Podcast Marketing


2020 is already on its way and brings some new marketing trends with the changing customer requirements and market demands. These trends have turned out to be necessities to stay afloat in this highly competitive market. 

Alike other marketing trends, the podcast also gains immense popularity over the years. It is a set of prerecorded audio files, published on the website and available for download on personal computers or mobile devices. A user can subscribe to the podcast in order to receive and listen to these digital files. The top trends of podcasting are leaving the biggest impact on businesses and shaping them by increasing popularity. For example, in order to rank your website on top results, you might take the help of affordable SEO Company in Australia.

But, what are those podcast marketing trends that will dominate 2020? Let’s have a look at the following information in detail:


Table of Content

  1. How Podcast Marketing Beneficial for Business?
  2. Podcast Marketing Trends
  3. Data-Driven Build Better User Experience
  4. Era of Live Streaming & Podcasting Events
  5. Creation of Better Quality Content
  6. Optimize for Voice Search
  7. Emergence of Programmatic Advertising
  8. Improve Search ability in User Education
  9. Closing Thoughts



How Podcast Marketing Beneficial for Business?


As content creation is growing, same the podcasting is gaining the immense popularity. It allows brands to communicate to a captive audience. With the increased usage of mobile phones, it allows companies and brands to tell their story anywhere at any time. It helps them to establish authority in your industry and creates a reputable brand along the way. 

Podcasts are especially well-suited for long-form audio content like interview formats and debates on certain topics or other audio files than radio formats. 

According to the Reuters Institute’s latest Digital News Report, 36 % of the survey respondents from across the globe have listened to a podcast in the month preceding the survey. The following chart described where the biggest podcast enthusiasts and skeptics live.


Podcast Marketing Trends


The following details explain the podcast marketing trends of 2020.


Data-Driven Build Better User Experience


Marketers and podcast creators can build a user experience and advertisers can create more targeted offers for customers.

The data-driven marketing is the most powerful and innovative approach to collect customer information. With the help of this, the podcast producers can leverage data insights to get a deeper understanding of their target listeners. In order to give listeners a better experience, the advertisers need to create quality content, build one CTA or topic per episode, and be concise to summing up key points. In addition, do not confuse your customers with sigh-up, download or any other hoops in order to listen to an episode. 

By using market data like their browsing behaviors and purchasing habits, you can collect a detailed report of your buyer personas. It will give your content strategy a clear picture of topics. Data-driven decision-making is answering to questions like who, when, where, and what message need to deliver. 


Era of Live Streaming & Podcasting Events


With the advancement in technology and the popularity of podcasts, live streaming and podcasts events become a powerful trend for business. In 2019, podcast live events have become mainstream in over $55m all over the globe. These live events gather audiences, hosts and marketers, and help to build strong connections with podcasters. 

According to Neil Patel, live streaming is going to be a $70.5 billion industry by the year 2021. Live streaming video allows brands to drop the corporate veil, connect human-to-human, and allow users to participate in brand storytelling in ways that enrich the customer experience. It is a proven marketing strategy through which you can maximize the engagement from medium level to a high level. 

For example, the SEO Company in Australia is already providing more prevailing tools for generating live streaming video content for their clients. 

Do not forget about the quality of content. Whether you are enriching your customers through Q&A sessions, contests or phone-in debates, live podcasts, it would be best to keep your content interactive and meaningful.


Creation of Better Quality Content


Content marketing is known to be a luxury and powerful tool to keep customers engaged in your brand. While generating the content, it is necessary to determine who will be your target audience. So, you can head to topics that are interesting and engaging. Podcasting your content regularly provides a long way to keep people connected with your brand. 

The best practice is to link the podcast to your blog or other social channels to increase the reach and participation with your community. Associating your email address with the podcast will allow people to respond directly to the content. This is a better way to get new material for your next podcast. In the next episode, you can generate FAQs in the podcast and give answers to their queries. 

But, content quality must be the centre of attraction. Online radio and music streaming services like Spotify are gaining its popularity in the market. While generating a podcast. Keep the following points in mind:


Better content


Audio Quality (impeccable sound quality provides a great listening experience)
Short-form Podcast (About 5- 10 mins)
So, to keep yourself in the market at the top, it is necessary to have all the most popular podcasts platforms for social listening, audience research, and content strategy. 



Optimize for Voice Search


With the advent of new technologies, voice search gain its popularity in every field whether it is about SEO or podcast. According to Google reports, 27% of the online global population is using voice search on mobile. 

Voice search optimization is a new and exciting dynamic trend in podcast that marketers must consider. The voice-enabled other IoT devices are able to distribute the demographics content when someone searches it online. 

In 2019, Google announced that they will start including podcasts in Google Search results so you can listen to podcasts directly from the search results page or save an episode for later. Due to this fact, Google will now automatically arrange their podcasts so episodes will be easier to search via keywords. In order to rank your podcasts on top of Google, you need to:

  • Choose the right keyword for each episode
  • Create a specific page for every episode
  • Create a blog post of 300 words for each episode.

Podcasters can increase their overall visibility on websites by placing a greater focus on voice SEO. It is projected to make voice search the preferred method of online searching. The search engine optimisation packages are already inhabited with such services. The more you interact with voice-enabled devices, the more likely it will increase brand awareness and audience engagement with advanced voice SEO tactics. 


Emergence of Programmatic Advertising


As the world becomes more data-driven and digitized, brands have the opportunity to tell powerful brand stories with programmatic advertising. It is an automated buying and selling of online advertising, which make use of artificial intelligence and algorithms. This is known to be one of the fastest and more efficient automation methods to increase conversions and lower customer acquisition costs.

This platform identifies online consumers by demographics, geography, interests, behaviors, device, etc. The programmatic advertising platform analyzes campaign inputs and user behavior so real-time campaign optimizations can be made. A number of different types of data come into play to enhance the probability of a campaign’s success.


Improve Search ability in User Education


The education industry will become wider with podcasts. The podcasts increase awareness about various aspects that a student or learner needs. In addition, this marketing strategy has the ability to provide basic education on every possible thing. Users can download podcasts easily and collect the necessary information. Make sure the mentioned information is reliable and accurate, plus not based on assumption. 

With the abundance of applications and listening to a number of episodes, your users may get confused about the right information. In order to overcome this, marketing efforts, detailed information on topic and improvement of user experience search ability is necessary to keep users engaging and interest able.


Closing Thoughts


The deeper you dive, the more likely you will able to receive massive traffic. 2020 brings new technologies in order to make your audio content more reliable and engaging for users. Many industries provide the best SEO specialists in Australia, including podcasting marketing at a minimal budget. You can hire them and stand out among your competitors.

As you know, the audience only values to quality podcasts. Therefore, it is necessary to pay close attention to content and audio quality. In addition, podcast hosts and content creators must step up to produce quality podcasts in order to keep people hooked.