Why Your Business Needs a Podcast

Let’s be honest: for years, podcasting has been a hobby reserved for only the nerdiest of the nerds. But these days, podcasts are more popular than ever. About 15% of Americans report listening to podcasts at least once a month. If 15% doesn’t sound like a lot to you, consider this: podcast subscriptions on iTunes exceeded 1 billion last year.

People are tuning in during their drives to work, while out for a run, or while simply lazing around the house–and they’re listening to everything from unsolved crimes to how to follow a keto diet.

Even more unexpected? Podcasting is quickly becoming a key part of a successful small business marketing strategy – and if you’re not getting in on that, you’re missing out.

Here are 7 reasons you should consider launching a podcast:

People Dig ‘Em!

We already shared some pretty staggering numbers with you above, but there’s more:

  • Podcast listening among women jumped 14% in the last year
  • Six million more people listen to podcasts in 2018 vs. 2017
  • People who were already fans listen to 40% more shows than they did last year
  • 80% of people say they listen to “all” or “most” episodes of a given podcast

You Gain Access To A Wider Audience

They say you can’t please all people all the time–but with a podcast, you can come close.

Let’s face it: not everyone likes to read. And at about 700 words, the average blog post can be a lot to churn through. If you’re a busy individual, you might not be able to give up that five or ten-minute chunk of time.

A podcast gives you access to those people on-the-go who might not otherwise see (or hear) your content.

They’re Easy To Make

Making a podcast is like a chat with a friend. You just flip on your recorder and go. Chat about whatever is on your mind – the more conversational the better!

The effort to write a blog post, though? Phew! That’s a lot of work. It takes the average person about 2 hours to write 700 words. A 30-minute podcast, however, covers about 3,000 words–that’s four-times the words in less than half the time!

Podcast Subscribers Are Extremely Engaged

Research has found that podcast listeners consume more than one hour and 45 minutes of audio per day more than the average American. Further, they spend 25% of their total audio time listening to podcasts.

Part of this dedication, perhaps, is because they don’t have to do any work to stay on top of things. The vast majority of listeners subscribe to their favorite podcasts through a subscription service, like Castbox, and that service automatically downloads new episodes as soon as they’re available.

Build Better Relationships

Podcasts aren’t just for reaching new customers–they also help you stay connected with your current audience. Not only will it give them a new way to consume your content, but it will also give them an additional opportunity to interact with you.

Many podcasters use the platform to answer questions from the audience, address common concerns, or even to talk with industry experts who may offer valuable information–all of which add value for your audience.

Repurpose Content

Podcasting is a great way to take old, stale content and turn it into something new. You can take old blog posts, case studies, and promotions and breathe new life into them on a new platform.

And it works the other way too. Podcasts can be repurposed into blog posts, email newsletters, social media content, and more.

Have Fun!

Above all, enjoy yourself. Running a business is hard work, and if you have the opportunity to let loose a little and enjoy yourself (while creating some value-adding content) you should do it.

Most podcasters love the opportunity to share their stories and ideas and create a meaningful connection with their audience.

Final Thoughts

Content marketing isn’t just about blogging or creating Facebook posts. It’s about sharing valuable material that your audience can connect with–no matter what that is. And these days, it’s all about content they can listen to.

Why not give it a try and see if it works for you?

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