When was the last time you listened to a podcast?
For me, it was two months ago. And it was my first time.
Podcasts have never really been on my radar, until a couple of months ago, when I discovered that they’re really big right now.
According to Rajar, almost 10% of adults in the UK download podcasts each week, which equates to around 4.7 million people. So, why tune into podcasts?
Here are three reasons why businesses should add a podcast or two into their content marketing strategies:
REASON #1: They’re a cheaper alternative to videos
Not everybody has the budget or technology to produce videos or are that comfortable about appearing in front of a camera.
Podcasts are far more straightforward to create, require less time and hassle and tend to be much cheaper than video marketing. All you need is a microphone and computer, headphones, recording and mixing software and internet access.
REASON #2: They’re moving with the digital times
We now live in a digital era. Thanks to the wonders of modern technology, we have access to a wealth of information at our fingertips, podcasts included.
It’s anticipated that the number of smartphone users will grow to 2.5 billion by 2019 and it’s inevitable that, with this rise, will come an increase in the number of podcasts that are downloaded via smartphones and other devices. Figures published by Salesforce show that in 2017, the most popular way to listen to podcasts was via a smartphone, tablet or other portable device, with only 39% of people using computers to tune in.
REASON #3: They’re a really powerful relationship-building tool
Podcasts may be a one-sided form of communication, but they’re a really valuable tool in helping position yourself as a thought leader and getting your personality across to people.
Providing thought leadership on topical, relevant issues that are of interest to your target audience helps build trust over time. Better still, as with all content, if you can focus on their pain points and challenges, then it’s highly likely that your podcast is going to resonate with your listeners.
Now, this may just be me, but there’s something rather intimate about listening to podcasts too. You can’t help but feel that the host is talking to you and only you. This, in turn, can make it easier for your listeners to connect with you and your brand on more of a meaningful level.
So how do you feel about podcasts now? Are you planning to tune into them anytime soon? Or perhaps you’re already fully embracing the podcast world? One thing’s for sure, there are benefits to be had for both listeners and creators.
About the author
Sanina Kaur is a former journalist with 20 years’ experience that spans journalism, corporate communications, PR and copywriting. Sanina is also a member of the Get Ahead VA team. To discuss your content or content or PR requirements, contact us on 01483 332220 or [email protected].