Why Podcasts Are The Strongest Tool In Your Content Marketing Arsenal
As any marketer knows, one of the biggest challenges—and most expensive investments—is creating content. And once you’ve set the pace and tone, it can feel like an endless treadmill to continue to create, serve and support that content into perpetuity.
Enter podcasts. If you think of a podcast as just another content type that needs supporting that needs a whole separate set of KPIs and a new budget to greenlight, you might be approaching it wrong.
Podcasts Create Content For You
Consider that by creating a podcast you are actually making it really simple for your brand to generate content in a cost-effective way. Each podcast doesn’t just generate long-form audio that hits a particular type of consumer, but that same podcast births numerous types of content if you are strategic about how you leverage it. A 30-minute podcast may generate 3 different noteworthy clips, a few shareable quote cards, a cut-down for TikTok, a video to share on LinkedIn, and a transcript for a company blog post. That’s a whole lot of content and different touchpoints and channels to spin up engagement. By deploying podcasts correctly, your content calendar looks a lot easier to manage and your marketing spend infinitely more effective.
Podcasts Are Just Easier To Listen To
Not only do podcasts tend to have a longer engagement time than video alone as a format, but with podcasts, you have made your content more accessible to the audience you want. You can listen to a podcast anywhere and at almost any time, whereas video alone demands someone’s full attention. Beyond that, podcasts as a format have a strong reputation for building relationships with listeners, with returning listeners creating repeat engagement with your brand, creating brand trust and affinity.
Podcasts Give You A Media Platform
Speaking of brand trust and affinity, with a podcast you have the full attention of your listeners which gives you ample opportunity to communicate your brand’s message. Obviously this requires a great deal of finesse and the last thing anyone wants is to be sold to, but with the right concept and brand alignment, your podcast could reinforce your brand’s messaging and mission without being too heavy-handed and preachy, in an environment built for your brand’s biggest fans.