Podcasts are an incredibly popular type of media, and their fan base is rapidly growing. The flexibility of podcasting means they can be used for everything from storytelling to education. With all that potential, it’s no wonder that so many people are getting in on the podcast act!
What are podcasts?
A podcast is a digital audio file which can be downloaded from the internet, or streamed, and then listened to. They’re often recorded and uploaded as a series of episodes. The word podcast was coined by blending ‘iPod’ with ‘broadcast’, and you can thank us for that nugget if it ever comes up in a pub quiz.
Why are podcasts so popular?
Just like any form of audio content, podcasts can be standalone entertainment, or something to have on in the background whilst getting other things done. Because they can be streamed or downloaded to a device (such as a phone), podcasts are highly accessible, and very portable.
With a stunning variety of podcasts (podcasting styles) available, there is something for every taste. Existing formats include scripted speech, multiple clips edited together in a documentary style, interviews, group discussions…
How could podcasting be useful for my business?
Podcasting demonstrates the knowledge and experience of your business. It’s a terrific way to increase brand awareness, and develop an audience. Sharing something informative and entertaining is also a great way to add value for your customers. They’re effectively getting a free taster of what you can do for them!
A podcast for your business shows off its expertise.
A podcast, much like a written blog or an effective social media strategy, gives context to your products and services, and helps build trust with your potential customers. That’s always a win for brand loyalty.
What are the cons of podcast marketing?
The downside is that podcast accessibility also demands your products and services be equally obtainable. Providing interesting and entertaining audio content which makes your brand synonymous with knowledge and authority is great for brand awareness. It would be a shame to lose out on the resulting custom to a more readily-available competitor.
What could I include in a podcast for my business?
Again, a podcast content strategy for a business is likely to be very much like possible blog content ideas. Think laterally, and be creative! This allows you to demonstrate the relevance of your products and services in areas which might not be immediately obvious. It’s a way of connecting your industry to the audience, on their terms.
Give me an example of podcasting for business
OK, so a firm of architects decide to provide a regular podcast relating to their firm and its activities. Their schedule might look a bit like this:
- Week 1: The planning permission rollercoaster. Funny industry stories. Anecdotes from experience, and ultimately demonstrating how they helped their clients overcome some ridiculous situations.
- Week 2: Host a guest mortgage advisor. How the mortgage process interlocks with the design and build process for an individual private client.
- Week 3: The secret world of being an architect. Getting told off for trespassing during a site visit. Concept sketch versus working drawings, and the hysterical coffee drinking in between. The difference between what you do; what your friends think you do; what your parents think you do.
Any architects who have stopped to take notes, contact Account Manager Phil (we just call him Phil) to chat about digital marketing ideas!
Bonus episode
The Team Organic podcast playlist.
Donna Costello, Social Media Manager
Anything to do with true crime! I’ve usually got my earphones in when I’m scheduling social media content for clients.
Phil Gemmell, Digital Account Manager
Scroobius Pip’s Distraction Pieces, Reasons To Be Cheerful, Full Disclosure with James O’Brien, and The Infinite Monkey Cage. I’m usually listening to something whilst working on work stuff that doesn’t require me to talk to other people or make phone calls. I used to listen in the car to and from work, but my travel time is much shorter than it used to be, so don’t get much time anymore.
Elizabeth Hughes, SEO Copywriter
When I’m writing content for clients I can’t listen to anything with words, otherwise I end up accidentally transcribing it. I love listening to science podcasts when I’m driving (safely, legally, using Bluetooth), or interviews with people I like. The Joe Rogen interview where Maynard James Keenan announced Tool’s back catalogue was going digital was the source of much squeaking excitement. You can listen to it here.
