Podcasts are a relative newcomer to the mediascape and have grown in popularity in recent years. We often target relevant podcasts for our clients to share their stories and knowledge and have found them to be incredibly successful. Personally, I think podcasts are a great marketing tool, here’s why:
1. Receptive audience – unlike radio which often runs as background noise, people choose to tune into and actively listen to a podcast. Most people have their favourite podcasts, will pop their headphones on or listen to when driving, so already you have an engaged target audience, open and receptive to hearing your story – you are already much further along the line than with many more ‘passive’ types of media platforms.
2. Duration – if you compare an average podcast interview, it will run much longer than a normal radio interview, allowing the subject to be explored in more depth and allowing the audience to come along for the ride. They are open and receptive to hearing what you have to say in detail, for longer. This also allows a level of rapport and connection to be built which can be explored further outside of the podcast. For example, you can then lead them onto your website or social media platforms or invite them to an event. The old saying that people buy people really holds up in podcast land.
3. Unique content – podcasts offer unique, stand-alone content that listeners cannot access anywhere else. Unlike many radio, TV, print or online media, podcasts are uncluttered with advertising, allowing the content to shine. In a world where more than ever, good content counts, the podcast stands out.
As part of my marketing experiment, I have recorded my first podcast interview with the fabulous business coach and strategist Clive Enever as part of his ‘Business Conversations’ series. The subject is one of my favourite, ‘De-mystifying PR’. You can listen to it here: