How a podcast can help your business
Written by Fraser Coupland
The past year has forced brands to rethink how they build brand awareness with consumers. In a matter of weeks city streets around the globe were all but empty. Huge swathes of OOH advertising were suddenly going unseen as consumers flocked indoors and onto their devices.
It’s hard to tell where consumers might physically be in the coming weeks and months. Some people will return to offices, whereas others will continue to work remotely or adopt a hybrid of the two. If brands wish to remain connected to their audiences, then they need to reach these people no matter where they are.
One of the best ways to do this is through a podcast.
Even if you’ve spent the Covid-19 pandemic under a rock, chances are you’ll have listened to at least one podcast in the past year (unless your rock doesn’t happen to get decent signal). The UK alone saw 15.6 million podcast listeners in 2020 – a statistic expected to rise to 20 million by 2024.
With nearly 30% of the UK expected to listen to podcasts by 2024, businesses are adding podcast production to their marketing mix, enabling greater brand engagement with their target audiences. We’ve had a look at the benefits of starting a podcast for your brand – and some things to consider before you do.
Why your business should start a podcast
You can reach your audience wherever they are
Creating a podcast isn’t just about how manypeople you can reach – it’s also about where you can reach them.
Whether you’re trying to engage B2C or B2B targets, chances are that your audience will be time poor. We all are.
Most of us have a dozen things to do every day and at least a couple of places to be. The benefit of a podcast is that it does not require your audience to stop – it lets your content be consumed on the go, wherever they are. On the tube, going for a walk, at the gym, driving children to school, even at work – your piece of downloadable, hands-free content will get your foot in the door during those periods of transition throughout the day.
A podcast can strengthen your position as a thought leader
People like to be educated – almost 75% of podcast listeners say they tune in to learn new things. And a recent study on memory found that people recall twice as much information from audio as they do from text. So, if your business is putting out written thought leadership content through your blog and socials, it stands to reason you should also be considering audio content.
A podcast is your chance to show your industry knowledge and point of view. One of the benefits of audio is that, if you choose the right speakers, listeners can hear your brand tone of voice in action. The spoken word is inherently familiar to us all, demonstrating the more human aspects of your business and therefore creating stronger relationships with your listeners.
Create content your own way – and on a fast turnaround
The costs to entry for a business podcast are low. Once you have a couple of microphones, a quiet room and some interesting speakers, you’re good to go – with complete editorial control over the topics you cover, the length of the episodes, and the format. Even if you’re tight for time, you can repurpose existing blog content for your podcast. Once you’ve created the podcast, you can repurpose snippets of it for social media on the different topics you cover.
There are loads of options for your format – discuss the latest industry trends, interview guest speakers, or offer insight into your company’s culture. Why not make it interactive, too? Host a competition for your listeners or a live Q&A through your social media channels. The choices are plenty, and they’re yours to control.
Drive traffic to your website
If listeners enjoy your podcast, they may want to learn more about your business. A shout out to your website in the podcast and having the link in your description will drive natural traffic straight there. And if you interview an influencer or a business owner, then their followers will probably be interested in what they had to say on your podcast and check it out.
This creates a snowball effect that leads to more traffic to your website and socials – which in turn can help boost your SEO rankings, which could lead to new business leads and new opportunities for your brand. All for the price of sitting in a room and talking.
Before you start your business podcast
- What are you going to call it and how will you describe it? (70% of people say they choose a podcast with an engaging description)
- Who are your audience and what do they want to hear about?
- How long will your podcast run for and how regularly are you going to release it?
- How much of it will be scripted? We recommend jotting down key points to ensure some structure but keeping the detail light to encourage a healthy conversational flow.
- How are you going to discuss these topics and in what format?
- How are you going to promote it to make it accessible? (Spotify, Twitter, LinkedIn)
How Eulogy can help you with your new podcast
Estimates on the number of podcasts out there vary – but the statistics range anywhere from 800 thousand up to 2 million. Given the benefits of podcasting we’ve seen, this popularity isn’t surprising. But it does mean you need a bulletproof strategy to help your business podcast step straight into the spotlight.
If you want your podcast to grow an audience and make an impact, you need to run a series rather than just a one-off episode. That means you need to plan and storyboard your content ahead of time – usually focusing on an overall theme with different topics for each episode.
At Eulogy, we’ve created our own podcast, The Headliner, where we dissect the biggest stories to help brands understand and influence the agenda. We’re also actively creating podcasts with a number of our clients right now. Our award-winning media experts know how to produce big, creative ideas backed by sound strategy and media nous.
So, if you are interested in starting a business podcast, get in touch today to speak to a member of our team.