Almost one-third of U.S. citizens listen to podcasts at least once per month and listenership continues to climb every year. With more listeners—and more customers—taking part in this growing phenomenon, it may be time for you to consider the benefits of podcasting for business.
Share your expertise
Not only does podcasting allow you to demonstrate your knowledge, it gives you an extended format to do so. The average blog post is roughly 700 words, while the average podcast is 35 minutes or roughly 4,500 words.
What’s more, while people will often skim a blog post or other written content, 80% of consumers will listen to all or most of a podcast—that’s just one of the benefits of starting a podcast.
Reach a new audience
Much the way blog posts and videos might draw in potential customers who prefer to process information through reading or watching, a benefit of podcasting for business is that they grab the interest of another set of people: those who prefer to learn by listening. It’s also a great way to capture the attention of people who enjoy learning while multitasking, like the 59% of listeners who listen while doing housework or the 52% who listen while driving.
Repurpose popular content
Podcasting gives you the opportunity to take your most read or viewed content and use it to find a new audience. If you have a blog post, infographic, e-book, white paper or video that’s grabbing a lot of attention, turning the same information into a podcast can attract listeners who are interested in the topic.
Likewise, you can repurpose your most popular podcasts to generate new content that can be used to advertise the episode. For example, transcribe part of the content and create a call to action for readers to check out your podcast to hear the rest of the story.
Connect with industry professionals
Interviewing another industry professional creates a triple win: for you, for them and for your audience. You and your interviewee will find new listeners—and new potential customers—while your audience learns new information they can use. Don’t forget to thank guest speakers with a small token of gratitude. A branded bottle or coaster set makes a great thank-you gift.
Build client connection
In addition to getting in front of new customers, one of the benefits of starting a podcast is repeatedly connecting with current customers. By providing information your customers can use, they’ll invite you into their home, office or vehicle every time you release a new episode. Encourage people to subscribe with a prize drawing. Wireless ear buds, Bluetooth® headphones or a combination speaker and charger make a great prize.
Broadcast your podcast
By sharing your expertise, you’ll be able to give valuable information to your audience—and they’ll be encouraged to become or remain your customers. And that’s the biggest benefit of podcasting for business!
Top takeaways:
- Podcasting lets you share long-form content that audiences will likely listen to from beginning to end.
- Podcasts allow you to repurpose content for new audiences.
- Podcasts introduce you to new audiences when you interview other industry professionals.