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Should Podcasting Be Part of Your Marketing Strategy?

Updated: Jul 19



If you're not familiar with podcasting, it's simply the act of broadcasting audio content over the Internet. It can be done one-on-one or through a group discussion, and it’s a perfect format for delivering valuable content to your audience.


Podcasting has been around for over a decade, but it's only recently that its popularity has exploded. More people are listening to podcasts now than ever before. At its inception, podcasting was a fun hobby or activity for those that wanted to talk about their favorite subjects or issues. But it has since evolved into one of the most popular formats of content on the web.


So if you’re wondering if podcasting should be part of your marketing strategy, the answer is a resounding “YES!” But keep reading to find out all the reasons why.


Recommended Read: What is a Podcast?


Podcasting is versatile and requires low-level lift of effort


Unlike other forms of marketing such as blogging, social media posts or video creation, podcasting doesn't have any strict requirements. You can record your podcast on your own if you wish, and you can release episodes as often (or as seldom) as you like.


When radio was at its peak, you needed expensive equipment and a state-of-the-art studio for your recording needs. You also needed to work with the best radio broadcasters and producers you could find (shout out to Roz Doyle from Frasier). A lot has changed since the 90’s, especially the cost of equipment. Today, you can find a decent microphone and reliable recording software at a very reasonable cost. And your “studio” can be a spare room (or corner) in your home or work office.


When it comes time to record, edit and distribute your episodes, there are various streaming platforms to choose from, like Spotify or Apple Podcasts, and if you’re working with a podcast producer, they can help you with all the details that come along with producing a podcast. So all you really need to handle is the talking, which makes the level of lift required for your team an absolute minimal.


Boost engagement and build trust


When people hear your voice, they develop a stronger connection with you and your brand. The more listeners come to know you, the likelier they are to become loyal followers. As your trust and credibility grow, so will your followers and, potentially, your sales or sponsors.


In addition to credibility, podcasting is an effective way to boost your engagement metrics. When compared with other content mediums, such as blogging, the rate of engagement with podcasts is remarkably high. In addition to the amount of downloads, studies have shown that a user is far more likely to listen to a podcast episode in its entirety than they are to finish reading a blog post to completion. After all, listening to a podcast is essentially like eavesdropping on a nearby conversation about a topic you find interesting. It’s essentially second nature!


Moreover, when a listener subscribes to your channel, they will be notified on their devices as soon as you publish your next episode. When it comes to content marketing, it doesn’t get much better than that.


Effective way to cultivate relationships and reach new audiences


As you’re reading this, it’s likely that the podcasts you listen to on a regular basis have entered your mind. How do you feel about those shows and its hosts? Do you at times feel like you know them personally, despite never actually meeting them directly?


That’s the beauty of podcasting. A host can infuse their personality and character directly into the show in a way that will resonate with listeners, bond with them, and keep them coming back each week. And as it’s one of the most intimate forms of marketing available, when you share your experiences and thoughts with listeners, they have the option of reaching out through email, social media or your website. This two-way communication further improves the opportunity to cultivate relationships with potential and current customers in a way that other marketing mediums do not allow.

Before you know it, listeners will be sharing your podcast with friends, family and colleagues, leading to an even broader audience of brand-new listeners.


Recommended Read: Why Your Business Needs a Podcast


Use your podcasts to produce other types of content

When you create podcast episodes about a particular topic, issue or event, the transcripts or even certain quotes from that episode can be turned into fresh new content, such as articles or video. Or perhaps you had to cut down your podcast episode during the editing process because it was just too long, but there were some excerpts in there that you really loved. Can it be turned into an article or a post on social media? Think of it as recycling your content to get as much engagement and audience as possible.


Make podcasting part of your marketing strategy


In short, podcasting takes your marketing strategy to a whole new level. The drive high levels of engagement while building loyal audiences from devoted listeners and a strong voice for your brand. It’s a content marketer’s dream come true.


More and more businesses are seeing the benefits of launching a podcast, and we’re positive that you will, too. If you're not currently using podcasting in your marketing strategy, now is the time to start! Sorrentino Media offers podcasting production services ranging from recording to publishing and everything in between. Ready to get started? Contact us today!


Recommended Read: How to Create a Great Podcast

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