difficult taskIt is essential to follow the advice given previously. Not knowing your audience, offering them content that is too brand-centric, not having strategy Content and distribution will both hinder the success of your podcast. Only a well-defined communication strategy will allow you to fully benefit from this format.
🙌 Podcasting has proven its worth. When used correctly, it becomes the ideal tool for developing a brand content strategy. So, what are you waiting for to get started?
