It’s hard to believe, but your customers – whoever they may be – are getting tired of engaging with the same content over and over. They want options, and as a savvy business owner, you want to give them those options. But are podcasts really the way to go? Who responds to podcasts and why?
Truth be told, podcasts can add a unique element to your content marketing strategy. As a content marketing platform, podcasts are often underused. However, thanks to the success of thousands of iTunes celebrities, smart marketers know that brand advocates are engaging with podcasts more than ever before. Let’s take a look at the facts.
Podcasts: Just the Facts
According to a recent study conducted by Content Marketing Institute, the following statistics applied to B2B marketers.
- The most effective B2B marketers used an average of 15 content marketing tactics, compared with 10 tactics for the least effective marketers
- Podcasts are only used by 26% of B2B marketers, with 21 other tactics taking preference
- The 4th most popular goal among B2B marketers is thought leadership
- Edison Research’s latest information indicates podcast usage is increasing
- 29% of Americans have listened to a podcast in their lifetime
- 1 in 4 podcast listeners use a mobile device to access their favorite podcasts “nearly every day”
- Approximately 1 in 6 Americans listened to a podcast in the past month
These statistics suggest that a significant podcast user base is growing, and if your brand does not provide audio content, you may lose more potential customers than you’d like to think about. Creating podcasts is beneficial for brands as well as consumers. Take a look at the five ways your brand’s content marketing strategy can benefit from podcasts.
Affordable for Brands
Contrary to popular belief, creating a podcast does not require a significant initial investment. Sure, if your brand’s podcast following grows, you may want to invest in better equipment. But if you’re just starting out with your podcast adventure, minimal capital is needed. For most beginning podcasters, a simple microphone and a recording program, such as Audacity, are all you need to get started.
Provide Options to Your Audience
One of the best things about creating a branded podcast is the ability to reach people wherever they are. Your audience is no longer tied down to a desk chair to read your latest blog post. With podcasting, your content can go farther than ever before. Because podcasts are audible and don’t require focused visual attention, your audience can access it in their car, on their phones, or while using tablets. It’s a safer – and often much more convenient – way to engage with your brand.
Increase Engagement
Podcasting is an effective way to increase your brand’s level of engagement with customers. As opposed to reading a blog or checking social media, podcasting provides the same intimate level of engagement as a radio show. Brands that are able to create fun, informative and consistent podcast experiences can increase brand awareness while providing thought leadership.
Create Variety
Developing a branded podcast increases engagement while providing brands with the chance to inject a little variety into content delivery. Although it’s recommended to stick to a fairly consistent theme for your podcasts, producing regular podcasts allows brands to respond to listener feedback, cover trending topics, or just do something silly and off-the-wall to wake listeners up.
Add Personality
Though most don’t recognize it, individuals respond to content differently when they can hear a voice. Changes in inflection, whether a tone is serious or playful, and hidden sarcasm can all be recognized from hearing someone’s voice. Perhaps the best reason to create podcasts is the ability to add personality to your brand and customize your interactions with listeners.
Podcasts lead to strengthened relationships with your audience and increased brand loyalty. If your brand isn’t using podcasts as a viable content marketing strategy, it’s time to start!
