Before we dive into the benefits of a podcast in your content marketing strategy, let’s answer the preliminary question: what is a podcast?
A podcast is a series of recordings that your audience can download and consume while they’re doing other things—and that’s a big part of the podcast’s staying power.
This marketing tool has been gaining traction for years now. According to Podcast Insights (2018), about 44% of the American population actively listens to podcasts, half of which listen from home (that’s 60 million homes) and 22% listen while driving ( that’s 25.4 million cars).
Start generating hot leads with this marketing tactic.
People are busy, so they can’t consume video all the time. They need to drive, fold laundry, ride on trains or buses, or work on a computer while they listen to something. This is why podcasts have a staying power, and they represent a great way to draw in listeners that can become customers one day. Track how many podcasts customers download or stream and ensure that their lead scores accurately reflect the amount of interest they’ve expressed in your series.
You will be able to create a deeper connection between your viewership and yourself. Just remember that when you are recording your podcast, your personality might be different from your brand’s voice. If that’s the case, align your podcast voice with that of your brand.
Check out our three top benefits of including podcasts into your content strategy to generate more marketing-qualified leads.
1. Become a Thought Leader
Establish yourself as an expert in your field or industry to reap the first benefit of a podcast. People will trust you implicitly.
Video podcasts allow you to build a rapport with your audience because it creates a real face for the website and brand they’ve been reading about up to this point. Connecting through your writing is different from connecting through your actual voice.
The more tips you can openly share from your experience, the more people will trust you. This will generate conversions as your followers will buy from someone they deem to be a credible expert.
Also, you’re able to cover more important topics in a talk show format, letting you show the true depth of your industry knowledge.
2. The Power of Evergreen Content
Video podcasts can last forever on your website or Multimedia Hub.
They will continuously provide value to new leads, so choose a relevant topic that resonates with your audience.
One of the best aspects of evergreen content is that you don’t need to make it from scratch.
One of the other benefits of a podcast is that they’re perfect for repurposing content. You can even make podcasts out of other content you’ve already created.
Take a blog, white paper, or a lead magnet that your audience has engaged a lot and turn that into a podcast. You already have the raw materials to create it, which will save you time and energy as well.
This is a chance for you to do A/B testing. Do your leads prefer downloading and reading your content? Or are they more interactive and engaged with your podcast series? These metrics will allow you to analyze what your leads are interested in on a group and individual basis.
3. Become the Convenient Thought Leader
In general, blogs can be anywhere between 700-1200 words long.
That’s a lot of information to consume in one sitting, and that’s assuming your readers will read your entire blog at once.
Podcasts can be played while your audience is:
- At the gym
- Cooking dinner
- Doing laundry
Simply put, podcasts cut through the clutter.
Instead of reading long-form blogs or articles to educate oneself, they can multi-task between their daily activities and consuming your content. The benefits of a podcast for listeners is that their chores become more pleasant.
This is another opportunity to measure audience engagement by tracking the leads that are consistently watching your podcast series.
Create an email list dedicated to your podcast listeners and nurture these leads with relevant content. For instance, if your audience is interested in your opinion on current eCommerce tactics, send them a lead magnet about it. You can do this with tagging in your email platform pretty easily, and the whole thing just piggybacks on the content you’ve already made.
How Do I Record a Podcast?
Let’s recap: podcasts are a great content marketing strategy because they are:
- A way to establish yourself as an authoritative figure in your field or industry.
- Great for building deeper connections and trust with your audience.
- A good way to repurpose existing content into evergreen material that can be shared.
- A way to save time for your audience. There’s a surge of interest towards podcasts because you can play and listen to them anywhere while working on something else.
Now, how do we make a quality podcast?
First, think about the location. Where are you going to record your podcast? I’ve heard many people say “just do it in the meeting room,” but that’s not the ideal environment. Meeting rooms are not equipped with high ceilings or a sound system because they were not built to produce videos. They were built to hold meetings.
You’ll also need someone who is capable of editing audio and video to make your podcasts sound (and even look) professional.
The two most important pieces of equipment you will need are a proper microphone and a camera. Microphones from laptops are not ideal since they can pick up nearby sounds that dilute the quality of the audio, making your podcast look like an amateur production. This won’t help your credibility.
Check out our webinar on Taking The Complexity out of Studio Production to produce high-quality podcasts, even if you want to shoot video and post it to YouTube as well.
Stay tuned for more updates on how to leverage your webinars to convert viewers into buyers.