Four Reasons to Incorporate Business Podcasts into Your Marketing Mix

Content DevelopmentCommunications and Messaging

Oct 7

Business Podcasts can be a Pivotal Piece in Your Marketing Strategy with Minimal Effort

Some people think business podcasts are a thing of the past – that couldn’t be further from the truth. According to Edison Research Infinite Dial 2020:

55% of the U.S. population (155 million people) have listened to a podcast; 51% in 2019
37% (104 million people) listened to a podcast in the last month; 32% in 2019
24% (68 million) listen to podcasts weekly

Why are they so popular? Because they are an easy, convenient way to get information or entertainment. Think about it – you can listen to a podcast pretty much anywhere via a smartphone, smart speaker (e.g., Amazon Alexa), or the in-dash infotainment center of your car.

So, why should you think about doing a business podcast? Here are four key reasons:

Increase website traffic. Who doesn’t want that? And your podcast audience is somewhat qualified – they wouldn’t listen to the content if they weren’t interested, right?
Repurpose content. We’ve all have a lot to do, the last thing we want is to add to our to-do list. But don’t think of a podcast as another task to create content for – use the content you have! Webinars, white papers, and blog posts are great starting points for a podcast episode.
Thought leadership. The topics you cover can range from what your business does/makes to the industry you are in or serve. And by taking a deep dive into a particular subject helps position your company as an authority, or should we say, a thought leader?
Promote company culture. While we don’t like to encourage “salesy” podcasts for companies, they are a way to promote your company, products/services, and culture in a subtle way. Weave in projects you are working on, what your company stands for, your values, etc. It’s your podcast, so you are allowed to talk about yourself a bit.

Think a podcast might be good for your business? Check out the work we created for ESCRYPT and Tebis. Contact us and we’ll show you the way.

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