Posted by Léa Mayer on Aug 31, 2023 3:23:48 PM

Blog Podcast featured image - fr-2

With the rapid evolution of technology and the multiplication of digital media, the opportunities for creating content have never been greater. Today, podcasts have become much more than just a form of entertainment as they are increasingly used as a marketing tool for entrepreneurs.

What is a podcast?

A podcast is a series of pre-recorded audio episodes that can cover a variety of subjects and be downloaded via the Internet. They provide a way for auditors to listen to discussions on various subjects in their spare time. Spotify, Apple Podcasts and Google Podcasts are commonly used platforms for broadcasting and listening to podcasts.

Image podcast logos

Podcast or video?

Although a podcast can also be published as a video, it is first and foremost known as audio. It may appeal to a different audience than a video. The average length of a podcast episode is 23 minutes, almost 42 times that of a TikTok video and 2 times that of a YouTube video. 

Podcasts enable us to cover more complex subjects than TikTok or YouTube. They allow you to start conversations and invite people whose expertise complements your own. It's also important to note that podcast listeners are more loyal and 20% more likely to connect with the brand on other social media.

Image podcast conversation

Why make a podcast?

Establish a bond of trust with your auditors

Podcasts are a great way to showcase your personality, increase your company's reach and connect with your audience. Their long duration allows listeners to discover your values and reinforces your credibility. In fact, it's a great way to showcase your expertise.

Promote your brand and increase your visibility

By creating a podcast, your brand is simply more present online. Podcast hosting platforms also include link sections to encourage listeners to visit their websites, social media platforms, etc.

Create content on social networks

Captivating video excerpts from the podcast can be shared on platforms such as Instagram or TikTok, offering key engaging moments to viewers. Short video sequences highlighting key moments in the podcast attract attention and encourage users to explore the full episode further, extending the reach of the original content.

Are podcasts a good marketing tool for you? 

If you're considering making a podcast, ask yourself the following three questions before you get started: 

What is your niche? 

First, you need to establish what will entice listeners to tune in. If you don't know what sets your podcast apart from others, people will be unlikely to listen. For example, if you're a massage therapist, and you want to create a podcast, it will be important to find a way to differentiate yourself from existing massage therapist podcasts. You could talk about different types of massage or interview professionals. Find your niche and show how you differentiate yourself from the competition.

Do you have access to the tools you need? 

Making a podcast requires resources like good equipment and a quiet environment like a studio or even a soundproof room at home. Remember, if you can't offer quality content, you could be jeopardizing your brand image.

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How often can you publish new episodes?

Do you have the time to prepare, record and publish this type of content in addition to running a business? Do you have the motivation to do it? Make sure you can answer yes to both questions before embarking on this project.

Is it worth making a podcast?

In conclusion, creating a podcast isn't easy, but if you really want to and think you have the time, motivation and resources, it's worth it. Note that nearly 80% of podcasts are abandoned by their creators before the seventh episode! That's why it's so important to be well-prepared and, above all, to determine your niche. 

If starting a podcast isn't your idea of an inspiring project, listening to podcasts will help you develop your business and your interpersonal skills, which are very useful as an entrepreneur.


Tags: Business, GOrendezvous, marketing, podcasts


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