Today, businesses are producing all kinds of branded content.
In fact, the most successful brands employ omnichannel marketing – like producing visual content for people who prefer watching while posting written content for those who love to read.
But what about multitasking people on the move?
One of the most overlooked and yet biggest marketing trends you can take advantage of is podcasting. This type of audio content is no longer just a hobby for creatives and people who love to talk - it has evolved into a popular marketing channel format that allows you to share your expertise and develop key opinion leadership status.
Let’s discuss why your brand needs a podcast.
What is podcasting?
A podcast is a series of audio or video recordings turned into digital audio files that people can stream or download onto their devices for easy listening while (always) on the move – that’s why they’re so popular today.
Podcasts are a way for individuals and brands to get their message out there and build a community of avid listeners with similar interests.
Because a human voice can convey more meaning and feelings through tone than text-based content alone, podcasts are now one of the most in-demand types of content marketing.
According to statistics, an average podcast listener spends more than 7 hours per week tuning in to podcasts. While in Australia, about 26% of the population are weekly podcast listeners, which is a 53% increase prior to the pandemic lockdown.
This just proves that podcasts offer so many great opportunities for your brand to thrive in the digital landscape.
Don’t forget that quality copywriting and scripting both play a significant role in producing engaging audio-based content.
Why podcasting is the new star of content marketing
Content marketers always have the same overarching goal in mind – that is, giving people the content they want, in the form they want, that delivers the value they want.
This means your marketing strategy shouldn’t just be about producing text or video-based content alone. People consume more audio content today, so it’s best to embrace this change and give them what they’re looking for – otherwise, they’ll tune into someone else!
People are always on the move. That’s why they consume more audio content today. So, embrace this otherwise, they’ll tune into someone else!
Adding a podcast into your content marketing mix enables you to complement your existing channels and introduce your brand to people who otherwise may not have found you via other media.
Tip! How to create podcasts fast
You can easily transform your current blog and video content into podcasts, to record your already-shared insights so that people can easily listen to – whether they are driving, cleaning or just busy doing other things.
Don’t be afraid to try new content types like podcasts, as a robust content marketing strategy includes multiple channels that are relevant to your audience.
5 reasons to include podcasting in your content marketing mix
Producing podcasts today is not just for people who have a passion for spontaneous speaking.
Podcasts can be used as a versatile marketing strategy by forward-thinking marketers and businesses like you.
Here are 5 reasons why you should utilise podcasting in your content marketing strategy:
1. Audio-based content is easy to consume.
With the increase of smartphone use, mobile-friendly content experiences are becoming more popular.
Most traditional types of content like blogs and video posts require your audience’s undivided attention – whereas audio content doesn’t. This makes podcasts a great medium for content marketing.
The freedom and convenience podcasts give to listeners is unrivalled and they allow listeners to tune in to any episode anytime, anywhere.
2. Podcasts have a low competition rate.
The content marketing environment is very competitive.
Digital marketers have to find new ways to cut through the clutter and gain big wins with a fresh content type that can provide high engagement and low competition.
This is exactly what a podcast provides.
While there may be a list of other marketers producing podcasts with similar topics to your business, this audio content medium is fairly new and unsaturated, unlike other marketing content forms.
3. Podcasts can help you build a relationship with your audience.
Similar to the other forms of content marketing we produce today, a podcast isn’t just about letting people know about your business.
The secret to a successful podcast is mastering the art of good storytelling, which leads to great conversations and intimacy with your listeners.
Podcasts allow you to establish brand relatability that can nurture loyalty over time.
Podcasting allows you to tap into the
4. Podcasts strengthen brand affinity.
Just like Netflix and other online streaming services, podcasts can also have a ‘binge-worthy’ quality, meaning people will most likely wait every week for a new episode or re-listen to your past podcast episodes.
That’s why it’s so important to provide valuable topics that promote engagement and excitement to your listeners.
5. Podcasts stimulate content creation
Omnichannel marketing is the most effective way to reach the right people. You’ll have a comprehensive content marketing strategy when all your different content mediums complement each other.
With a podcast, you can rely on it to work well alongside your text and video content, which increases your opportunity to reach a wider audience.
You can also use audio transcripts and quotes from your podcast to create new blogs, infographics, video content and more. In fact, a single 15-minute podcast where you discussed a general topic with three subtopics can be split into three mini-blog posts. Now, you have three pieces of unique and valuable content for your target audience who all have different content preferences!
Don’t forget that creating different types of content is not enough.
To get your message out there and reach a broader audience, you must ensure you are producing content that is value-adding for clients. That means, worthy of their time, no matter what type.
Are you ready to produce your own podcast?
Just like all types of content, venturing into the world of podcasting can be a real challenge.
However, it’s worth it.
For us at Melotti Media, we have strategically utilised our Message Marketing podcast as a successful part of our comprehensive digital marketing strategy. Not only does our podcast diversify our content mix; it also ensures that we keep up with the latest trends when it comes to producing bite-sized content suitable for different types of people.
So, if you want to provide valuable and easy-to-consume content for your audience while they’re on the go, podcasting is one of the best avenues to do just that.
How can Melotti Media help you with content?
The golden era of new marketing channels is here, and now is the time for digital marketers and business owners to take full advantage of it.
We understand you may feel a bit lost or don’t know how to start your own podcast – however, we’re here to help! After all, copywriting and scripting play a significant role in producing engaging audio-based content.
That is where our expertise comes in.
At Melotti Media, we can help you create valuable and binge-worthy podcast scripts that your audience will anticipate and appreciate.
Let’s start achieving the results your business deserves!
To speak to our trusted marketers and copywriters, email us at firstname.lastname@example.org.
We can sharpen your words to achieve your goals today!
DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.