Podcasts have been rising in popularity over the past few years – and for good reason.
Before delving into these reasons, let’s start by defining what a podcast is. A podcast is essentially an audio recording uploaded to a platform for people all over the world to opt into listening. The topics discussed are entirely up to you – like curating social media content.
However, podcasts are generally easier to find when you’ve established a niche market to cater your content to. Keep this in mind when creating your title, podcast cover art, and podcast description.
Each recording is referred to as an episode and depending on the number of episodes you’d like to post, you can create seasons to further organize recordings. Using a digital platform like Anchor, you can upload and post podcast episodes for easy distribution for those with internet connections.
Now that you understand generally what a podcast is, let’s discuss the benefits of this auditory platform for your business.
Flexibility for the Listener
Audio is much easier for people to multitask – listen and do almost anything else. This type of content allows for the listener to absorb information while doing mundane tasks such as driving, chores, grocery shopping, and much more. Podcasts are easy to listen to on the go!
Attract a New Audience
With a podcast aggregator, like Anchor, your podcast will be distributed to other platforms such as Spotify. Spotify is a streaming powerhouse for all things audio, including music and podcasts.
By integrating your content into popular streaming platforms, you can develop a whole new audience when you find your niche. Certain audiences will not think to search for your business through Google, but may instead find it inadvertently through content that they’re interested in learning more about.
For example, Rebecca works as the sole marketer in her role at a local business. She is an avid podcast listener and especially enjoys listening to marketing podcasts in her free time. She finds one that she loves from a marketing agency, with tons of information relevant to her role.
Rebecca’s company expands and is seeking to outsource for marketing help rather than hiring internally. Having enjoyed what she’s learned from the agency’s marketing podcast, she decides to contact the agency for assistance.
This would be an ideal scenario for a well-managed podcast to turn into a future lead.
Builds a Relationship with the Audience
Podcasts are a great outlet to build a relationship with your audience. It is much better, and more receptive, when you’re having a conversation with the audience – not talking at them.
You can have more of a conversation by providing more personal information about yourself (as the host), interjecting with additional information that isn’t in your script, having momentary pauses between thoughts and points, and more.
Another great way would be to have more interview or conversational podcast episodes. Bring on a coworker or a guest and spend 15-30 minutes chatting about the main points of the episode and one another.
Interview/conversation-based podcast episodes are a completely different dynamic that many listeners enjoy. It feels more authentic and provides insight on how it might feel to actually have a conversation with the host of a podcast.
We hope this gave you more insight into why podcasts may be a great option for your business. If you can work your business into the content and appeal to potential listeners, we highly recommend considering integrating podcast content.
Upright is excited to announce our new podcast Getting Down to Digital. Tune in for insights on how to build a better digital marketing program, improve your business’ SEO ranking, drive more leads, and more!
We’d love for you to give it a listen if you have some extra time! Click the image below to view our podcast library.
