The power of podcasting as a marketing tool

Podcasting is one of the fastest growing and most exciting content marketing platforms.

In case you’re not familiar with the format (and if not, where have you been?!) a podcast is an audio show, which can be downloaded from the internet. They are usually spread across a number of episodes, which users subscribe to. Think of it as radio on demand.

So what makes podcasting such a great marketing tool?

  • Almost 25% of Brits have listened to a podcast in the last month.
  • Average listeners stay tuned for around 22 minutes at a time.
  • Listeners spend more than 3.6 hours every week listening to podcasts.
  • 70% of listeners have heard podcast advertising, and 76% of them have taken action as a result.
  • 94% of listeners are active on social media and they are more likely to follow companies and brands there.

One of the reasons podcasts are popular is that audio content is so accessible. Unlike video, users don’t have to stop what they are doing to focus on the content. This means they can listen to your podcast while they’re walking the dog, driving to work, or cooking dinner.

Podcasts are also very personal. Like tuning in to your favourite radio station, podcasts enable listeners to hear the real you and get to know your personality. This makes it easy for them to trust you, because they feel as if they know you.

With such a large and engaged audience, podcasting is a great way to build brand awareness, communicate key messages, share knowledge and attract new business.

A number of big businesses – such as NatWest, Land Rover, Rapha and Penguin Books – have already realised the value of podcasting and have their own series. But you don’t need to be a big brand with a big budget to benefit from podcasting.

Here’s why you should start your own podcast:

Easy and affordable

The beauty of podcasting is that anyone can do it. All you need is a decent microphone and editing software – which you can download for free. You then upload it to a podcasting host (eg Anchor or SoundCloud) who will get it published on all the major podcast platforms (iTunes, Spotify, Sticher etc).

If you find the process a bit daunting, we can help you launch your podcast – from planning to publishing.

Stand out from the crowd

While podcasting is growing in popularity, it’s still a relatively new marketing tool. This means hosting a podcast will help you stand out from the competition and help position you as the go-to authority in your field.

Long-term marketing

Another great thing about podcasts is they have no shelf life. Unlike other forms of social media, which are here today and gone by the afternoon, podcasts are searchable and available to download, long into the future.

Attract new customers

Podcasts are the perfect way to reach a wider audience, as platforms such as iTunes and Stitcher will expose your content to thousands of potential listeners for free.

Don’t forget to add at CTA (call to action) at the end of each podcast, asking them to visit your website, follow you on social media and subscribe to the your podcast.

If you need help starting a podcast, or with any other marketing matters, get in touch to find out how we can help.

 Image Credit:  Mohammad Metri on Unsplash