You post blogs on a regular basis. You create videos for your YouTube channel and you’re all over social media. What else can you do to reach your customers?
Have you thought about podcasts? Most businesses think about content marketing as written articles, but podcasts can be the next great addition to your content marketing strategy. Podcast marketing lets you educate your listeners the same way blogs do, but with plenty of other distinct advantages as well.
Benefits of Adding Podcasts to Your Content Marketing Strategy
If you’re looking for a way to stand out, consider the many benefits of podcasting.
1. Customers View You as an Expert
A podcast conveys authority and it’s a great way to build your reputation. Customers won’t see you as “just another mechanic.” You’re now “the mechanic who has all those cool tips on his podcast.”
2. Convenient for Customers
As great as blogs are, they demand a lot of focus from the readers. A large portion of your target audience may not be able to dedicate twenty minutes to reading a long blog post.
Podcasts, on the other time, are far more convenient. Your audience can listen to them on their commute or while they’re at the gym. Many people also find it more relaxing to listen to content rather than read it.
3. Reach Customers Where They Are
Podcasts have major momentum. As many as 26% of Americans listen to podcasts on a regular basis. These 26% and many other people are on iTunes and other platforms hunting for new podcasts.
By being available on these platforms, you provide one more effective way for customers to find you. Remember that you can also post your podcasts on YouTube to reach another massive market. All you need is a static image and voila! Your podcast has turned into a video.
4. Inexpensive to Produce
There’s no shortage of great marketing ideas out there, but the challenge is finding those that fit your budget. Podcasting is one of the most inexpensive options you’ll find.
It’s possible to record a podcast with nothing more than basic software and a cheap microphone. We recommend investing a bit more so you get quality audio. This contributes to your image as a professional.
Even with higher-end audio equipment, podcasts are far less expensive to produce than quality videos. They also take much less time to produce.
5. Take Advantage of the Movement to Mobile
Mobile devices like smartphones used to be extensions of people’s home computers. Today, many people use smartphones as their primary device for everything and anything.
As a result, people want mobile-friendly entertainment, and that’s what podcasts provide. In fact, 69% of listeners use smartphones as their primary way to listen to podcasts.
6. Widen Your Reach
Content marketing as a whole is a great way to reach customers, but different customers are attracted to different media. Not everyone enjoys reading blogs, especially not long ones.
You also have to keep in mind that a significant portion of the population has low enough literacy that reading long blogs is tiresome and uncomfortable. By adding podcasts to your content marketing strategy, you reach those people who don’t enjoy reading blogs.
7. An Excuse to Network
This is one of those fringe benefits of podcasting: the networking. You can interview professionals in your industry with unique specialties or experiences. This adds meaningful content for your listeners, but it also gives you a chance to network with the interviewees.
8. The “Market” is Less Saturated
Every marketer around the world talks about the virtues of video marketing. It’s true that videos are an essential part of a well-rounded marketing strategy. The problem, though, is that now so many businesses are producing videos that YouTube is flooded.
Podcasts don’t have this problem. As helpful as they are, they’re not yet common practice in the marketing world. This makes it easier for listeners to find your podcasts and give them a try. It also gives you a leg up on your competition, because chances are that they don’t have podcasts of their own.
9. Gives Personality to Your Brand
In a competitive industry, the best way to convert customers is to form a connection with them. Now more than ever, people want to do business with someone who understands them and their needs.
Podcasts are a great way to create that connection. In contrast to blogs, your podcast will feature your actual voice. Listeners will feel like they know you better than your competitors with written content alone.
On top of adding the vocal element, podcasts are more casual formats where you can let your personality show through. It’s yet another way for customers to feel like they know you before they buy from you.
10. You Can Use the Audio Beyond the Podcast
While you might be investing time and money into producing your podcast, that investment can go farther than you think. Of course, you always want to post your podcast on iTunes, but you can publicize them elsewhere as well.
Add topic-specific podcasts to related pages on your website. Share each new episode on your social media pages. Promoting your podcast in a variety of channels will help you make the most of your investment and build your listenership as well.
How to Start Your Podcast
Podcasting offers a variety of benefits to your content marketing strategy, and the ten above are only a snapshot. No matter what your industry may be, you can set yourself apart as an expert and a trusted professional.
The good news is that podcasting is an easy process to start. All you need is a basic outline and some simple audio equipment. As with any marketing strategy, though, quality counts. If you want to give your podcast a truly professional touch, it’s worth hiring a professional.
To start creating your high-quality podcast, reach out to our podcast marketing experts.
