The Power of Podcasts

Everybody’s talking about the awesome power of Podcasts. And folks, it’s a game-changer!

Here’s why you should consider incorporating podcasting into your marketing communications mix.

The Most Powerful Marketing Tool Yet

The humble tale of the podcast bears a resemblance to that of the Internet. The inventors of the net did not fully grasp how big it would be until after they pioneered computer communication. Even though the podcast has been around since the late 90s, it’s only now that we can truly appreciate the sheer magnificence that is podcasting.

What is a podcast, and how does it work?

A podcast is a recorded MP3 file that’s distributed (or broadcasted) via RSS feeds. Well, MP4 too, but we’ll save that for another day. Podcasting refers to the automated process of a sound file being delivered to a subscriber’s device for consumption at their convenience.

The name is a misnomer. It is a combination of “iPod” and “Broadcast” only so named because the iPod was the most prominent media player when podcasting started*. For a bit of fun in the Internet archives, take a look at this priceless entry from 14 October 2004, Ask Leo” http%3A%2F%2Fask-leo.com%2Fwhat_is_podcasting.html

2019: Podcasting Tipping Point

So why is podcasting such a big deal after all this time? You know that old myth about NASA spending millions on developing a pen that could write in space, but the cosmonauts took a pencil? It’s the same idea. The podcast is a solution to a problem that didn’t exist until now.

As we’ve adapted to streaming-media, on-demand lifestyles, podcasts have grown more popular.

We’re in the age of extreme instant-gratification. We can get almost anything we want at the click of a button. With machine learning and intuitive design, the click’s not even necessary. Siri, Alexa, Google, they already know.

Podcasts fit into our busy lives. You can listen while walking the dog, at the gym, during your daily work commute. The file’s downloaded, so you don’t need to be connected—or use up your mobile data—to enjoy the latest episode.

“Global music streaming giant Spotify paid upwards of $200 million to acquire podcast production house Gimlet, Michelle and Barack Obama entered the podcasting space, and Hollywood came hunting for podcasts that could be turned into films. It seems that 2019 will be the year we say podcasting truly arrived.” Says Kellie Riordan, ABC Audio Manager.

The Incredible Marketing Power of Podcasts

Marketers don’t only love podcasts because consumers do. Marketers love Podcasts because they combine the benefits of all our favourite mediums, with added advantages and less risk in one elegant solution.

The Best of Radio

1. The theatre of the mind. Podcasts engage our sense of hearing, which profoundly captivates the imagination.
2. Intimacy. Listeners form ‘bonds’ with podcast show hosts. They are invited into our lives as a companion.
3. Captive Audience. Sure, many people listen to podcasts while doing something else. However, sound has been proven to be more memorable than a visual stimulus.
4. Podcasts and audio ads relatively inexpensive to produce.
5. More targeted than radio. Radio stations (DJ’s shows especially) do well to target a specific group of demographics. The niche nature of podcasting takes that targeting one step further.

The Best of Magazines and Blogs

6. Loyalty through subscribers. This is especially true for serial podcasts, like Dr Death , where the story continues in each episode.
7. Podcast listeners prefer long-form content. Like blogs and editorial, you can get a lot of information across in one episode. That said, if you’re advertising on someone else’s podcast it’s harder for listeners to avoid a mid-show 30” promotion.
8. Available on-demand, offline. Listeners don’t have to “tune-in” at a specific time; they don’t even have to be online.
9. Ads are usually live reads, which are delivered naturally and are perceived as more reliable.
10. Evoke more emotion. The fact that podcasts are audio enables them to convey more tone than written words, and thus, elicit a more emotional response. If you’re energised, exasperated, earnest or edifying—your audience will hear it.

The Best of Newsletters

11. Top of mind. Listeners receive push notifications when new content is ready.
12. There’s no grander opt-in than a subscribed podcast listener. You’re not just landing in their inbox but in their ears!

Bump up your marketing mix

13. Complement your marketing plan. Just because podcasts have managed to one-up other mediums does not mean you have to choose one or the other. The more, the merrier! Add podcast advertising or your own series to your marketing mix for increased efficacy.
14. Podcasts bolster digital marketing. You can derive even more value from your podcasts by repurposing the content in other digital marketing endeavours.

• Increase website SEO by adding a transcript of your podcast to your website.
• Record your podcast with Video too and add your podcast material to your YouTube channel.

15. Greater reach. Having your podcast hosted and disseminated via multiple podcast platforms increases your exposure. The platforms have amazon prime- and Netflix-like algorithms to deliver tailored content to their account holders. There’s so much more about podcasts that a single blog cannot contain. So, we’ll dedicate an episode of our podcast to the subject.

Let’s develop your digital marketing strategy. If you prefer the fast track, let’s set up a meeting to discuss your specific podcasting questions.

* The name Podcast was coined by the creators of iPodder, software that automatically downloaded broadcast MP3 files to an iPod.