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Table of Contents

What is a podcast?
Where does the term podcast come from?
How do podcasts work?
What role do podcasts play in marketing?

What is a podcast?

A podcast is a series ofdigital audio or video files that users can download or stream online. They are similar toradio programs, but offer more flexibility as they canbe playedanytime,anywhere. 

Podcastscoverawide range of topics, from news and politics to entertainment, education, and hobby interests. Users can subscribe to podcasts to automatically receive new episodes as soon as they are released.

Where does the term podcast come from?

The term "podcast"is a combination of the words "iPod" and "broadcast." The iPod was a popular MP3 player from Apple that allowed users to listen to audio content on the go. In this context, "broadcast" means "radio broadcast" or "transmission." The term was coined in 2004 by British journalist Ben Hammersley in an article in The Guardian when he described a new wave of Internet radio broadcasts. Although the iPod is no longer as widespread today, the term "podcast" remains synonymous with this audio format.

How do podcasts work?

Podcasts are usually made available via special platforms or podcast apps. Producers publish their content on these platforms by creating a so-calledRSS feed(Rich Site Summary), which serves as a distributor for new episodes. Users can keep up to date via these platforms or directly via the feed by subscribing. As soon as a new episode is available, subscribers receive a notification or automatically download the episode so they can listen to it offline later.

What role do podcasts play in marketing?

Podcasts havebecomean important part ofonline marketing. Brands can use them to expand their audience and build closer relationships with their customers. The advantages are manifold: through sponsored content, interviews, or their own podcast productions, companies canshowcase theirexpertise,conveybrand values,andplacetargeted advertising. Podcasts appeal to an engaged audience that oftenformsastrong bond with the host, which makessponsored advertisingmore effective. In addition, podcasts can beoptimizedviasocialmediaandSEO to increasea brand'sreachandinfluence.

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