Why Podcasts are important to your Brand Strategy?

Published by Lebo Mathopa on

Most businesses don’t understand the true potential behind podcasts. And there’s a huge number of reasons why they are the perfect addition to any existing content strategy.

Let’s explore some reasons to add podcasting to your content assets.

1. Podcasts Have Low Competition

The content marketplace is competitive, like really competitive.

Successful digital marketers find big wins with their content when they find a content type or topic with high engagement and low competition. That’s exactly what a podcast provides.

While there are around 80 million Facebook business pages, there’s only 700,000 podcasts airing. This number shrinks when you search by topics.

There may be only a handful of other podcasts discussing the topics relevant to your business, with hundreds-to-thousands of listeners.

With this low competition, it’s far easier to have your podcast stand out and gain listeners!

2. Engaging & Convenient for Listeners

Podcasts require little effort to engage with, on the listener’s behalf.

Unlike written blog content, which has to be read, or even videos that require audiences to sit and watch.  All a podcast listener has to do is hit play and listen.

It’s the perfect content type for multi-tasking, which most of us are doing on a constant basis anyways.

If the content is too demanding of time or attention, it’s hard for audiences to want to engage.

Finding time to listen to a podcast is easier because it only asks for the attention of the customer’s ears. We can listen while we work or play.

3. Another Mobile-Friendly Content Option

Part of the low-effort, multi-tasking richness of podcasts is due to how mobile-friendly this medium is.

As I mentioned, I enjoy listening to my favorite podcasts during my commute, through my smartphone. And, I’m not alone; 69% of podcast listeners are on their mobile devices.

As we increasingly choose mobile devices over other technologies, adopting mobile-friendly content types is important.

It’s easy for podcast listeners to consume this content while they are on the move, whether at the gym, in the car, relaxing at home, or elsewhere.

4. Growing in Popularity

The number of podcast listeners is growing.

There were 48 million weekly podcast listeners in 2018, according to Statista data. This audience is expected to grow to 115 million by 2021.

This is a big turning point for podcasts and an important time period for marketers looking to begin creating a podcast.

Now is the time to get started, since more businesses are going to begin creating this content and developing their audiences.

Getting into the podcast game now will allow you to beat the crowd and begin developing an audience before the heavier competition sets in.

5. Podcast Audiences Are Extremely Loyal

Developing a podcast audience ahead of the competition is incredibly important because listeners are loyal to their favorite programs.

They establish relationships with the host(s) and want to check back each time there is a new podcast episode.

If you can establish a strong audience before the podcast boom, it will be hard for your competitors to attract those listeners to their own shows.

This loyalty also translates to other marketing channels. For example, podcast listeners are 20% more likely to connect with a brand on social media.

When the podcast is over, audiences will turn to channels like social media to continue the conversations and interact with each other and your business.

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