Why Your Business’s Digital Strategy Should Incorporate Podcasting

Your Guide to Podcasting for Your Business

Podcasts have stormed to the forefront of the media in the past decade, taking over the spot that used to be occupied by radio as the go-to audio format. The percentage of the US population aware of podcasting has risen to 75% since 2006 and it is forecasted that the number of podcast listeners will surpass 160 million in 2023, with increases of 20 million expected each year (Statista, 2019). 

In the UK, similar trends can be identified. Listenership is increasing year-on-year according to Statista, with 15.6 million listeners in 2020. Notably, Podcast advertising expenditure in the UK has surpassed £33.56 million in the past year. 

Podcasting represents an astronomical opportunity as the format grows at such a rapid pace, meaning you and your business should be considering if you have a niche/expertise to offer which could captivate a new audience and expand your brand awareness. 

Here, Peaky Digital will run you through why you should be incorporating podcasting into your Digital PR strategy.

What is a Podcast?

Just to make sure we’re all on the same page, we’ll establish what a podcast is and what ‘podcasting’ is. 

In its simplest form, a podcast is a type of online audio broadcast in an episodic format. People consume podcasts in many different ways; some will listen to them when they want to unwind after a hectic or long day, while some may put them on when they’re doing tasks such as commuting, working out or cleaning the house. 

Many people listen to podcasts to learn about something new. In fact, three out of four podcast listeners in the US say they tune in to learn new things. While there is a wide variety of genres, with some being fictitious storytelling, education is incredibly popular through the podcast format. 

Why You and Your Business Should Start Podcasting

Content marketing is a valuable tool when it comes to increasing brand awareness, showcasing your services or products as well as establishing your brand as a point of authority and trust. You can expand your content marketing efforts by venturing into the podcast industry. 

A podcast provides an opportunity for your business to share expertise in your industry. Regular podcasts with accurate information will help establish your company as an authoritative business. This then lends itself to the consumer trusting your business as one that knows the industry.  For example, if you have expertise in marketing consultancy, you can make your podcast the place people go to get advice on their marketing efforts. These podcasts double up on use and serve also as advertising for your business. 

Podcasting can also act as the perfect tool for increasing your brand awareness. Familiarity and consistency caused by the regular creation of podcasts help build and develop your company’s brand to make it a household name in the industry. 

Top Tips for Creating a Standout Podcast

There are a few things to make sure you’re doing or plan on doing when considering the execution of your podcast. Just like creating content for your blog, it is very easy to turn away the consumer if the quality is not up to standard. The same rule applies to podcasting: sound quality and optimal execution is paramount. Here are a few things to consider when creating your next hit podcast:

• Use high-quality equipment – There is no easier way to prevent consumers from listening to your podcast than terrible audio quality. By ensuring you use the best microphone at your disposal, you will make sure your business comes across as professional and measured. 
• Be consistent – by creating and uploading content regularly, you’ll allow your listeners to gain a familiarity with your brand and podcast and this, in turn, will cause them to check in regularly to see if new content is uploaded. One other aspect to be consistent in is the structure of your podcast, as listeners will feel comfortable listening to something structured in a familiar format. This way, you’ll also be able to tick off all points you want to cover. 
• Use the software you’re most comfortable with – this applies to both your distributing platform as well as the editing software you use. Platforms such as Anchor offer a podcasting all-in-1 service, where you can record, edit and publish your podcast to all major distributors all in one place – all for free. However, there is something to be said for recording in Adobe Audition. As well as recording directly into the software, this service allows you to be more precise with your editing. 

Contact a Digital Marketing Agency for All Your Content Marketing Advice

If you are seeking help with your content marketing efforts or digital marketing in general, get in touch with our experts and reach new peaks with your content strategy. Contact Peaky Digital today – we look forward to hearing from you!