Podcast Marketing

Did you know that over 50% of all consumers above the age of 12 listen to podcasts? Maybe you're a listener yourself! But why exactly has this content format become so popular? 

One of the best things about podcasts is that they're a passive way for consumers to learn on their own terms. Blogs and videos are crucial components of a balanced marketing strategy, but they demand the consumer's full attention. Audio content is convenient because consumers can multitask while listening. Many people have podcasts on in the background while they’re working, commuting, doing chores, you name it!

Podcasts give listeners the ability to consume content when they want, where they want. You can tell people are taking full advantage of this convenience by looking into how many of them are using their mobile devices to listen. Research shows that 65% of podcasts are played on phones and tablets. Also, 22% of listeners tune in while they are in the car. Now, how many other types of content can be safely accessed while driving? Not many! This is certainly part of the appeal of podcasts.

Are you still unconvinced? Here are a few more reasons why every company should try podcasting…

  • 32% of Americans listen to podcasts at least once a month
  • The average podcast listener tunes in to 7 podcasts per week
  • 20% of people have bought a product or service after hearing about it in a podcast

Podcast listeners are a large, engaged audience of consumers. Think of this content channel as an effective way to relay your brand’s messaging and tell your company’s stories. When used as a marketing tool, podcasts can increase brand awareness and drive traffic to other places that your business is found online, such as your website and social media pages. Listeners are known to be extremely loyal to their favorite programs. Because of this loyalty, people listening to a branded podcast are 20% more likely than other social media users to follow and engage with the brand on their other online platforms.

So, you’re sold on the effectiveness of podcasts, but you’re still not sure if it’s realistic to produce one for your own business. With professional help, the process is so easy that it can even be done remotely. All you really need is a computer that has a microphone built in, or better yet, that is compatible with an external mic. Headphones will also help to make the recording process easier and the final sound quality better. If you have those few items, then you can record a podcast!

There is recording software that allows you to capture the entire podcast over a video call (our favorite is Squadcast). Once you’ve finished discussing your podcast topic via the video call, an editor can easily take out any awkward pauses and add professional sounding intros and outros. After that, it’s time to get your masterpiece out into the world! Now, we do understand that this can seem like a daunting task.

If you're a podcast listener yourself, you might have an idea of how many different streaming services there are on the internet: Apple Podcast, Spotify, Amazon Music, iHeartRadio, Pandora, and the list goes on! But we get it, people have their preferences so it's nice to have options. In 2020, the most commonly used app for listening to podcasts in the United States was Spotify, with 25% of podcast listeners aged 18 or above saying that they used Spotify to listen to podcasts. Meanwhile, Apple Podcasts was used by 20%. Although there may be some crossover, the audiences on each platform differ. For that reason, it’s best for your podcast’s reach if it can be found in multiple places.

Thankfully, there’s also software for that (like Buzzsprout)! Professionals can help you host your podcast and get it listed in all of the top directories. This gives your content the ability to reach millions of listeners! A good strategy for marketing a podcast will also include sharing it to social media and sending it out to your email list to make sure it’s reaching your target audience.

Stop shouting into the void! When your brand has something to say, make sure it’s heard. Using podcasts as a marketing tool is a great way to do so; the statistics verify their effectiveness. If your content marketing tactics are starting to feel a little lackluster, then it’s time to switch things up! We’d be happy to help by producing your very own branded podcast.

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