Not every piece of content you create has to be written or visual. In fact, according to statistics released by the Pew Research Center, 21% of people ages 12 and older have listened to a podcast within the last month, up from 12% just five years ago.
With the listenership percentage incrementally increasing, is it really worth it for your business to develop and promote a podcast?
The Advantages of Starting a Podcast for Your Brand
An advantage podcasts and other forms of audio media hold over written and visual content is the ability to engage with its audience at almost any time.
Think about it: to engage with written content, a reader has to make the decision that a blog post or article is worth the time to devote to reading it. This gives you a small amount of space to hook the reader.
Podcast listeners, however, play podcasts passively.
They don’t have to choose between investing time in going for a run over reading about the latest trends in healthy eating because they can do both at the same time.
And if your audience finds reprieve from stressful situations (like being stuck in traffic) by listening to your podcast, you create brand loyalty even before the listener has seen what your business has to offer—all through the power of your voice.
Hence why podcasts are becoming increasingly popular in creative content marketing strategies.
Deciding Topics of Discussion for Your Podcast
Choosing compelling discussion topics is what is going to make or break your podcast.
When considering topics, think about some of the conversations you have with your clients and other people within your industry.
Are there industry standard jobs that people don’t know about that you can highlight? Is your business about to launch a new product?
Nickelodeon rolled out a podcast to promote its classic cartoon shows. Each episode goes behind the scenes with the creators to give fans an inside look at how their favorite characters and episodes came into existence.
Nickelodeon developed this podcast because it knows that its targeted audience is obsessed with all things Nickelodeon. By creating and fueling discussions about its shows, Nickelodeon both fulfils a want and brings its cartoons back into the public discussion.
These discussions attract new viewers, who will then buy new merchandise.
You can also choose to speak with your audience directly.
ESPN personality Bomani Jones built up his reputation as an expert in sports and music by hosting a weekly podcast based around him answering questions posed by listeners in real time.
Even if it’s not the sole driving force behind your podcast, answering questions at the end of your episodes shows that you’re paying attention to your clients and customers.
What You Need to Record and Distribute Your Podcast
There are some initial startup costs when it comes to podcasting. You’ll need to purchase some audio equipment so that your podcast doesn’t sound like it’s being recorded in a tin can.
The Zoom H4n Handy Recorder is portable and has two inputs for external microphones, as well as an onboard microphone. Best of all, you can record directly to the recorder so you don’t have to purchase a mixing board or an interface.
As for hosting the podcast, the most popular service to use is libsyn, short for Liberated Syndication. The service is easy to use, and also provides publishing tools and stat tracking.
If you’re not looking to invest in hosting before seeing if your podcast is successful, you can use a free service like Soundcloud, or, you can upload the audio file as a video to YouTube.