We don’t need data to show you that podcasts are popular (but we do have some). It seems like there’s a podcast for everything. My mother listens to one about discontinued cereal, for example. Some may say the space is overcrowded and overhyped, but with the right hook, there’s still so much room for opportunity.
47% of people older than 12 in the US listened to a podcast in the last month. This popularity spans age groups, with 43% of 12-34-year-olds listening weekly, 41% of 35-54-year-olds listening weekly, and even 34% of 55+-year-olds listening weekly. These numbers are increasing each year.
There’s still room to make a splash with these audiences. Compared to business blogs, podcasting is much less saturated. According to Neil Patel, while there are roughly 1 billion blogs on the web, there are only 4.3 million podcasts.
Is it time for your brand to start a podcast? Let’s find out.
Why Start a Podcast?
Why would you even consider starting a podcast for your brand? Well, podcasting content can offer a number of benefits, including:
- Increased Brand Awareness – Reach new audiences across new platforms.
- Thought Leadership – Show off your knowledge and establish yourself as an authority in your industry.
- Personal Connection – Give a human face to your brand and establish a more personal connection with your audience through direct discussion.
- Content Library – If you create a video podcast, you can repurpose clips on your social media channel and website.
- Potential for Monetization – Depending on the success level of your podcast, it’s possible to partner with other brands in the future to monetize it.
- Potential Networking & Collaboration – If you feature guests on your podcast, it allows you to tap into that person’s professional network through collaboration.
When to Start a Podcast
Before you start podcasting for business, consider the following to evaluate if it makes sense. If you have a unique perspective, a solid format idea, the talent, and the resources, a podcast is a great idea to try.
Perspective & Competitive Landscape
Do other podcasts exist for your industry? Do you have a unique perspective to offer that makes your podcast different from others already out there?
Format
What literal format do you want for your podcast (video, audio, or both)? What structural format do you want? For example, do you want to interview guests, chat about topics, answer listener questions, etc.?
Talent
Do you have someone on your team who feels comfortable behind a microphone or camera and has the personality to engage your audience? Do you know any industry contacts who would feel comfortable coming on your podcast as a guest?
Resources
What resources do you have available to produce and promote your podcast? Can you record and edit it yourself, or do you have the budget to outsource? Do you need a podcast studio rental? What time do you have to dedicate to recording?
Goals
What are you hoping to achieve with the podcast? Increasing brand awareness? Establishing thought leadership? How do you plan to measure the success of these efforts?
Podcasting in Multiple Formats
When podcasts began, the majority were audio-only. But today, video podcasts are gaining in popularity.
Studies have found that YouTube is the most popular podcast platform and has only been growing. They’ve also found that 64% of podcast listeners prefer video podcasts, with half actively watching and half listening with the video in the background.
A video podcast allows you to:
- Post the podcast on multiple platforms
- Take clips of the podcast for social media
- Use relevant clips from the podcast throughout your website
When you choose the right podcast studio rental, you can create your podcast in multiple formats to post on your favorite platforms.
It’s Time to Podcast for Business
Podcasting for business allows you to share your unique voice to connect with your audience across different platforms. Since the market is less saturated than with blogs (especially when you consider industry niche), there’s still plenty of opportunity for brands. Forge Apollo is a Delaware County-based marketing agency. We provide video podcast production services as well as marketing and social media strategies centered around podcasts. Contact us today to learn more about our podcast studio rentals, filming, and promotional services.
