How to Make a “Great Podcast”: Step by Step Guide to Incorporate this Technique to your Online Marketing Strategy

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If you’ve been writing blogposts for a while, maybe you’ve reached a point where you’re looking for other ways to tell your story or share your ideas.

If you have not tried other content formats, beyond the publishing house, starting a podcast is an excellent alternative.

A podcast is a radio program on-demand, usually driven by one or more persons.

You can be focused on the personality and opinion podcaster or focus on a topic, or both. Being prerecorded, your audience can listen wherever and whenever you want.

Why more and more brands are betting on the podcast content in your marketing strategy?

The content in audio format is being implemented very creative ways in content marketing plans of the most prestigious brands such as Slack ( ( The Growth Show ).

Compared to other popular content formats (such as video or blogposts), implement a series of podcast as a tactic within your content marketing strategy offers a number of advantages, which way to enumerate:


1. Make podcasting guarantees you a longer range

Let us pause a second in the statistics. According to a report from Edison Research :

  • The number of podcast listeners has increased by 71% over the last 3 years
  • 1 in 4 people aged 12 to 54 years has listened to a podcast in the last month
  • 21% of Americans (approximately 57 million people) listening podcasts. You know who has the same number of users in that country? TWITTER.


“There are 30 million active blogs on the Internet, but only 200,000 active podcasts”. –  Rob Walch


And according to recent studies of content marketing in the US and LATAM ,

only 10% of manufacturers are implementing podcasts within your content strategy.

To introduce a format less collapsed content , there are greater chances of reaching your audience more easily and without much noise.

Even to position yourself in podcast directories like iTunes (as discussed below) will have a prominent place in less conventional engine search for brands place, but widely used by users.


2. Make podcasting can be an excellent way to increase your conversions

Create a podcast can improve your conversion rate and sales. Some case studies found that the audio itself has managed to increase the conversion rate to 10.4% . Even if you succeed with your podcast, you can offer alternative ways to generate revenue for your brand.


3. Make podcasting positions you as a leader in your industry

With a podcast, you can share information with your audience and position yourself as an expert in your industry. For example, you can generate interviews with leaders and experts from your industry around topics of great value . Even, you will generate more confidence with them if you talk to them, instead of just exchanging mails.

This will improve your reputation, you apart from the competition, will motivate your potential customers to seek more information about you and will grasp the attention of new talents (or press). 

Podcast: one of the leading content marketing tactics Slack

As Slack, who garnered media attention as Fortune, Fast Company AdWeek or when it debuted in podcasting. Image: own.

4. Make podcasting generates greater engagement with your audience

It allows you to build a deeper connection with your audience.

Hear someone’s voice will always generate more closeness to see his words through a screen.

With that kind of connection, you can earn your trust and grab their attention in less time than it would take you read a post.


5. Make podcasting capture the attention of your audience longer

In terms of content brand, a blogpost of 1500/2000 words in length and worth reading probably will capture your attention for 5 or 10 minutes.

However, if longer, probably you will not end up , or you limitarías to scan. A podcast can be heard by at least 30 minutes without your audience is distracted by something else.

In addition, your audience can take you wherever you go, without disrupting your tasks.

Unlike other content formats, which demand our attention, podcasts can be consumed while performing other activities simultaneously.

giphy (1)

Like leafing through a book (?)

And you know what’s best? To start a podcast requires less time, effort and money than you imagine . Then I’ll tell you everything you need to create a podcast cycle for your brand.


This technique integrates your Marketing Strategies:

How to Make a Podcast

Step 1: Plan it

Many will tell you that the first step to starting a podcast is to buy a microphone. ERROR!

Like any tactic in your content marketing strategy, the first step to start doing podcasting is to answer (do) some questions:

  • What are your goals? Generate awareness, achieve greater engagement with your audience, provide added value to your users …
  • ¿ In what way are you different from the rest of the podcasts that are circulating out there? Is there a niche that nobody is covering? Is there a topic on which you can speak better (or at least different) than the rest?

In the same way that you plan the content for your blog or your social networks, have a plan for your podcast you will make your routine easier production . In addition, it will help you have a clearer idea of what you need to produce each episode.

This is necessary to define:

  • Name and logo
  • How many episodes will
  • With what frequency will
  • What topics will cover
  • What format will (one driver, two conductors, guest hosts, interviews …)
  • How long each episode
Suggested length for a Podcast

Studies claim that 22 minutes is the magic number; But as always, the magic number you end up discovering you. Image via:

So your podcast sound organized and professional:

  • Make a list of tentative titles for each episode and create a schedule to follow a logical order.
  • No need to have a comprehensive script. Just do a guide to point out the main blocks of programs and topics you want to cover , in order to know where you want to steer the conversation or how many minutes you can expand on each block.
  • Practice beforehand what you’re going to say, so that you’re ready / a when pressing REC.


Step 2: Shoot it

Recording a podcast

Many related to this issue blogposts recommend you invest in good microphones, curtain opening and closing of each episode, rights song that curtain … And the list goes on.

With this I do not mean that these elements are not important (on the contrary, contribute to a quality podcast), but, at least initially, you can do without them.

Instead, I recommend investing just enough to create a minimum viable podcast with the items you have in your home or office ( as in Art Attack, but really ) and testees the reaction of your audience.

From there, you can make some adjustments and start investing in microphones USB a / designer / a logo for your podcast or an / a speaker / a for the podcast intro.

When recording your podcast, you can follow this simple recipe:

  1. Call your co-drivers or guests via Skype or Google Hangouts.
  2. Record your conversation with software style Call Recorder for Skype , Google Voice or Pamela .
  3. When you have finished, edit the file audio with GarageBand or Audacity.
  4. If you want to enlarge your podcastero combo, make a good post-production with Auphonic .
  5. And look for music and sound effects in Freesound or Free Music Archive.

A couple of tips:

  • Be sure to make the call in a quiet environment .
  • If you have co-drivers, consider the possibility that each record the conversation from your own computer . Have different audio files and merge them in post-production will contribute to your audio out cleaner.


Step 3: Turn it up

Once you’ve finished recording, edit and post-produce your podcast, you can upload in different directories . Some of the best known sites are:


Step 4: Promote it

Podcasting is not difficult. The difficult thing is to make people listen. –  Marc Maron

To make your podcast be heard, you need to promote it in the same way that you promocionarías a piece of visual or written content.

  • Create eye – catching titles for each of your episodes and optimízalos with keywords.
  • Invite your interviewees to share their episode via email and social networks.
  • Spread it through your e-newsletter .
  • Program several publications in your social networks through Postcron , so you can receive traffic constantly.
  • Creates a section or special category within your blog and add this feed to iTunes.
  • Creates a blogpost per episode with embedded audio. Here you have three options:

A creative way to promote a podcast is showing a small preview in multimedia format, redirecting to the site to listen to the full audio.


Step 5: Measure it

And I do not mean measure to write down infinite numbers just for the sake of art completing an Excel spreadsheet.

To measure the effectiveness of your podcast I mean that first you wonder what the goal you want to achieve with your podcast , and from it choose no more than three metrics to help you determine if you achieved that goal.

Some metrics that you can use:

  • Viewcounts
  • Number of subscribers
  • Number of downloads
  • Number of shares
  • Number of unique visits to the podcast section, length of stay
  • Amount of traffic you attract to your site from the directories where your podcast is indexed

Even, you can:

  • include in the description of your podcast one unique URL subscription to your newsletter and measure how many people actually were subscribed through your podcast.
  • Or you can offer a unique code discount for your listeners and then measure how effectively they used. The possibilities are endless.


Podcasting is an excellent alternative to innovate in creating branded content to reach a lot of potential listeners.

If you take the time to plan and prepare each episode, if you invest in sound quality, especially if you possess a good strategy to promote content, you will have in your hands a powerful tool in your arsenal of content marketing.


Have you been useful this post? I invite you to take a look at other items that may interest you:

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  • Creating UTM codes in 6 steps to know where it comes from each of your visitors (and thus enhance your marketing actions)
  • 10 types of visual content you should include in your strategies for Social Networks (+ tools to create them and the best tricks from the experts)
  • 8 SEO techniques that are ravaging newest right now and that will take your business to the top of Google