June 30 2020 // Strategy

How Podcasting Can Help Grow Your Business

Create 7 pieces of marketing content from a 1-hour conversation.

How Podcasting Can Help Grow Your Business

Podcasting has become an increasingly popular method of reaching prospective customers. With growing interest among so many industries, niches and topics, it's clear that there are many marketing benefits to podcasting. The real question is: do you and your business have what it takes to start and sustain a podcast?


Why Should You Care?


First, listeners are migrating, in droves, to podcasting platforms. It is likely that your audience is already familiar with podcasts and listen on a regular basis. In fact, over 50 percent of US consumers over the age of 12 listen to podcasts on a monthly basis.


Brands can assert their thought leadership in their industry quickly, as many industries currently have little to no competition in the podcasting space. This lack of competition gives you a marketing edge for being top of mind.


Podcasting also presents an organic way for your business to be found via search. By making your show searchable, you open your business up to a large potential audience actively looking for your topic.


Since the average audio podcast lasts one hour, you will also benefit from holding listeners' attention for a longer stretch of time. This provides additional value, continuously building a connection with your listeners and moving them towards a working relationship with you.


Unlike other types of content marketing, podcasts can be created virtually, for little to no cost, anytime, anywhere. Not having to worry about on-camera visuals makes production much simpler. It also makes things less formal (and less stressful!) for podcast participants, leading to a more conversational format that is both approachable and personal.


Turn 1 Podcast into 7 Pieces of Content


One of the strongest selling points of podcasting is the cross-channel usage you can achieve with your content.


Using a "big rock" content approach, businesses can take a single podcast interview and extract micro-content to promote the long-form episode on social media and your website. This gives you exponentially more content to share with your audience, helping you attract more subscribers over time. This micro-content can include video clips, transcribed blog posts, graphic images and audio teasers.


For example, a single 1-hour interview with a guest conducted over video chat could garner:

  • One 1-hour audio podcast
  • One 1-hour video podcast for YouTube
  • Four 30-second social media video clips
  • One written blog transcription of the interview


Build stronger relationships with listeners and turn them into interested prospects who know, like and trust your brand.


Interviews, Casual Discussion or Solo Shows?


There are a few popular podcast formats. Similar to talk radio, podcasts can feature one person educating listeners on a topic or contain multiple people having a discussion or conducting a formal interview.


Structuring a podcast with a guest can be particularly advantageous for your business. This format requires less work on your part, as the large majority of the interview content comes from your guest's knowledge on a given subject. The host typically introduces the guest and poses questions to them, allowing your guest to cover the topic themselves.


When selecting a guest, think about their existing audience. Ask them to cross-promote the show on their digital platforms, using the micro-content you will produce. This helps attract more ideal listeners to your podcast and invite potential customers to learn more about your brand.


If you are a service business, featuring a guest who is an ideal client can be a smart move, too. After having a lengthy conversation with them on air, as well as preparing for the show itself, that guest is much more likely to have a sales discussion with your team afterwards, compared to a completely cold prospect.


Less Competition Means More Opportunities


Why choose a podcast over other platforms? Currently, there are only 850,000 podcasts listed on major platforms, such as Apple Podcasts and Spotify.


Compare that number to the 31 million channels of YouTube! With less competition, your brand can launch a podcast and be recognized fairly quickly, without having to spend months, or even years, improving search rankings.


With more than half of US consumers over the age of 12 listening to podcasts, this platform strategy will only become more widespread in the coming years. Now is the perfect time to jump in and begin creating podcast content for your brand.


Isn't Distribution a Pain?


Releasing a podcast wasn't always easy. Now, with the Anchor app, you can create and distribute a podcast, publishing it major platforms — all for free. We use it for all of our clients.


These integrated platforms include Spotify, Apple Podcasts, Stitcher, Google Podcasts and more. The Anchor dashboard also compiles your analytics and delivers reports on listen rates and trends.


The Bottom Line


Many podcasts don't produce a business result because they are not strategic. Having a plan for your podcast and determining how it fits into your overall marketing is key to seeing success.


If you need some help putting your podcast together, capturing and distributing your podcast episodes or any other related issues, reach out to us at ideas@appliedart.com.


Written By

Ryan Snaadt


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