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Should You Consider Creating a Podcast for Your Brand?

Ever considered creating a podcast for your brand? Podcasts are increasing in popularity and are a great way for you to reach an audience in an informal, relaxed setting. If this sounds like something you could be interested in, read on to find out how to get started.

The world of podcasting is a field worth diving into, presenting plenty of advantages for brands and listeners alike. And as the age of content continues to expand, there’s even more reason to join the ‘revolution’ and jump on board this convenient format.

In fact, more than 78% of Americans know what a podcast is – up from 64% back in 2018. So aren't all these podcast listeners worth tapping into?

Already have experience with audio content? Even better. In this post, we’ll give you even more reasons to keep on track with your own podcast, discovering some of the most powerful benefits that stem from this highly popular space. Discover some of the many enjoyable traits of building up your podcast advertising, and how you can use it as a powerful tool to create more business exposure.


The many benefits of launching your own podcast

As the digital transformation continues to takeover for most brands around the globe, the benefits of focusing on corporate podcasts only continue to pop up.

For example, you can use your own voice and personality to express yourself to the world and subtly tie in a sense of brand awareness to help leverage your offering. In the end, you can create a personal connection with new customers, tapping into a digital marketing method that produces warm, qualified leads for the future.


Source: Drudesk

If that's not enough to win you over, the next section of this blog post explores some of the most notable benefits to corporate podcasts typically enjoyed by hosts from all niches and industries.

Develop an unbreakable bond with podcast listeners

The fact that you are speaking directly to your target audience without interruption (other than them unplugging for a bit) is also a great advantage. When you engage them correctly through quality content, you’re able to reap the power of a bigger, better following – one that you’re able to nurture and convince into becoming loyal prospects and customers. 

If you want to break audiences down even further, you can target sub-demographics with specific and relevant content topics and address them through an individual podcast episode that solves problems that your prospects may be facing. All the while, your subject matter presents itself as a value-add for your audience and not a hard sell. That’s content marketing in its true essence. 

They’re increasing in popularity

While they’re not a new concept, the rate at which this content format is growing is only continuing to rise in pace. For example, at the time of writing this, there are more than 850,000 active podcasts around, tallying 48 million episodes in total. Here is a list of some of our favorite SEO podcasts

From the likes of Joe Rogan to the iconic Tim Ferriss, the benefits you gain when you start a podcast are enjoyed by people all across the globe whether celebrities, marketers, business owners, or just casual bloggers-turned-podcasters.


Source: Design Bombs

When you choose to jump on this action yourself, you’re effectively joining in the movement of mass-media consumption that allows your brand to be heard and seen on channels you otherwise would have left untouched.

They’re super convenient for hosts and listeners alike

The most attractive part about podcast listening is that it can be done anytime, anywhere, and on a whole variety of devices.

Looking for some entertainment while you sit in peak-hour traffic? Done. Need a distraction while you prepare dinner? Done. Hitting the gym and sick of listening to the same, old songs? Done.

What’s more, they’re especially convenient for piquing the interest of those with shortened attention spans, or who may not have time to sit down and read written material.  You can listen to them on your smartphone, smart speakers, or even through your laptop as you type away for work.

Not convinced? Consider the fact that 41% of the U.S. population listens to podcasts more than once a month – that’s a lot of activity. 

They carry a massive range of listener demographics

There’s something for everyone in audio content like this – whether you’re a true crime junkie or are looking to upskill in a certain area of your career. This means podcasting has the potential to reach a large audience with varied interests, age groups, genders, lifestyle choices, and occupations.

Unlike other forms of content marketing, this gives you the ability to cater to virtually anyone out there, especially when you don’t have the resources to tap into other formats like YouTube videos, maintaining social media marketing, email marketing, or even search engine optimization.

Best of all, you can reach audiences who may otherwise be harder to get to online – i.e. older generations who are prone to listening to the radio or watching T.V over browsing social media or Google. 

Podcast listening is flexible in more ways than one

Podcasts have emerged as a powerful medium for information dissemination, which means you can get an audio or video program whenever and wherever you want it. There’s no need to flip channels in search of what you want, as is the case in radio – users only have to browse their many choices through apps like native Google or Apple streaming services or third-party options like Spotify, Stitcher, and Audible.

From there, they can subscribe and have new episodes delivered straight to their device of choice, which translates into your brand directly reaching an engaged community in the most timely manner possible. What more could you ask for? 

Creating a podcast is inexpensive

Launching a podcast has never been easier — or cheaper. There are more options than ever before that give you the essentials you need to start immediately, with many software resources also made available for free. Additionally, you can also build an entire podcast for under $100 using more premium options, with the only additional cost being quality recording equipment. 

When it comes to promotion, all you need is to promote it through your social media channels and you've already kickstarted a basic marketing strategy for your show. At the end of the day, people listen to them because there's value, so create quality content that solves problems and the listeners will follow.

Enjoy the opportunity to build new audiences

So at this point, you might be looking for a new way to connect with your audience, but you’re not sure if you should start a podcast. Having your own show is also an opportunity to share your story through thought leadership, connect with the people who may use your product (or already are), learn about top trends in your industry and build trust with potential customers. These benefits alone are hugely powerful for any brand trying to create loyalty and engagement. 

In saying that, you can also build engagement with an audience that's part of an on-demand society, reeling in attention from those that you otherwise would have lost to competitors.

They’re a great way to build authority and trust

As we’ve noted previously, podcasts are an amazing tool for developing trust and authority. They make you look at ease as a brand, while still coming across as an expert. They make you human. Infused with a more personal connection, every episode you create allows you to tailor intimate conversations with your most influential audiences, filled with value, laughter, deep contemplation, and crucial information.

Finally, they’re a powerhouse for brand awareness

The business world moves fast, especially if you are starting a new venture. But you need to make sure everything is moving smoothly and your brand’s goals are being accomplished while you’re on this journey – just like any content marketing strategy. 

Podcasts can make your vision come to life and showcase what it’s like to be in your shoes or as an expert in your niche. They are more convenient than blogs and other forms of content marketing that may not carry the potential to reach specific audiences (like those who aren't after visual attention), and cultivate long-lasting brand awareness that stays front of mind, especially when you create multiple episodes.


General podcasting tips: becoming a pro

Identify your topic and goals

It’s crucial that you always identify your topic and your goals before recording. The first step to creating a podcast is to set goals for what kind of show you want to create. Do you want it to be about personal development, controversial issues, or just for fun and entertainment? 

Try coming up with a few ideas for topics that you could cover in an effective way. Make sure to create an outline of how each episode will flow. This is how you pave the path for your podcast and establish some standards that you can use from episode to episode, so make them memorable.


Source: Quick Start Podcast


Choosing the best length for your podcast

There are no set rules for how long your podcast should be. Some of the most popular shows out there have an episode length of over two hours, while others are bite-sized alternatives of 10 to 20 minutes. 

The fact of the matter is that it comes down to your audience and what they are most likely going to engage and absorb the most. Remember that everyone has varying screen time priorities. If they’re time-poor, a two-hour podcast may not be the best option, while those that need more information and depth may appreciate a longer one. This is where doing market research and audience assessments will give you the insights you need to make the best possible decision. 

A regular schedule is the best schedule

Like any marketing, it’s all about consistency. If you’re going to blog, blog regularly. If you’re going to produce video content, do so on a schedule. Podcasts are no different. Building a loyal following means your audience will come to expect content, so going without it will only make them walk away to another alternative. 

Whether it’s weekly, fortnightly, or monthly, the only rule on frequency is to make sure you stick to your routine. 

It’s vital to keep a core idea to your show

It’s best to keep on to an overarching theme and a central idea when you’re creating your content - i.e. there should be a core point to why your podcast even exists in the first place. 

When you feel like you’re going off on a tangent, remind yourself why you’re making your episodes and what kind of value your audience will get out of them. 

The best part about creating podcasts is that you get to choose a relevant sub-topic for every episode, which then correlates back to the overarching subject matter. As the host, you know that you can discuss and cover everything relating to this topic within that given episode, and then focus on another for the next. In the end, you end up with a whole array of sub-topics that fill in the gaps for your theme, building a library of value for your listeners. 

buzzsprout podcast quote

Source: buzzsprout


Summing it up

There are many benefits to launching a podcast, not the least of which is increased brand awareness and reach. These things alone should be enough to convince you that this is an opportunity worth pursuing, but if they're not, then know you’re also investing in your own future by developing a regular series that people can come back and expect recurring content from.

As a result, you’ll build a loyal following that becomes even more invested in what your brand is all about and what you have on offer; and at the end of the day, that’s the overall goal of any marketer. 

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