It’s often said that we’ve reached peak podcast. It’s a cliche to say that everyone and their mom has one. There is some truth to this in the sense that the number of podcasts has exploded in recent years. However, the demand for original audio content has also never been higher.
In the B2B world, a little over a third of small business owners listen to podcasts. The more employees a company has, the more likely it is that the person in charge is a podcast listener. There are similar listening rates in the B2C sphere too.
44% of Americans listen to podcasts regularly. And the numbers keep going up for younger demographics. In fact almost half of millennials tune in to a podcast at least once a week.
So your customers are listening. That’s not one of today’s 5 reasons to start a podcast though. Call it a freebie. As if that weren’t reason enough, let’s take a look at some more reasons why you need to start creating audio content.
It’s Not That Difficult
One obvious reason why marketers might be reluctant to start a podcast is the barriers to entry. Defining yourself up with the right equipment and software seems quite daunt. Then there’s actually sitting down and speaking into a microphone.
Between inexpensive audio gear and free editing suites, there a plenty of options to get you up and running for next to nothing. As for the speaking thing , no-one likes hearing their own voice, but this is incredibly easy to get over. If for some reason you perfectly can’t record yourself speaking, there’s bound to be someone with “the organizations activities” who would jump at the chance.
Besides, when compared with starting off stimulating video content, podcasting should be a walk in the park.
There’s Room to Breath
It’s never been more difficult to stimulate your content stand out. Having a blog is basically non-optional at this point. Every month, more video is published online than has been on US television in the past thirty years . To say the least, these mediums are mobbed fields.
Podcasting , not so much. That is, we’re still in the relatively early days of the medium, so you still have the chance to reap the benefits of comparatively early adoption. In this way, you are able to situated yourself up as an authority in your niche, rather than playing catch-up on other mediums.
Then once you’re in that authoritative space, people will be knocking down your door to appear on your present. Well, hopefully. Podcasts, by nature, are discursive. They feature conversations. As such, having a podcast with a healthy listenership is a fantastic way to start building relationships with the big names in your industry.
And the flip side is true too. Once you’ve made a name for yourself as a podcaster, you’ll have other upstarts trying to get you onto their shows.
The benefits of podcasting over the other two major content types in this respect are clear. Scoring high quality guest posts is difficult because of the level of rivalry. Appearing on other marketers video indicates is impractical unless you happen to be in the same locale. Podcasting suffers neither of these issues.
Additionally, having a high listenership podcast is a bit of an superstar in the whole if you’re trying to sell to the c-suite. Getting through to top decision makers with a sales pitch is pretty much impossible. Interviewing these people on your show is a great way to actually get in front of them and put your brand on their radar.
A good marketing podcast should use a light touch. That is, you wouldn’t bombard your listener with marketing patter about your product for a full thirty minutes. Or if you did, you’d promptly just knowing that you shouldn’t.
Instead, you should be focusing on industry trends and news, how-to content, and other topics which will provide value for your listeners. This style, you’ll get regular listeners tuning in to every single edition. Of course, all the while you’ll pepper in mentions of your own brand.
This is a sure fire way to create high-quality results. This works by creating a deep brand relationship with potential customer. If a prospect listens to your thoughts on the industry week in and week out, you can bet that when it comes time to buy, you’ll be the first thought they have.
It Can be an Extra Revenue Source
Creating a successful podcast is just like any other type of marketing in that it centres around creating an audience. The one of its priorities is ultimately to get these people to purchase from you. However, that’s not to say that there aren’t other ways you can benefit financially.
Having an audience is a valuable asset. If you’re running a B2B podcast, chances are you have a fairly cohesive and affluent listenership. At some point, it will come time to think about monetising this by selling advertising.
I don’t need to tell you that you wouldn’t be selling ad opportunities to your competitors. Rather there will be plenty of brands in most varied niches who’d like to sell to precisely your audience. This can be done through advertising networks, or by reaching out directly to other brands to request sponsorship.
You may even be able to get your audience to donate directly to your podcasting endeavors by offering subscription and gift alternatives through the likes of Patreon. This is fairly common, but you’ll need to come up with something that you can offer your listeners in return for their money.
There are plenty of other reasons why you should start looking at creating audio content, but these should be enough to whet your craving. To wrap it up in a sentence, podcasts are a inexpensive, easy and effective way to marketplace your brand.
However, they also offer opportunities to grow your business in other respects, which simply aren’t offered by other types of content marketing. These include diversifying your income rivers and reaching greater numbers of higher quality prospective customers and clients.
If that voices too good to be true, get out there and give it a go. Then let me know.
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