If you want to achieve and sustain a competitive advantage, you must provide a wide variety of high-quality content, including regular blog posts. “Variety’s the very spice of life,” said Poet William Cowper’s nearly 300 years ago, and it’s as relevant today. So, you shouldn’t limit yourself to blogs.
In fact, Hubspot says that, “Although blogs are still very popular, audiences are somewhat limited in how they can consume them—you can’t read a blog at the gym or while driving, for instance.” One solution is podcasts!
Podcasting is a great way for you and your organization to connect with your peeps and personify your brand while varying your content channels, thus allowing audiences to engage with content wherever, whenever, and however they want. Podcasts are on-demand with no commercial interruptions… kind of like Netflix and other streaming services are to TV viewing.
Why consider podcasts in 2017
Variety of content isn’t the only reason to podcast. Our changing marketing landscape is creating other tangible reasons, as well, including:
- Plenty of room to grow. The market for podcasts is growing exponentially. According to thePew Research Center, the audience for podcasting continued to grow in 2016, up to 23% of people age 12+ in 2016 from only 12% in 2013. And the audience for podcasts is still enormous.
- Brand message is informative, yet not overly sell-y. A podcast resource tells us that, “The smart podcaster is going to focus on not only growing their audience downloads, but their influence over their podcast audience through email, social media, and other methods.“
- Inspires action…for leads and sales. According to research from theInteractive Advertising Bureau (IAB) and Edison Research, 95% of listeners will take action after listening to a spot. More impressive is the fact that 65% of listeners are more willing to consider purchasing something they learn about through a podcast…”
- More smartphones mean more listeners and more potential buyers. “…buying from mobile devices is set to grow to 65% of the American marketplace in 2017 according This is up 58% from 2016.”
- More customized content. Audience segmentation isn’t just for emails, Podcasts themselves are starting to organize and niche within themselves.
- Storytelling is here to stay. Podcasts are starting to move towards doing more storytelling.
Stand out with podcasts
If you want to become more intimate and stand out with your audience, you have to be different. That’s where podcasting shines.
Entrepreneur says that, “You can share your ideas with your audience in so many different ways with podcasts. You can review products and services. You can invite an expert or thought leader to be a guest on your ‘show.’ You can interview experts, and even consumers. Podcasting is a great way to put forth the views of people your audience is most likely to trust—experts and their peers.”
Solamar client David Gottfried has very successfully been doing just that. (Check out his podcasts for yourself.)
What to expect (and not expect) from podcasts
While statistics are promising, podcasts don’t typically open the floodgates in terms of leads. However, as a lead nurturing content channel, they’re incredibly powerful. Much like having an established blog with a respectable following, having a proven podcast can help you to stand out as a thought leader in your industry, which will then help generate leads.
But, podcasting is by no means a quick fix. You need to be willing to put time into building it up the same way you would a blog. But, if you can dedicate the time and effort, podcasts can be incredibly rewarding in terms of increased engagement with your existing customer base and also in raising your company’s visibility and reputation.
Get a little help from your friends
To paraphrase lyrics from a half-century old rock song from Joe Cocker (and featured in The Beatles’ Yellow Submarine), no doubt, you’ll need to get a little from your friends when it comes to podcasting…including developing content, recording, hosting, editing, promoting, and measuring success. That’s where the podcasting experts at Solamar shine. So, talk to us for help getting your podcast off the ground and keep it going strong for years to come.