It may seem like podcasts are a new type of entertainment that everyone likes these days.
Thanks to Joe Rogan, Neil Patel, Marc Maron, and other influential individuals in the realm of podcasting, this type of content has really been booming.
However, if we go back in time, we can see that the first podcasts started emerging in 2004. But even though podcasting is not so new, its popularity has grown exponentially only during the last few years.
After all, numbers don’t lie. At the moment, there are over 850,000 active podcasts and that number is only going to rise as time goes by. So, there is no doubt that this is one of the more important trends of 2020.
If you are not so familiar with the concept of podcasting, then you should learn more about podcast hosting sites and plans, podcasting directories, and tips to make your podcast successful. Once you know all these things, you will be able to reap maximum benefits of this popular marketing channel.
In this article, you will read about the benefits of podcasting and the best ways to use podcasts to increase your brand’s visibility.
How do we define podcasting?
A podcast show usually consists of a series of recorded audio files that can be listened to and even downloaded to a personal device such as a phone or a computer.
This type of show usually features a host and one or more guests. A series features recurring hosts engaged in a debate or discussion regarding a certain topic or current event.
Bear in mind that this form of entertainment does not have to follow strict guidelines. Podcast shows can be carefully scripted, but they can also be completely improvised.
They combine elaborate sound production with thematic issues that can range from scientific research, marketing podcasts, and business podcasts to more relaxed niches such as showbiz, sports, or jet-set.
Many podcasters have their own websites that feature links, notes, guest biographies, transcripts, additional resources, commentary, and even community forums that are dedicated to discussions regarding the show’s content.
However, the most important question is how can you use podcasting for business to promote your company and increase brand awareness. Read on to find out.
Podcasting for business
Every once in a while, a new business announces how they plan on starting their own podcast. The idea behind this decision is to position yourself as an authority and expert in your niche.
So, how can podcasts improve brand awareness?
Podcasting to boost your visibility
When an expert openly shares their expertise, listeners easily realize that the person knows what they are doing. On top of that, sharing important insights and tips can only make one grow as a person and also grow their business.
Podcasting as such is a great medium that can be used to fully cover important topics in the niche and display the depth of your own knowledge.
However, the most important aspect of this is thinking on your feet. If you are able to think on your feet and produce real, useful content right on the spot, that speaks volumes about you.
Listeners from all corners of the world that garner interest in your topic should have a chance to hear your opinion and thoughts.
Creating bonds and establishing trust through writing is great. But when a person can hear your voice (and even see you), trust can be established quicker and better.
Being a guest
Having your own podcast is a logical solution if you want to reach your own community. Your own show should be something people listen to on a regular basis to hear your insights, opinions, and thoughts regarding your niche.
However, being a guest on someone else’s podcast is also a great move. You need to find a way to appear on other relevant podcasts. This way, you can gain widespread exposure. While you have your own audience, now you have a chance to reach the host’s listeners too.
There are already so many startup, business, and entrepreneurial podcasts reaching out to listeners who are eager to learn how to run and manage a business. There, you can tell your story, debate with the host, and show their audience that you also have something worth their time.
Additionally, you have a chance to attract investors who may be listening, which makes podcasts a publicity tool that simply needs to be utilized.
Benefits of podcasting
Now that you are familiar with the basics of podcasting and how to use it for your business, let’s see more of its benefits that often get overlooked.
#1. Repurposing quality content
When you have your own podcast show, you actually have a platform to express yourself. You make all the rules, you choose topics, format, style, and even the smallest of details such as the mug standing on your table.
Since you most likely have a company blog or even your personal blog, you could repurpose already existing content.
Why let all the good blog posts go to waste? If one of your articles garnered tons of attention, transform it into a topic and cover it during an episode of your podcast.
This is just an example of what you could do. Many podcasters transform their written content into audio content, and this has proved to be very effective.
#2. Reaching new people
We are all different. Some people like to read, some like to listen, some prefer gamified content. Some people that hate reading blogs seem to love listening to podcasts. They prefer listening to audio content at their own pace.
This should be a signal for you to promote your brand through various platforms, including podcasts. When you create your own podcast show, you are actually reaching that segment of the audience which is not so fond of written content.
#3. Fostering deeper connections
When people hear your real voice, that is a whole new level.
Yes, blogging has its benefits, but when you go out in front of people and talk to them, that is what really builds deep connections.
With a podcast, you are able to give readers a deeper look into who you are and what you do. You are able to communicate your brand values, what your business stands for, and what your goals are.
If, in your podcasts, you stick to the style you developed through your writing, you will display a sense of consistency. And that is when you build a strong and deep connection with the audience. Your brand voice has to be consistent throughout every content platform.
#4. Podcasts give you more time to connect to people
When you start a podcast, you will realize that there is a lot more room for information to fit in compared to blog articles, for example.
With blog posts, readers often skim through the content to get the main ideas. But, when you host podcast shows, you have a better chance to capture someone’s attention for a longer amount of time.
A person can’t just skim through your podcast show episode, they have to be there and listen if they really want to learn something.
#5. Connecting with industry leaders
If your podcast gains popularity, other industry experts will want to be your guests.
Feature popular people and do not shy away from inviting influencers to have a chat on your show. This is a really good way to connect with other bloggers and business owners.
Interview other professionals from your industry, give them a chance to reach new audiences. This way, you will give yourself a chance to develop a bond and potentially benefit from the individuals you have invited to your show.
It is a win-win situation.
Bonus tip: Overcome your fears
Even though this is something not strictly related to boosting your brand’s visibility, it is extremely important nonetheless.
Maybe you think that podcasting is something you always saw as too big of a challenge for you. You may have thought that it is impossible for you to have your own show. Well, now is a great time to prove yourself wrong.
Once you dive into podcasting, you will see that it isn’t very difficult. Also, you will have a chance to enhance a wide range of skills such as editing, public speaking, producing, interviewing, and conversing.
These may seem like skills unimportant for your business, but ask yourself how many times you needed them when talking to clients and other business owners.
These days, there are so many people who listen to a podcast or two on a weekly basis. This author platform has become a sort of industry of its own and it is fair to say that this industry is a profitable one.
This method of reaching audiences can be used for marketing too. If done properly, it can be a really powerful inbound marketing method. So, go through this mini-guide one more time just to be sure that you have got all the basics down.
After that, listen and figure out what other successful podcasters are doing. Once you realize what’s working for them, try to design your own path, take some tricks that work well, and use them for your own show.