A podcast is an audio or video file that is parsed out in episodes. Listeners can either stream these episodes online on sites like SoundCloud or download them through apps like iTunes. Unlike traditional radio, anyone can start a podcast; and if promoted successfully it can ultimately have a strong, loyal fanbase. The audience for your podcast can be anybody in your demographic, but not limited to your geographical area. If your company is looking to get increased online reach and exposure, this is a great way to achieve it.
Podcasts are not just for the younger generations; Baby Boomers not only listen but create podcasts as well. In nearly every industry, whether B2B or B2C, podcasts are likely to be used. Still not convinced? Here are some serious advantages to starting a podcast for your business.
Show what you know
Think of it this way: you have a business blog, not only to make your website dynamic (and therefore higher in the search rankings!), but also to show that you and your business are an authority in your industry. Why not use another format to convey that as well? The content is where you need to shine. Although podcasts typically utilize evergreen content, you want to be aware of what your industry goes through during any given season and create content accordingly. Let’s say you’re a mechanic and you have a podcast about cars and car maintenance. You aren’t going to get many views about winterizing your tires in June. Keep it current but also universal so that your listeners can go back to the episode and have it be helpful whenever they need it.
Let your personality shine
Podcasts need to be as entertaining as they are informative. Nobody’s going to listen to a monotone voice with a bland topic for thirty minutes. This medium is where creativity and personality sets many podcasters apart. If you’re feeling uninspired, have a guest on the show. This could be a colleague or someone else in your company who has a topic they’d like to discuss.
An advertising avenue less traveled
The larger your audience is, the more likely you can find other companies that want to advertise on your podcast. This may sound counterintuitive, but it can benefit you monetarily in two ways. The advertiser could pay for a 30 second ad or give your listeners a special coupon code to take advantage of. Depending on the advertiser and your audience size, they may even agree to do both. Although this sounds exciting to have ads on your podcast, you’re going to have to focus on building up your listenership and creating great content before you even get to this step. But if you become successful enough advertising is a definite possibility.
Things to remember
Despite podcasts being free to the listener, creating a podcast will incur some costs. These include buying equipment, if you don’t already have it, and purchasing a Pro account on a podcasting site, if necessary. These costs are relatively minimal depending upon your recording frequency and the size of audience you are reaching.
Speaking of recording frequency, it’s important to adhere to a schedule. Whether it be bi-weekly or monthly, it’s important to keep your listeners abreast of what’s going on. Although posting hiatuses are frowned upon, it’s much better than creating weak content for your listeners that they may lose interest in. If you’re going to take a break, send out a notification so your fans know what’s up. Hopefully, they will be there when you return. But there are no guarantees.