Podcasting: Is It Right For Your Content Mix?

EDITOR’S NOTE:  Because extended enterprise learning involves multiple disciplines, we sometimes ask other experts to share their insights with our readers. Today we feature podcasting advice from Shelly Kramer, Co-CEO of V3 Broadsuite and President of Broadsuite Media Group. Shelly is a recognized brand strategist who specializes in integrated content marketing solutions for companies at the forefront of digital transformation.

Have you added podcasting to your organization’s content mix yet? If not, this a great time to get started. Why? Well, podcast adoption statistics are impressive by any measure.

For example, in the U.S. alone, 50% of people have listened to a podcast at least once, and 32% have tuned-in during the last 30 days. What’s more, usage trends continue to rise at a rapid rate.

On the other hand, competition is also increasing at a phenomenal pace. And with more than 700,000 podcasts currently available, you may wonder if your message will attract the kind of audience it deserves.

But you’ll never find your niche if you don’t try. So if you’re still wondering why you should make podcasting a priority, consider the following benefits:

6 Reasons to Invest in Podcasting

1) You Can Reach People Anytime, Anywhere

When you publish an article or produce a video, your reach is limited only to people who have the time to read or watch that content on a screen.

Granted, most people interact with screens for many hours a day, so that may seem accessible enough. But listening to an audio file is even easier and more convenient.

After all, people can listen while they drive, clean, exercise – and even while they work. Listening to podcasts is a perfect choice for people who enjoy multitasking.

Ultimately, with podcasting as part of your content marketing strategy, your audience is likely to have more opportunities to consume your content. And that means individuals may consume more of your content, overall.

2) Podcasting Helps Grow Your Audience

A podcast opens up a whole slew of attractive publishing options, compared to written articles or videos. Suddenly, you have access to major publishing platforms with tens of millions of users.

iTunes is one example. Another is Spotify, which (as of May 2019) has more than 217 million monthly users worldwide. Needless to say, this is a much larger potential audience than videos and articles, alone, can offer.

3) Podcasts are Easy and Affordable to Produce

If you’re already recording videos or writing articles – or hiring someone to create content in these formats – you’ll be glad to know that podcasts take less time and money to develop.

All you need is a good studio-quality microphone and software that lets you easily record and edit your podcasts. You don’t need a pretty background, special lighting or even nice clothes.

Of course, you’ll want to invite interesting, relevant guests. And it helps to create discussion guides so your conversations don’t veer off-track. But once those elements are in place, you can simply turn on the mic and start exploring subjects that interest your listeners.

The more your discussion flows like a natural conversation, the more engaging it will be. That’s why many marketers think of podcasting as a no-pressure path to high-value content.

4) Podcasting Builds Trust with Listeners

You want listeners to feel like they know you and like you. This is easier to accomplish when they hear from you on a regular basis. Even if the pace is only once a month, if you consistently produce useful, relevant content, your audience will begin to rely upon you as a trusted source.

As you discuss subjects of mutual interest, listeners will hear the passion and confidence in your voice. Over time, they’ll recognize that you know what you’re talking about, and you’ll gain credibility. (Don’t laugh, I’m serious!)

If you’re authentic and knowledgeable, people will want to listen more. And if you take time to feature guests who are experts in your field, you’ll gain even more credibility, by association.

Once you develop loyal podcast listeners, they’re also likely to connect with you on social media, visit your website, watch your videos, read your articles and engage with you in other ways.

Over time, the level of interaction naturally becomes deeper and more direct. And whenever a content marketing strategy moves in this direction, you’re doing things right!

5) Podcasting Expands Your Circle of Subject Matter Experts

You know how guest blogging is a recommended strategy in the written content world? Well, inviting guests to speak on your podcast has similar benefits.

By creating programming that features experts in your industry, you’ll meet people who will add to your own knowledge and perspective. Often, these relationships lead to other experts, as well.

In other words, podcast marketing is essentially a form of professional networking. The network effect is especially valuable when your podcast guests promote an episode to their audience. Your reach and influence can expand exponentially, over time.

6) More Format Choices = Stronger Strategy

Variety is the spice of life. This applies to content, too. You want to reach everyone who might be interested in your message, regardless of how they prefer to consume that content – reading, watching, listening.

That means your content strategy should include a mix of articles, videos, podcasts and whatever else may be appropriate to meet your audience on their terms. If your goal is to make your content as accessible and easy to consume as possible, a variety of delivery methods will help you achieve that objective.

Next Steps

So, now are you convinced that podcasts would be a worthwhile addition to your content strategy? Perhaps if you frame the early scope of work as a limited-time series, it will be easier for your organization to get started.

Regardless, I’m willing to bet that once you dive in, you’ll be glad you did.

EDITOR’S NOTE: This post has been adapted, with permission, from a post published on the V3 Broadsuite blog.