New forms of communication: how are companies adapting to podcasts?

Podcasts are the fastest-growing communication channel, taking market share from other media. Streaming platforms are having a field day as they win back listeners who have become addicted to podcasts! Podcasting is becoming an essential element in any 360° communications strategy. So how can companies join the movement and create their own podcast? Find out how companies are adapting and joining the podcast game!

The benefits of podcasts for businesses

Audio content has been in vogue for several years now. A format that can be taken and listened to anywhere, at any time of the day or night, has there ever been a more powerful way to whisper in your customers' ears? Podcasts are an asset for your brand content, thanks in particular to their loyal and committed community! We've seen this with big podcasts like Hugo Décrypte, which almost dethroned the 8 o'clock news! Audiences eagerly await each new episode and recommend the podcast to their friends and family. There's a very strong sense of attachment among listeners, who develop an affection for the brand that produces the podcast. You can easily measure the number of listeners to check whether you're achieving your objectives, and adjust your approach if necessary. Advertising is also becoming increasingly important in the podcast world. Whether at the beginning or in the middle of an episode, listeners are more likely to make a purchase if they are already familiar with the podcast universe. Finally, thanks to your corporate podcast, you have the opportunity to establish yourself as an expert in your field, ahead of your competitors, by becoming a reference in your field.

How do you use this new form of communication?

• There are a number of formats available for your sound marketing strategy. You can opt for:a corporate podcast aimed at your employees, to reinforce social cohesion and put them in the spotlight, for example;
• a branded podcast in which you create high-value audio content for your customers and prospects;
• an advertising podcast, i.e. you integrate one of your advertisements into an existing podcast.

It's up to you, guided by a specialized agency like Calliopé, to choose the format that will enable you to reach your audience. Once you've decided on your marketing targets and the theme of your podcast, you're ready to take action. There are a number of stages ahead of you, such as buying the equipment you need to record and create your podcast, choosing the guests if you're working on an interview or debate format, or writing the scripts if you've opted for fiction, for example. In fact, it's highly advisable to use storytelling in your podcast to stimulate your audience's emotions. The next steps are to record, edit and produce your podcast episodes, before putting them online on listening platforms and launching a promotional campaign to publicize them. From now on, podcasts are the medium to integrate into your communication campaigns to get closer to your customers, employees or prospects.

Margot BURON