A podcast is a series of media files (video or audio) on the Internet that can usually be subscribed to. The advantage here is the independent consumption of time and place. The English made-up word is made up of “iPod” and “Broadcast”. Since 2015, podcasts have become increasingly popular, and they are now very successful, especially among young people.
Functionality and content of a podcast
A podcast is a series of audio files that appears at regular intervals and is available on the Internet. A single part of a podcast is called an episode. In contrast to a radio broadcast, users can call up an episode at any time and listen to it on their smartphone or computer, regardless of a specific time, either as a downloaded audio file or as a stream. In doing so, the users are through free subscriptionslike RSS feeds informs about the new episodes of a podcast. In the early days of podcasts, audio files were stored on an iPod or another MP3 player and listened to. So the term for this format was finally established, although it can be used on many end devices and not just on the iPod.
In theory, anyone can create their own podcast and make it available online. As a rule, podcasts are private broadcasts that deal with a specific topic. However, professionally produced podcasts are increasingly being offered. The user can select the podcasts that interest him and thus put together an individual media program. Thus the user is independentfrom the ready-made radio or television programs, where he can also listen to the episodes at any time. Podcasts now also include video podcasts (also known as “vodcast” or “vidcast”). Here, audio files are also placed online, the content of which is supplemented with visual elements. However, this requires more attention, which is why consuming it on the go is a little more difficult.
There are different formats for podcasts that are suitable for different purposes.
- Interview Podcast: This is the most popular podcast format. Typically, each episode consists of a host of a podcast show and a new guest.
- Solo Podcast: Here only one person talks about a certain topic, such as nutrition.
- Co-host podcast: Usually two people meet here and talk about selected topics.
- Storytelling Podcast: These podcasts report real events in documentary form. Each episode can contain a new story or a story is spread across the entire series. A popular topic here is true crime, i.e. true crime films, unsolved crimes or murders.
- Fiction Podcast: In these podcasts, fictional stories are told and accompanied by sound effects and music.
- Knowledge transfer: Each episode deals with a specific topic.
- News Podcast: This is about news that report on social and political events. This is mainly implemented by large publishers, television stations and radio stations.
- Corporate podcast: The corporate podcast is used to acquire and retain customers, but can also be used to recruit new employees. For example, they are used to present new products.
- Panel Discussion: Discussions with several people take place here.
- Special forms: These podcasts are a mixture of different formats.
As users increasingly mobile surf the Internet, also is mobile alignment of the various media formats necessary. That is why podcasts are also increasing steadily. Whether comedy, gaming, health or unsolved criminal cases, there is a large number of podcasts for every industry. Users can also listen to the podcasts on the go, so that they can be consumed easily and at any time while exercising, cooking or on the way to work. Due to the lack of visual representation, podcasts are ideal for all activities that require hands. Thus, podcasts represent another marketing method to reach the appropriate target groupto reach. Podcasts are mainly heard by young and educated people, who represent an interesting target group for companies that is difficult to reach at the same time. That is why only those podcasts that are conceptually convincing and have good audio quality are successful.
According to FOODEZINE, Podcasts have the following advantages:
- Consumption possible at any time and from anywhere
- Users don’t need an appropriate environment or a lot of attention to listen to a podcast
- Targeted target group approach
- Lead generation
- Long-term customer loyalty through specific topics and subscriptions
- Indirect advertising of products and services
- Establishing as experts
- Relatively low production costs
- High entertainment and information value for users
Podcast and SEO
In order for the podcast to appear in Google search results, a valid RSS feed and a start page for the podcast are required. Since the launch of “ Google Podcast ” in 2019, not only podcasts but also individual episodes are displayed in the search. In addition to the written description of each episode with the relevant keywords, the summary of the content of an episode is an important SEO measure. Good link building is achieved, for example, if the podcasts can be subscribed to via RSS feeds. Social signals and backlinks are also possible with a successful podcast. Thus, the episodes can achieve a good ranking for certain search queries.