19 Jul Should you integrate podcasts into content marketing strategies?
A digital audio file made available on the Internet for downloading to a computer or mobile device, typically available as a series, new instalments of which can be received by subscribers automatically.
According to an article published on Medium, “Podcasts were popularised by MTV personality Adam Curry, known as the “Podfather” through his show Daily Source Code. iTunes began carrying podcasts in June 2005. The rest is history.”
Podcasts have been around for 14 years, and they are more popular than ever – successful podcasts draw millions of listeners, sponsorships and ultimately make a lot of cash. It begs the question, “Should they be part of your marketing strategy?” Let’s take a closer look, and you can decide for yourself.
Why are podcasts so popular?
Society lives in an on-demand era; we want to be able to access multimedia content at times that suit us, not the other way around. The days of sitting at the TV, adjusting the ‘bunny ears’ aerial, eagerly waiting for the clock to tick over, signalling the start of a series or movie is long gone.
The choice to engage
The vast majority of plays/downloads come from people who’ve subscribed to the podcast via applications such as iTunes or Stitcher; they WANT to listen to the content. In fact, they’re waiting for it to be released. On specific applications can be downloaded automatically as soon as they’re released. They’re engaged! No need to find and/or chase your audience.
Also, podcasts have grown in parallel to the mobile-friendly era of media consumption. Audiences associate podcasts as on-the-go content.
Many of the best podcasts make full use of the following. They are
• High-quality guests (experts, celebrities, etc.)
Easy to create
Anyone can start a podcast, and it’s not expensive. With a high-quality microphone, recording and editing software and a little bit of know-how are all you need.
You don’t need an internet connection
Unlike streaming, which can only be watched in real-time and needs a speedy internet connection (fibre-optic is usually required if you want to watch in high- or ultra-high definition.) Podcasts can be downloaded and listen to it at your convenience – on your commute to work, at the gym, it’s your choice.
Huge variety – you’ll always find your audience!
Take a moment and Google an obscure topic and add ‘podcast’ to the search – you’ll find one; people podcast about everything from knitting, Star Wars and everything in between. If you’re in the mood to listen to discussions about the Higgs boson, you can.
Longevity and shareability
Content created for campaigns or other time-specific events becomes stale over time. However, podcasts can have a longer shelf life, especially if your topics are chosen with the intent to last.
Create alternative relationships
The reality is that some people love reading long-form articles, and others don’t – but podcasts may appeal to them. So, why not pursue both strategies? It will broaden your appeal to a broader range of people within your business’s target demographics.
Social Media Today comments, “Podcasting integrates well with other digital marketing efforts. You can discuss recent posts on your blog, promote your social channels and use them as a conversation tool with listeners, build your email list through podcasting and more.”
Podcasting is another marketing vertical through which you can achieve your marketing goals, and it’s not difficult to implement. Give it a shot; you have nothing to lose.
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