Information in this blog post was obtained from Neil Patel, the Content Marketing Institute, and Moz.
It is no secret that podcasting has become immensely popular in today’s society as far as content creation. New podcasts are popping up every day. There are many different reasons for this. Podcasting has become popular because people and businesses can engage with the audience in a more life-like and personal way, it also allows people or businesses to establish credibility within their particular industry, and ultimately, it acts as a platform for a person or business to display a product to the world at a relatively low cost.
According to Dan Shure from Moz.com, “Since Edison Research began tracking statistics in 2008, podcasting saw the largest YoY growth of monthly listeners in early 2016. Listeners jumped from 17% to 21%”. Then they go on to say, “The percentage of Americans 12+ who say they have listened to a podcast in the last month is now 21%, up from 17% last year. That increase is some of the largest growth for the medium that we have observed in more than a decade of our podcast research and represents an estimated 57 million Americans.” These statistics are a testament to the fact that podcasts are a legitimate way to attract an audience and ultimately become profitable off of the content from the podcast itself. People down to the age of 12 are listening to podcasts that are interesting to them. There is an unlimited range of podcast topics because it is a discussion. The discussion can be ended at any point.
Podcasting offers a content form that is more personal to the audience than typical marketing content forms. When people see other celebrities or athletes or just anyone they look up to having real, genuine conversations about a multitude of different topic possibilities, they feel a deeper connection. It’s one thing to see an athlete on the field or a singer on the stage but when they talk about their lives and things you don’t typically see, you feel as if you can connect to them on a personal level as a listener or watcher. As mentioned earlier, the ideas are endless when you have good conversationalists in the room together.
Robert Rose from contentmarketinginstitute.com dives into the production of podcasts and how the execution is structured. He says, each episode involves three parts:
Pre-production — writing and prepping the show
Production — recording, editing, and mixing the final product
Post-production — creating and publishing the podcast packages
He says regarding the pre-production process, “But before you start the creation process, really understanding the show’s flow, including segment lengths, is critical”. What he means by this is understanding how the show is broken down. Understand each segment, how long each segment should approximately take, and how to build the segments in a way that makes sense and flows nicely with the conversation.
Podcasting allows businesses or people to share their thoughts and establish credibility within their industry. If a podcast is made in a professional and engaging manner and contains knowledge-filled thoughts with thought-provoking content, then the creator can establish themselves within their industry. There is a lot of work and research that is put into a podcast over many years and episodes for them to be considered knowledgeable on the subject. Being able to share thoughts and feelings not only to each other but to the public is a great way for podcasts to gain credibility. You have to be able to hear multiple different sides of the story and conversate with them to fully come to an understanding with each other.
Ultimately, creating a podcast allows a business to display its products or services to the masses. Businesses or people will have strategies in play that when they have a new product coming out then they will hop on a bunch of different podcasts to reach as many people as possible at a relatively low cost. This goes to show how popular podcasts have become. You will see record labels sending artists to many different podcasts to promote themselves and their upcoming albums. It’s a win for the artist and the podcast in almost every case. It helps build value in a brand when people can see a product used by other people they know.
Neilpatel.com says that knowing your audience when creating a podcast is very crucial. He says, “This isn’t just about demographics or interests—it’s about knowing their pain points, what entertains them, and what information they crave”. You have to know how to keep your audience engaged. Sometimes that requires change and it is up to you as the marketer to know when change is due. He further says, “For instance, you’re behind the mic talking marketing, remember, your audience isn’t just a crowd curious about the ebb and flow of the industry. They’re sharp, they’re focused, and they’re seeking high-level insights. They’re eager for in-depth knowledge of marketing strategies, perhaps even zeroing in on a particular niche”. This means they don’t want to feel like they're in a lecture, they want to be engaged and hear insights they typically wouldn’t have heard before. Knowing your audience is crucial to a podcast’s success.
For more information visit neilpatel.com.
In conclusion, podcasting allows businesses to display their products or services, establish themselves within an industry, and create personal relationships with viewers. Mastering all of these components is a very solid foundation for a successful podcast.
Resources
Patel, Neil. “Podcast Marketing: How to Effectively Market a Podcast.” Neilpatel.Com, 2023, https://neilpatel.com/blog/podcast-marketing/. Accessed 2024.
Rose, Robert. “How To Produce a Podcast in 2024 (From Someone Who’s Done 400+ Episodes).” Contentmarketinginstitute.Com, 2024, https://contentmarketinginstitute.com/articles/process-publish-podcast-tools/. Accessed 2024.
Shure, Dan. “An Exploration of Podcasting SEO in 2016.” Moz.Com, 2016, https://moz.com/blog/a-look-at-podcasting-seo-in-2016. Accessed 2024.
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