Podcasts — Going In-depth for Engagement

Source: Casico Music

Podcasts have seemed like they have been around forever. Recently though they have become more popular. Older groups between 30–40 especially like them. What is the allure of podcasts? The medium of sound is surely convenient and what role can podcasts take in content marketing?

Some of us will remember the time of the morning radio show. We would tune in and listen attentively for a period. Podcasts are similar for most people and their popularity has developed the medium into one of the popular streaming formats.

Why the increase in popularity in podcasts? There are several reasons:

  1. In contrast to other media, podcasts are quite suitable for everyday use, as you can listen to them while exercising or travelling to the office.
  2. The possibility of “listening on the side” makes the podcast an ideal accompanying medium. Podcasts can also be produced with limited resources, which also contributes to their appeal.
  3. Thanks to the low production costs, setting up a podcast is easy even for almost everyone.
  4. At the same time, on-demand content has also grown in popularity over the last several years.
  5. The download option also makes podcasts mobile and easy to listen to anywhere and anytime.

What does it take to have an appealing podcast?

A well-told story is the most essential part of a podcast. Listeners are after specialized authentic content. This well-told story needs to be in-depth and, above all, is well-structured and easy to understand.

Podcasts that have unstaged and authentic dialogues, in which usually two people are involved (hosts or guests), an exciting exchange is created, in which differences of opinion or unexpected turns can often occur. This will create an uncut authenticity that makes podcasts so appealing. It seems as if listeners themselves are sitting at the table and taking part in the conversation, unfiltered and unembellished.

Besides, authentic dialogues create strong sympathy among listeners. Where radio is too general, the podcast can provide deeper insights into specific topics and is characterised by a high trend affinity, topicality, and relevance. Podcasts we suggest should have a simple and conversational tone. This will create a relaxed atmosphere, which makes listening to a podcast a relaxed experience and therefore, especially in the scientific field, a real alternative to complicated reading.

Using podcasts in content marketing

Podcasts can provide deeper insights into specific topics. If a brand or company can podcast topics that may pique its customers’ interest. A good example could be a food brand that podcasts dinner recipes. Another example could be a SAAS firm that podcasts technical discussions.

Podcasts in this way transfer knowledge that is linked to an advertising message and can attract new customers. It is important here that the focus of the podcast is formulated, the host has sufficient experience in the respective topic and has the necessary language skills.

If you’d like to use podcasts in your content marketing mix, we suggest using them mid-funnel. They are especially good for nurturing prospects who can subscribe to your podcast channel.

Good sound quality should also be ensured before starting the in-house production of a podcast.

How to know if your podcasts are performing?

We suggest that evaluation be linked to your customer journey and its associated KPIs. For example, if your podcasts linked to nurturing prospects, a good evaluation could be weekly listeners.

It should be noted that different platforms such as Spotify or Deezer work with statistics that sometimes differ greatly from each other, and a cross-platform tool is not yet available. This being the case, it is clear that the relevance of podcasts is constantly increasing and that they should not be ignored by marketers.

Podcasts currently reach a market of around ten million young listeners and thus offer an optimal platform for content distribution. The strongest target group is the 30 to 49-year olds, followed by the 14 to 29-year olds. 29% are 50 years and older.

However, since the aspect of further education plays a major role in podcasts, advertising needs to be well thought out and be linked exclusively to exciting, informative, or entertaining content.

Podcasts and Social Media

Contrary to popular belief podcasts can offer much for social media. Social media is highly visual and podcasts offer a balance to this in the content mix.

We tend to think that social media is top of funnel short form content. It creates awareness and is a bait that hooks potential customers. Podcasts can then engage them with more in-depth content to build trust through knowledge.

Also, simply talking usually involves less effort than, for example, the production of a YouTube video, although the professionalisation of podcasts is advancing all the time and a great deal of know-how and good equipment are now essential for success in this area as well.

Podcasts offer an authentic and engaging way to connect with potential customers. It must be remembered that for the podcast content to be well-known social media is its essential partner. Social media can significantly help to build up the needed reach of podcast listeners.

To Conclude, Podcasts are the Next Wave

You may be surprised to learn that 144 million Americans listen to podcasts, according to the latest podcast statistics. Put another way, 51% of the US population older than 12 have listened to a podcast at least once. In comparison with 2018, 20 million more Americans listen to podcasts.

Given this volume, podcasts are an extremely attractive channel for companies and industries.

Let us help you create the podcasts you need to engage your audiences. Schedule a free consult today.



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