Podcasts have been around for nearly two decades, but the format has come into its own over the last five years. A proliferation of shows, involvement from celebrity talent, and investment from companies like Spotify have all helped podcast growth.
Here are five reasons why podcasting adds value to your marketing strategy.
1. Podcasting fits into people’s lives
Podcasting is the only online content platform where people can actively listen and learn from a podcast while also doing something else like exercising or driving. You can listen without disrupting your day-to-day life in a way that no other content can.
2. People consume podcasts for longer
You’re going to listen to a podcast longer simply because you’re not being distracted. That means your brand and your message are in front of an audience for much, much longer than with other content platforms. That’s valuable.
3. There’s less competition in podcasting
Podcasts are a growing content platform. There’s no denying that. 36% of the worldwide population is now listening to podcasts. But there are still far fewer podcasts than blogs or YouTube channels.
4. Podcasting is the best way to scale intimacy
Podcasting allows you to build a stronger relationship with your audience, faster. It’s intimate. Audiences pick up on the tone and emotion in your voice so it’s easier to connect with your story. And finding common ground with your listeners is a great way to build relationships.
One of our favourite strategies is utilising the podcast to feature members of our audience. We love sharing success stories and you don’t have to talk about how great your stuff is, because the guests from your audience will naturally do that for you.
Want to start a podcast of your own? We can help! Visit The Quest Marketing Show on Spotify to start your journey. Or better still, visit our website to watch all the episodes
See you there!
Sources: SPI, Insider intelligence (abridged)