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Foto Ana Sousa Morais

Ana Mendonça Morais
– Marketing & Communication Strategist –

The podcasts are here to stay. At least for now.

We already know that trends, especially marketing trends, tend to change… forgive the pun! But the truth is that podcasts have begun to have a steep growth since 2005. And they had their big boom about a decade later, around 2015. Although the US is the big market for podcasts – mainly due to population density and access to technologies – Portugal has also seen a large growth of this type of content, especially since 2018.

Ana Mendonça Morais
– Marketing & Communication Strategist –

The podcasts are here to stay. At least for now.

We already know that trends, especially marketing trends, tend to change… forgive the pun! But the truth is that podcasts have begun to have a steep growth since 2005. And they had their big boom about a decade later, around 2015. Although the US is the big market for podcasts – mainly due to population density and access to technologies – Portugal has also seen a large growth of this type of content, especially since 2018.

The podcast as a marketing strategy

The podcast is essentially content in audio format. It can have various approaches, from opinion podcasts to interviews, and with distinct durations (from 20 to 90 minutes, usually, but this varies a lot). Simply put, it’s almost like a radio program created and distributed independently. And the themes are of the most varied, from marketing to economics, nutrition, or comedy.

We can consider that podcasts are a tool of inbound marketing, a form of attraction to a brand through content creation. Therefore, podcasts are an alternative (or add-on) to other types of content formats, such as blogs, videos, or ebooks, for example.

Over the past few years, podcasts have become a relevant point in the marketing strategy of various brands.

For example, IKEA has created its own podcast, conducted by Rui Maria Pêgo, with the motto of addressing topics such as diversity, equality and inclusion, at home where there is always space for everything. With this content, however, they create not only the podcast episodes themselves but also videos. They can thus create various content and monetize them to take maximum advantage.

However, not all brands need to create a podcast! After all, it is still another type of content to create and manage, and it is advisable to do so in a differentiating way and not just because. If you like the concept but feel it’s not right for you, you can for example sponsor a podcast you like. By doing so, you take advantage of a format already created by someone else and make your brand known. But of course, with this option, you have to carefully choose the podcast to sponsor, in order to have a proper fit with your brand and values.

I also take the opportunity to share a list of the 100 most popular podcasts of the moment in Portugal, according to data from Apple and Podtail.

5 reasons to make a podcast

Okay, you’ve already considered the chances of sponsoring or creating a podcast for your brand.  But you’re still not sure which one to choose. You need a few reasons to come up with a podcast? Don’t worry, I’ll give you 5 reasons to do a podcast!

1.  It is both economical and accessible

To record a podcast you need a microphone to record audio and time to edit the audio tracks. Other than that, there’s not much complexity involved. Of course, then you have to do the publicity work, but that needs to be done with any kind of content.

2.  It can have several approaches and address a number of themes

You can easily align the content with the tone of voice of your brand, or even take a chance and do something a little more out of the box. There are a multitude of topics to deal with! I have already given some examples above but I leave some more: sustainability, health, sport, travel, animation, politics, news, culture…

3.  You can reuse content

Make use of what you already have or create it with that in mind! For example, do you have a blog? Take advantage of the topics already covered in articles and turn them into episodes of podcasts. Or vice versa: Approach an audio theme and adapt it to text as well. This way you can monetize your time even more.

4.  It can be consumed anywhere and anytime

One of the advantages of podcasts is that they are recorded for consultation at any time. Besides, listeners just need to pay attention to the sound, that’s all. In other words, they can be driving, cooking or on public transport and can consume this type of content. Whether it’s 10:00 a.m. or 10:00 p.m., according to your availability.

5.  It helps to build notoriety and authority

If you define the type of approach and topics very well in your podcast, and if you really devote yourself to creating useful and interesting episodes, you will easily establish your authority on a particular topic. Of course, you need to segment your target audience well (which you can do) and it’s a job of continuity, like your website’s SEO. But nothing like associating a voice with a cause! In addition, you will get greater notoriety and visibility for your brand, because it has another format of content that reaches more people.

If these reasons convinced you, congratulations. You’re one step away from joining another marketing trend! But do not forget that you have to devote yourself in order to make the most of this opportunity. A podcast takes time and must be done in a strategic and planned way, to benefit and not harm your brand!