By Nico Prins
It’s often said that we’ve reached peak podcast. It’s a cliche to say that everyone and their mother has one. There is some truth to this in the sense that the number of podcasts has exploded in recent years. However, the demand for original audio content has also never been higher.
In the B2B world, a little over a third of small business owners listen to podcasts. The more employees a company has, the more likely it is that the person in charge is a podcast listener. There are similar listening rates in the B2C sphere too.
44% of Americans listen to podcasts regularly. And the numbers keep going up for younger demographics. In fact almost half of millennials tune in to a podcast at least once a week.
So your customers are listening. That’s not one of today’s 5 reasons to start a podcast though. Call it a freebie. As if that weren’t reason enough, let’s take a look at some more reasons why you need to start creating audio content.
It’s Not That Difficult
One obvious reason why marketers might be reluctant to start a podcast is the barriers to entry. Setting yourself up with the right equipment and software seems quite daunting. Then there’s actually sitting down and speaking into a microphone.
Between cheap audio gear and free editing suites, there a plenty of options to get you up and running for next to nothing. As for the speaking thing, no-one likes hearing their own voice, but this is incredibly easy to get over. If for some reason you absolutely can’t record yourself speaking, there’s bound to be someone with your organisation who would jump at the chance.
Besides, when compared with starting off making video content, podcasting should be a walk in the park.
There’s Room to Breath
It’s never been more difficult to make your content stand out. Having a blog is basically non-optional at this point. Every month, more video is published online than has been on US television in the past thirty years. To say the least, these mediums are crowded fields.
Podcasting, not so much. That is, we’re still in the relatively early days of the medium, so you still have the chance to reap the benefits of comparatively early adoption. In this way, you can set yourself up as an authority in your niche, rather than playing catch-up on other mediums.
Then once you’re in that authoritative space, people will be knocking down your door to appear on your show. Well, hopefully. Podcasts, by nature, are discursive. They feature conversations. As such, having a podcast with a healthy listenership is a fantastic way to start building relationships with the big names in your industry.
And the flip side is true too. Once you’ve made a name for yourself as a podcaster, you’ll have other upstarts trying to get you onto their shows.
The benefits of podcasting over the other two major content types in this regard are clear. Scoring high quality guest posts is difficult because of the level …read more
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