A combination of the words “pod” and “broadcast,” podcasts are audio recordings of real-life conversations or monologues of people sharing their thoughts, experiences, or vision. Renowned marketer Seth Godin has called podcasting as “the new blogging.”
Here are reasons that justify Godin’s and other experts view that podcasting is primarily blogging in audio form.
- 1. Pushes Your Audience to Hear Your Brand’s Voice
- 2. Develops Networks and Connects You to Customers at a Deeper Level
- 3. Provides Value to Listeners
- You can also add value to your podcasts by doing the following
- 4. Good Source of Evergreen Content
- 5. Establishes Yourself as an Industry Leader
- 6. Opens Doors for Sharing
- 7. Uses SEO to Drive People to Your Site
- Share this:
- Like this:
1. Pushes Your Audience to Hear Your Brand’s Voice
The blog’s content can give followers and prospective clients a glimpse into a brand or company’s style or personality. Podcasting does the same function but amplifies it. Listeners can experience the brand’s distinct voice based on the pace, tone, subject matter, and guests invited to the broadcast.
For example, Shopify’s podcasts target entrepreneurs, so the company always invites high-profile, successful businesspeople. The hosts are also witty, charming, and have a “can-do” attitude to inspire like-minded individuals.
It’s also easier for your brand’s voice or personality to be felt in podcasts because there’s less room for misinterpretation. It’s so easy to misinterpret certain kinds of information with blogs since readers can’t hear the writer’s intonations. But in a podcast, the podcaster can change their inflection and emphasize keywords or phrases. They can even speak in a way that will let the listener know when something is meant to be playful and when something should be taken seriously.
2. Develops Networks and Connects You to Customers at a Deeper Level
Podcasts also help you connect with customers and prospective clients but at a deeper level. Some might even say that you’re connecting at a more intimate level than blogs. It’s because, as one content expert explained, your voice is in the client’s ear. It’s a very personal experience and makes it easier for your audience to feel that they understand your brand’s vision, standards, mission, and personality.
You have the opportunity to engage with industry leaders when you invite them as guests or interview them for your podcast. Not only will they share their knowledge with you, but they can also become part of your network.
3. Provides Value to Listeners
One of the most significant benefits of podcasting is how it allows you to provide value to your listeners. Millions of people listen to these audio files to learn and for personal growth. Broadcasts that help people come up with a resolution to a problem or that provide tips or hacks to make life better are infinitely more attractive to potential customers than direct ads. While you should make sure your services or products are part of the solution, do it subtly.
You can also add value to your podcasts by doing the following
- Investing in good equipment. You need the right gear to produce high-quality recordings. Fortunately, good doesn’t mean expensive. You can purchase or utilize second-hand equipment as long as they still work well. Check out Karaoke Bananza for their review on condenser microphones.
- Prepare extensively for each episode. You want to publish content regularly so you should plan for the broadcast ahead of time. Research on the topic extensively. Think of engaging questions to ask your guest. You should also consider hiring an editor to ensure episodes are well-made.
- Work on your speech. Speaking well makes for effective communication. You want your listener to hear you clearly, so avoid stuttering and work on your delivery. You also want to sound friendly and confident.
4. Good Source of Evergreen Content
Digital marketing experts agree that like blogging, podcasts can help you build vital evergreen content that can be accessed continuously or repurposed later. Here are some examples of how to do the latter:
- Use a transcription software or service like Rev to make a transcript out of your podcast. You can then post it as a blog.
- Use your show notes to write a new post. Show notes are an outline of new content. You can simply delete or add info, clean up the grammar a bit, add keywords, and voila! A new blog post!
- Create memes out of memorable or funny broadcasts. Memes are fun, memorable, and easy to share. They’re also easy to do using meme generators or programs like Photoshop and Canva.
- Make a spinoff. Build on your podcast’s latest subject by adding a follow-up post. It is particularly useful if you want to delve deeper into the topic or if your guest touched on an interesting item on your show. You can post your spinoff content on your website, on social media, or as a guest writer on another site.
- Design infographics. Everybody loves a well-made infographic because it condenses the salient points into enticing images. It’s also one of the most shared content.
- Turn it into a freebie. Convert the critical points of your podcast into downloadable marketing material and send it to your current subscribers for free.
5. Establishes Yourself as an Industry Leader
Podcasting is also a valuable way to impart information in a manner that people can trust. Interviewing or inviting the experts in your broadcast can also quickly establish you as a leader in your industry. It is because people find opinions more credible when they’re listening to them instead of just seeing a rating on a blog.
And if you keep broadcasting relevant and informative content that’s supported by interviews from experts, you become the “go-to” source. You would have gained the trust of prospective clients as well as getting higher conversion rates.
6. Opens Doors for Sharing
These days, the more platforms you are on, the bigger your chances are that your content is shared with more people. It remains true with podcasts. Add share buttons or a link to every episode so your loyal listeners can share their favorite podcasts.
7. Uses SEO to Drive People to Your Site
A lot of people mistakenly assume that podcasts don’t have SEO value. But each podcast has show notes that can be used to get noticed by the search engines. You can add the right keywords to your show notes and get yourself noticed by different search engines. Aside from that, podcasts can also be listed on online directories, making it easier for people to discover them.
Podcasts and blogs do have a lot of similarities, but they’re also unique in terms of experience and target market. It doesn’t mean you should go with one and eschew the other. It’s best if you include both blogging and podcasting in your marketing strategy. It will make it easier to send your message across and build your brand.