Skip links

The Rise of Business Podcasting

Podcast listenership is growing at a staggering pace. As of this year, 51% of the United States population has listened to a podcast; when you consider that this figure at 44% in 2018, it becomes apparent that the popularity of podcasts is in the middle of a sharp rise.

Individuals, companies, and groups all over the world leverage this powerful communication tool in order to interact with their audiences, share stories, and spread awareness.

Perhaps the most notable efforts among these come from businesses. A growing number of companies are coming to rely on podcasting as another form of content creation for their businesses. As with all marketing efforts, a properly planned and executed podcast strategy can easily increase content reach, brand awareness, and social engagement.

But what makes podcasting such a powerful marketing strategy? Podcasting has the potential to play a key role in a stellar marketing toolkit, but you’ll need to understand the logic behind the power if you want to harness and use it for yourself.

Below, we’ll cover just what makes podcasting so appealing to businesses of all sizes. From their benefits over written content to the ease with which a company can use it to promote engagement, there are a host of reasons why every organization should give podcasts a second thought.

Podcasting as a Marketing Strategy for Online Brands

Podcasting’s power as a marketing strategy can hardly be overstated; not only is it a cost-effective and low-pressure way to create and delivery content, but it’s completed through a medium that listeners have come to know and love. Allowing your audience to hear you and listen to the stories behind why your business is the way that it is helps them form deeper connections to your brand and reinforces your brand message.

For those who excel at speaking with consumers one-on-one, podcasting also presents a great opportunity to connect with more people without spending the time to hold individual conversations. You can’t talk to everybody– but you can certainly reach more people through a podcast than you could if your only other option was holding meetings. Podcasts allow you to share content, ideas, and snippets of brand storytelling with millions of listeners.

Benefits over written content

Written content can start to feel stuffy, especially if it’s little more than a factual deep-dive or a transcript of an interview. By using a podcast as a vessel for longer-form content, you’re able to offer your audience a break from reading long blocks of text and getting bored by excessive content.

Some written content is easy to pick out as marketing copy or an effort to sway readers. Podcasts allow you to disguise targeted messages designed to boost your bottom line as conversations. This ability to create an easy sense of community and camaraderie is often missing entirely from written content. Podcasts are a more intimate, more engaging, and more entertaining to share information.

Using Podcasts to Increase Brand Awareness & Visibility

Half the battle of effective marketing can be traced back to strengthening and reinforcing a company’s brand. Well-known food retailer Trader Joe’s recently created a podcast designed to give listeners a peek into the back-end of their brand– stories from crew members and executives all offer insight into the work and dedication that’s poured into crafting their well-established brand.

Offering exclusive looks at the “how”s and “why”s behind the way your business works is a great way to capture listener attention and increase their interest in your brand and messaging as a whole. Consumers feel more connected to brands that they understand and trust– what better way to position your brand as one that’s reliable and transparent than to offer unprecedented insight into what makes it great?

Podcasts can also be used to funnel traffic and awareness towards your other marketing efforts, which only serves to further strengthen brand awareness and visibility. It’s easy to integrate your audio content with your blog, social channels, and website; not to mention that it creates an easy and organic opportunity to leverage backlinks, which is a crucial aspect of SEO and podcasting.

Building Authority & Credibility

Consumers gravitate towards brands that they can trust. The average American’s life is chock full of stress and mile-long to-do lists; between picking the kids up from school, getting dinner on the table, tying up loose ends at work, and trying to catch a few minutes of television on the couch, your audience doesn’t have the time to conduct research on their own.

That’s where you come in. Not only can you provide valuable content to your listeners through your podcast, but you can establish yourself as a trustworthy authority figure while you do it. Your audience will get information that they want and need while you build credibility and position yourself as a lead figure. Because podcasts are so accessible and easy to listen to, you’ll have plenty of time to flex your creative muscles and deep-dive when it comes to serious or granular topics.

Promoting Engagement & Increasing Sales

Research has shown that podcast listeners and subscribers are some of the most engaged audience members of all. One study conducted by Edison Research found that American podcast listeners can be classed as “super listeners” of sorts. They often consume as much as an hour and forty-five minutes’ worth of additional audio per day when compared to the average American.

What does this mean for businesses? Access to an audience who’s ready and willing to engage with your content as soon as it hits applications like iTunes. Savvy marketers know that upped engagement leads to something else, too: boosted revenue.

If your audience is engaged with and interested in your brand, they’re far more likely to make purchases from you. 63% of 300,000 surveyed podcast listeners indicated they’ve purchased something a host has promoted, and 71% admitted to visiting sponsor’s websites, too; that means that even if you haven’t got the time to craft your own podcast, you shouldn’t overlook the potential of commercial and ad break opportunities on others’ shows.