The rumble of site visitors. The excitement of a bee. The whoosh of your coat within the wind. Sound carries with it a sensory expertise like no different.
Audio tales are completely different from every other medium for this very motive. Podcasts are utilized by a number of influencers, business consultants, and leisure artists to share views, concepts, and distinctive insights with a audience.
So how do podcasts match into your content material advertising and marketing technique?
The Energy of Content material Advertising and marketing & a Nice Podcast
As content material advertising and marketing continues to evolve and adapt to altering client behaviors, it’s important to remain forward of the curve and discover new methods of reaching and interesting along with your viewers. And podcasts provide an thrilling alternative to do exactly that.
Podcasts are a approach to educate your shoppers on vital subjects and supply thought management to {the marketplace}. Hubspot just lately launched the Hubspot Podcast Community for professionals seeking to construct their abilities in several areas of enterprise.
Different companies select to discover a thought chief to host their very own podcast and sponsor them. Whether or not they pay to have an advert included initially of a podcast, ask an influencer to hype up a product throughout their podcast, or pay for time to talk to the companion podcaster’s viewers immediately, there are a number of worthwhile methods to leverage podcast sponsorships. In actual fact, Influencer Advertising and marketing Hub reviews that 60% of listeners seek for a product after it’s been talked about on a podcast.
Creating your individual branded podcast
Whether or not you’re in finance, healthcare, insurance coverage, or leisure, podcasts is usually a excellent spot to deal with thought management and model consciousness. One of the best podcasts do that organically by utilizing hosts with material experience in a particular business to speak about subjects the viewers genuinely cares about.
Take NerdWallet, for instance. Sean Pyles hosts the Good Cash Podcast for a person base that desires to discover ways to eradicate debt, construct financial savings, and begin their funding journey. This is smart for his or her enterprise mannequin since they’ve an app that helps their customers observe their cash and make good private finance selections.
This can be an important alternative for partnership with different manufacturers, which NerdWallet does properly, too. From bank cards and journey to private loans, mortgages, and insurance coverage, NerdWallet companions with a wide range of business leaders to spotlight the most effective monetary merchandise for his or her viewers. Discuss an important place for monetary organizations to promote their providers.
From constructing model consciousness to driving site visitors and boosting engagement, content material advertising and marketing podcasts is usually a game-changer for your online business. In line with Claritas, podcasts can carry model consciousness between 24-79%, relying on the business. That’s 30x the common of different channels. Claritas evaluated 158 campaigns over 36 months, leading to 834 million impressions. They discovered the next model consciousness carry primarily based on business:
- Retailers: 79%
- B2B: 77%
- Client items: 63%
- Prescribed drugs: 37%
- Automotive: 30%
- Telecommunications: 26%
- Insurance coverage: 24%
What makes an excellent podcast?
Podcasts are one in all the preferred types of content material consumption right now, nevertheless it does take some ability to create a podcast worthy of listeners. If you happen to’re going to combine podcasts into your content material advertising and marketing technique, just remember to have the next attributes:
- Compelling content material: Begin by choosing related subjects in your audience. Good podcasts have attention-grabbing and interesting content material that retains listeners coming again for extra. The subject, storytelling, and high quality of analysis or interviews ought to all be properly thought out.
- High quality audio: Poor audio high quality is usually a main turnoff for listeners, so it’s important to put money into good recording tools or work with professionals who will help produce high-quality sound.
- Consistency: Preserve a constant schedule so listeners know when to count on new episodes. This implies releasing new episodes repeatedly, whether or not it’s every day, weekly, or month-to-month.
- Authenticity: An excellent podcast is genuine and real, reflecting the persona and elegance of the hosts or visitors. Authenticity helps construct a reference to the viewers and makes the present extra relatable and interesting.
- Viewers engagement: Invite suggestions, questions, and feedback to grasp your viewers. This may enable you to perceive what they need and create content material related to them in future episodes.
- Advertising and marketing: Promote and market your podcast to the fitting viewers. You need to use social media, e mail lists, or partnerships with different podcasts or media shops. One of the best content material on this planet received’t get an viewers if individuals don’t find out about it.
Why Use Podcasts in Your Content material Advertising and marketing Technique?
When built-in into a bigger content material advertising and marketing technique, podcasts will help set up a model’s authority, construct buyer belief, and drive site visitors and engagement throughout a number of channels. By incorporating podcasts right into a content material advertising and marketing plan, companies can create a extra cohesive and built-in strategy that leverages a number of touchpoints to achieve and have interaction with their viewers.
Whether or not used as a standalone content material format or as a part of a broader multi-channel strategy, podcasts will help to amplify your message, enhance your attain, and construct lasting connections along with your audience. Beginning a podcast as a part of your advertising and marketing technique can provide a spread of benefits for your online business, together with:
- Constructing model consciousness: Podcasts will help enhance your model’s visibility and consciousness, as they provide a chance to showcase your experience and thought management on a particular subject or area of interest. In line with BBC, podcasts that embody model mentions ship, on common, 16% increased engagement and 12% increased reminiscence encoding than the encircling content material. That is distinctive to podcasts since world radio benchmarks rating 5% decrease.
- Connecting along with your viewers: Podcasts can successfully construct a private connection along with your viewers, as they mean you can talk immediately with them in a conversational tone, constructing belief and rapport.
- Creating invaluable content material: Podcasts mean you can present your viewers with invaluable, informative content material that they will hearken to at their comfort, which will help to place your online business as a invaluable useful resource.
- Driving site visitors: By selling your podcast on varied channels, you possibly can drive site visitors to your web site or different content material platforms, growing the visibility of your model and attracting new leads. In actual fact, Morning Brew reviews that podcast advert income surpassed $1 billion final yr and is predicted to develop in 2023 and 2024.
- Leveraging a number of channels: By incorporating podcasts into your bigger content material advertising and marketing technique, you possibly can amplify your message and attain a wider viewers throughout varied channels, together with social media, e mail advertising and marketing, and SEO.
Combine Your Podcast Into Current Advertising and marketing Campaigns
Podcasts want their very own promotional technique to carry out. What’s your nice content material value if nobody hears it? If you begin planning in your new podcast, set your targets early. Align them with the corporate’s overarching advertising and marketing technique and determine which channels to advertise your new content material. Work with demand era to create promotional property to let your viewers know what to anticipate.
Podcasting is a flexible and cost-effective type of content material advertising and marketing that can be utilized as half of a bigger technique to drive engagement and enhance your model’s development. Combining podcasting with different mediums, similar to running a blog, social media, and video, creates a cohesive, multi-channel strategy that can assist you attain your advertising and marketing targets.
Be taught extra about content material technique each week. Subscribe to The Content material Strategist e-newsletter for extra articles like this despatched on to your inbox.
Picture by
atakan
