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March 21, 2022
As businesses look for new ways to promote their brand and attract their target audience, more and more companies are turning to podcasts for help. Podcasts have become a trendy way to market your business by providing your audience with engaging audio content that entertains them while advertising your products and services. But with so many podcasts flooding the market, it’s important to pick the best podcast style that attracts your target consumers. In this article, we discuss:
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Podcasts are a type of content marketing, which focuses on delivering information to your company’s current and target audience and creating an ongoing relationship with them. Whenever you develop those relationships, whether it’s through podcasts, videos, or written content, you can increase your brand awareness and loyalty. That can help you convert more of your target audience into customers and give you more opportunities to promote your brand.
For example, if you develop a podcast, you might use it to talk about relevant and exciting industry topics. But you can also use it to discuss your products or services and the benefits they give to your consumers. By generating an audience with informative and entertaining content, you create listeners with which you can easily promote your business.
Read more: 30 Popular Content Marketing Tactics
Though the structure of your podcast might vary depending on your chosen style, every podcast includes a few key elements that listeners might expect and recognize. Those three parts include:
Here are some of the main podcast styles companies might use for their marketing:
Interview podcasts include a host and the guest they’re interviewing. The guest changes every episode, sharing their expertise and experience with the audience. The host asks questions and guides the conversation to help the episode fit a certain theme or topic that’s relevant to your business and its industry. For example, a real estate agency might create a podcast where they interview realtors, sellers, and home or building owners to discuss the journey of buying and owning property.
Some example interview podcasts include:
Solo podcasts involve one person who talks to the audience for the whole episode. In each episode, the host talks about a certain subject or theme that’s relevant to their experience or career. If a business creates a solo podcast, it often uses the business owner or CEO as the host. That helps to humanize the brand and keep people engaged with the employees and people running the business, as well as the business itself. Most often, the business owner uses the platform to talk about industry-related news or problems its target consumers might face and how to solve them.
Some example solo podcasts include:
A conversational podcast often takes the direction of an interview podcast or a solo podcast with one major difference: it has more than one host. These multiple hosts either interview people together or talk to each other during the episode, creating a conversation. For businesses that create conversation podcasts, the topics often revolve around their industry or trending topics and the host’s opinions about them. Listeners like conversational podcasts because they feel a part of the conversation and often enjoy the dynamic between the hosts.
Some example conversational podcasts include:
Educational podcasts focus on providing the listener with helpful or interesting knowledge. Each episode generally gives in-depth information on specific topics and gives listeners a thorough understanding of the subject. For instance, let’s say you own a book publishing business. You might create an educational podcast that talks about writing your first novel. This can include topics such as how to craft a story, how to develop characters, and how to write your first query letters to agents.
An educational podcast can work as a solo podcast, an interview podcast, or a conversational podcast. You can even combine elements of each. For example, most episodes might be a solo podcast, telling the audience what they need to know about novels. Then, some other episodes could be interviews with established authors or literary agents to help provide more expertise and information to the listener.
Some example educational podcasts include:
Panel podcasts often have a single host and group of guests that vary from episode to episode. The host talks with the group of guests about a specific subject and guides the conversation. The panel then discusses the subject, offering their expertise on the topic or debating with one another. For example, during the Olympics, a panel podcast might discuss different athletes and their performance at the games.
This style of podcast is like a conversational podcast because it makes the listener feel like they’re a part of the discussion. That helps to humanize brands and develop stronger relationships with your audience.
Some example panel podcasts include:
Non-fiction podcasts can include things like intriguing non-fiction stories to simple news updates. This style of content helps target people who want to know more about current events and engage with exciting historical events. If you decide to create news updates, you can include relevant industry information. For example, if you run a board game e-commerce store, you can create a podcast that talks about exciting new board game releases and board game publisher announcements.
If you decide to focus on non-fiction stories, you can choose stories relevant to your industry that hook your audience through shocking, exciting, or emotional content. You can tell these stories in one-episode chunks or you can create a mini-series of episodes surrounding the same subject. These are a very popular form of podcast and range from things such as true crime to crazy historical events. Creating these types of podcasts often takes a little more effort in research and production. But they can intrigue your audience and create a space for you to easily market your products and services.
Some non-fiction podcast examples include:
Fiction narrative podcasts, also known as radio theater, include episodes that tell engaging and exciting fictional stories. You can create these stories using a single narrator or multiple voice actors and impressive soundscapes. Businesses don’t often use these types of podcasts because they require a larger production and don’t always fit their industry very well. However, the market for these podcasts is a bit smaller. Depending on your business and what it does, it could create an intriguing and unique marketing campaign for your audience. That could create a place for you to easily promote your products and services.
Some fiction narrative podcasts include:
Here is a list of steps to help you choose the best podcast style:
Listening to your target audience and understanding them better can help you create a podcast you know they want to listen to. To find your target audience, start by creating customer personas. Personas are fictional representations of who’s most likely to buy from your company. This includes information like their age, location, occupation, and interests. It also includes the main problems or pain points your audience is experiencing and how your products or services, as well as your podcast, could benefit them. Once you know who your audience is, you can choose a podcast style that interests them the most.
Related: Know Your Audience: Voice and Content Creation
Conducting competitor research is another great way to see which podcast styles your audience wants. For example, let’s say some of your competitors host an interview podcast. It might be beneficial to create an interview podcast of your own to stay competitive. It’s also helpful to see what keywords and subjects your competitors are targeting. Understanding the keywords they target can help you see what podcast styles would pair best with them and start targeting those keywords yourself.
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Combining multiple formats can help keep your podcast style fresh and relevant. It also helps you tackle different industry subjects and open your podcast up to new audiences. For example, let’s say you run a solo podcast. Conducting an interview every once in a while with an industry expert or doing an in-depth educational series might attract new audiences to the show. But be sure that combining podcast styles is helpful to you. After researching your target audience, you might find that a single style attracts more listeners compared to two or more styles combined.
Here are some additional tips to help you boost your podcast’s audience and reception:
Adding video to your podcast helps you market your content on multiple channels. That’s because you can add the video to hosting platforms like YouTube and Vimeo, along with audio platforms like Apple Podcasts and Spotify. The easiest way to do this is to record yourself and your other podcast members on camera while you record the audio. This allows people to view or listen to your content in whatever way they prefer and generate a larger audience following. Essentially, it provides another place for you to market your content and brand.
Other content marketing strategies can pair well with your podcast’s content. For example, you can use written content, such as blogs and articles, to promote your podcast and include links to its episodes. You can also convert your podcast stories or subjects into repurposed articles and blogs or expand your blogs and articles into new podcast material. This allows you to market your business on multiple channels, creating larger brand awareness and building stronger relationships with your audience.
Need help creating written content that pairs well with your podcast and brand identity? With CopyPress, you can bypass the time and effort it takes to find, hire, and train a production team. We work with our clients to develop a content style guide, then train our own writers, editors, and other experts on your brand voice and content requirements so you can reach your target audience more effectively. Schedule a call with us today to see how we can boost your content marketing campaign and podcast reception with excellent written content.
Though podcasts can help you market your business and brand, it’s important to make sure people know about them. Marketing your podcast on different channels, like social media and search engine ads, can help you generate more brand awareness and increase your audience following. This allows you to develop your podcast further and use it more effectively with advertisements for your products and services. It also helps you generate more interest in what your podcast is about and the industry topics it covers.
Creating a podcast can help boost your brand awareness and give your audience informative and engaging content. The first step is to understand what your audience wants to hear and pick the most suitable podcast style for the job.