There’s been a bit of a revolution around podcasting this past few years. We’re seeing brands adopt fresh new ways to produce podcasts, making them an attractive and powerful marketing tool. As a result, podcasting is gaining popularity as part of brands’ marketing strategy. After all, it is a little bit like having your own show to broadcast your expertise. And in a highly crowded digital space, where new content is constantly published, it’s becoming difficult to get noticed. So it’s no wonder that brands are looking at podcasting as a new way to engage with their audience.
Repurpose your ‘old’, yet still relevant, marketing content with a podcast. Of course, you might need to edit and freshen it up, depending on what happened since you published it. But, re-gifting your content to your audience via a new medium is a clever way to make the most of what works and it showcases your expertise.
Produce episodes based on your existing content that performs well on your website and social media. Use Google Analytics and other tools to find out the data. Then combine this information with comments and questions that your audience might have submitted on the subject. That’s an excellent opportunity to add value to your podcast.
So if you are still wondering what podcasting can do for your brand and whether you should consider starting your own podcast, read below to find out the five reasons to start a podcast.
1. Get your brand noticed
Consumers are getting exposed to a significant amount of content every day. For example, the average person gets bombarded with over 1,700 banner ads per month but only sees half of them. And a research by Havas shows brand engagement is significant for consumers, with 84% of people expecting brands to create content.
However, brands need to find new ways to get noticed in a sea of content. And starting your own podcast can help. Because it’s different, because you can communicate your brand personality, and because you can incorporate some interaction with your audience.
2. Build brand authority
Use your podcast to showcase your expertise. Your choice of subjects and whether you decide to interview guests on your episodes will give you an edge and build trust with your audience.
It’s about answering your audience’s questions and providing valuable insights. So that they keep listening.
3. Boost engagement with your audience
Promoting a new form of content to your audience, audio or video, is bound to boost engagement. People like podcasts because they are entertaining and easy to listen to or watch. And they like to know the face, or voice, behind the brand.
When you want to reach more people and build that trust, a podcast is a brilliant way to do it. Your voice in their ear. I’ve used my podcast as an experiment. I’ve made huge mistakes and it’s taken a while to find both my voice and my feet with it. And that’s okay.
You might be cacking it at first but the more you do, the less you’ll mind putting your voice out there. I used to hate to do solo episodes. Who wants to hear my dulcet tones witter on about content?
Then a client pointed out that those were the episodes that put my perspective front and centre and that’s what future clients want. So it’s about being brave and considering the purpose and impact on your audience.
4. Repurpose your content
Podcasting is a great way to repurpose your existing content. Use data such as Google Analytics to determine what content is performing on your website and social media posts.
There will be a blog or a post that sparked a lot of interest or questions from your audience. And that topic you already talked about can be explored in more detail with added data or used to be proactive and answer questions you know customers might have when considering a purchase.
Also, the chances are that most people haven’t seen your older posts, and it’s the opportunity to get that content out again and reach a new audience.
Updating your existing content is always an SEO pleaser. So don’t forget to link your episode’s show notes to the other pieces of content you are referring to.
5. Boost your overall SEO
Starting a podcast will boost your overall SEO, which means that your audience will find your brand on Google search or other search engines. And equally, you should treat your podcast like all of the other content you create, with SEO in mind.
With millions of episodes released every week, it would be a shame if no one got to listen to your podcast because they don’t know about it.
You can read more on how to get your podcast found, six things to do now to grow your audience.
What’s next for podcasting
Have you ever considered video podcasting? Turn your audio podcast into a video podcast to reach a new audience and boost customer engagement.
Did you hear? Youtube is expanding into podcasting.
It is no surprise, as video is the most consumed form of content. But the jury’s out on that one, and although a video of your interview will bring some interest, if you are the only one talking, you might want to stick to audio. Unless you are taking your audience on a journey that provides visual aids or other interesting visual content. Consider where and how your audience is consuming your content before making a decision.
I can only advise that you consider ‘some’ sort of video, even if it’s only used to promote your show.
If you’re ready to start your own podcast now, a tip is to publish a few episodes from the start. People who listen to podcasts like to have several episodes they can listen to and get a feel for it.
Things you might want to read to start your own podcast now