Today in the digital age, more than ever we have become accustomed to getting the content we want on demand, as and when we want it. If we want the answer to something, then we can get million results at the touch of our fingertips, so why should content be any different? In the past couple of years, we have seen a boost in the popularity of a fairly new type of content, which allows users to access content on the go, as and when they wish to access it. If you haven’t guessed already, then yes, I am talking about podcasts. While creating a podcast may or may not have crossed your mind, many brands and businesses still aren’t sure what the actual marketing benefits of having a podcast can do for you and your brand. In this article we’ll talk you through some of the lesser known benefits of creating a podcast for your website and/or business.
Firstly, what is a Podcast?
The term ‘podcast’ is mainly attributed to come from both the words ‘iPod’ and ‘broadcast’. Podcasts are episodic audio files which can be downloaded onto devices such as smartphones, iPods and tablets and played as and when they are wanted. Although podcasts can be created in both sound and video format, primarily they are created in audio.
Why Should I Consider Podcasting? – 9 Benefits of Podcasting
1 – Low production efforts and price
One of the best things about creating a podcast is that it’s relatively low price and has a low production effort than creating other types of media such as written and video content. All you need to create a decent quality audio content is a pair of headphones, a set of high-quality microphones, a featured guest and some audio editing software, meaning that it’s hardly going to break your bank.
As well as this, it can be easier to create a piece of audio content in which you cover a topic or subject in its entirety, in comparison to creating an article or even a series of written articles on the subject. So, in that half an hour or hour of discussion you’ve had on your podcast will save you hours of writing, editing and proofreading your content.
2 – Engages and establishes trust with your audience
No matter what you specialise in, your audience will always want to talk to a someone that they can trust on the topic, and creating a podcast can be a great way of engaging and establishing trust with your audience.
3 – Attracts different types of traffic to your website
If you publish your podcast on sites and platforms such as the iStore, Soundcloud and Buzzsprout, then you’re bound to attract audiences who were listening to your podcast to your website, that is if they like what you’ve got to say that is.
4 – Helps to build brand identity and authority
Creating your business’s brand and identity is essential in order for you to identify and target your ideal market, as in order to make yourself appealing and interesting you need to develop your own style and brand. By podcasting you ultimately create a personality for your brand by the way in which you speak and engage with your audience through audio medium. Your brand identity will be defined by:
- The subjects in which you speak on
- The types of guests you get to speak on your podcast
- The way in which you approach the subject
- Different types of segments/format of the podcast
5 – Makes you stand out above the rest of your competitors
Although podcasting has seen a surge in popularity recently, it’s still something that not many of your competitors are likely to provide their audience, so why not stand out above your competitors and provide your audience with some audio content. Think about it, when browsing websites and the SERPs you’re always bound to choose the person who can provide you with as much information that you need as possible in whatever format you wish to consume it in, be able to give your audience that variety if they require it.
6 – More convenient method of content for your audience to consume
Not everyone will read a 10,000-word article in order to find out everything they need to know on a subject, as some people don’t have the patience, while some others simply don’t have the time. However, if you provide your content in a different medium such as audio, this makes your content a lot more accessible and convenient to those who don’t wish to give up 30 minutes of their day to read something, however how helpful it would be to them, but would be happy to listen to a half an hour podcast on the go while their travelling to work or at the gym.
7 – Inexpensive alternative to creating video content
Video content is great, we all love it, and why shouldn’t we? The only problem with video content is that it can be difficult and quite expensive to produce high-quality videos. Whereas it’s a lot cheaper to create audio content instead. Generally, this is because whether you purchase the video equipment yourself, or whether you simply rent it out when you hire a studio, there is a lot that needs to be accounted for, for instance:
- Video editing software
- Animation software
8 – Can help you to improve your networking prospects by working with influencers
Influencers can be a great way not only to get a subject matter expert to talk about their knowledge and bring some interesting insights to the table, but can also help to increase your business’s awareness. As not only will you already have your own following that will flock to your website in order to view your podcast, you’ll also find that you will be gaining traffic from your influencer’s audience as well.
9 – Improve your public speaking skills
Public speaking is an increasingly useful skill to have and yet nowadays not a lot of us who are in business are allowed to exercise and develop their public speaking skills, which are quite useful to have. Although it may seem like a bit of a daunting task to keep the conversation going for and hour or so, remember that it all helps to build your public speaking skills and that you can always edit out some of the silence if the conversation naturally just fizzles out or you get a little flustered.
If you want to ensure that your whole team receives the benefit of podcasting you could even suggest that you have a rotating host, meaning that each of your employees from different departments and sectors have the chance to host the podcast to add a little variety to your content.
All in all, podcasting has a great many benefits, some of which you may already have been aware of, some you may not. Nevertheless, we hope that this article has been informative and helpful enough to ensure that you give podcasting and all of it’s benefits a careful consideration before you plan out your next content strategy. Happy broadcasting!
About the Author:Charlotte Ross is one of the leading contributors of content and all things content & SEO related at Dojono.com. Whether she’s writing articles, answering queries or providing her expertise for others to benefit from, Charlotte is always putting her knowledge and experience to good use.