Learn how podcasts help you connect with your audience
Podcasts are my love language. Well, not exactly, but they are a big source of both news and entertainment for me. From true crime and baseball to politics and marketing, I’m taking in a lot of information through my earbuds on a daily basis.
I’m not alone. Podcasts are extremely popular. In 2021, 116 million people are listening to a podcast monthly, according to research by The Infinite Dial. In addition, 78% of Americans are now familiar with podcasting, which is approximately 222 million people and an increase of 10 million in one year!
Incorporating a podcast into your content marketing plan is a great way to show off, not only your products, but also your expertise in your industry. It empowers you to share your ideas among your target audience and establish yourself as a true authority.
You don’t have to get a bunch of expensive equipment (unless you want to go that route) to create a podcast. All you need is a mic and digital recording software. There are plenty of free software options available like Audacity and Garage Band as well as apps such as Anchor. You should spend some time brainstorming topics, but listeners tend to really value authenticity—it doesn’t need to be perfect. For more tips, the podcast pros at NPR offer some good advice on how to get started.
Still need convincing that a podcast is right for your content marketing plan? Here are three reasons why your business needs one.
Become the expert voice of your industry
Establish yourself as the go-to expert in your field. Chances are you know a lot about your industry and have best practices and stories about addressing pain points and issues unique to your space. This is a great forum to demonstrate your knowledge and that of your employees and colleagues. As your listenership grows, you’ll be seen as a go-to source. In addition, you can create an evolving dialogue with listeners by bringing on guests who can lend a fresh perspective about industry trends, news, and happenings.
Make real connections with your audience
A podcast allows you to establish a true bond with your audience. You can share your human side as well as your professional side. For example, I am a big fan of Karen Kilgariff, one of the hosts of the popular true crime podcast, “My Favorite Murder.” I connect with the way she tells a story, her life experience, and quite frankly, the timbre of her voice—all of which keep me tuning in. Those kinds of personal and emotional connections are harder to make with the written word. Plus, if you answer listener questions during your podcast, you’re showing your audience you care about their concerns.
The convenience of anytime, anywhere
Blog posts and videos are both valuable content tools, but they don’t allow a lot of flexibility on how and when they’re consumed. With a podcast your audience can listen whether they’re out on a run, sitting in traffic, or emptying the dishwasher. Heck, I fall asleep listening to podcasts (although I try to keep my nighttime true crime listening to a minimum). It’s easier to get your message across when the listener doesn’t feel like they need to be tied down to one place or device to hear it. Podcasts are also a good way to reach non-native speakers who might find reading a lot of text more difficult.
Finding new ways to get your message heard is so important in today’s digital marketing landscape. Podcasts are one great option to reach your audience. But you don’t have to go it alone. Contact us today to learn how.
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