Podcasts in Content Marketing
When most marketers think of content, they think of visually based solutions such as blog posts, whitepapers, infographics, videos, and other interactive content. However, audio-based programming is gaining popularity, thanks to the resurrection of the podcast. Podcasts are digital audio files that cover a set topic and are usually offered as a series, which are given to subscribers in episodes online.
The popularity of Podcasts |
Over 160 million Americans listened to podcasts in the last year, and that number continues to grow. It is evident that the revival of podcasts is not a transitory fad, but rather a distinct manner of approaching and delivering material to an ever-growing audience of highly educated and affluent listeners. Innovative marketers are beginning to tap into this population by producing their podcasts. To assist you to decide whether podcasts should be a part of your content marketing plan, here are some of the advantages they can provide your company.
Podcasts are a very entertaining and valuable medium for businesses and listeners alike, packed with information and the ideal sprinkle of amusement and light-hearted banter. They are, nevertheless, the sleeping giant of content types.
Most businesses are unaware of the actual power of podcasts. And there are a plethora of reasons why they are an excellent addition to any existing content strategy.
Reasons to add Podcasts to your Digital Marketing Strategy
Podcasts are diverse, illuminating, and overwhelming. One single media has so much promise that no marketer should overlook it. Podcasts are produced by approximately 3% of marketers.
Advertisers spent approximately $90 million on in-podcast ads in 2014, which increased to $190 billion in 2016, and now Podcast ads are predicted to skyrocket in 2021.
Podcasting is a very successful approach to promoting a business, and the following are the reasons why you should include a digital marketing podcast in your marketing strategy:
Podcasts are Engaging
Podcasts, unlike other forms of entertainment, are extremely engaging. Readers only need to play and listen, which they can do while cooking, strolling, or driving. It doesn’t take your full concentration, and you can multitask while listening to a Podcast. Podcasts are highly convenient for the audience to follow, which is why they are getting more popular.
Brands do not have to continue attempting to contact their intended audience. Subscribers will immediately receive the most recent episodes when they are released on their preferred device. Podcasts also encourage active participation because podcast listeners spend more than 25% of their time listening to podcasts. That is why podcasts are more popular than we realise.
Low barriers to Entry
Podcasts can be created from any location. Some podcasts are produced in studios, while others are produced at home, and many are produced on the streets. Podcasting involves little investment and can be done by anyone on any topic/theme. There is no requirement for a script, and if you do not have one, you can proceed with the conversational Podcasts. Unlike photographs and videos, podcasts are incredibly inexpensive to produce.
Drives Traffic to the Website and boosts SEO strategy
Podcasts have major SEO advantages. To learn more about SEO, go here. Please read this. When hosting a podcast, be sure that each episode has a transcript. Following this can allow you to use more keywords, increasing your chances of driving visitors to your website. The links can be placed back on the website, which will undoubtedly increase traffic. The Podcast titles and descriptions can be used to manage keywords. You can also publish the transcript of the episode on your written blogs, which will attract people to your website.
Podcasts are more effective
Podcasts are more successful because what listeners hear influences them. In a survey of 3,000,000 podcast listeners, 63% stated that they purchased the product mentioned by the show presenter. When asked if their purchasing habits are influenced by podcasts, 71% said they had visited the sponsor’s website after hearing about it on the show.
Podcasts are more creative
Podcasts, unlike radio shows, are more creative because they are not compelled to adhere to federal law restrictions for their content. As a result, they can be more innovative with their content and advertisements. Podcast advertisements are one-of-a-kind. The hosts read advertisements in the show’s tone, which does not seem like a typical promotional message.
Podcasts have more visibility for the brand
Podcasts are becoming more popular, and because the brand name is associated with Podcasts on numerous platforms, the brand’s visibility grows. There are numerous tactics and hacks you can use to increase the visibility of your company using Podcasts. Having guests on other Podcasts is one of the most significant methods. You can even collaborate with another platform, such as a blog or Instagram Live choices related to your podcast theme. A podcast is an excellent tool for covering significant issues in your niche segment and demonstrating the depth of your subject. Listeners from all over the world who are interested in your topic can form a bond with you. As a result, brand visibility and trust can be improved.
Reach a new audience
Podcasts allow you to share your knowledge with a specific audience. The brand can distribute the Podcast through numerous channels such as Apple Podcasts, iTunes, Spotify, Google Play, and others. You can contact your target audience who is interested in your material in this manner. This is how a new target market is created. The new potential audience will be attentive and interested in your items.
Niche targeting
Podcasts are usually focused on a single topic. A company can use podcasts to explain its products and thereby target a certain audience. For example, Sephora, a beauty cosmetics company, collaborated with Girlboss Radio to develop a podcast about a lipstick line for women. #LIPSTORIES was the name of the podcast, and each episode featured a notable woman telling her #LIPSTORIES. It was done in order to inspire other female leaders. This Podcast is an excellent example of how the company used Podcasts for content marketing and targeted specific demographic, female leaders, with their strategy.
Develop deeper connections with the audience
The majority of Podcasts sound like a conversation. The majority of podcast listeners do it while driving, running, or walking. In addition, many people listen to the Podcast when they are alone. Podcasts have a direct influence because they are broadcast straight into someone’s ears. Podcasts contain talks, tales, and experiences that familiarise you with them. That is why podcasts can form deeper bonds with their audiences.
Podcasts are versatile
It is evident that digital marketing podcasts are adaptable after learning so much about them. A digital marketing podcast frequently incorporates new subjects and themes in order to remain fresh and consistent with the audience. They can begin with sports, health, stories, reviews, news, and so on. Podcasts can also be transformed into blogs and vice versa. Podcasts can also be created from videos. Every Podcast can be shared on social media sites to reach out to diverse audiences and convert them into consumers.
4 Benefits a Company Podcast Provides |
#1 Help Develop the Authoritative Presence of Your Brand
One of the most significant advantages of a business podcast is the enhancement of your brand’s authoritative presence. Podcasts, like whitepapers and blog articles, help to develop your brand as a thought leader and authoritative source in your sector. Creating a podcast that touches on themes and trends that are essential and relevant to your consumers fosters consumer trust that you are an expert on the subject. This increases consumer trust in your company’s opinion, recommendations, and information, which may be leveraged to increase conversions and improve customer retention.
#2 Expand Your Audience Reach |
Making a podcast for your company significantly expands your present audience reach. This is because audio-based material, such as a podcast, introduces your company to a completely new type of audience. According to Edison Research’s The Podcast Consumer 2016 survey, podcast consumers are highly educated and affluent. These are consumers that other forms of content normally cannot reach, implying that a podcast has a higher potential for leads and conversions from new consumers than a blog article. The podcast market is also less competitive, which means that the customers you’re targeting have a better chance of discovering your podcast content organically.
#3 Boost Brand Awareness and Loyalty |
By including podcasts into your content marketing plan and uploading them on a regular basis, your company increases brand awareness and loyalty among customers. Your business podcast promotes your expertise and in-depth knowledge on many topics relating to your sector, as well as various items or services you provide. Listeners get more familiar with your company and more loyal as they consume this material since you supply them with something they require. This helps to increase customer retention and conversions from customer referrals to your firm.
#4 Affordability and Simplicity |
Before pursuing new sorts of content marketing, analyse ROI as you would any other digital marketing tactic. Podcasts are not only simple to construct, but they are also inexpensive. To make a podcast, all you need is a computer, a microphone, and an engaging topic. The lower the investment required to create your company podcast, the higher the net revenue, which is always good for business.
Furthermore, podcasts are straightforward to generate, allowing you to produce more high-quality material in less time. You can simply augment this with a podcast rather than having gaps throughout the week while your content writers are producing the next blog post or whitepaper. This allows your company to create content on a regular basis, which implies greater search engine rankings and a better chance that your target audience will find your content naturally.
Summing-up
As the popularity of podcasts grows, more and more organisations will begin to create their own branded podcast in an attempt to tap into the enviable demographic that largely consumes this content. Incorporating a podcast into your content marketing strategy is a low-cost option to assist enhance your company’s authoritative presence, broadening your current audience reach, and increasing brand knowledge and loyalty.
Contact Shergroup right now if your marketing staff lacks the talent required to create this type of content. We can connect you with the correct content marketing experts to help you establish a productive and profitable podcast for your company.
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