How To Start A Podcast For Your Business Or Brand

Podcasting Is The Next Big Content Marketing Opportunity

For most marketers their content marketing strategy starts with a blog, however how many shares do you get on social media every time you publish a post? 10, 50,100?

Would you like thousands of highly engaged people automatically consuming your content every time you published something new? Then you definitely need to start a podcast.

Podcasts started their first ascent around 2004, well before the term ‘content marketing’ had even been coined, however they were mainly hosted by hobbyists and wannabe radio DJ’s that couldn’t get a job on commercial radio.

Fast forward to 2015 and podcasts are having their second wave of growth as businesses and brands start to recognize the incredible opportunity to build a hyper engaged community for their brand with a podcast.

Traditional content marketing channels are becoming highly saturated, and whether you’re trying to get your message out via social media, blogs or other forms of written content you’ll find it hard to break through the noise and rise to the top. Not so with podcasting where there are still lots of opportunities to own your category on iTunes and the many other podcast distribution channels.

With the incredible growth of mobile devices, connected TVs, consoles and connected media players, including the fast rising trend of the connected car, the way people are consuming content has broadened. They’re no longer spending time in front of a screen, instead everyone wants their content on the go.

And the research is overwhelming. A recent Edison Research report  17% of the adult population listen to podcasts regularly (more than 46 Million US adults) and this figure continues to rise year on year.

Content Marketing Statistics For Podcast Listeners

In addition to the rising listener trends, there are another bunch of things that have happened in the technology arena over the last 5-10 years that have boosted podcast subscriptions. Here are some astounding statistics that show why brands should be building podcasting into their content marketing strategy:

  • 67% of podcast listeners are happy to hear commercial messages and find them useful (this fact alone should make content marketers sit up and take notice of podcasting)
  • The number of smartphones in use globally in 2015 now exceeds 1 billion devices
  • Apple has surpassed 1 billion subscriptions for podcasts via iTunes
  • Podcast listeners stay tuned in for an average of 22 minutes per episode (5 times longer than reading a blog post)

It’s no wonder that 32 % of marketers have a desire to learn how to use podcasting. The benefits of a brand of creating a regular podcast for your business or brand include:

  • Creating a new less crowded channel for your content marketing and access to “Podcast SEO” in iTunes and other podcasting apps.
  • Once you’re set up it’s quick and easy to create and publish new content.
  • Podcasting creates a more personal and authentic marketing channel that encourages long term audience retention through subscription feeds
  • Podcasts create a hyper engaged audience that can be used to boost traffic, build email lists and drive sales
  • Its an opportunity to reach an educated and more affluent demographic
  • Its also a great opportunity for repurposing your existing content
Josh Cobb The Real Estate Pros Podcast

Josh Cobb found podcasting a successful content marketing strategy to bring in new qualified leads

We interviewed Josh Cobb from real estate marketing agency Stepps.Com.Au in episode 001 of the Podcast Power Marketing Podcast, and asked him what impact and tangible benefits starting his podcast ‘The Real Estate Pros‘ had made on his business.

Here are some of Josh’s key wins:

  • Josh gained 25,000 + podcast plays in the first 8 months of launching, many more impressions, and less effort than a blog alone would have brought in for his new business over the same start up period.
  • Podcasting is a hugely successful lead generation channel that attract new customers into his core business.
  • Josh was able to gain valuable feedback from podcast listeners to drive product creation and iteration and he was able to create the products and services his audience desperately wanted thanks directly to his podcast
  • Josh covered the cost of podcast production through related industry partnership support which meant there was no requirement to increase his marketing budgets.
  • He built authority and expert status very rapidly in the industry, resulting in an increase in speaking engagements.

As the research shows, podcasting really is the next big untapped content marketing opportunity. If your business or brand hasn’t stated a podcast yet, you could be missing the window to own your category by creating one now. Got a question about podcasting? Ask us in the comments below and we’ll see if we can help.

Simon Dunant
Follow Me

Simon Dunant

Founder at New Rise Digital
Simon Dunant is the founder of Podcast Power Marketing and digital marketing consultancy New Rise Digital . He also hosts the Podcast Power Marketing podcast on iTunes and is the author of the book "Essential Digital Marketing For Small Business." He has over 15 years experience of helping businesses, creative artists and bloggers make sense of the digital marketing landscape. Simon has hosted 2 previous digital marketing podcasts and has spoken at numerous conferences and events including Midem (Cannes), Popkomm (Berlin), ADE Music Conference (Amsterdam) and Britespace (London).
Simon Dunant
Follow Me
About The Author

Simon Dunant

Simon Dunant is the founder of Podcast Power Marketing and digital marketing consultancy New Rise Digital . He also hosts the Podcast Power Marketing podcast on iTunes and is the author of the book "Essential Digital Marketing For Small Business." He has over 15 years experience of helping businesses, creative artists and bloggers make sense of the digital marketing landscape. Simon has hosted 2 previous digital marketing podcasts and has spoken at numerous conferences and events including Midem (Cannes), Popkomm (Berlin), ADE Music Conference (Amsterdam) and Britespace (London).

2 Comments

Leave A Response

* Denotes Required Field