What is a podcast?

A podcast is a series of digital audio or video files that users can download or stream online. Podcasts are similar to radio shows, but they are far more flexible, because an episode can be played at any time and anywhere.

Podcasts cover a wide range of topics, from news and politics to entertainment, education and hobbies. Users can subscribe to a show to receive new episodes automatically as soon as they are published.

Where does the term podcast come from?

The word podcast is built from iPod and broadcast. The iPod was a popular MP3 player from Apple that let users listen to audio on the move, and broadcast stands for transmission or radio in this context. The term was coined in 2004 by the British journalist Ben Hammersley in an article for The Guardian, when he described a new wave of internet radio shows. The iPod is no longer as widespread today, but podcast has stuck as the name for the audio format.

How do podcasts work?

Podcasts are usually distributed through dedicated platforms or podcast apps. Producers publish their content there by creating an RSS feed (Rich Site Summary), which acts as the distribution channel for new episodes. Users can stay up to date through those platforms or subscribe to the feed directly. As soon as a new episode is available, subscribers get a notification or the episode is downloaded automatically so they can listen to it offline later.

What role do podcasts play in marketing?

Podcasts have become an important part of online marketing. Brands can use them to widen their audience and to build a closer relationship with their customers. The benefits are varied: through sponsored content, interviews or their own podcast productions, companies can show their expertise, communicate brand values and place targeted advertising. Podcasts speak to a committed audience that often builds a strong bond with the host, which makes sponsored advertising more effective. On top of that, podcasts can be optimized for social media and SEO to increase the reach and the influence of a brand.

taismo runs its own online marketing and SEO podcast, Podsmo. The episodes are in German. If you would rather talk about SEO support in English, the contact page is the shorter route.