The benefits of podcasting in a marketing strategy

Numerous communication channels exist to reach your core target. Podcasts are becoming an increasingly important part of French brands' marketing strategies. When you consider that 20% of French people who have never listened to podcasts plan to do so by 2022 (according to the latest Yougov report), it's clear that the branded podcast market is booming. Calliopé explains why it's in your interest to integrate podcasting into your overall marketing strategy.

Setting your podcasting goals

Podcasting has become an essential part of any brand content strategy. To get the most out of it, it's important to determine what you want to achieve with podcasting. Are you looking to create a unique bond with your customers? Meet new users? Or to position yourself ahead of your main competitor in the business podcast market? Whatever your objectives, integrate them into your marketing strategy from the outset. That way, you'll be able to measure the podcast's impact on your results more easily, and see whether your chosen format appeals to your listeners.  

Why integrate branded podcasts into your marketing strategy?

Podcasts provide a direct, unmediated link with your audience. You can use it to get your marketing messages across, to build customer loyalty or to improve your ranking in search results. That's right, search engine optimization also has its place in podcasting!

Create a new bond with your customers

By using podcasts as a communication and creative tool, you can raise your brand's profile. By whispering in your listeners' ears, you give them the impression of entering the intimacy of your brand, of being part of a very private circle! Podcasts give you the opportunity to choose a different tone of communication from your other channels. In this way, you can add to your brand's appeal. You can also get closer to influencers by inviting them to take part in your podcast, which will give you access to their followers, who are generally highly invested.

Building community loyalty

One of the most important assets of your branded podcast is the creation of a real community around it. This allows you to target your marketing strategy differently. Depending on the theme you choose or the format of your podcast, you no longer limit yourself to your regular customers, but open your doors to thousands of listeners and thus to potential future customers. Your listeners make your corporate podcast their own, and look forward to it every week or month. A real rendez-vous is established.

Improve your brand's SEO

As you know, search engine optimization (SEO) is one of the most important ways for companies to stand out from their competitors in the merciless world of the web! Did you know that podcasts can help you make the eyes of Google's robots? By including links to your site in the podcast presentation and/or in the podcast video, but also by optimizing the content of your podcast. As you can see, the podcast is a powerful marketing tool, and by creating your own branded podcast, you'll be one step ahead of your competitors. Calliopé offers its expertise in branded podcast creation to help you launch this project.

Margot BURON