Remember the times when you were listening to a radio show and missed one part of it? There's no way to return and re-listen unless you ask the radio hosts themselves. Thankfully, with the advent of podcasts, this isn’t the case anymore.
What Is a Podcast?
Podcasts are today's much-improved version of a radio show. They're audio content that can be played on-demand, which means that you can access them anytime you want.
Podcasts are top-rated today. In fact, there are over 48 million podcast episodes in the world. This number is evidence that there is a demand for podcast content. A podcast can cover any topic under the sun as audio entertainment. This is why podcasts can also be used as one of the business tools that can grow your company. A podcast is an excellent choice if you're looking for another tool to boost your digital marketing.
Is a Podcast Useful To Promote a Business?
Whether visual, written, or audio, audiences love a diversity of media to consume information. This is because your audience expects multiple types of content from your brand. That's why podcasts are great. They can be tools to help establish your authority in your niche by giving helpful advice and showing that you're an industry expert.
But is there anything you should look out for when creating podcasts? In the next section, we'll lay them all out for you, along with the advantages of podcasting for your business:
Pros/Cons of a Podcast as a Marketing Tool
Pro: It's Convenient
Many of today's audiences just don't have enough time to spare. Because podcasts are accessible on-demand, many people prefer to listen to them rather than other media.
In fact, if a person subscribes to your podcast, they'll have an option to automatically download your episode once it’s published.
Con: You Need To Stick to a Schedule
Running a podcast means that people expect a consistent schedule from your channel. This can be difficult to achieve as a small business since podcasts require research, recording, editing, and promoting hours.
However, you can delegate these tasks to your tech-savvy staff members if you have them.
Pro: Generate More Sales
Regularly publishing a podcast episode can help you build a more personal connection with your audience. As a result, they'll feel like they're interacting with a real person, which is precisely the goal of each business.
Podcasts build trust among your listeners and ultimately inspires them to take action and try out your offerings.
Con: It Can Be Difficult To Find Your Audience
Since there are a lot of podcasts out there, it's hard to rank on streaming platforms like Google and Apple. You need to put in a lot of effort to find your niche and get an audience for your content. So, it's necessary to have the will and patience to scale your podcast.
Pro: There Are No Competing Messages
Unlike other content types like broadcast media, your listeners become your captive audience and listen to you and no one else as they tune into your show. In fact, most brands use podcasts to boost brand loyalty.
Additional Pro: You Can Repurpose Your Podcast Content
Podcasts are versatile. Whatever you put inside a podcast can be repurposed as a blog, a social media post, or a video. There is a rich selection of ways to repurpose your podcast content, making it easier to cater to any type of audience.
How Do I Create a Podcast?
Now that you've seen how a podcast can boost your digital marketing, how exactly can you start one?
First, you'll have to determine your niche and audience and plan your content around it. - Secondly, you need to find a recording platform that you can use for your podcast. Audacity is popular recording software that's accessible, even for beginner podcasters.
- You should then determine your podcast format. Will your podcast run for hours in an episode, or are you planning to limit it to 10 minutes at most? It depends on what type of content you're going to make.
- Lastly, you'll have to find a platform where you'll upload your podcast episodes. Spotify and iTunes are great starting points for your podcast channel. Furthermore, you can leverage your social media accounts and website to promote your podcast channel.
One additional tip is that you can invite guests to your podcast. As a result, some of their audience might check out your podcast channel.
And you're ready to go! If you have the resources and dedication, keep these tips in mind and you'll get yourself a great, converting podcast for your business.
Contact us now to learn more about optimizing your website and creating engaging content to grow your business.
Written By: David Carpenter
