The truth about podcasting as a marketing tool

If you’re a business owner, you probably hear a lot about “content” these days – videos, blogs, articles, and so on.

But there’s one kind of content you might be overlooking: podcasts.

Despite what you might think, it’s not just a medium for true crime shows like “Serial.” It can also be a powerful tool for businesses trying to increase their reach. But how can you turn a radio-style format into something that actually grows your brand?

Stats you can’t ignore

First, let’s look at the numbers.

According to Forbes, over 57 million Americans were listening to podcasts “on at least a monthly basis” at the end of 2016 – a 23 percent jump over the year before. And in 2013, podcast subscriptions hit 1 billion on iTunes, Articulate Marketing notes.

Clearly, podcasts are on the rise, and the potential of the medium as an advertising channel is simply impossible to dismiss.

Required: A little finesse

Before you rush out to buy a microphone, it’s important to know that a “branded” podcast is a little tricky to get right.

As Articulate Marketing astutely points out, “a podcast is not a long commercial.” In fact, the site says, you should avoid “selling” your products or services. Great – but what the heck are you supposed to talk about then?

In one great example, eBay scored in 2016 with “Open For Business,” which AdWeek describes as a “curriculum-style” series about starting a business. Rather than producing corporate propaganda, eBay made something people actually want to listen to. And it worked; “Open For Business” quickly became the top podcast in its category.

So what should your podcast be about?

It’s a daunting question, but Fluency Digital can help you figure it out – whether you’re looking for that “big idea” or simply need help with audio production. Whatever your podcast needs, you can contact us today for a FREE consultation.

Declan Desmond