The Rise of Podcasting in Digital Marketing

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Apr 19, 2024 / by
The Rise of Podcasting in Digital Marketing

While they might not hold the same kind of grip on the zeitgeist they once did, podcasts are still one of the more attractive propositions for digital marketers when it comes to using the entertainment sector to reach consumers. Whether using them as a platform to promote your brand directly or through advertising on existing podcasts which align with your brand values, there is a great deal of untapped potential there for businesses of all sizes.

What Podcasts Offer Listeners

Convenience

Podcasts fit seamlessly into people’s lives. Whether it is during the daily commute, a workout session or while chipping away at household chores, listeners can absorb valuable content without dedicating their full attention and sometimes that almost subconscious approach can be surprisingly powerful. Unlike video content, which demands visual focus, podcasts can be listened to when we are doing a hundred other things and that is what makes them so enduringly popular and potentially powerful for marketing.

Connection

Hearing a voice often enough creates a personal bond between podcaster and listener with hosts becoming trusted companions over time as they share pieces of themselves with their audience. Brands can use this intimacy to establish credibility and build lasting relationships with their audience based on the opinions and ideals of a personality with which they actively identify . This leads to brand-consumer relationships which are not only deeper but more difficult to sever.

Continuity

Unlike social media posts or blog articles, podcasts have a longer shelf life which (hopefully) build and develop an attentive audience over time. Once published, they remain accessible indefinitely and will gain more listeners who will go back to older episodes once they have discovered a podcast they enjoy. This allows brands to attract new listeners over time, thus creating a loyal fan base, though it is admittedly a case of playing the long game.

The Benefits of Podcasts for Digital Marketers

Thought Leadership: Podcasts provide a platform for brands to showcase expertise, share insights and position themselves as industry leaders through discussions, interviews and deep dives into relevant topics.

Storytelling: Storytelling is an incredibly important part of marketing and podcasts are storytelling goldmines. Brands can narrate their journey, share success stories and connect on a more emotional level with listeners using well-crafted narratives.

Engagement: Podcasts invite listener participation with everything from competitions to Q&A sessions, polls and guest interviews to create an interactive experience which really draws them into the world of the brand. Engaged listeners are more likely to remember and recommend your brand and become brand ambassadors.

Successful Podcast Strategies

SEO: Properly optimising podcasts for search engines means using relevant keywords in episode titles, adding descriptions and showing notes. You should also transcribe every episode not only to enhance discoverability and accessibility but also make it more accessible to deaf and hard-of-hearing consumers.

Content Consistency: Regularity and quality are the two things which matter most in the podcast world. Set a publishing schedule and stick to it, and ensure you are offering a quality product which sounds great, is well edited and provides everything the audience expects. Remember, professionalism always reflects positively on your brand.

Promotion and Distribution: Promote episodes across social media, newsletters and your own website of course, but that should not be the be-all and end-all of your promotional tactics. Collaborate with influencers or other podcasters for cross-promotion and ensure your podcast has been uploaded to as many platforms as possible.

Metrics and Analytics: Use analytical software to track listener demographics, behaviour and preferences then tailor your content accordingly. You can also get granular with your analytics, seeing where listeners drop off within episodes and identifying the segments which pull in the maximum attention.

In the cacophony of online content, podcasts can act as a bridge between brands and listeners. So, as you craft your digital marketing strategy, consider the power of the spoken word. Whether you are educating, inspiring or just entertaining, podcasts offer a unique and affordable channel to amplify your brand voice.

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