{"id":6667,"date":"2021-03-05T12:14:06","date_gmt":"2021-03-05T11:14:06","guid":{"rendered":"https:\/\/ddigitals.net\/?p=6667"},"modified":"2021-03-05T12:14:06","modified_gmt":"2021-03-05T11:14:06","slug":"how-to-podcast-companies","status":"publish","type":"post","link":"https:\/\/ddigitals.net\/en\/blog\/digital-marketing\/how-to-podcast-companies\/","title":{"rendered":"How to make a podcast to promote your business?"},"content":{"rendered":"

In this article I will explain how to make a podcast step by step<\/strong>The programme includes everything from recording and editing to broadcasting on social networks and the possibility of recording live or delayed.<\/p>\n\n\n\n

Create a podcast to promote your business<\/strong> is a pretty smart idea. Firstly, because we are living the golden age of podcasts<\/strong>as he called it last November The New York Times.<\/strong><\/a><\/p>\n\n\n\n

Already in 2018, 40% percent of Spaniards listened to podcasts<\/a>This makes our country the fourth country with the highest percentage in the world, after Turkey, South Korea, Hong Kong and Taiwan.<\/p>\n\n\n\n

From 2020 onwards, with the pandemic, this figure has skyrocketed. In the first six months of last year alone, there were 25% more listeners than in the same period of the previous year.<\/strong>according to Voxnest.<\/p>\n\n\n\n

The podcasts<\/strong> have ceased to be digital versions of radio programmes<\/strong> to reach their own entity. Apart from sponsorship from large companies, individuals have managed to leave their living rooms and fill theatres, be bought out or even create parallel businesses.<\/p>\n\n\n\n

Businesses are beginning to discover that the money is in the podcast. According to a Deloitte report<\/strong>By 2025, the podcast world will be a $3.3 billion market.<\/p>\n\n\n\n

For example, here's a button. Podimo<\/strong><\/a>a paid platform with exclusive podcasts<\/strong> and non-exclusive - born in 2019, has raised \u20ac11.2 million in its latest round of funding this 2021. A year earlier, it had raised another \u20ac15 million.<\/p>\n\n\n\n

And I'm not talking about advertising but, above all, about its great capacity to segmentation<\/strong>. Nowadays, podcasts are, together with written content, the fastest way to reach your audience and provide value.<\/p>\n\n\n\n

What is a podcast?<\/strong><\/h2>\n\n\n\n
\"Desktop<\/figure>\n\n\n\n

Let's start with what is a podcast<\/strong>.<\/p>\n\n\n\n

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A podcast is a regular audio publication (although it can also be found in video) that can be streamed or downloaded from the internet.<\/em><\/p>\n<\/blockquote>\n\n\n\n

It differs from the radio programme in that is not emitted through the airwaves<\/strong>However, more and more podcasts are being converted into radio programmes and vice versa. In fact, on most listened podcast in Spain <\/strong>is Nobody Knows Anything<\/strong>,<\/a> which is also a radio programme broadcast on the SER radio station. The second, by the way, is Understand Your Mind<\/strong><\/a>a podcast specialising in psychology that has been able to monetise itself through a book and a private club.<\/p>\n\n\n\n

The specialisation<\/strong> is, in fact, one of the main characteristics of the podcast<\/strong>. In the last few years, content has multiplied and has become completely segmented. This allows you to reach very specific audiences, with specific interests in your business area.<\/p>\n\n\n\n

[contact-form-7 id=\"6826\u2033 title=\"BLOG subscription\"]<\/div>\n\n\n\n

The other major feature is its versatility<\/strong>. A podcast can be listened to at any time and does not require full attention. While cooking, in the shower, while cleaning, while commuting, while shopping, or while working, its high degree of specialisation<\/strong> is making them a more interesting alternative to radio.<\/p>\n\n\n\n

Podcast users are not looking for company, they are looking for a very specific company of people with whom they share certain codes or tastes.<\/p>\n\n\n\n

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The podcast goes where audio-visual streaming is unable to go.<\/em><\/p>\n<\/blockquote>\n\n\n\n

In a world in which the platforms streaming<\/em><\/strong> have taught us to select a la carte<\/strong>a podcast allows you to choose what to listen to according to your mood <\/em>of the moment.<\/p>\n\n\n\n

In fact, the new generations make up a large part of this new audience that traditional radio had lost and that in the podcast format finds content to suit them.<\/p>\n\n\n\n

For example History of Spain for Selectividad<\/strong><\/a>a podcast that reviews the topics of the subject for the university entrance exam and which has been placed among the top ten most listened podcasts in our country in 2019 and 2020.<\/p>\n\n\n\n

Podcast for business: yes or no?<\/strong><\/h2>\n\n\n\n
\"Podcast<\/figure>\n\n\n\n

Is it a good idea to integrating a podcast into the content strategy<\/strong> of your company? To answer the question honestly, it depends.<\/p>\n\n\n\n

There is an advantage over creating content for SEO<\/a><\/strong>You won't need a specialist like me. It is true that you can (and should) also working on the SEO of a podcast<\/strong> by uploading it to its corresponding platform, but it is a much simpler job than creating written content that ranks or even making SEO on Youtube<\/a><\/strong>.<\/p>\n\n\n\n

The technical expertise<\/strong> necessary are also simpler than those required to set up a SEO content strategy<\/strong> or edit a video. With some basic knowledge and the help of a tutorial we can handle free programmes such as Audacity<\/strong> with ease.<\/p>\n\n\n\n

Even so, A podcast also requires time and resources.<\/strong> It requires recording time, it requires scripting, it requires editing and it may also require production if you want to bring in guests and make a more dynamic programme.<\/p>\n\n\n\n

I have already told you in the definition that for a podcast to be defined as such it requires periodicity<\/strong>Can your team find the time to run it every week, every fortnight or every month? Ask yourself that question.<\/p>\n\n\n\n

Last but not least, think about what you can contribute<\/strong> from your company. In the golden age of podcasts, there are programmes of all kinds and if you don't stand out for your content, it won't be worth the effort.<\/p>\n\n\n\n

You can continue to participate in this era by advertising or even sponsoring an existing section or programme.<\/p>\n\n\n\n

It's not about you, it's about what you can bring to the table.<\/strong><\/h3>\n\n\n\n
\"Girl<\/figure>\n\n\n\n

Burn it into your heart that a podcast is not an advertisement<\/strong>. This is the main problem with corporate programmes that don't work, as it is with organic content that doesn't rank.<\/p>\n\n\n\n

It's not about your products or services. It's about the people on the other side.<\/p>\n\n\n\n

Look for a way in which your experience can be useful, entertaining and interesting for your target<\/strong>. In order to do this, it is essential to define your buyer persona<\/strong> or to the customer archetypes<\/a><\/strong> you are most interested in.<\/p>\n\n\n\n

For example, in the Netflix podcast Are You Still There?<\/strong><\/a> a film, series or documentary serves as an introduction to each topic, with only two or three minutes of discussion, before moving on to general topics with distinguished guests.<\/p>\n\n\n\n

Moving away from entertainment and towards more corporate content, the Banco Sabadell podcast<\/strong> has created its own platform, Be where you are<\/strong><\/a>to talk about the COVID-19 crisis and offer useful tips for companies with top-level guests.<\/p>\n\n\n\n

In both cases, the secret is clear. Talk about what interests your audience with people who interest your audience. And this is applicable to any sector.<\/p>\n\n\n\n

If you have a TRAVEL AGENCY<\/strong>Don't just sell the trip, give advice, tell funny anecdotes, legends, curiosities, etc... Give that value that experience gives you. If you have a consultancy or, for example, a mechanic workshop, there will also be a lot of experiences that can be useful for your clients.<\/p>\n\n\n\n

The key is to add value and be original.<\/p>\n\n\n\n

Tips on how to make a good podcast for business<\/strong><\/h2>\n\n\n\n
\"People<\/figure>\n\n\n\n

OK, you've made up your mind, I'm going to making my own podcast<\/strong>Where do I start?<\/p>\n\n\n\n

The first thing you need to do is research what has already been done<\/strong>. If there are a dozen other companies talking about the same thing you were going to talk about, I'm sorry but you're late to the party.<\/p>\n\n\n\n

Or maybe not, but you will have to find an approach that sets you apart.<\/p>\n\n\n\n

Next, it is necessary to defining the name, concept and graphic identity<\/strong>. Look for an original name that no one else is using, but try to differentiate it from your company name.<\/p>\n\n\n\n

In the same way that a radio station has different programmes and they do not share the name of the station, your podcast must have their own independent identity<\/strong> of your company's.<\/p>\n\n\n\n

At this point it will be necessary to define who will present, if it will be a talk show, if there will be external guests, etc... My advice: be original<\/strong>.<\/p>\n\n\n\n

Always taking into account your Buyer Persona<\/strong><\/a>defines the contents or episodes in a editorial calendar<\/strong>.<\/p>\n\n\n\n

You will also have to set the tone<\/strong>. My suggestion is to be as informal as you can. The great thing about audio is that it generates a much greater sense of intimacy with the listener than text or television, so make the most of it. Be approachable also in the way you address the audience.<\/p>\n\n\n\n

Once you have the conceptual section ready, it's time to get down to work.<\/p>\n\n\n\n

How to create a podcast<\/strong><\/h2>\n\n\n\n
\"Create<\/figure>\n\n\n\n

I will separate the process of how to make a podcast<\/strong> on a technical level in different sections. From the technical equipment you need to the software, as well as how to make the script and the platforms where to upload podcasts for free.<\/p>\n\n\n\n

My idea is that by the time you finish this article you will know how to make a podcast for your business<\/strong> and you can get down to work.<\/p>\n\n\n\n

What do you need to make a podcast?<\/strong><\/h3>\n\n\n\n
\"Podcast<\/figure>\n\n\n\n

The technical equipment for making a podcast<\/strong> can reach different levels of complexity. My advice is to keep it simple at first and, if it works for you, consider upgrading.<\/p>\n\n\n\n

Initially, all you need is a computer, a microphone and a headset.<\/strong>. Having a decent microphone is a good way to ensure good sound quality, but with a few microphones you can get a good sound quality. normal headphones with standard built-in microphone<\/strong> more than acceptable quality can be achieved.<\/p>\n\n\n\n

The better the mic, the better the sound quality.<\/p>\n\n\n\n

In the midst of a pandemic, you may be asking yourself how to make a podcast remotely<\/strong>especially if you are teleworking. Fortunately, it is much easier to do this remotely than in a face-to-face format, for which you will need a 360\u00ba microphone<\/strong>an adapter or an sound table <\/strong>so that more than one microphone can fit in, radio programme style.<\/p>\n\n\n\n

For this reason, it is recommended that each participant enters from his or her own computer and with his or her own microphone. There will always be time to become more professional.<\/p>\n\n\n\n

Technically it is also much simpler that way.<\/p>\n\n\n\n

How to script a podcast<\/strong><\/h3>\n\n\n\n
\"Curly-haired<\/figure>\n\n\n\n

Making the podcast script<\/strong> will require a different approach depending on the type of programme you are going to do. A monologue programme is not the same as an interview or a panel discussion.<\/p>\n\n\n\n

What is very important in the podcast is to let yourself go. Don't close yourself to what you have written and avoid reading.<\/p>\n\n\n\n

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A podcast is a conversation, not an audiobook.<\/em><\/p>\n<\/blockquote>\n\n\n\n

There is nothing more boring than a podcast where you feel like you are reading from a script. Therefore, what you have to create is the structure of each programme<\/strong>with the main points or ideas that you want to address.<\/p>\n\n\n\n

With it as a guide, you can let yourself go. Also, make a note if you are going to introduce any kind of sound effect or sound resource. Beyond the intro bumper, which should be defined in the conceptual section, in the podcasts of this decade, unlike those of the last decade, sound effects are disappearing.<\/p>\n\n\n\n

What the audience is now looking for is people talking<\/strong>as if it were a WhatsApp audio or a chat room. Clubhouse<\/a>.<\/p>\n\n\n\n

If you are going to interview someone, even if you have prepared questions, be flexible<\/strong>. The most common criticism of these programmes is that in order to respond to the script, the most interesting ideas of your guests are not questioned or let go.<\/p>\n\n\n\n

The flexibility<\/strong> is a great advantage for the creator over the radio programme. You don't have to enter a closed schedule and the duration can vary from one episode to the next. Let the programme speak to you. That's how you'll make your audience fall in love with you.<\/p>\n\n\n\n

How long should my podcast be?<\/strong><\/h3>\n\n\n\n
\"Curly-haired<\/figure>\n\n\n\n

A podcast can last as long as you like. It is normal that all programmes are of a similar length for stylistic consistency<\/strong>But there are many, many exceptions, even in the most successful programmes (except for those broadcast on radio, which end up being constrained by the laws of radio).<\/p>\n\n\n\n

My advice is to start small and manageable.<\/strong>. Some of the most successful podcasts are under 20 minutes. For someone who is not used to this world, 20 minutes to half an hour can be perfect for a first season.<\/p>\n\n\n\n

It won't take up much of your time and will help you to see if your audience is interested.<\/p>\n\n\n\n

Remember that the format is open to longer or different special programming. If, for example, you have a technology company and usually only you and your team are on the podcast, but you set up a panel discussion about the 5G and how it will affect business<\/strong> with guests, you can perfectly well do either a double programme or a much longer programme.<\/p>\n\n\n\n

Here you decide.<\/p>\n\n\n\n

Initially I would recommend the use of evergreen content<\/a><\/strong>The content should be valid throughout the year and should not expire, at least until there is a significant number of subscribers, when you could move on to content related to news or events that take place on specific dates.<\/p>\n\n\n\n

This way, when a new user arrives at your site, you will be able to business podcast<\/strong>You will be able to listen to the old episodes and they will still be up to date.<\/p>\n\n\n\n

Record the podcast online<\/strong><\/h2>\n\n\n\n
\"headphones<\/figure>\n\n\n\n

Once the identity of the business podcast, the script and the time frame have been defined, it's time to record.<\/p>\n\n\n\n

There is an immense variety of programmes with which you can record the podcast online,<\/strong> but I am going to tell you about the three most interesting options, with their pros and cons.<\/p>\n\n\n\n

All of them are free podcasting tools, although they have premium options that you may want to purchase at some point. Even so, you can make a very good quality podcast without having to spend money on these extra features.<\/p>\n\n\n\n

These tools are Zencastr<\/strong>, Zoom<\/strong> and Skype<\/strong>.<\/p>\n\n\n\n

Skype<\/strong><\/h3>\n\n\n\n
\"Video<\/figure>\n\n\n\n

It is probably my least favourite tool for record the podcast online<\/strong>. The advantage it has is that it practically everyone has Skype<\/a><\/strong> and knows how to use it.<\/p>\n\n\n\n

In addition, you can record with video, which helps you to have that sense of conversation<\/strong> which is so important.<\/p>\n\n\n\n

When recording with guests, it is usually one of the most used because it does not require any podcast software<\/strong> with which they are unfamiliar.<\/p>\n\n\n\n

It also allows record a video call of several people with no time limit<\/strong> (24 hours) in its free version<\/strong>. The recording is saved in the chat for 30 days, so you are safe from possible crashes or software failures.<\/p>\n\n\n\n

Against, audio quality is not always the best<\/strong>. This will depend a lot on your internet connection and the connection of the other people participating. Likewise, you will be download audio and video in a single file<\/strong>so you will have to separate it later with an editor.<\/p>\n\n\n\n

You can also make an audio-only call to avoid this problem, but for that it is better to opt for Zencastr<\/strong>. The advantage of Skype<\/strong> o Zoom<\/strong> is to see eye to eye.<\/p>\n\n\n\n

However, it will be a single audio file for all participants, so you won't have many editing options. For example, if someone is heard much quieter than the others, you won't be able to do anything about it.<\/p>\n\n\n\n

Zoom<\/strong><\/h3>\n\n\n\n
\"Grizzled<\/figure>\n\n\n\n

Zoom<\/a><\/strong> was the great video calling tool of this confinement and has an important advantage over Skype<\/strong> and a disadvantage. The advantage is that after recording the call, the audio and video are downloaded as separate files.<\/p>\n\n\n\n

That is to say, you will have your own audio file to work with<\/strong> or edit it without having to separate it from the video. In addition, the sound quality is usually a little better than Skype, although your connection will still have a lot to say about this.<\/p>\n\n\n\n

The disadvantage is that in its free version has recording time limits<\/strong>. If only two computers are connected you can record without limit, but if more than two computers are connected you can record without limit. the maximum shall be 40 minutes.<\/strong><\/p>\n\n\n\n

If you're doing a 20-minute or half-hour episode, it's not a problem, but if you're going to take longer, it's a problem. You can open a new meeting and record when the 40 minutes are up, but if we have guests it's a pretty crappy thing to do as a company.<\/p>\n\n\n\n

If you contract the Premium version<\/strong>If the other people on the video call do not have it, the maximum time limit disappears.<\/p>\n\n\n\n

On the other hand, it shares another disadvantage with Skype, the audio is a single file<\/strong>If there are differences in volume, it will not be easy to balance it.<\/p>\n\n\n\n

To finish with the inconveniences, the recording is generated when the call ends. If you suffer a connection outage, your computer shuts down or something similar, you will lose it forever and will have to repeat the call.<\/p>\n\n\n\n

Zencastr<\/strong><\/h3>\n\n\n\n
\"Man<\/figure>\n\n\n\n

Zencastr<\/a><\/strong> is undoubtedly the best programme for recording an audio podcast<\/strong>. Unlike the others, it is a specialised podcasting tool<\/strong>. That is, this idea expressly for what we are going to do.<\/p>\n\n\n\n

This is also its major disadvantage: its free version does not include video.<\/strong> To be able to record audio with video, Zoom-style, you will have to pay for its premium version.<\/p>\n\n\n\n

In terms of retrieve the recording<\/strong>is halfway between Skype<\/strong> and Zoom<\/strong>. The recordings are generated on completion and uploaded to the cloud, but uploading errors can occur. In my experience, whenever I have encountered such an error, I have always been able to recover the audio by following their recovery instructions.<\/p>\n\n\n\n

Once in the cloud, it is also kept for several days for downloading.<\/p>\n\n\n\n

As for the advantages, let's start with the sound quality. At Zencastr <\/strong>is much, much better than in Skype<\/strong> o Zoom<\/strong>even in those connections that are not so good.<\/p>\n\n\n\n

In addition, each person in the conversation has his or her own audio file<\/strong>. In this way, you can turn up the volume if someone has a poorer quality mic or remove someone's speech if it is above another and is not understood, for example.<\/p>\n\n\n\n

In this sense, before you start recording you can check the sound waves,<\/strong> so that you can calibrate the microphone so that everyone sounds at the same volume and avoid editing later.<\/p>\n\n\n\n

A final advantage is that it can be used in the browser. You won't need any software or ask a guest to download anything, just click on a link.<\/p>\n\n\n\n

My choice<\/strong> to record a podcast<\/strong><\/h3>\n\n\n\n

Having used all three systems, for me Zencastr<\/strong> is the one that works best for me, followed by Zoom<\/strong>. Another option that I have not mentioned but which shares characteristics with Skype <\/strong>is Met<\/strong>.<\/p>\n\n\n\n

Zencastr <\/strong>not only records better, but also makes editing easier. One option to cover its main drawback (not being able to see other people's faces) is to open a parallel video call on Skype by muting the microphones<\/strong>. Thus, you can engraving by Zencastr<\/strong> and see you on Skype<\/strong> without time constraints.<\/p>\n\n\n\n

Podcast editing tools<\/strong><\/h2>\n\n\n\n
\"Tools<\/figure>\n\n\n\n

There are also many programmes for editing the podcast<\/strong>I am only going to tell you about one because I believe it has advantages that are far superior to the competition.<\/p>\n\n\n\n

It is about Audacity<\/a><\/strong>Why do I choose this programme? Mainly because it is free and open source. You won't have to pay to use it and it doesn't even have premium options. You will have the complete programme at your disposal for free.<\/p>\n\n\n\n

It is also very easy to use. You can easily cut, mute, add other tracks, turn the volume up or down or remove background noise.<\/p>\n\n\n\n

I'm not going to explain how to use Audacity step by step,<\/strong> but I leave you a Youtube tutorial<\/strong>. There are thousands of Audacity tutorials on Youtube and as editing a podcast is very simple, you won't have any problems.<\/p>\n\n\n\n

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