Content marketing is ever evolving. It all started in the form of blogs, and now it has branched out to various types of media such as video and audio. They all serve their purpose, but today we will be focusing on one type of content in particular–the podcast.
What is a podcast?
Johnson Nguyen, a well-known digital marketer based in Vancouver, British Columbia described the podcast as your company’s own “audio broadcasting station”. The goal of hosting a podcast is to grow your audience of avid listeners, who will eventually turn into your consistent audience, and hopefully leads for your business.
Most podcasts operate through a built-in player found on the website, and they are usually 20-40 minutes long. Like having your own radio show, you can talk about informational topics, answer questions from your audience, or have guests to interview. The podcast can also be a platform where you promote products and services for your business.
What are the pros and cons of having a podcast?
To know if having a podcast is ideal for your business, you need to weigh out the pros and cons. Below are some of the possible scenarios you may encounter should you choose to have a podcast for your business.
Pros of having a podcast
You can reach a wider audience.
Some people are not readers, but they are willing listeners. By offering content in audio format, says Johnson Nguyen, you will be able to reach those people who aren’t willing to read blogs but are enthusiastic about listening to a podcast. Some of these people are multitaskers, and they would prefer to listen to your content on the go.
Your broadcast personality will shine.
One of the ways that a company acquires a large audience is through the persona behind it. It is the main reason why brands would often collaborate with popular personalities–they can jump on the bandwagon to get attention from the influencer’s audience. Having a podcast will show a side of you that an audience may like and will keep them hooked for the long-term.
It offers varied types of content.
When a potential client visits your website, he or she may want to view various types of content. Having videos, podcasts or blogs can help them choose the type of media platform that they like or those which are convenient for them.
Cons of having a podcast
Having a podcast is time-consuming.
When creating written content, it is easy to ask SEO copywriters and freelancers to do the job. You just set a deadline, make an offer, and wait for your order. However, creating a podcast takes time and effort when you plan to do it consistently.
Podcasts are not usually for SEO.
Unless you’re willing to crank out a transcript, podcasts are not really geared for search engine optimization. If podcasts are your only content, Johnson Nguyen suggests that you hire a transcriptionist to help you create written content along with your audio content.
It takes time to build an audience.
Since content marketing through podcasts does not usually have SEO as a foundation, it will take time to build an audience and for others to appreciate your broadcasting persona.
Is podcasting the right content marketing tool for me?
This depends on the goals you have for creating a podcast. Do you want to reach a wider audience? Do you want to further turn your casual email subscribers into leads who would want to purchase your products and services? If this is the case, then you would want to give podcasting a try.
Having a podcast also works best when you accompany your scheduled videos with written content. This should be done in order to maximize the power of SEO. In other words, written content can be your bridge to introduce yourself to onlookers while having a podcast turns them into true fans.
What are some simple strategies to have a high-quality podcast?
Invest in a quality microphone.
Listeners prefer high-quality audio–when there’s white noise or if your audio content doesn’t come clear, you may lose some potential audience. Investing in a high-quality microphone for recording can pay dividends in the long run.
Plan your podcast topics ahead of time.
Another strategy to help keep your listeners interested is to plan your podcast topics in advance. Johnson Nguyen suggests introducing a series, or asking your audience what type of content they would like to see. Planning ahead of time and telling your listeners what to expect helps them to look forward to your next episode.
Have an intro and outro for branding purposes.
You can have a jingle, sound effect, or a tagline that you say at the beginning of your podcast to help establish your brand. This gives your listeners the idea that you are serious about your podcast and that you’re positioning yourself as an authority for your business niche.
If the pros of podcasting resonate with you, having this type of content on your website can help in marketing your business. All it takes is wise planning, creativity, and commitment to creating audio content for your website.