The audience for UK podcasts is huge and ever-expanding with latest estimates claiming that 2l.2 million listeners were reached in 2022.
With so many of us devouring this form of audio content, these broadcasts have become increasingly important in the content marketer’s tool kit and an integral part of an online marketing strategy course.
At SAE, our Content Creation and Online Marketing degree includes a module on Audio Interviewing and Podcasting. This will enable students to become proficient in digital audio formats while also ensuring they learn the skills behind effective audio editing and storytelling with different platforms.
Contact our team to find out more about our degree – read our blog on why podcasts are so popular and how digital marketing professionals can utilise them effectively to grow an audience.
Why podcasts are booming
Open Source – a politics and culture discussion show hosted by the journalist Christopher Lydon – debuted in the summer of 2003, and is widely considered to be the first ever podcast.
Since then the format has exploded in popularity over the last 20 years.
Why? Here are some possible reasons behind the craze:
Huge range of subjects
Whatever your favourite hobbies, past time or interests, there’s likely a podcast out there that will appeal to you. Many podcast creators have the freedom to go deep into a niche subject – which is a crucial part of their popularity.
Easy accessibility
There are multiple platforms for your audience to find your podcast. From Spotify to Apple Music and more, it’s simple for anyone to discover and stream your production. As with so much audio, this can be enjoyed on the go too, whether on a tube commute or travelling by car.
Authentic content/personality
With many podcasters creating their own content and coming up with their own shows without relying on mainstream media for a commission, they can be as unique as they want to be. Also, due to the ease of production, many celebrities, artists and creatives are able to utilise them, creating authentic and often deeply personal online audio spaces.
How podcasts benefit online marketeers
By offering valuable insights, interviews, and authentic stories, businesses can establish themselves as thought leaders, educate potential customers, and build trust, loyalty, and faith in a brand.
Studying an online marketing strategy course can be an effective way of helping marketeers acquire the skills to use podcasts as a strategy to grow an audience.
Content
Creating audio content can form part of a content marketing strategy. Alongside other channels such as social media, video, blogs and a website, audio is another way for brands and businesses to present themselves and their service or solution.
Create highly engaged audiences
Audio is a great way of interacting with an audience. Podcasts don’t have to be long and are easily accessible for listeners, leading to highly engaged listeners.
Low cost
Entering the podcast market is relatively inexpensive for creators – a cheap USB microphone and headphones coupled with free audio editing software like Audacity is all you need. Platforms like Anchor and Spotify for Creators offer free podcast hosting with distribution.
Tips on making a successful podcast
Studying an online marketing strategy course can help ensure marketing professionals know the best ways to put together a successful podcast. Some essentials include:
Clearly structure your episodes
Consider what topic or subject you want to delve into – then work on your episode structure to ensure there is a clear introduction, middle, and conclusion. Don’t try to put too much information into each episode – the easier to digest, the better.
Use simple, relatable language
Students on an online marketing strategy course will learn that the most effective podcasts are those where the presenters are most relatable. This means an understanding of your audience is essential to your success. Work out who you want to appeal to and the tone of the conversation or podcast format.
Stick to your episode’s central theme
Listeners will often want to get what they asked for from their podcast. So aim to deliver what you promised with your episode’s title and description. By sticking to an episode’s central theme, you can keep your content focused – if you don’t, then your potential audience may go elsewhere for their audio fix.
Align your brand voice and tone with your podcast’s identity
If your podcast is representing a business or product, then ensure its tone of voice is aligned with your brand and its identity. When utilising a podcast to emphasise positioning, then ensuring messaging and delivery is all in tune will help the content have a greater impact.
Podcasts at SAE
At SAE, our students have the chance to get involved in creating podcasts as part of their studies. Here are a selection of recent podcast projects.
Sumo Digital
SAE Content Creation students had the opportunity to record and produce an episode of Sumo Digital’s podcast.
The collaboration came after the games developer contacted SAE’s Leamington Spa team to forge a closer link between their work in the games industry and our students.
Guests included Studio Director Chris Southall, Senior Artist Kyungbo Leeand Character Artist Beccy Collins, with Chris Groves, Sumo Digital’s Senior Community Manager, hosting.
Space Between the Notes
Space Between The Notes is an online music series, run by SAE Audio Production degree alumni, that focuses on promoting independent up-and-coming talent from across the UK.
The aim was to create a community where the podcast was able to promote, inspire and educate new UK musicians and music producers, all in one space.
Kenilworth Centre Course
SAE Leamington Spa has partnered with the Kenilworth Centre on providing a five-week intensive course on how to make a podcast.
The initiative was led by Laura Wheale, SAE’s Campus Recruitment Officer and Sarah McCaffrey, Joint Centre Manager at the Kenilworth Centre.
A total of five podcasts were created over the course with participants, the majority of which were under 16, focussing on their experiences of growing up, football and working in childcare.
Study Content Creation and Online Marketing at SAE
Developing content that connects with audiences can be essential in today’s digital age for businesses and leading professionals.
With our expert team, leading facilities and creative community, studying our course in content creation and digital marketing can offer you a fantastic opportunity to take your career in digital marketing to the next level.
