It is quite obvious right at first glance – the word creation is a combination of the terms “blog” and “podcast”. Is this then nothing more than a merger of the two formats? What is special about a blogcast? To be sure: it is neither a podcast, nor a blog post. In the following, we will explain to you what this format has to offer.
Table of contents
- Blogcast: The Audio Dimension for Your Blog
- Blogcast in Comparison
- Using the right language
- Placement and potential
- Technical Aspects of Blogcasts
- Marketing and Promotion of Blogcasts
- The Future of Blogcasts
- Our Services
Blogcast: The Audio Dimension for Your Blog
A blogcast is an audio version of a blog post that allows users to listen to content on the go. It is shorter and less discussion-oriented than a podcast, focusing on clear content reproduction and offering a practical way to consume information flexibly and on the move.
For many companies, blogs have become an essential tool in company communication. Posts are still mostly text-based. However, the request for other formats that offer more flexibility is continuously growing, not least because of increasing mobility. People want to be able to consume interesting content while driving their car or while they are out for a run. A blogcast reacts to this trend and provides users with the audio version of the written post. It is evident why this format is not a podcast but deserves its own terminology: the blogcast is less complex and discussion-based than a typical podcast. Neither does it reach its editorial and linguistic level. It is not so much about a profound discussion but rather a precise translation of the informative content of a blog post into the audio format. Consequently, a blog cast is also far easier to produce.
Principles and main components of blogcasts:
- Topic and Content: Clearly defined topics and well-researched content.
- Script: A detailed script for voice recording.
- Narrator: A professional narrator.
- Recording Technology: High-quality microphones and recording equipment.
- Editing Software: Software like Audacity or Adobe Audition for post-production.
- Audio Format: Use of common formats like MP3 or WAV.
- Hosting Platform: Selection of suitable hosting services such as iTunes, Spotify, or Soundcloud.
- Metadata: Optimization of metadata for better discoverability.
- Promotion: Marketing strategies to spread the blogcast.
- Analysis and Feedback: Tools to measure listener numbers and collect feedback.
Development of Blogcasts
Blogcasts emerged as an innovative content format to meet the needs of an increasingly mobile society. The first blogcasts appeared in the early 2010s, when blogs had already become a staple in digital communication. With the growing use of smartphones and people's desire to consume information on the go, the idea of offering blog posts in audio form was born. A significant milestone in the development of blogcasts was the integration of audio content into existing blog platforms, which greatly simplified the creation and publication of blogcasts.
Blogcast in Comparison
The blogcast occupies a position in the spectrum of various audio formats. Unlike podcasts, which typically offer longer, thematically focused discussions or reports, the blogcast is shorter and tied to the original blog post. While audiobooks narrate entire stories or non-fiction books, the blogcast is limited to presenting a single blog article.
Comparison with Other Audio Formats
Blogcasts, podcasts, and audiobooks are three distinct audio formats, each with its own strengths and weaknesses.
1. Blogcasts:
- Advantages:
- Direct and concise, ideal for short, informative content.
- Less time-intensive to produce compared to podcasts and audiobooks.
- Adds an extra dimension to existing blog content.
- Disadvantages:
- Less in-depth and discussion-oriented.
- Requires adaptation of the writing style for audio playback.
2. Podcasts:
- Advantages:
- Suitable for in-depth discussions and interviews.
- Allows a wide variety of topics and formats.
- Builds a loyal audience through regular episodes.
- Disadvantages:
- Production can be time- and resource-intensive.
- Often requires higher editorial quality and preparation.
3. Audiobooks:
- Advantages:
- Ideal for comprehensive and detailed content.
- Provides a convenient way to consume long texts.
- Professional production with high audio quality.
- Disadvantages:
- Very time-consuming to create.
- Less flexible and interactive than podcasts.
Each of these formats has its specific use cases and advantages. Blogcasts are particularly suitable for companies looking to transform their existing blog content into an accessible and flexible format, while podcasts and audiobooks serve other niches.
Using the right language
Both the blogcast and the podcast are recorded by a human speaker. Since users react differently to voiced information than to written words, a post has to be written particularly listener-friendly. This means that sentences should be kept short and structured without too much complexity. Technical terms and foreign words should be sufficiently explained or alternatively replaced by more common terms. Nevertheless, it is essential that the post still works in its written form. Consequently, a language that is at the same time clear and precise as well as easy going and casual is necessary. Moreover, you should consider whether a post is actually suitable as a blogcast. If it deals with technical details or if graphic material is essential for understanding, a blogcast might not be the right format.
Furthermore, it is crucial for the recording to be absolutely professional and of highest quality, since this reflects positively on the company image. This is the reason why most companies work with external agencies. If recordings are made by your own employees, professional equipment should be used and the speakers need to be well trained.
Placement and potential
How and where should your own blogcast be published? It is not enough to just put it on your own website. In times of multi-optionality, cross-channel marketing is essential for reaching as many users as possible. Well established platforms like iTunes, Spotify or Soundcloud are an obvious choice. Creating your own RSS-feed is also recommended. Since the tendency towards voice and voice search will ever gain importance in the future, it is advisable for any company to offer audio content. This is an important aspect when it comes to increasing visibility in all common search engines.
Even if some companies have already discovered the potential of blogcasts, the usage of this format is still not very wide-spread. If your content is suitable for blogcasts, they will definitely attract the attention of your users and you will profit from the usage of this still new and thrilling format.
Technical Aspects of Blogcasts
Software, Tools, and Audio Formats
Numerous software solutions are available for creating and editing blogcasts. Popular options include open-source programs like Audacity and commercial products like Adobe Audition. These tools allow for recording, cutting, editing, and applying effects to audio content.
When choosing the audio format, it’s essential to find a compromise between quality and file size. MP3 is a widely used format that provides a good balance. For the highest quality, lossless formats like WAV or FLAC are suitable.
Hosting and Metadata
In addition to popular hosting platforms like Spotify and Apple Podcasts, companies can also consider their own hosting solutions. This offers greater control over the presentation and can enable additional features.
Optimizing metadata is critical for making blogcasts discoverable. Titles, descriptions, keywords, and cover artwork should be carefully selected. A clear and informative metadata structure improves the chances of being found in search engines (SEO).
Marketing and Promotion of Blogcasts
Social Media and Email Marketing
Social media platforms offer an effective way to draw attention to blogcasts. Targeted posts, teasers, and audio samples can pique interest. Active community engagement is also crucial.
Email marketing is a direct communication channel to existing customers and prospects. Blogcasts can be effectively promoted through newsletters and campaigns. Personalized recommendations and exclusive content can increase click-through rates.
Paid Advertising
Paid advertising can increase the reach of blogcasts. Platforms like Google Ads, Facebook Ads, and Instagram Ads provide opportunities for targeted campaigns. Podcast advertising networks can also be considered.
The Future of Blogcasts
AI and Automation in Blogcasts
Artificial intelligence (AI) is poised to significantly impact the production and distribution of blogcasts. AI tools already assist with text creation, speech synthesis, and audio editing. In the future, AI systems might be capable of automatically creating entire blogcast episodes by gathering, structuring, and converting information from various sources into an auditory format.
Automation processes will also gain importance. Tasks such as publishing episodes on different platforms, creating metadata, or analyzing listener data can be handled by automated systems. This saves companies time and resources, allowing them to focus on content creation.
Integration of Blogcasts into Content Marketing
The blogcast is not an isolated format but should be part of a comprehensive content marketing strategy. Close integration with other channels is key to success.
Video content, for example, can be enhanced with complementary blogcasts. Transcriptions of blogcasts can be repurposed as blog articles. Social media platforms serve as crucial distribution channels and provide opportunities for audience interaction.
By maintaining a consistent brand message across all channels, reach is expanded, and brand awareness is strengthened. A cross-media content strategy enables engagement with diverse target audiences while keeping listeners’ attention.
Our Services
As experts in content marketing, the W4 Marketing Agency offers comprehensive services, including the creation and distribution of blogcasts. Increase your reach and effectively engage your target audience. We handle content creation from concept to publication. Contact us for tailored solutions!
