Is podcasting the right content strategy for your business?

Podcasting connects you to new audiences and a whole lot of growth opportunities. But is it the right content strategy for your brand?

Podcast listenership is exploding right now. So much so that it's no longer a hobby or reserved for people who like to talk. Podcasting is snowballing, and it doesn't look to be slowing down anytime soon. 

We live our life on the go, and listening to podcasts is the perfect way to consume fresh information in easily digestible bites. Podcast popularity has snowballed in the past few years, allowing listeners to absorb whatever audio they please - without the attention required when watching a screen. And while podcasting is a fantastic tool for brand awareness, is it a marketing strategy your business should adopt in 2022?

In this blog, we'll answer some of the questions you may have on the world of podcasting, the world of podcasting and share some insightful tips to help you decide whether it's the proper apparatus to add your businesses toolbox. Read on to find out more! 

What is a podcast and how do I choose a host?

You can think of a podcast as the audio version of a TV series. It's episodic, positioned around a specific topic, and either fictional or real. The main thing that sets podcasting apart from television is a host - an essential element in the make or break of your show.

Every podcast is led by a host, who narrates a story and interviews guest speakers; they take the audience on a journey. The host is the middle man between the listeners and your brand, with whom the audience can form bonds and connections with. For this reason, it's essential to choose a host that you think best embodies your company's ethos, as they'll essentially become the voice of your brand. 

A host is pivotal to the success of your podcast. When choosing a host, look for someone who knows how to listen, follows their curiosity and is comfortable going off-script. Your best candidate is charismatic, knowledgeable, and confident. They need to hold attention, engage, and captivate for the best results. It's a harsh reality, but you risk losing listeners if your host isn't very engaging! 

Also, your host is shaping your content, so make sure they actually know a thing or two about the topic at hand. 

• Tip 1: It's almost handy to think of your host as you would customer service - they play a crucial role in the success of your podcast, and in return, your brand! To find out more about your brand CX, take our free quiz now. 

The podcast can take several forms; interview, conversational, educational, solo, non-fictional storytelling, theatrical, or bite-sized. While each has its pros and cons, it's essential to determine which type of podcasting will work best for your business and the audience you're trying to attract. 

The interview-style format is the most common type of podcast and involves a host talking to a new guest. Guests are great additions to podcasts, as they bring new perspectives and listeners while helping generate popularity and strengthen your show's overall theme.

What are the benefits of podcasting?

Podcasting is an industry that continues to grow and flourish year after year. 2021 converted an extra 7 million people into avid podcast listeners, according to the Infinite Dial. Many people listen to podcasts daily, whether on work commutes or morning strolls, because it's a hands-free and eyes-free form of educational entertainment that you can listen to practically anywhere.

The rise in podcast popularity lends your brand the excellent opportunity to reach an entirely new audience, grow an existing one, or both! It's the perfect way to start building a reputable name for yourself or your brand within a certain area of expertise. 

From a business perspective, podcasting lends a human voice to your brand. By tackling current topics or historical stories and conversing with industry experts, your host will share advice and knowledge and start to build an identity for your brand online.

Because a podcast typically lasts for over 30 minutes, it attracts a loyal, engaged audience. As these listeners will tune in to a host speaking for a significant amount of time, podcasts become personable - they facilitate connections and hold your audience's undivided attention.

• Tip 2: Audiences listen rather than watch, so it's less likely that your content will fall victim to the endless scroll! However, your video content mustn't get lost in the grid either. 
  Learn how to create excellent video content here.

How do I start my own podcast?

When starting a podcast, there are a few things you need to consider. You need to select a theme and a format. You need to record and edit. You need to track and monetise. It would also be best if you had creative assets and promotions. But, instead of diving into the nitty-gritty of this, we've decided to pull out three main aspects worth considering before you start podcasting:

1. What equipment will you use?

You'll need a microphone, soundproof room or studio, editing software, noise-cancelling headphones, and a hosting platform subscription. These things are essential to a podcast, especially audio. High-quality audio is necessary. This is, essentially, one of the main factors you need to consider when starting a podcast. Recording equipment is essential for podcasts, but this can be a significant investment. It's vital to use good quality equipment as poor audio could turn people away. 

2. What is your purpose?

What exactly are you trying to say? What do you want your audience to hear? Your purpose is the fuel driving your podcast, so make sure it's strong! Staying focused on your purpose facilitates decisions about topics and episodes later down the road; it helps to attract and retain the right audience persona. You must approach the subject from your persona's point of view. It's helpful to regard your persona's thoughts when defining your purpose - this will help both parties stay engaged and curious!

3. Who is your target persona?

By defining your target persona and the topics they're most interested in, you can easily understand what your audience wants to learn. With this in mind, start to prioritise topics you think would be most interesting to your personas. Content topic clustering is an excellent way to do this by content topic clustering - identify pain points and topics related to your persona and map out which of these deserve more attention.  

• Tip 3: Understanding personas is a crucial component in successful Inbound Marketing programmes and vital for customer acquisition and retention. We've put together a guide to help you create your very own marketing personas. Check it out!

So, is podcasting the right fit for my brand? 

From Mexican Murder Mysteries to Shopify Sales Secrets, a podcast category suits all interests. And, because they are highly targeted, it's possible to reach almost any audience you want to, no matter how niche it may be. So if you think your business has something to say and want people to hear your message, podcasting could be right for you.

But before getting started, you need to understand your purpose, choose your host, and sort out legitimate equipment. It's also important to remember that podcasting isn't necessarily a tool for lead generation but brand awareness. As most listeners tune in via an app, podcasting doesn't directly lead to traffic on your website. So if you're looking for a marketing strategy to help increase your ROI, podcasting probably isn't the one.

Lastly, consider if it's something you're ready to work towards - a lot of thought goes into it! But while initially a significant investment, a podcast has the potential to one day generate fantastic brand awareness. It's important to realise that podcasting is a journey, and while you might not see immediate results, you will undoubtedly reap the rewards if you stick to it.

• Tip 4: Before you start, ask yourself if your idea will attract the right audience, stay relevant and timely, and evoke enough content. But until you figure that out, supercharge your marketing strategy with these top tips.

With podcasting, you're free to talk and engage with your audience personally - an effective way to share your understanding and build a more assertive personality for your brand.