Podcast – one of the greatest tools for your marketing. Regardless of your business or your position in your organization, in 2021, podcasts should be a solid part of your marketing campaign.

Even if you’re not doing it for your business, you can do it for a hobby or expertise you have in a field that you want to share with whoever might be interested out there (and believe me, they are).

Here are some examples of some real niche and successful podcasts: there’s one about stationery products and another on how to breed chameleons.

Also, it builds up your brand, your expertise, authority and trust (or EAT, something that Google emphasizes a lot these days – and it’s ok to do so).

Podcasts are not just for small to medium size businesses or for entrepreneurs. Big corporate businesses or Universities across the globe successfully incorporated podcasts’ sponsorships and creation into their strategy.

There’s a market for everything and the more you focus on a specific channel and develop expertise in an area that is a niche, the most likely you will become an authority in that field. Starting a podcast on that subject goes hand in hand with starting a blog. Usually, bloggers who developed a community around their topic started podcasting (or vice versa in some rare cases).

Now, let’s be honest, developing a community around a blog takes time. There are really no shortcuts around it. You’ll need to create content, customize images, promoting them, creating a lead magnet incentive for your community to sign-up on your list/newsletter, like a free e-book and so much more.

This is still a successful pathway, although it was more successful 10 to 15 years ago.

These are all very important steps that you need to implement in order to succeed. In the meantime, you can start a podcast. There are several reasons why podcasts are so popular nowadays.

Here’s why starting your own podcast right now might be a great idea:

Speaking is easier than writing or audio is easier than text (for the majority of people). Because writing is not that easy as it might seem. Of course, it comes naturally when you’re writing on a subject that you know and master, but in general, to put together a good piece of content (meaning doing the research, keywords, and competition, adding images and link strategy) can take up to several weeks.

Yes, that’s right. Ask any successful blogger how much time they put in. I learned that writing something is more difficult than speaking – even if it’s an email from a client who wants to describe something to me, he prefers a call. Also, even for a professional writer (I don’t include myself here), a blank page can be daunting. But again, if you have expertise on something, speaking about it will come naturally. It’s also the human touch of it.

Audio is easier than video (for some). The catch is that you can easily turn a video into audio. You can also turn an audio file into a video – like a slideshow or a dynamic presentation. But in order to serve your audience a high-quality content package, you will need to invest in some video equipment (including the camera, lights, mics, etc).

You don’t want to have a shady image (as in not bright enough) or your audio to sound like you’re in the washroom (as many videos on YouTube do). That being said, you’ll be surprised by what high-quality audio and image a simple smartphone (that you already have) can produce nowadays. Don’t be scared to embrace technology, but most importantly, don’t let the fact that you might not have the proper equipment delay you from taking action today.

Audio can be listened to when you cannot read or watch a video, like commuting for example. Driving or taking the subway, more and more people these days turn to podcasts to enhance their knowledge during the transition period so that it doesn’t seem wasted – you don’t want to know how many long ways I took or extra stations I remained or got off earlier and walked just to be able to finish the episode I was listening to.

From a podcast you can repurpose content in multiple ways:

Small chunks of audio for preview to push on Social Media.

The transcript can easily be turned into text content for a blog post – you can use a service like Rev.com where you can upload the audio and get the transcript in no time. I have been using Otter.ai lately, a service that does the same thing but for free (up to a limit of characters, more than enough for a single podcast per week).

The final product is not as good as Revs’, but it’s all automated – Artificial Intelligence behind this service, whereas Rev uses a human to adapt the text.

When you upload a video file on YouTube, the service creates automatic CC for the video; you can take the transcript from there – you will need to adapt it, but it’s a free service that you can benefit from (and I highly recommend you edit anything that’s automatic, you won’t belive what the algorithm interprets – some funny, some offending).

Quotes and action points from the podcasts

You can create graphics with quotes from the podcast episode and push them on social media. You can also create action points and checklists + the show notes that people can download.

Podcasting is a billion-dollar industry – worldwide that is. In North America, it’s half a billion/year. In China, 6 to 8 billion.

These are just some basics bullet points why I recommend starting a podcast for your business. Even if you think you’re not ready, you could start by listening to others and do what they do.

Steal the template; do what they do. It’s much easier than you might think.

How about the technical stuff you need to start podcasting?

Seriously? There’s no budget to it. Except, of course, time, which is the most valuable resource. For basic editing, you can use a software tool like GarageBand (for Mac users) or Audacity for Windows to do it.

Since I have a music production background, I use Studio One from Presonus, the free version. It offers most of the features that I need to record and edit a podcast, but it might be overwhelming for someone who is not familiar with music production software.

It’s really easy. Remember, you don’t need to do much editing (at first).

You can outsource this work for a couple of bucks on a website like Fiverr.com and pay someone anywhere from 10$ to 50$ per episode. Here, you need your negotiation skills.

From there, you can also hire someone to read your intro and outro (if that’s the case for your podcast). I personally don’t like the podcasts where the hosts talk about themselves to the third person. Wouldn’t it sound funny if I were to say “Emanuel did this and Emanuel has received that”?

There are also podcasts communities out there that provide free advice and feedback on any technical or administrative question you might have. I am a member of this one and I recommend you join it if you’re planning to do editing by yourself.

As for audio, if you want to add an intro and outro, you can use some royalty-free music. I will let you do the research on that, but know, YouTube has a decent library that you can use… for free.

How often should you podcast?

I’m not even sure if that’s the right expression.

There’s no real time-frame. Probably, like blogging, you should do it as often as you need to do it. It’s recommended to do it on a regular basis. A good idea is to imitate the frequency of the podcasts you’re listening to.

Here are some interesting stats from a blog post that Databox did in regards to podcasts:

databox podcast frequency study chart


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