Why You Need to Add Podcasts to Your Content Marketing Arsenal
Did you know that podcasts are one of the fastest growing mediums today? As a matter of fact, over 100 million Americans have listened to a podcast in their lifetime. Over 21% of Americans 12 and older (57 million Americans in total) have listened to a podcast in the past month and over 13% of Americans listened to a podcast in the last week.
Rise in Podcasts Attributed to Smartphone Adoption
The rise of podcasts is powered in part by the growing use of smartphones. Nearly 76% of Americans (207 million) now own a smartphone, up from 14% in 2010. 93% of 12-24 years old own smartphones today! Our smartphones have made podcasts available at home or on-the-go. You can’t read a blog post about “how to deal with stress” when you’re stuck in a traffic jam, but you can certainly listen to a podcast about it.
This despite, the “attention span” myth. It makes sense though. In our busy lives we can listen to podcasts in the car, while taking a bus ride, while exercising, during walks, etc. Podcasts can travel anywhere our smartphones travel. All we have to do is listen allowing us to focus on other tasks while consuming good content.
All that said, podcasts represent an attractive medium for content creation simply because the sheer number of listeners, and young listeners especially, is growing. Over 27% of 12-24 year old Americans listened to a podcast this month alone!
An Engaged and Invested Audience
In addition, unlike other platforms, customers who listen to podcasts are far more engaged. Podcasts offer listeners an intimate setting and because your audience will typically listen to the podcast by themselves in privacy, this creates a sense of one-on-one engagement.
A true podcast audience also invests in the show. According to research, a podcast listener averages 5 podcasts per week, with 13% of listeners downloading 6-10 shows per week! No one invests in a podcast unless they really want to consume that type of information and starting out with a highly engaged audience, makes it much more easy to get your message across and have an impact on your audience.
The numbers are in and it’s now official. Podcasts have made the leap to the mainstream, with listening growing by over 23% in the last year alone. If you haven’t added podcasting to your content marketing arsenal, you’re definitely missing out.
Podcasts Require Too Much Time and Resources
Many may argue that producing, editing and syndicating a regular podcast is too time consuming or a drain on resources. This can be true. For a high-quality podcast you’ll need voiceover talent, a production calendar, syndication to popular online radio networks like iTunes, SoundCloud, iHeartRadio, etc. You’ll also need to produce, edit and promote the show. Without the time or resources, getting your own regular podcast going can be a challenge.
Sometimes it’s better to work with a podcast production company. There are services that will professionally produce, edit and syndicate your own online radio show. Cranberry.fm for instance, will provide businesses with their own editor, producer, co-host and voiceover talent. They’ll take the lead with the creation of production copy and a calendar. They’ll even syndicate the show and promote it, so all you have to do is show up.
Creating brilliant podcasts has never been so easy or important to your content marketing strategy. With 1 in 4 Americans ages 12-54 listening to a podcast last month, there’s an untapped audience listening and waiting for great content. All you have to do is give it to them!