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In my over a decade of experience in digital marketing, I’ve seen few services skyrocket into prominence as much as podcasting. This growth is just one reason our agency started offering a podcast development service. In this article, we’ll cover why this platform should be considered by all business owners and some tips for starting your own.
Power Of The Podcast
It seems like everyone has a favourite podcast these days. The popularity and influence of podcasting are expanding exponentially in the U.S. and around the world. Nearly 25% of Americans currently listen to podcasts regularly, and there is no reason to believe that number will not continue to grow well into the future. With such a dramatic rise, it’s no wonder digital marketers and brands are also listening and working to utilize the power of the podcast to better connect businesses to a wider audience than ever before.
These roughly 70 million listeners are drawn in by the promise of interesting and relevant content that’s both easily consumable and entertaining. Perhaps the best aspect of the medium is that it allows people the ability to instantaneously seek out and choose for themselves the specific topics that matter most to them at any given time. This means people who listen to podcasts are not only a captive audience, but they’re an audience that wants to be captivated.
I remember back in the early 2000s when blogs first created significant excitement across all sectors. It was no secret that the top blogs — those that produced the most views and web traffic — delivered the most relevant and accessible content. They gave readers information that they could easily use to purchase the products and services that best fit their needs, wants and budgets. Today, podcasts have risen to the level of blogs for their extraordinary ability to also effectively deliver the quality content that consumers desire. What’s even more astounding is that podcasts can be transcribed and turned into blogs, which adds even more content to boost rankings on search engines.
The nature of the podcast means the host(s) and their guests can deep-dive into any subject area for as long as is necessary. This allows listeners to become fully immersed and versed on the benefits of any given product or service provided by a company or industry. Therefore, the podcast can take the old concept of the “sales pitch” and turn it on its head, where it instead gets transformed into a conversation. A podcast host can explore real-world examples of a product in action, or interview someone who has genuinely had their life changed by your company’s service. The authenticity of such an interaction is, in my opinion, the backbone of quality podcasting content.
Feature Image Credit: Pexels
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Dennis Kirwan is currently the CEO of Dymic Digital, a Marketing Agency based in Los Angeles, CA. www.Dymic.com
