Podcast marketing has become a popular way to distribute content in the past few years. They’re perfect for commuting, working out, or even just doing the dishes. And for those of us who are auditory learners, they’re a great way to take in information.
But podcasts are also a powerful marketing tool that shouldn’t be ignored. In this post, we’ll explore the reasons why podcasting is so powerful and how you can use it in your marketing strategy.
Why Podcast Marketing Is Powerful
1. It’s intimate. When someone listens to a podcast, they’re letting the host into their life in a very intimate way. They’re trusting the host to entertain, educate, or both. This level of trust is hard to come by and shouldn’t be taken lightly.
2. It’s personal. Unlike other forms of content (like blog posts or ebooks), podcasts are typically conversation-based. This makes them feel more personal and relatable. As a result, listeners are more likely to connect with the host on a personal level.
3. It’s versatile. Podcasts can be used to cover a wide range of topics, from business and entrepreneurship to pop culture and current events. And since they’re usually around 30 minutes long, they’re perfect for busy people who don’t have time to commit to something longer form like an audiobook or online course.
4. It’s evergreen. Unlike blog posts or social media posts, which have a relatively short shelf life, podcasts can be listened to again and again. This makes them a great asset for your marketing strategy because they have the potential to generate leads long after they’re published.
5. It’s shareable. Because podcasts are so easy to share (all you need is a link), they have the potential to reach a wide audience quickly. And since listeners are often subscribed to multiple podcasts, recommending your podcast to their friends is as easy as pressing “play.”
How to Use Podcasting Marketing
1) Create branded episodes:
Collaborate with industry thought leaders or subject matter experts and host conversation-based episodes on relevant topics within your industry. These episodes will not only position you as an authority within your industry, but they’ll also help build relationships with influencers who can help promote your podcast (and your business) down the line.
2) Feature customers:
Customer testimonials are always valuable. Featuring customers on your podcast takes things one step further by humanizing your brand and showing prospects that you care about more than just making a sale—you care about making a connection.
3) Share insider knowledge:
Use your podcast as an opportunity to share insider knowledge about your industry or company that listeners won’t be able to find anywhere else. This could be anything from company news and announcements to tips and tricks for getting the most out of your product or service.
4) Create new connections:
Talk to prospects to better understand their industry perspectives. It gives you a neutral opportunity to genuinely engage with people whom you respect.
5) Content extensions
Podcasting is an additional asset to your content arsenal. Moreover, you can further extend and widen its scope by posting a transcript, editing the material into an interview and recording a video version of the audio podcast.
Here’s how Paul Writer uses podcasts in its marketing strategy.
Why podcast marketing
Podcasting is a powerful marketing tool that should be included in every marketing strategy—especially if you’re targeting busy professionals who appreciate quality content that’s easy to consume on the go. The best part is that by creating branded episodes, featuring customers, and sharing insider knowledge, you can use podcasting to build relationships, generate leads, and position yourself as an authority within your industry—all while providing value that keeps listeners coming back for more.
Even McKinsey the grand old firm of consulting has a suite of podcasts on business and HR!