Harnessing the Power of Podcasts: Why Audio Should Be in Every Marketer's Toolbox

 

   

If you want to boost traffic to a website, content marketing is perhaps one of the most powerful techniques to use. However, mention content to most marketers, and they'll immediately think of text, video, or infographics. While these are all very powerful, there is a fourth format, audio, which receives far less attention. This is unfortunate because audio has plenty to offer any online marketing campaign. Here is why marketing with podcasts deserves a closer look.

Surprisingly Popular

Video may be monopolizing the marketing limelight now, but podcasts are surprisingly popular. According to PodcastHosting.org, in the United States:

• 50% of all U.S. homes are podcast fans
• 55% (155 million) of the U.S. population has listened to a podcast
• 37% (104 million) listen to podcasts at least every month
• 24% (68 million) listen to podcasts weekly
• 16 million people in the U.S. are "avid podcast fans"

That's a lot of attention being paid to podcasts!

An Untapped Market

However, it's estimated that less than 5% of marketers actively use podcasts in their campaigns, and only 23% of marketers have plans to increase podcasting. This discrepancy means there's massive potential to tap into for marketers and creators.

Mobile Friendly

Part of the explanation for podcasts' popularity is that it's perfect for listening on the move. Podcasts can reach listeners during their morning commute, while working out, doing housework, and in many other situations where other media is inconvenient.

Easy to Develop

Developing a podcast takes very little specialist equipment or expertise. At its most basic, you need a script, a microphone, and some free audio editing software. The content itself can be adapted from blog posts or other existing material, making podcasts suitable for even the most stretched marketing budget.

Easy Distribution

Once you've recorded your podcast, outlets such as Apple Podcasts, Spotify, SoundCloud, Google Podcasts, and dozens of other directories make wide distribution straightforward.

Highly Sharable

What's more, the relatively small size of podcasts means they are easily shared. They may not reach the viral heights of video sharing via social media, but a good podcast will be more widely shared than any marketing email.

Excellent Branding Potential

Podcasts add a human touch to a brand, feeling highly personal and trustworthy to the listener. Their branding effect is reinforced over months or years as listeners seek out each new podcast series episode.

Change of Pace

Lastly, podcasts offer a new dimension to a marketing campaign. Where consumers can become blind to online advertising or overwhelmed by written content, podcasts offer a fresh and novel way of capturing attention.

Conclusion

Video may be enjoying the most attention in today's content marketing circles. However, marketers know that effective promotion is carried out on as many fronts as possible. So, if you're not pushing your website with podcasts, you may be missing out.

   

Have Your Podcasts Transcribed

• Transcripts are essential for the deaf and hard of hearing.
• Transcripts help with search engine optimization (SEO), making your podcasts more accessible and discoverable.
• Having a transcript increases the odds of getting quoted in blogs, articles, or tweets.
• Transcripts make it easier to repurpose your content.

Thank you for reading!!

Photos: 

1.  Photo by Will Francis on Unsplash 
2.  Photo Licensed Adobe Stock 
3.  Photo Licensed Adobe Stock