The Power of Podcasts – Part 1

In the first of our 2-part guide on podcasts, we'll look at how audio marketing can work for you

February 5, 2018

Podcasts have grown increasingly in popularity over the past decade or so, and they can be a brilliant addition to the marketing methods you use to reach out to your customers. The podcast market is relatively underserved, too, as reports show that only around 5% of businesses use podcasts as a form of marketing. Over 15% of Americans listen to podcasts on a regular basis – that’s almost 50 million people! The demand for podcasts is constantly growing, and as a business owner, you’re in a perfect position to meet that demand, and introduce your brand to new customers in the process.

Videos are super popular, of course, but the convenience of listening to a podcast, whether it’s whilst you’re driving in the car, or while you’re out walking the dog, has led to more and more people downloading and enjoying podcasts. Producing and launching your own series can be more accessible and affordable than you might imagine, and it’s also likely that you’ll enjoy recording the process too!

When the time comes when you’re ready to start planning your own podcast, one of the first things you do will be to decide on your target audience and the themes of your show. You’ll need to cover certain topics that vary slightly from the core of your business in order to increase the variety and enjoyment factor of your shows, but ultimately the bulk of your audio content will relate to your own brand and industry.

Successful podcasts are those which can provide consistency across each episode. Overall, your episodes need to be in keeping with your business’ culture and ethos, but if you can offer something that’s unique about your own episodes, you’ll have a great chance of standing out above the competition. As with almost all other forms of content marketing, your target will be to provide listeners with a balance of entertainment and education on a particular topic. If you’re an expert in your field, and are able to share some of your expertise with your listeners, then you’ll soon find that your podcast will grow in popularity.

As long as you’re able to provide a valuable blend of enjoyment and education, you’ll find that show will be a success. Once you’ve developed an audience, you’ll then be able to use the episodes to promote your products or services.

One of the most popular forms of podcasts are those which are based around an interview with a guest host. Whether you decide to include a different for each episode, or whether you’ll be the single host of each show, is entirely up to you. Another hugely popular style of podcasts are educational episodes and series. For particular businesses, and certainly those which provide a service rather than a product, educational episodes and series can be a natural route to take.
Once you’ve decided on the type of content you’ll be producing for your podcasts, it’s then time to start working on how you’ll create your podcast. In this first part of our guide to podcasts, we’ve looked at how audio marketing can work for you. In the second part of our guide, we’ll take a look at how you can start your own podcast series, and the steps you’ll need to take.