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As a video production company – instead of asking why we’re talking about podcasts, rather ask – why are you excluding the audio audience?

Since the early 2000’s, podcasts have been growing in popularity. In fact, according to by the end of 2022, it is estimated that there will be around 424 million podcast listeners.

Now that’s an opportunity to expand your audience and marketing campaign!

By now, video marketing should be your main form of content – So why not turn some of these videos into podcasts?

3 Reasons your video should be an audio podcast

#1 Your business on more platforms

By not restricting your content to a single medium, you can broaden your reach. For example, as opposed to just having your content on visual platforms – IE: TikTok, YouTube and Instagram – you can expand podcasts to other platforms such as Spotify, Apple and Audible to name a few.

Content in any form is one of the main contributors to healthy Search Engine Optimisation (SEO). So, producing your content so that it can be both video and audio, increases your opportunities to be seen (and heard) on more platforms.

#2 Have your expertise heard – anywhere

Yes, we love videos. But videos are very limiting in that a person needs to be watching them either on their mobile or by their computer, which restricts your audience.

With podcasts, users are not restricted to watching a screen therefore making your content more accessible.

#3 Podcasts are an effective marketing technique

Podcasts are some of the most cost-effective ways to market your business as they’re not expensive to create.

To produce a good podcast, all you need is –

  • Engaging content
  • A microphone
  • A recording device (laptop, mobile phone etc.)

Most importantly, podcast hosting platforms are also optimised for voice search, making it even easier for users to find you.

Creating a video podcast


We’ve previously talked about using one video across content marketing channels.

The principle of this is almost the same when creating a video that can also be used as a podcast. However, not all content can transform across video and audio mediums.

From experience, we recommend that you opt for cross podcast/video content that is –

  • Knowledge sharing
  • Thought leadership
  • Opinion pieces
  • Behind the scenes

Record at once

Ideally, set everything up to record the podcast, while rolling the camera for the video as well. The podcast can be cut for your audio platforms while your video can be long-form and cut into snippets of information for social media platforms as well.

Engaging conversations

Consider inviting an expert or colleague in the field to ensure that the conversation flows – think Tom Bilyeu or Steven Bartlett. These types of podcasts can easily be filmed and used as a video – almost like a talk show.

Create a presence

Be sure to use vocal variation and intonation in your voice to keep it interesting for your podcast listeners. As for the video side of it, hand gestures are an excellent way to keep the viewer engaged, especially if it’s one person talking.

Optimal length

A good rule of thumb to use is that people generally listen to podcasts for the duration of a commute – for instance, in Christchurch a commute is roughly 20 minutes, so this is a good length to start with.

One key topic at a time

Any podcast episode needs to flow so be sure not to stray too far off topic to ensure that your audience can keep up. And a quick tip – no one likes a cliffhanger, so try and wrap up your points within one episode.

How Dark Matter can help

Sure, video is our thing – but it all falls under marketing. First things first; our team can help put a video marketing strategy in place to help you reach a larger audience.

In addition, we’ll work together to discuss which topics are ideal for your business, audience and content strategy. Most importantly, practice is everything so it’s important to not be afraid to try these new techniques.

Let Dark Matter help you turn your next video into a podcast.

Kaushik P. Kumar

Author Kaushik P. Kumar

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