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Why use the podcast in your content strategy
Hey you!
We explained it to you in our page dedicated to the creative economy: the sector is booming and the communication modes of content creators are becoming more varied and more technophile. Too often we tend to associate content with an image format, but one media has been gaining momentum lately: the podcast.
Media of the 21st century, popular with French people of all ages, especially since the confinement, the podcast is a particularly effective tool to communicate with its followers, improve its image and if you have a website improve its traffic, and SEO. Brands are also using it more and more.
Passion Media deciphers the subject for you.
The podcast: booming after the multiple confinements
Probably as a consequence of the confinement, the number of podcast listeners has largely increased between 2019 and 2021: podcast listening has taken 10 points of evolution all ages combined among French listeners, according to a CSA/HavasParis study.
The same study reveals that for 87% of weekly listeners, podcasts are a good medium to communicate about a brand. 78% of them would even be interested in native podcasts proposed by their favorite brands or companies.
Branded podcasts are therefore often engagement vectors for listeners, whether they want to get information, buy, compare…
The most popular news sites (Le Monde, Le Figaro, etc.) have understood this and have been offering their own podcasts for a long time, which strengthens both their audience and their brand image.
If the big media are doing it, why not you?
Podcasting or audio storytelling: a guarantee of tenfold session time
Listeners of podcasts (or online audio content in general) spend on average 5 times more time on the website or account where the article originated.
It is by this lever that Bliss Story has taken off via its instagram page.
However, for all the web actors, the reading time is the main data used to measure the engagement of the readers: readers who stay longer on an article are a good way to ensure better remuneration from partners, affiliates or advertisers.
Adding audio to your content: nothing could be easier with current tools
It may seem technically complex to add a feature to your content, especially when you are used to written content with images: in fact it is extremely simple, and very useful to collect and analyze data.
Indeed, there are several tools available today to facilitate the addition of audio content to an article. Applications such as Play.ht allow writers to add an audio part to their articles, starting from a written text and using synthesized voices to transform it.
Save time creating content and analyzing data
Another major advantage of podcast content is the possibility of reusing written content in a new format, this time audio. This is an opportunity to re-share or re-publish a new article with the same information as the previous one, thus avoiding the risk of being forgotten too quickly.
Audio transcription tools also allow you to analyze data in a very precise way: the number of listens, shares, downloads.
In addition to the traffic benefits, these applications make it easy to collect emails from subscribers who want to listen to future audio articles.
A good way to adjust your content according to the data collected.
How to monetize your podcasts?
Creating content takes time and money, which is why we advise you to set up levers to finance the creation of your audio content.
The income generated will give you the motivation to continue your creative work in the long term.
If there are different ways to monetize your podcasts such as affiliation, sponsoring, selling derivatives or events … The most profitable way in terms of investment time x income is the publication of your content on private social networks. In France, the social network MYM allows different content creators to live from their creations as sports coaches, cooking coaches or financial investment advisors.
The podcast, a tool to improve your SEO
Increasing the reader-listener’s session time also improves the SEO of your article.
Google, as a precursor, has integrated podcasts in its search engine since 2018, in carousel format with enriched content. The opportunity for content creators to bring up two different results on the same query: in the podcast carousel format, and in the classic Google search engine format.
So, when are you going to start?
