Content consumption habits are constantly changing in the digital world. The time our eyes are fixated on the screen is increasing, as are the moments our ears are focused on. This is where podcasts, one of the most popular and effective media types of recent years, come into play.
So, what is a podcast, what does it do, and how can brands or individuals take part in this new audio wave? How can you create your own podcast? How should brands keep up with this “audio transformation” and integrate this new wave into their marketing strategies?
Pella Global, an agency that follows the latest trends in digital marketing, has prepared this comprehensive guide for anyone who wants to step into the podcast world.
What is a Podcast?
Simply put, a podcast is a series of audio broadcasts, usually broadcast at regular intervals, on a specific topic. It is similar to radio programs, but the main difference is that it is not a live broadcast and the listener can listen whenever and wherever they want.
The word “podcast” is derived from the combination of the words “iPod” (Apple’s portable media player) and “broadcast” (broadcast). Although it is usually directly translated into Turkish as “podcast”, we can also think of equivalents such as “voice broadcast” or “digital audio series”.
The basic logic of podcasts is that they offer listeners the freedom to consume content flexibly according to their own schedules. Listeners can subscribe to podcasts that suit their interests through devices such as smartphones, tablets or computers, and listen to new episodes automatically when they are downloaded to their devices or instantly via streaming.
The purpose of podcasts varies:
- Informing: Education, news analysis, scientific discoveries.
- Entertaining: Storytelling, comedy, drama.
- Inspiration: Personal development, motivation.
- Brand Awareness: For businesses to showcase their expertise.
- Community Building: Bringing together people with shared interests.
Why Is Podcast So Popular?
Podcasting is a field where the popularity of audio content is at its peak. Listeners prefer podcasts to access information and entertainment regardless of time and place. Listeners’ interest increases the variety of topics in podcasts. Thus, users can find many content in their own areas of interest.
Many factors such as these have triggered the rise of podcasts:
- Ease of Access: With the widespread use of smartphones and high-speed internet, everyone has a podcast player in their pocket.
- Multitasking Friendly: Listeners can listen to podcasts while driving, doing sports, doing housework, or walking. This is a flexibility that visual content cannot offer.
- Personalized Content: Thanks to the wide range of topics, everyone can find content specific to their interests.
- In-Depth Content: Unlike short social media posts or quick news, podcasts offer the opportunity to dive deeper into a topic.
- Authentic and Sincere Connection: The voice of podcast hosts creates a more personal and intimate connection with listeners.
Is Podcast Paid?
In general, the vast majority of podcasts are free. Listeners can access content through podcast apps without paying a special subscription fee. Some special podcasts or premium content may have a paid subscription model (for example, ad-free listening or bonus episodes), but these are the exceptions. Platforms like Poddy are generally free, but may offer premium options for listening with ads or some additional features.
Where to Access the Podcast?
Podcasts can be listened to for free through a variety of podcast listening platforms and apps:
- Spotify: One of the most popular podcast platforms.
- Apple Podcasts: The default podcast app for iPhone and other Apple devices.
- Google Podcasts: Google’s podcast app for Android devices and the web.
- YouTube: YouTube has become a major platform for podcasts to be released in video format or with a static image overlaid on top of an audio recording. It is also possible to earn advertising revenue by publishing podcasts on YouTube, but the essence of a podcast is usually audio.
- Many other apps, such as Deezer, Stitcher, TuneIn, Castbox, Podcast Addict.
- Websites: Most podcasts also have their own websites where episodes can be accessed.
What is the equipment needed to make a podcast?
You need less than you think to get started:
- Idea and Concept: What you’re going to talk about and your target audience.
- Microphone: The most important piece of equipment for sound quality. Affordable USB microphones (e.g. Blue Yeti, Rode NT-USB Mini) are enough to get you started. As you get more professional, you can upgrade to XLR microphones.
- Headphones: Important for monitoring your voice and eliminating echoes.
- Recording and Editing Software: Free options include Audacity (desktop), GarageBand (Mac/iOS), or paid/pro programs (Adobe Audition, Riverside.fm, Zencastr).
- A Quiet Environment: A place free of echoes and external noise for quality sound.
- Cover Art: A visual logo that represents your podcast.
- Podcast Hosting Provider: A service that stores your audio files and distributes them to podcast directories (e.g. Spotify for Podcasters/Anchor, Buzzsprout, Libsyn).
- Time and Desire: Important for regular content production and marketing.
What are the Types of Podcasts?
- Chat/Interview: Two or more people talking about a topic or hosting guests.
- Monologue/Solo Podcast: A single person giving in-depth information on a topic.
- Storytelling: Stories based on fictional or real events.
- Education/Educational: Transfer of knowledge and skills on a specific topic.
- News/Current Analysis: Analysis and interpretation of current events.
- True Crime: Narration of true crime stories.
- Panel Discussion: A format where multiple experts come together to discuss a specific topic.
Podcast Ideas by Industry
Podcasts can produce content on almost any topic! The only limit is your imagination. However, it is important to focus on niche areas to maximize the potential of your brand or industry. Here are some industry-specific podcast ideas:
Podcasts for the Construction and Real Estate Sector:
- “Behind the Scenes of Construction”: Development processes of new projects, technologies used, sustainable construction trends.
- “Real Estate Chats”: Housing market analyses, investment tips, home buying and selling processes, real estate law.
- “Real Estate Opportunities in Antalya”: Local market analyses, new real estate projects in the region.
Podcasts for the Tourism Sector:
- “Destination Discoveries”: Different tourism destinations in Türkiye and the world, experiences and guides.
- “Health Tourism Compass”: Latest developments in health tourism, treatment options, strategies to attract patients from abroad.
- “Innovations in Hotel Management”: Improving guest experience, digitalized hotel trends.
Podcasts for the Pharmaceutical and Healthcare Sector:
- “Notes from the Pharmacy World”: New drugs, health products, current issues in the pharmacy field.
- “Healthy Life Information”: Expert opinions on nutrition, sports, mental health.
- “Medical Developments and Diseases”: Reliable health content that informs the public.
Podcasts for the Media and Communication Sector:
- “The Power of PR”: Public relations strategies, crisis communication, media relations management.
- “Digital Marketing Trends”: Current information and analysis on topics such as SEO, social media, Google Ads.
- “Brand Stories”: Stories of successful brands, brand building processes.
Podcasts for the Retail Sector:
- “The Future of Retail”: E-commerce integration, customer experience, store technologies.
- “Branding and Consumer Psychology”: Consumer behavior, creating brand loyalty.
Podcasts for the Textile Industry:
- “Sustainable Face of Fashion”: Sustainable production, ethical fashion, recycled fabrics.
- “Textile Technologies”: Smart fabrics, digitalization in production, the impact of Industry 4.0 on textiles.
- “Global Textile Market”: International textile trends, export opportunities, market analyses.
- “Fabric Story”: Properties of different fabric types, areas of use, production processes.
- “Trend Hunting”: How fashion trends are determined, next season forecasts, color and pattern analyses.
Podcasts for General Business and Entrepreneurship:
- “Entrepreneur Talks”: Startup stories, business establishment tips, investment opportunities.
- “Management and Leadership”: Effective leadership, team management, corporate culture.
Why Is Podcast Important for Your Brand?
In today’s competitive digital world, simply existing is not enough; making your brand’s voice heard and establishing an authentic connection with your audience is critical. Podcasts offer unique opportunities for brands to achieve these goals.
- Authority with In-Depth Content: By showcasing your brand’s expertise, you become a trusted source of information, rather than just a product salesperson.
- Personal Connection: Audio content allows listeners to connect with your brand on a more personal level, which increases loyalty.
- New Customer Acquisition: Through podcasts, you can reach niche audiences that you could not reach before and convert potential customers.
- SEO and Visibility: With podcast transcripts, episode descriptions, and keyword optimization, you gain greater visibility in search engines.
Driving into the world of podcasts can be an exciting and transformational experience for your brand. With professional audio quality, engaging content, and the right marketing strategies, you can build strong connections with your listeners and increase your brand awareness.
As Pella Global, we offer all the support you need to make your brand successful in the podcast world. From concept development to professional recording and editing, right hosting and distribution strategies, we offer solutions from A to Z. Discover the power of your voice and take your brand one step further with podcasts!
