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Let’s talk about podcasts vs. webinars and which one might work better for your content strategy. Having run “The Business Storytelling Show” podcast and others for years and hosted countless webinars, I can share some insights into how these formats differ and when to use each one.
What’s a podcast anyway?
A podcast is an on-demand or live audio or video series that allows you to share your message with audiences whenever they want to tune in. Unlike webinars, podcasts are typically ungated – meaning anyone can listen without filling out a form. The goal is usually building awareness and making meaningful connections with guests and listeners. Here’s what makes podcasts unique – about 30% of listeners tune in while driving. Content reaches people during times when other formats can’t compete. I also listen to podcasts while exercising or doing other things like going on a walk, cleaning, etc.
What’s a webinar?
A webinar is a gated online presentation or workshop where attendees register beforehand, typically sharing their contact information. The primary goal of webinars is lead generation – collecting those email addresses for future email marketing efforts. Webinars can be live or pre-recorded, but they always involve some form of registration process. They also often include slides packed of stats and other visual information.
A spin-off of webinars is courses, which are similar to webinars, except they are perhaps more structured and pre-produced—so they are always on-demand.
The key differences – podcasts vs. webinars
Let’s break down the main differences that actually matter when you’re deciding between these formats:
Format and delivery
Podcasts are usually conversation based, while webinars rely heavily on visual elements like slides and demonstrations. Webinars are more of a presentation – usually. Thought they could be conversation based.
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When and how people consume it
Podcasts are asynchronous – people listen whenever it works for them. This makes podcasts great for building long-term relationships since listeners can easily make them part of their routine.
Webinars typically happen at scheduled times, though many now offer replay or on-demand options. The live element creates urgency and can drive higher engagement during the event.
Interaction and engagement
With my podcast, interaction happens through social media after episodes air. The live version, which I create through Restream, also offers viewers the opportunity to comment.
Webinars thrive on real-time interaction – questions, polls, and chat discussions. This immediate feedback can be really valuable, especially for educational content.
Audience reach and targeting
My podcast episodes are available everywhere podcasts are found – Apple Podcasts, Spotify, DBTV, you name it. Since podcasts are ungated, they focus on building long-term awareness and gradually generating leads over time through consistent content delivery.
Webinars target specific audiences through registration requirements. While this limits reach, it helps ensure the audience is highly interested in the topic. The gated nature of webinars – requiring contact information upfront – can mean an immediate influx of qualified leads. This makes webinars particularly effective for specific campaigns and product launches.
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When to choose a podcast
Consider starting a podcast if you want to:
- Build long-term relationships with your audience
- Connect with interesting people in your industry – invite them on as guests
- Share in-depth conversations and stories
- Create content that works well in audio format or as a livestream.
- Develop a consistent presence in your space
When to choose a webinar
Go with a webinar when you need to:
- Generate qualified leads for a specific campaign
- Demonstrate products or services visually
- Provide interactive training
- Launch something new
- Drive immediate action from attendees
Creating effective content
For podcasts:
Focus on having genuine conversations. On my show, I try to dig deep into topics while keeping things conversational. Good audio quality is essential – invest in proper equipment. Get a decent camera. Consider some lighting if it’s video.
For webinars:
Structure is key. Plan your content carefully, create engaging visuals, and build in opportunities for interaction. Practice your delivery and timing. A good camera, mic, and lighting go a long way here, too.
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Repurposing
Whatever format, repurpose the content. I regularly turn podcast episodes into blog posts, social media content, and often use shorter video clips too.
Examples:
- Turn the recording into an on-demand resource or find other channels where to house it in addition
- Create blog posts from the Q&A section
- Pull out key points for social media. Use Agorapulse to schedule them out.
- Use the slides as standalone content
The bottom line
When choosing between podcasts and webinars, consider:
- Your primary goal (awareness vs. lead generation)
- Content type (audio-friendly vs. visual)
- Audience’s preferences
- Available resources
- Comfort level with each format
Using both formats makes sense for different aspects of the content strategy. When used strategically, podcasts and webinars can complement each other well..