Four reasons why podcasting is an important marketing tool
Have you practiced your radio voice yet? It might be the time to start practicing because podcasts continue to grow in popularity. What started in 2004 as “audio blogs” has turned into some of the most consumed content out there.
Podcasts are an “on-the-go” type of content marketing strategy because they can go anywhere with an audience. You can listen to a podcast in the car or on your phone while you’re working, and for small businesses, this could be a great marketing strategy.
Here are four reasons why.
Podcasts drive engagement (or should)
Podcasts are easy to consume because of their audio-based content that doesn’t require any extra effort on the consumer’s side, and it allows them to continue to go on with their daily tasks. In the marketing world, it is all about engagement.
Creating engaging content, are consumers engaging with it, what would bring the most engagement, and so on, but podcasts are engaging on their own.
The metrics that are most commonly used for engagement can be used for podcasts as well. It is called a vanity metric to consider “likes” as a success to the marketing strategy, and the same can be said for podcasts and downloads.
As Pacific Content states, “downloads, though, are not always the most strategic measure of success.” This is because a podcast can be downloaded, but is that consumer consistently tuning in. And for those in smaller, more niche markets, there will be fewer downloads, to begin with.
The better the content, the better the engagement, and the better the metrics.
Podcasts can be used for link building
The power of a podcast isn’t limited to those who are tuning in, it can have a powerful impact on search as well. If done properly, a podcast can bring in visibility and at the same time, opportunities to boost SEO. On the other hand, organic traffic to your website can also help to bring in more listeners. It is a win-win situation for companies.
The first step in the process is making sure there is a dedicated page or website for this podcast. It needs a standalone space. After each episode is over, it is important to transcribe each one.
This means that the audio information is converted to written text in the form of summaries, transcripts, and notes.
These transcripts usually contain relevant links that direct the visitor back to your website. What this means is that podcasts are an excellent way of building your organic links.
Not only does it include links and other brands, but it can be optimized with keywords and imagery.
Podcasts allow for brand building
Whether you are hosting or starring in a podcast, it provides the ability to create and generate even more brand awareness. With a podcast, there are no limits geographically where you can reach the right audience, and that alone is a brilliant way to increase brand awareness on a national or even international level.
What are some other ideas to help boost brand awareness? A common idea is bringing in influencers or others in the industry to add a level of fun and credibility. If so and so is on your podcast, and their listeners tune in, and yours tune in, it creates brand awareness for the both of you. And with influencers having a larger or more niche audience, it continues to grow.
Podcasts allow for content repurposing
A podcast is usually the last thing people go to when it comes to content marketing, but podcasting opens up a lot of opportunities to push valuable and unique content. This content can be created into blogging content, social media content, uploaded to YouTube, and if you have a ClubHouse account, you could follow the same idea for that!
Leverage your brand’s marketing efforts by implementing a podcast series!
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