Est-il intéressant pour une marque d’intégrer le podcast à sa stratégie de communication ?

Casque audio

Le mot « Podcast » te dit sûrement quelque chose. En effet, depuis plusieurs années, nombreux podcasts ont vu le jour et de nombreuses marques l’intègrent à leur stratégie de communication.

C’est un format qui nécessite beaucoup de préparation en amont afin d’offrir la meilleure expérience auditive possible.

  • Qu’est-ce qu’un podcast de marque ?

Getaapodcast, la plateforme de production de podcast de marque, dans son livre blanc, nous décrit le podcast de marque comme étant un contenu audio, qui dure généralement entre 2 et 50 minutes, crée spécialement pour une diffusion web.

Il existe deux grandes familles de podcast : le podcast rattrapage et le podcast natif.

Saooti, une entreprise qui accompagne les entreprises dans leur production de contenu audio, nous informe que :

  • Le podcast de rattrapage (ou replay) regroupe les programmes des radios, que l’auditeur peut réécouter quand il le souhaite.
  • Le podcast natif regroupe les créations originales, qui ne passent pas par la radio. C’est ce contenu audio qui est au cœur du « podcast de marque ». Ce podcast natif peut prendre différents formats éditoriaux : interview, reportage, témoignage, fiction/récit ou encore talk-show.

Une entreprise peut l’utiliser afin d’accroître son contenu de marque, que l’on appelle « Brand content ». L’idée est ici de créer du lien entre le consommateur et la marque avant de faire la promotion de son service ou de son produit.

Le podcast peut servir à présenter l’entreprise, son histoire, ses valeurs, ses savoir-faire et autres thématiques en lien avec la ligne éditoriale décidée.

  • L’audio, le média de l’intime en plein essor

Ces récits portés par une voix, connaissent un succès grandissant en France.

C’est un contenu qui s’appuie sur les tendances de consommation : le développement des plateformes digitales comme Deezer, Apple Podcasts, Spotify ou encore Google, l’essor du smartphone ainsi que des enceintes connectées permettent aux marques d’accompagner quotidiennement leur cible, et ce,  dans n’importe quelle situation. Il y a donc une part à jouer.

Pour vous situer, parlons chiffres.

Toujours d’après Getaapodcast, 9% des Français écoutent des podcasts de manière hebdomadaire, ce qui équivaut à 3,4 millions de personnes. Ce n’est pas rien !

67% d’entre eux sont auditeurs depuis moins d’un an.

Parmi les 60% des auditeurs hebdomadaires, ils estiment en écouter de plus en plus. En moyenne, pour ces personnes, 5,6 podcasts différents sont écoutés en une semaine.

Ce contenu plait, car il mobilise un seul sens à la fois et permet donc une certaine mobilité. En effet, il est possible de faire quelque chose d’autre en même temps comme faire la cuisine, faire du sport, prendre les transports en commun ou encore se balader…

Il ne faut pas oublier que ce contenu est intimiste et immersif. On prend la décision d’écouter un podcast, nous sommes maître de sa consommation. 89% des auditeurs considèrent que ce contenu audio permet de s’informer et d’éveiller la curiosité.

D’après les résultats dévoilés dans The Infinite Dial d’Edison Research et Triton Digital, en 2019, les thématiques qui intéressent le plus sont les suivantes :

: illustration du livre blanc Getapodcast - Résultats The Infinite Dial 2019
Illustration du livre blanc Getapodcast – Résultats The Infinite Dial 2019

En bref : les thèmes sont nombreux, les auditeurs sont au rendez-vous, tout est réuni pour que le podcast devienne un réel levier à la stratégie de communication d’une marque.

  • L’utilité du podcast pour les entreprises : quel est le réel apport ?

Intégrer le podcast à sa stratégie de communication apporte plusieurs bénéfices à une entreprise s’il est bien construit.

Le podcast peut améliorer le référencement naturel (SEO) d’une marque. En effet, Google favorise les podcasts au même titre que les vidéos. Il faut s’assurer que les bases du SEO soient respectées par la marque afin de pouvoir bien se positionner dans Google Podcast.

En publiant régulièrement des podcasts, et ce, sur différents canaux, la marque augmentera sa portée, sa visibilité et verra son référencement naturel s’améliorer.

De plus en plus de marques interviewent des influenceurs afin d’utiliser leur notoriété et permettre de toucher une communauté plus grande.

Créer un podcast permet de parler directement aux oreilles de sa cible ! Cela permet aux marques d’instaurer un certain climat de confiance entre le public et la marque. Pour cela, il est impératif de rester authentique.

Afin d’intéresser son public, il est nécessaire de créer du contenu à forte valeur ajoutée, car avant tout, le grand public va vers un sujet qui l’intéresse, pas vers une marque. Si le sujet intéresse alors l’audience deviendra réceptive et engagée.

Une entreprise peut tout de même opter pour le storytelling afin de raconter de belles histoires autour de sa marque pour affirmer ses valeurs, son identité, sa vision.

Le podcast de marque s’intègre dans une stratégie d’Inbound Marketing. L’inbound marketing est une stratégie marketing qui permet d’attirer des visiteurs sur son site internet grâce à un contenu de qualité. Si le contenu du podcast est soigné, le podcast de marque permettra de convertir les prospects en clients. Pour avoir un impact sur son audience, il faut faire preuve de crédibilité dans son discours en mettant en avant ses qualifications et son expertise. Il est également important de faire appel aux émotions en utilisant le storytelling comme dit précédemment.

  • La construction d’un podcast : les choses à savoir

Avant de construire son propre contenu éditorial audio, une marque doit savoir plusieurs choses.

Il ne faut pas seulement allumer un micro, il doit y avoir une réelle construction derrière tout ça. Écrire un script est primordial !

Il est important de définir le format ainsi que la durée du podcast. Il faut ensuite trouver le sujet et déterminer un angle, la ligne éditoriale pour rester cohérent.

Il est nécessaire de préparer un plan : une introduction, plusieurs sujets à aborder ainsi qu’une conclusion. Cela permet d’avoir une certaine structure.

Rédiger le conducteur global en écrivant les grandes lignes puis en rédigeant les textes permettra de ne pas se perdre pendant l’enregistrement.

Le choix du micro est également très important afin de s’assurer d’avoir une bonne qualité de son. Le micro dynamique est conseillé pour les prises de son en live. Le micro statique est lui conseillé pour des enregistrements à l’intérieur.

Créer un contenu immersif permettra de dynamiser le podcast et de capter davantage l’attention de l’auditeur. Cela peut par exemple passer par une musique de fond ou encore des bruitages.

En effet, avoir un branding sonore, une identité sonore de marque permettra de créer un univers unique, différenciant et directement identifiable à la marque. Il est donc recommandé d’avoir un générique qui pourra introduire et fermer les podcasts. Les virgules sonores, c’est-à-dire les transitions courtes viendront également donner du rythme au contenu et dynamiser le scénario.

Ensuite, une fois le podcast enregistré, il y a tout un travail de post production a réaliser : il faut monter le podcast, éliminer les bruits parasites, les erreurs de voix, les silences. Il est également nécessaire parfois d’ajuster les niveaux de volume entre les voix.

En bref, voici à quoi ressemble la construction d’un podcast :

Habillage sonore par Getapodcast
Habillage sonore par Getapodcast

Il est également important de communiquer au sujet de son podcast afin de générer du trafic vers celui-ci. L’entreprise peut l’annoncer via différents canaux comme sur ses réseaux sociaux ou encore via un emailing ou une newsletter.

Enfin, concernant la diffusion, il existe des plateformes d’hébergement et de diffusion telle que Ausha qui permettent d’importer son contenu pour ensuite le diffuser sur les canaux d’écoute tels que Spotify, Deezer, Apple Podcast, etc.

  • Veja aka la marque qui a tout compris

La marque de baskets responsables Veja a compris que l’audio permettait de déclencher des émotions chez les auditeurs.

Dans la rubrique « Projet » sur le site internet, les fondateurs de la marque racontent de vive voix l’histoire de la marque ainsi que les valeurs de celle-ci, et même les limites.

Ce contenu audio apporte une réelle plus-value et permet de se démarquer de la concurrence grâce à une prise de parole réfléchie et honnête.

Rubrique "Projet" - Site Veja
Rubrique “Projet” – Site internet Veja

Pour conclure, ce marché en effervescence peut également perdre le consommateur. L’offre podcast est riche. Il y a la multiplication des acteurs, des applications et des plateformes, ce qui ne facilite pas toujours la découvrabilité de nouveaux podcasts.

Il est donc nécessaire de garantir une certaine qualité afin de séduire son auditeur et gagner des parts de marché.

Et toi, quel est ton avis au sujet des podcasts ?

Si tu souhaites découvrir des podcasts à écouter, c’est par ici !

Ceci est mon dernier article pour le blog, merci d’avoir lu mes différents articles. 😊

Manon Barbaret

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