Although podcasts have been around for a while, their popularity as a marketing tool has skyrocketed in recent years. And it's no wonder why—they're backed by some truly compelling statistics...
144 million Americans listen to podcasts each month. That number is expected to increase to 164 million by 2024
95% of US podcast listeners have either bought a product or researched a brand that they discovered on a podcast.
In this post, we'll dive into the 6 marketing benefits of podcasts and explain why your team should seriously consider incorporating a podcast into its marketing strategy.
Thought Leadership for CEOs
If you've ever worked in-house, you probably know first-hand how difficult it can be to get CEOs plugged into a marketing strategy. Wasting weeks waiting for a CEO to review and approve a ghost-written blog post just doesn't cut it anymore, am I right?!
Podcasts provide a simple, streamlined platform for executives to project their thought leadership effortlessly. They don't need to write or edit anything. They just show up and let their brilliance pour out in the form of engaging discussion. They can even help invite some influential figures from their professional network to join the show as guests.
A recent study found that 89% of decision-makers believe thought leadership can be effective in enhancing their perception of an organization. This not only strengthens their personal brand but also positions the entire company as a trusted authority in the industry (more on that in a minute).
Increased Brand Engagement
Podcasts have a remarkable ability to captivate and engage listeners in a way that few other mediums can. Through the power of storytelling and authentic conversations, brands can forge a deeper emotional connection with their audience. As listeners tune in to podcasts, they feel a sense of intimacy and connection with the hosts, guests, and community of listeners.
This heightened engagement leads to increased brand loyalty and advocacy, as listeners become enthusiastic supporters who are more likely to share and recommend the podcast to others. The interactive nature of podcasts, such as incorporating listener feedback and Q&A segments, further enhances engagement by allowing the audience to actively participate and feel involved in the brand's journey.
💡 Tip: Podcasts drive brand metrics across the board, helping to generate lifts in awareness (↑89%), brand consideration (↑57%), brand favorability (↑24%) |
Enhanced Content Marketing Strategy
With limited time and budgets, a simple yet multifaceted approach to content is needed. A podcast is not just a standalone piece of content; it serves as a valuable resource that can be repurposed and leveraged across various channels. By transcribing podcast episodes into blog posts, brands can generate SEO-friendly content that improves their search engine visibility and drives organic traffic to their website.
Additionally, podcasts can be transformed into video snippets or visually engaging graphics, catering to the preferences of different audiences and expanding the reach of the content. This comprehensive approach to content marketing allows brands to maximize their resources, create a cohesive brand narrative, and provide diverse formats that cater to the varied preferences of their audience.
Boosting Share of Voice and Share of Search
In a saturated digital landscape, it's challenging for brands to stand out and gain visibility. However, investing in podcasts can have a significant impact on a brand's share of voice and share of organic web traffic.
Our 2023 state of healthcare podcasts research report shows brands with a podcast see an average 48% greater share of voice in their market than podcast-less competitors. We also found that healthcare brands with a podcast saw 25% greater share of organic web traffic than competitors that lacked a podcast.
By consistently publishing engaging and informative podcast episodes to their websites, businesses can not only increase their brand awareness but also increase search traffic to their site.
Podcasts that focus on specific topics and incorporate relevant keywords naturally enhance search engine optimization (SEO) efforts. This leads to improved organic search rankings, making it easier for potential customers to discover the brand and its offerings.
Build Topical Authority
Podcasts offer a unique opportunity for brands to establish themselves as authorities within their specific niche. By inviting industry experts and thought leaders as guests on the podcast, brands can provide comprehensive coverage of various topics, offering diverse perspectives and insights.
This not only enriches the content but also builds trust and credibility with the audience. As the brand consistently delivers valuable information and invites guests who are highly regarded in the industry, it becomes the go-to source for authoritative and reliable information. This establishes the brand's position as a thought leader and helps differentiate it from competitors.
Targeting Niche Audiences
One of the greatest advantages of podcasts is their ability to reach highly targeted audiences. By focusing on specific topics and catering to the interests of niche communities, brands can effectively connect with their ideal customers. Unlike traditional broadcasting channels, podcasts allow brands to dive deep into niche subjects, appealing to the specific interests and needs of their target audience.
The loyal listenership that podcasts cultivate ensures that the brand's message resonates with the right people, increasing the chances of converting them into customers. Moreover, targeting niche audiences through podcasts helps build a strong community of engaged listeners.
Ready to Embrace the Marketing Benefits of Podcasts?
The good news is that it has never been easier to create a podcast, thanks to technology advancements and artificial intelligence. Consequently, it has never been harder to create a successful one. Merely following the traditional “produce, publish, repeat” approach is not enough for podcasts to stand out and thrive.
In order to get the most from a podcast, you'll need to be innovative and strategic. Be sure to do some strong audience research and perform a competitor landscape analysis before you hit the drawing board.
If you're new to podcasting, it helps to partner with experienced producers who have a proven track record in the space, rather than jumping in blind.