5 Reasons You Should Include Podcasting in Your Content Marketing Strategy
It’s a common household conversation these days: “I was just listening to this new podcast and...” Your friends have recommended them, family members have their own personal favorites, and chances are you have subscribed to a few yourself. It’s the media platform everyone is talking about, and with over 75 percent of Americans now familiar with podcasting, it’s a marketing channel exploding with opportunity.
If you've thought about starting a podcast yourself, we're here to say, “trust your instincts – it's a smart move.” Here are five reasons why you should include podcasting as a part of your content marketing strategy.
1. Podcasts are Easy to Create
The list of required material for a podcast is short: a room to record in, a microphone, a laptop or computer, recording software, cables to connect everything, and a platform to host your service after you’ve recorded. Once you have those pieces, everything else merely improves the quality and convenience of the endeavor.
Hardware and a room are usually easy to come by, but you may feel overwhelmed with audio software options. Trust us when we say you don’t need a paid Adobe subscription to create a pleasurable listening experience for your subscribers. Garageband comes baked into every Mac operating system and is extremely user friendly. Audacity is the free, open-source software we’d recommend for Windows users. It can be a bit confusing at first, but once you get a handle on it, it’s great.
2. Podcasting Opens Your Business to a New Channel of Marketing
UrbanLink Group has always championed multichannel marketing as a powerful strategy for business growth. As of 2020, Google’s search algorithms are trying to transcend text to images, voice/ podcasts, and videos, and podcasts are now reaching over 100 million Americans every month. If you’re not taking advantage of this boom in the podcasting marketing channel, you’re leaving behind huge opportunities to build your brand, market your business, and engage with your audience.
3. Podcasting Builds a Relationship with Your Audience
Podcasting can serve many functions, from providing educational resources or insight into an industry to creating a conversation with your audience around the show’s subject. Those who are interested in the podcast are also often the very prospects you are trying to reach. They may buy your products and engage with your business, and because of this it is important to utilize your podcast in alignment with your brand.
Get to know the conversations already happening around your subject to determine where and how you want to weigh in. The nature of podcasting is conversational, so use your personality, or that of your podcasters, to connect with listeners. Asking your audience to engage with your podcast through polls, comments, and emails will not only drive subscriptions, but also prompt listeners to discuss those subjects with friends and colleagues.
Build a relationship with your audience, and they will thank you by becoming fans. Fans become ambassadors for your content, drawing more leads and elevating you as a thought leader in your industry.
4. Podcasts attribute Authority to Your Business & Brand
People assume that if you speak or write about a subject through professional channels, you probably know a fair amount about that subject. It helps even more if what you have to say is articulate, engaging, and insightful. Creating powerful podcasting content fulfills both assumptions while also elevating your message through a handful of specific online platforms.
Choosing the right podcast hosting platform for your show will be an important decision, and you should spend time researching each platform’s potential. Some platforms will have a host of special analytics features that you may or may not need. Some may be more in-tune with your industry than others. Take the time to understand what is being offered by each, then choose the hosting service that meets your needs and make your life easier.
5. Podcasting Can Help You Reach More Qualified Prospects
What you have to offer and how you fulfill your audience's needs drives qualified prospects to your content. What can your content, your insight, your business, do for your audience? A podcast can help you answer those questions for your audience, simultaneously establishing you as a credible means of insight and educational resources geared toward helping anyone willing to listen.
“You can’t demonstrate your credibility without sharing your expertise, and by sharing your expertise you become helpful. You become valuable for your listeners,” explains Stephen Woessner on his podcast Onward Nation, a daily podcast for business owners. “It’s much more likely you can then develop a business relationship from someone in your audience when you’ve established your credibility.”
Podcasting is a powerful creative asset that does double duty in the content marketing world. By hosting a podcast, your business gains inexpensive access to a marketing channel in which your content both establishes your brand’s credibility and boosts your SEO. As your content elevates your business’s visibility, your credibility as an industry thought leader continues to grow and qualified leads take you more seriously. By continuing to engage these listeners with fresh content, you'll establish and perpetuate a residual marketing cycle.
If your business needs a boost, UrbanLink Group specializes in building multi-channel strategies and high-value content to elevate your brand and connect with your audience. Contact us for a free consultation and let us show you how high you can rise.