Can the podcast content format help your company grow?
Although their popularity is very recent, podcasts have been with us for a long time. In fact, the biggest hits date back to 2004, both in the world and in Brazil. And don't think that the format is saturated, after all, the production of podcast content is gaining more space every day.
Can your company still surf the podcast wave?
Almost two years ago, the Folha de São Paulo newspaper launched an article about the popularization of Podcasts during the pandemic. What specifically spoke about performance in the cultural market has today become an asset in the corporate world.
In fact, the popularization of this type of resource was notable. Today, the data remains stable and promising. According to the DataReportal 2023 report, Brazil has become the country that consumes the most podcast content in the world, with 42.9% of internet users, aged between 16 and 64, who listen to podcasts every week
This is a trend that has resisted. After all, data from research carried out by eMarketer estimates that around 25% of the world's population will have consumed podcasts by 2024.
But, do you know how this can be applied to your business?
That's right, it was so successful that the format reached companies and several brands use the resource to expand the reach of their audience and generate more engagement.
Do you know if you are ready to have a Podcast for companies? Follow the text and see if this universe is for your business!
What is a Podcast for companies?
At this point in the championship, you probably know and follow one of these programs, or at least have heard of the format. Podcasts have the proposal of a radio program, but with the particularity of being on-demand.
In other words, it works based on the demands of a certain audience. Thus, it can be heard anywhere and at any time.
This factor is the main attraction for consumers and is a great advantage for those who use the podcast strategy for companies.
This is because adapting your content to the news and desires of your audience is not very difficult in a format like this.
Furthermore, it is a very easy product to consume and adapts to the routine of busy entrepreneurs and professionals. So if this is your audience, you should start thinking about the idea.
Another advantage is the freedom of content you can cover. Thus, your company can focus on topics such as: culture, politics, education, economics, entrepreneurship or topics that relate to your product/service.
Whether for your branding strategies or to qualify your leads, the podcast can help you.
If you already have a program in mind but don't know where to start, I've come up with some tips that will help you put your ideas into practice. Follow along!
Top Podcast Platforms
With the popularization of podcasts, several audio streaming platforms invested in this new feature. Nowadays, it's not very difficult to find one that you like.
Below, you can see which are the main companies in the market that operate in the segment and provide the support you need to start producing yours.
Spotify
Spotify is one of the largest music and podcast streaming platforms in the world. In Brazil, it has captured a considerable share of the podcast market, offering a wide variety of audio programs, from news channels to entertainment and educational content. The platform also invested in exclusive podcast productions, further increasing its presence on the national scene.
Deezer
Deezer is another music streaming platform that has stood out in the podcast market. It offers a vast library of audio programs, including popular Brazilian and international podcasts. Additionally, Deezer allows users to create personalized playlists that include songs and podcast episodes.
Apple podcasts
Apple Podcasts is one of the oldest and most widely used podcast platforms in the world. In Brazil, many listeners and content creators access and publish their podcasts on this platform. It offers a simple interface and is known for its ease of use.
Google Podcasts
Google Podcasts is a Google podcast platform that has also gained popularity in Brazil. It offers a simple user experience and is integrated with other Google products such as Google Assistant and Android.
Anchor
Anchor is a podcast creation and hosting platform that has become popular among independent content creators. With its user-friendly interface, it allows anyone to create, edit and distribute their own podcasts.
balloon play
Rede Globo's streaming platform, Globoplay, also invested in the podcast market. They offer a selection of audio programs, including original content and partnerships with Brazilian creators.
What formats can you use?
As you can see, there is a vast universe of possibilities. Between themes and platforms, you still need to define a format. There are many things to think about, but, with the right planning, you will achieve it!
To make your work easier, I brought some popular types of podcasts for companies. Now, just choose which one best fits your business.
Interview
This is a very popular format among companies involved in the world of podcasts. In it, there is the host, that is, the person responsible for conducting the conversation with a specific guest.
It is important to highlight that, in this type of program, you need to think a lot about the interviewees who go to your program. In addition to the choice having to be consistent with your content, the chosen one must show good resourcefulness and also bring more visitors to your podcast.
In fact, this is the format adopted by Beatz Podcast. Do you already follow us on Spotify? Having programs as a reference is a good way to define your style. Access our profile right now and combine business with pleasure.
Non-fiction
Here, we get closer to what we can see on the radio. Thus, having a journalistic bias, focusing on news from the sector in which your company operates.
However, unlike what we see in radio journalism, podcasts allow access at any time and also have less rigid language. In other words, you don't need to get caught up in the news of the day.
Dashboard
Very similar to the interview format, in this one we also have the host, but we have more than one interviewee present. Thus, taking the format of a round table.
On a panel, making the conversation more dynamic is not a problem. Furthermore, you can propose different points of view on a given subject, making the discussion richer.
However, there are more technical difficulties: overlapping voices, reconciling schedules and investing in equipment are some of the adversities. But, as I said before, with good planning, anything is possible!
Individual
The one-on-one podcast format is perfect for those just starting out. With it, there is no need to juggle a schedule, invest in a lot of equipment, in addition to having simpler editing.
However, it is necessary to keep in mind that the presenter must have enough experience to conduct the episode which, in this specific case, may be shorter.
This style of program is perfect for anyone looking for ways to increase brand recognition.
How to create a podcast plan for companies?
There are two fields that must be observed at this stage. First, the planning itself, is where we define your objective and the way in which the content will be displayed.
But, we also need to pay attention to the technical criteria of the process of creating and implementing your new program. Therefore, I have separated some details that cannot be missing from your checklist.
Planning and conceptualization
Choose a topic and determine what your podcast will be about. It can be anything that you are passionate about and have knowledge to share, especially if the topic is consistent with your company's products and services.
On the Beatz Podcast, for example, we talk to guests about topics related to management, marketing and sales. Thus, being more assertive when speaking to our audience.
Speaking of which, don't forget to define your target audience. Who do you hope to reach with your podcast?
Finally, we can work with a name that brings together all this information, and we can also think about equipment that will help you put the idea into practice.
Installation
There are many recording and editing software. Free or paid, everything will depend on your objective and available funds. Audacity, Adobe Audition, GarageBand (for Mac users) are just a few examples. Choose one that suits your needs.
Furthermore, we have previously mentioned some of the platforms that help you put your episode on air.
Gravação
Choose a quiet environment to avoid unwanted noise during recording, and start thinking about a studio especially for this.
You can start doing some test episodes to get used to the recording and editing process. This helps you understand the steps and identify areas for improvement.
Edition
A good finish can improve the listener's experience; Use audio editing software to remove errors, adjust volume, and add sound effects or background music if desired.
Promotion
If you are not seen, you will not be heard. So, invest in ways to promote your podcast on social media to reach a larger audience. Partnerships with other content creators can increase your podcast's visibility, so why not talk to a partner at your company?
We can't forget to encourage your listeners to share your podcast with friends and family, as well as co-workers who may be interested in the content.
Keep a Schedule
Establish a consistent schedule for releasing new episodes. Consistency is important to maintain and attract listeners.
Remembering that creating a podcast requires dedication and time. Your audience is likely to grow gradually, so be persistent and maintain the quality of your content. Over time, you can improve your technique and build a loyal listener base.
Now, you have everything you need to set up your podcast. Do you think your company is ready to invest in this solution?
follow the Beatz's blog and check out more tips to increase your company’s recognition in digital media. And don't forget to visit the our profile on Spotify. You can also access the our youtube channel and follow the episodes live (every Tuesday at 9:30 pm).
I wait you there!
