Podcast and audio marketing

A podcast is a form of entertainment that is like a radio show, but the listeners are mainly listeners who are already interested in the topic.

Due to the nature of podcasts, it is easy to divide topics into three sections, for example, introducing the topic — stories about the topic — deepening the topic. In the planning process and scripting, you will be supported by professional scriptwriters who know how to convey the story through discussion in a way that keeps the topic interesting.

Simple: podcasts are here to stay. Older age groups are starting to fade away, and marketing needs to find new ways to engage younger age groups.

The youngest age group that uses media, and especially social media, is difficult to reach through traditional advertising channels; the target group recognizes paid content and does not give it value, but scrolls past it much faster than so-called organic content.

The advantage of podcast marketing is that, thanks to the algorithms of the distribution platforms, it automatically reaches people who are interested in the topic. In addition, marketing is easy; you don't have to promote the podcast content, but the podcast itself.

The difference between podcast marketing and traditional media

At this point, you might be wondering what the benefit is of primarily reaching existing customers; why would a podcast be better than, say, a radio or newspaper ad? It's true that these advertising channels reach more people, but the biggest difference is whether the ad is heard or listened to.

Let's say that the radio channel has a coverage of, say, 50,000 Finns. Of these, 5,000 are listening to the radio when the advertisement is broadcast. Potential customers from that group are, at best, about 10% (500). Suddenly we are in a situation where we have only reached 1% of potential customers out of 50,000 listeners. The radio advertisement cannot be listened to after the campaign period either.

Let's take an example of a podcast episode that covers the same topic as the radio ad. The episode is interesting and reaches 500 listeners, all of whom are interested in the topic and may even share the episode with their friends. The podcast will remain available forever*.

When planning a podcast, it is a good idea to take its life cycle into account; topics should not primarily deal with current issues, or other topics that, as they age, are no longer relevant or accurate. A professional team will support you in planning your podcast.

In addition to all this, a podcast travels with its listener. At best, the target person listens to it every evening, for example.

No, not in the traditional sense. We strive to take a journalistic perspective on each episode, which means that even difficult issues may be discussed. A podcast is a channel through which a company gives a face and a voice to its operations. A podcast is also a great way to present the company's own perspective on media noise.

The purpose of a podcast is, above all, to strengthen the brand of a company or entrepreneur, and to give the brand a backstory.

We offer you podcast design, script writing, release schedule creation, recording at the client's own premises, and a host who will hold the threads of the episode in his hands.

All you need to do is tell your story.