It seems like almost every business website nowadays has a blog. Amirite? And for good reason. Blogs act like your company’s very own magazine or newspaper. They provide a way for you to post company news, talk about new products or services, comment on recent events, or drop some knowledge on your current and/or potential customers to show off your smarts. And, even better, you’re also the editor and publisher. There are no style guides by which to abide, so you can write using your brilliant wit and hilarious slang [see above example: Amirite?] to brighten up your posts and give the reader an inside look into your company’s personality and culture. It’s a proven scientific fact that 100 percent of people prefer to do business with companies that they like on a personal level. Ok, there’s no science to back that up. But I certainly believe it to be the case. So then, why do so many companies overlook the podcast as another vehicle to get their two cents out there while showing how great/ fun/ likeable they are?
For some, the mere mention of the word “podcast” conjures up images of a professional, soundproofed studio replete with audio technicians, producers and hundreds of thousands of dollars’ worth of high-tech recording equipment and editing software. And while it’s true that most top-end podcasts use similar setups, this is without a doubt the exception to the norm considering how the majority of podcasts are produced today. Over the last few years, smartphone apps and free online services like Anchor and Libsyn have made the recording, editing and distribution of podcasts both quick and easy.
So, since we’ve dispelled the “I can’t afford it” myth, let’s talk about three ways a podcast can help your content marketing.
By starting a podcast, you’re creating a new owned media channel to reach out to your prospects. Sure, they might read your blog or scroll through your social channels in between tasks at work. And that’s good. But imagine if you had the opportunity to chat with them on their daily commute. The majority of podcast listeners consume content on their daily drives to and from work. Talk about a captive audience! This gives you the chance to add some color commentary to a point you discussed in your recent blog post, or go further in-depth about an issue you touched on in a social post. Wise buyers like to be well informed, and this additional channel lets you round out the messages you communicate on a regular basis.
If one of the major benefits to writing your own blog is the chance it gives you to show off your personality, just think how much further you could take things with a podcast. Audio-based content lets your customers hear the enthusiasm and passion for your work in your voice, that even the best writers struggle to capture in a blog post.
By throwing your hat in the podcast ring, you’ll be reaching out to a new pool of potential customers that might have never heard of you before. Research shows over 57 million Americans listened to podcasts in the past month! And anyone worth their salt in the marketing world knows to never underestimate the power of reaching a prospect organically.
There you have it. I hope you’ll see that by starting a podcast, you’re opening up a new avenue for your content. There are opportunities to amplify the content you’ve already created in new and more colorful ways, while adding a new touchpoint for interested prospects to learn more and for existing customers to further deepen their loyalty for your brand.
So if you’re on the fence, thinking about how to get your podcast started or needing help creating a content calendar for future episode topics, we can help!