Wherever you look, companies big and small are launching podcasts. Everyone seems desperate to show off their expertise and their latest project, or maybe they just fancy themselves as the next Steven Bartlett or Emily Maitlis. But why are so many businesses so keen to launch a podcast now?
For some, podcasting is seen as another fad destined to fizzle out, but the reality is very different. How people are consuming content is changing, and podcasts are at the forefront of these changes.
While radio listenership is in steady decline, the number of podcast listeners is growing. Over 20% of UK adults now listen to podcasts, with much higher and rapidly growing rates among young people. Podcast listeners are more engaged with what they’re listening to, and listen for longer, making them more valuable to businesses.
With growing listener numbers, both the quality and quantity of podcasts available is increasing, making standing out from the crowd a tough task. But for businesses, it’s worth producing one, as podcasts can be an extremely valuable tool for building brand awareness and engagement. Here’s why every business should be starting their own:
They’re great value for money
The advantage of a podcast over other types of content is its versatility. It is an all-rounder which can be utilised across platforms.
With a podcast, the variety of opportunities available is huge: it can be clipped for social media, with full episodes published across podcast platforms, YouTube and your website. Accompanying blogs and newsletters can reinforce the messages delivered in an episode and create another touch point for your brand with potential customers.
So while producing a podcast can be intensive, it’s great value for money.
Depth of engagement
A podcast can encourage brand loyalty and showcase the depth of your expertise in a way other types of content never can.
It’s probably the only way you can get a potential customer to engage with your brand for half an hour or more. Nobody would watch a 30 minute TV advert or spend more than a couple of minutes scrolling through your social media profiles, but they might spend that amount of time listening to your podcast, which makes it your best chance to showcase your brand’s values and expertise.
Regular listeners will develop a loyalty to your brand which only comes from spending a long time engaging with it. Such relationships are very difficult to build, but are extremely valuable, as listeners are highly engaged with your brand, making them likely to become customers and encourage others to do the same. Engaged podcast listeners can effectively become an army of micro-influencers.
Build a personal brand
In the influencer age, having a strong personal profile is often a useful tool for attracting new business. A podcast is a great platform to start developing your personal brand, as well as your company’s – there’s nowhere better to combine your expertise, anecdotes and experience with your personality.
This works especially well when trying to build a profile in a specific sector; if you’re tackling niche, sector specific topics, most of your listeners will be people in the same industry as you. When your paths cross, and you will cross paths at some point, your podcast will give you a head start in building a relationship with that person.
Without one, you’ll be left behind
You’d never hear anybody say “everybody’s got a social media account, so what’s the point in me getting one”, and the same applies to podcasts.
Yes, there are thousands of podcasts out there covering the most niche of topics, but that’s no reason not to get one. Just as with social media, if you can create engaging content which works for your niche, you can soon build a loyal, and valuable, community of potential customers. It’s an opportunity too good to miss.
At Prohibition, we work with various brands across all sectors, B2B and B2C, to create innovative content marketing and podcast strategies that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on 0113 430 4160.
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