We write a lot about blogging, but there are other forms of content marketing. Why limit ourselves just to written content when audio content, like podcasts, can be immensely popular. And successful. For those that cannot devote enough time to produce daily blog posts, podcasts are certainly a viable substitute.
Podcasts possess many distinct advantages over videos or written blog posts. This statement does not mean that you should abandon blog posts or videos though; that said podcasting is a useful complement to your marketing strategy and is something that you should implement to assist in your content and marketing goals.
Let’s take a closer look at podcasting in this latest blog post.
Podcasts and Their Advantages
Podcasts are useful tools in your content marketing repertoire because they are so accessible. People can listen to podcasts from anywhere while they are exercising or working at their desk. You don’t have to have a screen in front of you, rather you can listen on the go whether it’s your commute or lunch break.
Hmm, probably why people love them, so much they can be downloaded on to smartphones, they can reach almost anyone as well. Since speaking is faster than writing, podcasts can also be more time-efficient. Editing a podcast for verbal fillers or long pauses can be easier than editing a blog post or video which takes time and focus to get just right. Sure, well-crafted podcasts are an art in of themselves but it’s a different beast than planning written content
Podcasting also appeals to auditory learners who absorb more information through listening than reading. This group of learners could represent a new audience for your blog or business. Podcasting enhances your content strategy because it allows you to build trust with your audience. Hearing your voice is more personal than someone merely seeing your words.
Finally, even though podcasting is not technically free in terms of money and effort, it only requires time and a decent mic to start creating podcasts today.
Podcasts and Your Marketing Strategy
Now that we have examined how podcasting possesses advantages over blogs and videos (even though those are still important), it is time to consider what your podcast can be about so that people tune in to listen.
Just like in blogging, content in podcasting matters the most. If you create a podcast, your content could consist of something like providing information of value that educates or informs your audience. You also could interview someone, have someone interview you or assemble a panel on a relevant topic to your business.
During the podcast, you can discuss current trends in your field or react to a significant news story related to your business. Tell a story through the episodes of your podcasts just as you would your blog. It’s about building a narrative that your listeners will follow and resonate with. Otherwise, it’s just white noise–literally!
Podcasting Best Practices
To create an effective podcast, think about the posts that resonate most on your blog, the questions that your business often receives, and which social media posts receive the most shares. You should consider these questions because it allows you to think about what sort of podcast may be popular with your audience.
Interviewing an expert in the field is valuable in this regard because not only will they be a solution to many of the questions above, but they will also share this podcast with their audience.
Other podcasting tips include keeping it short (30 minutes or less is an ideal time frame), offering a call to action at the end of the podcast and advertising it on your social channels.
Finally, if you would like to incorporate podcasting into your marketing strategy, make sure it is something you can commit to. Much like blogging or making a video, you will want to keep a consistent publishing schedule whether it be weekly or monthly.
With these tips in hand, think about how podcasting can help your marketing strategy today. It may not be for you and that’s okay, if you are willing to give it a go though here are some first steps to think about. When it comes to content don’t limit yourself to the basics. Content is anything that you present to an audience that adds value up front. Blogging, social, video, and podcasts are all pieces of content that can delight your audience, so if podcasting makes sense for your brand go for it!
Photo cred. nicolassolop.com