Podcasts have been around for some years, and many of us listen to them while driving home from work, doing chores around the house, or taking a walk outside with the dog. Despite the popularity, many companies still miss to see the potential in podcasts when it comes to marketing their own products and services.
One thing making podcasts popular is the trend of cutting down one’s screen time. In the busy world of today, many people are trying to cut down the time they spend looking at their screen, but podcasts are still listened to when otherwise refusing to spend time by a screen of a laptop or a mobile device. By making podcasts, you reach people during the times they want to spend away from their screens.
While people tend to admit the popularity of podcasts, many question whether they are useful when it comes to B2B. It is important to know that more than one-third (39%) of owners of SMBs listen to podcasts, and 65% of them listen to podcasts at least weekly. Listenership increases with company size, and research has found that 70-72% of owners of businesses with 100 to 500 employees listen to podcasts.
Podcasts are an alternative to videos
Videos have been a hot content format for the past years, and while it seems unlikely that audio would replace video anytime soon, it is a good alternative to reach people who are either not interested in video altogether or who are currently not in a mood to look at a screen to follow a video.
Perhaps you can plan your podcasts and videos to support each other and reach both audiences. Record your podcast session and turn it into a video and boom, you have got both formats tackled.
Podcast build community
Communities and their importance is a growing trend in marketing. For this reason, it is good to keep in mind that podcasts are an excellent way to build communities. They often bring the company closer to the listener, making it appear more down to Earth and tangible. People also tend to recommend their favorite podcasts to their peers which again grows the community.
Podcasts are easy to make
While it may sound bizarre, podcasts are, in fact, easy to make. All you need to get started is a quiet room with no echo, a microphone, laptop, and a phone. Unlike with video, podcasts cut away one big challenge: having people look and sound decent both at once, and making editing a whole heap easier.
