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The magic formula for doing well in podcast production

Gustavo Goncalves
Gustavo Goncalves

Aug 10, 2023

Podcast production: how to use this type of marketing in favor of your business?

Who's from the radio era out there? I don't know about you, but I (the person writing this text) remember that in childhood, every day at lunchtime, my grandfather would turn on the radio to hear someone talk about the football news.

Currently, most radio stations play music and have moments of conversation, receiving guests, paintings and the like. Pretty similar to the so-called podcast we're used to nowadays, isn't it?


What is a Podcast?

So, much like radio, podcasts were born around the 2000s and are targeted content and usually on demand for specific topics, which are recorded and can be accessed at any time by the listener on the platforms chosen by the programs.

There is not just one type or one purpose with podcasts, they can be informational, educational, entertainment or any other topic that may exist. When we talk about podcasts, the limit of creativity is almost non-existent.

The only feature that differentiates podcasts from other types of content is that they are always in audio! But there are those who take advantage of recording this audio content to generate video content for YouTube and other social media (and it's that jargon we use nowadays: it's not wrong, right?!).


Why is it worth investing in Podcasts?

Using very clear Portuguese, one of the real reasons is because podcasts are very popular! But that's not all, if you still have doubts about the reasons why Podcasts are a good investment, here are some advantages of generating this type of content:


Audio content is on the rise

According to a study conducted by Spotify together with IPG Mediabrands, the pandemic scenario made audio invade people's homes! About 60% of Gen Z listens to more music today than they did before the pandemic.

The same study shows that this increase in the consumption of audio content was due to screen fatigue (television, cell phone, computer). And one of the ways to differentiate yourself from the crowd is with the production of relevant content focused on your target audience, i.e. podcasts.

And what's more interesting, this study revealed that 63% of listeners of podcasts "feel an emotional connection with the hosts of the shows they listen to", unlike television when this connection represents only 38% of viewers.


Content Versatility

As we've already mentioned, there isn't just one type of podcast. That is, once your target audience is defined, the sky's the limit for your creativity.

Podcasts are more of a form of entertainment or education. Your content can be geared towards educational purposes, where you can teach your audience about topics you master. But they can also be entertainment, it can be a talk show, trivia, news and various other topics.

As we have already mentioned, the high degree of connectivity between the announcer and the audience tends to build a relationship with the target audience, where this relationship is one of the main points of Inbound Marketing. Besides this quality content helps reinforce your brand personality.

Read too:


Ease of access to content

We cannot fail to mention that the podcast is quite democratic when we talk about access to content.

It can be made available on several audio and streaming platforms such as Spotify, YouTube, Google Play,Sound Cloud and others. In addition to "aggregator" applications such as WeCast, Pocket Casts and Overcast.

Many of these apps are free and can be accessed via cell phones, computers and tablets.


Access from anywhere

Many of these same applications that we mentioned above have a great advantage: they allow you to download content to listen offline.

This facility can take you and your show anywhere with your viewers. And you know the importance of being where your audience is, we already talked about that, right?

This access anywhere can also save time, since the viewer can listen in traffic, travelling, even on the road without internet, tidying up the house, or doing anything else. This is because it is audio content and does not require the person to stop what they are doing to watch what they are listening to, since this content format does not ask for this type of attention.


No unexpected advertisements

In addition to being free programs (generally), podcasts work in a different way when it comes to advertising. Since its focus is to bring you closer to the listener, ideally there is not that abrupt battle in the middle of the program to make a publicity city..

When listening to a sponsor in the program, the format is smooth, the sponsor can be informed at the beginning or at the end of the program, and depending on the content to be covered, it can be inserted into the storytelling developed by the team that is producing this content.


Podcasts are low cost to produce

When we compare the amount spent to produce content for television, for example, the cost of a podcast is much lower.

While there are great productions, you don't need all of that to get started. A kit consisting of a microphone with an anti-noise filter and support, headphones, an audio card and a computer or even a cell phone with recording software, lets you get started.

This kit fits in a backpack and you can take it with you wherever you go! That is, no excuses to record your episodes.


How to start a Podcast?

Now that you already know a little better the advantages of starting a podcast, you must be wondering: and how do I start?

Well, we know that the title of this blog is "The magic formula to do well in podcast production", but beforehand we want to tell you that this formula includes planning and work!

It's not really a cake recipe, but they are important steps to achieve success in producing this type of content. So let's go!


Know your audience

You know that step that regardless of the type of content you're going to create, you can't skip? Well, knowing your audience is that step!

This step is what will define all the other steps: which podcast model you will make, type of content, structure of your script, language to be used, guests you may have, etc.

The way you speak says a lot about your brand and it needs to build a relationship with the audience. This is critical these days, especially given how the consumer has changed in recent years. At this stage, you must understand who you are going to talk to!


Know the market

With information on your target audience, it is important to study the market. Who are the people who are already doing what you want to do?

IT'S the good and old competition study. Understand what they are doing, if indeed they are talking to their target audience and how they are doing it. Try to identify the gaps to understand where you can differentiate yourself and get more attention from the public. Perhaps in the format of the program or even in the style of content covered.

We cannot forget that the objective of the podcast is to transform visitors in leads qualified to possibly buy your product or service, so it's important to have this differentiation.


Define the style/format of your program

Knowing the public and the competition, you will already have essential information to define the best format for your program.

In this step, you will define the type of programming (informational, educational, entertainment…), how many times a week it will air, if it will be a one-person podcast or if you will have interviews, or all of these items.


Platforms where you will be

You don't have to be on every platform, but you do need to choose a few to promote your program. So do a study of the platforms where your audience is: maybe they are more on Spotify or not, maybe they are on Deezer.

A good desk research helps you to solve this question.


Define themes and make a calendar

For your program to work, you need organization and consistency (like everything else in the digital world). Knowing the reach and retention potential of podcasts, it's important that you understand that this connection we talk about so much in Content Marketing takes a while to build and that's normal!

Therefore, it is important that you constantly work with content, post once and wait 60 days to post new content, you run the risk of your audience forgetting about you and then you will have to start all over again! It's rework, you know?

Our suggestion here is that you work with the topics of interest, but that you follow a recording and posting schedule. It is important to have this control.

But pay attention to one important thing: quantity is not quality. There is no point in committing to recording, editing and posting 4 videos a week, if this is not feasible for your current structure.

Commit to what's possible, if it's one piece of content per week, it's okay! But commit to that amount. Produce with quality within the time that is feasible for you and that allows you to maintain consistency.


Define a script


How to make a screenplay outcast? 

The script is essential to keep your focus on the central theme of your show. this does not mean that you cannot change something or the other, because it is interesting that the conversation works naturally, but it undoubtedly helps you to have a direction and to comply with what was proposed in the initial theme.

You can put items such as: presentation, explain the theme to be discussed in the episode, transition moments (you can use vignettes in these moments), moments where you can talk about the sponsor (if any), subjects that are essential in that discussion and closing.

Also, if you have doubts about how to end a podcast, a good way is to have a CTA! Maybe direct your audience to a site, subscribe to the YouTube channel or to follow its content on social networks. This will depend on the purpose of your program.

The same thing holds true in podcast intro,as we mentioned, it can be very calm, starting with the presentation of the participants of the episode, with the date it is being recorded or published, also explaining more about the context of the topic that will be discussed (why it was chosen, for example).


Test audio and platforms

It's time to record!

Before starting the official recording, it is important to test the equipment you will use (microphone, headphones, etc.). Ah, here it is also worth mentioning that the recording must take place in a silent place, it does not have to be that super studio, but it is necessary to reduce external interference as much as possible.

It is also important to test recording software, try some like Audacity, Anchor, Adobe Audition or others that are best for you and your needs.


Editing and publishing

Most podcasts are not live shows, so it's important to go through an edit. Not always the first recording will meet the stipulated time of the program, for example.

When editing, you can cut what you deem necessary (maintaining the flow of the conversation), reduce noise and external interference, and also include effects such as music and vignettes.

Ah, but always have a copy of the original backup recording, after all, if there is an error during editing, you don't want to run the risk of having to record everything again, right?

Once edited, just upload the file on the platforms you chose in item 4!


Don't forget to promote your content!

As important as following this whole structure is to disclose. Use your social networks, do the SEO of your text correctly, use keywords to your advantage if you have a website or a YouTube channel and would like to take advantage of that video recording as well.

Whenever you have a new episode, storytell the content and post it on your social networks! Draw people's attention to your content, this is essential to generate an audience.

And then, #Let's start? As you've seen, it's not that difficult to start a podcast and it can make a difference in your communication. Ah, by the way, how about learning a little more about the importance of Audiovisual content in your Inbound Marketing strategy?

If you want to learn even more about this topic, take the opportunity to check out this post on our blog: How Audiovisual Content Works in Inbound Marketing?

Audiovisual Content and Inbound Marketing

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