As a business owner, you’re always looking for innovative ways to connect with your audience. You’ve likely experimented with blog posts, social media, and email marketing. But have you considered the power of sound? This is why podcasting is the next big marketing strategy and why you should start podcasting.
At SEO Locale we started our new business podcast called Locale Lounge and we are starting to build it from the ground up.
With so much vying for customers’ limited attention, podcasting offers a unique opportunity to reach them during commutes, workouts, or chores. This format works with the routines of today’s busy consumers. But why podcasts, and why now? Let’s explore this new media channel.
Why Podcasting Is the Next Big Thing in Content Marketing
In a world dominated by screens, podcasts offer a refreshing alternative: the intimacy and personality of audio content. They are portable, easy to consume, and foster a personal connection with listeners. This connection is hard to replicate through written content or even video, creating a loyal audience.
Podcasts also build a loyal community around a brand. This creates a powerful driver for brands in an increasingly fragmented media landscape. Starting a podcast gives your marketing plan a distinct competitive advantage.
Building Trust and Authority with Branded Podcasts
Imagine sitting down for coffee with your ideal customer. Podcasts can foster a similar vibe, reaching listeners who actively avoid traditional ads. This helps increase brand awareness.
That authentic, unscripted feel creates intimacy and trust. This organically builds brand affinity and provides an ideal platform to reach potential customers.
Sharing valuable insights establishes your brand as an industry thought leader. Think of each podcast episode as a fireside chat, delivering expertise directly to your audience. Branded podcasts offer in-depth conversations and thought leadership that surpasses the capabilities of blog posts. They help position you as an expert. Over 80% of podcast listeners listen to podcasts weekly and dedicate at least 7 hours each week to consuming podcast episodes. Your brand will have their attention for nearly one full business day.
Podcasting Amps Up Your Content Marketing Strategy
Podcasting isn’t a replacement for other content marketing tools; it’s a supplement. Each podcast episode is a content hub, generating additional content ideas. Sharing value in each episode provides the content marketers endless podcast content to distribute and repurpose.
The insights you share can be repurposed into snackable snippets for social media marketing. Key takeaways easily transform into compelling blog posts or other content formats.
A successful content marketing plan relies on appealing to people’s differing learning styles. For every person reading your blog, there’s a group who prefers audio. They will listen to a 30-minute podcast because the low barrier-to-entry removes the “I don’t have the time” excuse.
Podcasting adds value to your media marketing strategy by making information consumption easy. The time commitment feels smaller, allowing you to connect with busy potential customers.
Podcasting Is Not Just Another Marketing Trend
Think podcasting is a passing trend? Over one-third of Americans regularly tune into podcasts. The podcast industry’s projected revenue growth, from $2 billion in 2023 to $4 billion in 2024, further solidifies its staying power. With growth like that, podcast marketing seems like a great idea. Start podcasting today.
79% of listeners favor podcasts over social content. They even prefer a podcaster’s insight to influencers or celebrities. This highlights why podcasts build long-term, sustainable business outcomes. Podcasting creates multiple avenues for business sustainability through authentic connection.
Reaching Your Target Audience with Podcasts
Podcast listeners are a diverse group, from commuters to those working from home. People truly crave engagement during otherwise mundane tasks — 88% listen to an entire podcast episode. That’s quite a high listener engagement rate.
For companies using podcasts as content marketing—like Dell Technologies’ *Trailblazers* and Charles Schwab’s *Choiceology*—listener engagement can be even higher.
| Activity | Percentage of Podcast Listeners |
|---|---|
| Commuting | Nearly 80% |
| Housework/Working From Home | About 69% |
Smart marketers will capitalize on the potential of podcast advertising. Podcast advertising allows you to reach deeply-engaged listeners. It’s like chatting directly with customers. 79% of listeners eagerly anticipate the next episode release.
Boosting Brand Awareness Through Viral Podcasting
Podcasts are ideal for sharing narratives that can go viral. This helps increase brand awareness among your target audience.
Take *Serial*, for example. Its compelling real-life mystery created a word-of-mouth sensation. Organic social media shares catapulted it to 10 million downloads in weeks, showcasing viral podcasting’s potential.
Stories connect deeply with listeners. This amplified engagement translates to a bigger impact on your marketing efforts.
Embracing Audio and Video Marketing Beyond Podcasting
The love of audio and video doesn’t stop at podcasting. Consider video content marketing and webinars. Emotive video campaigns are very effective.
Adding a human side to video storytelling can increase success rates by as much as 31%. By 2024, online videos may constitute 82% of all internet traffic. Smart business leaders recognize the potential of appealing to audiences who prefer video over text.
A podcast can be seen as a simplified version of video-first marketing. Podcasting fits neatly into this trend and offers a new format to present audio and video content. Podcasting can create personal connections through intimate storytelling while educating, and building trust among target audiences, giving it a distinct competitive advantage among today’s popular podcasting options.
Conclusion
Why is podcasting the next big thing in content marketing? It boils down to connection. Podcasts build trust in your expertise through insightful information delivered regularly.
From improved brand awareness to repurposing content, podcasts offer multiple benefits. The clear growing preference for audio and video information underscores its effectiveness. It’s time to start podcasting today.
