Before we dive into the benefits of podcasts in your content marketing strategy, let’s answer the preliminary question: what is a podcast?
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 (2019), about 49% listen to podcasts at home, 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.
The Of Benefits Of Podcasts
Podcast benefits aren’t just for customers. They are also great for businesses as well. This is why they are so popular.
On top of the fact that podcasts are measurable, you can track how many podcasts customers download or stream.
Plus, you can ensure proper lead scoring based on how much interest your listeners have expressed in your program. There are also specific benefits for your business and your content strategy.
Check out the top 3 benefits that are specific to your content strategy.
1. Become A Thought Leader
The first benefit of podcasting is the fact that you can begin to establish yourself as an expert in your field or industry. Your listeners will trust you implicitly.
Video podcasts allow you to build a rapport with your audience. It creates a real face for the website they’ve been reading from 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. This lets 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. 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.
Another benefit is that they’re perfect for repurposing content.
Stuck on ideas?
You can make podcasts out of content you’ve already created.
Take a blog, white paper, or a lead magnet that your audience has previously engaged with. Turn that into a podcast. You already have the raw materials to create it, which will save you time and energy as well.
Plus, you can use this as a chance to better understand your audience using A/B testing.
- Do your leads prefer downloading and reading your content?
- 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. Be "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. That’s also 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 multitask between their daily activities and consuming your content.
The benefits of podcasting for listeners is that their chores become more pleasant.
You can easily connect and nurture qualified leads using email marketing.
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.
Let's Recap: Benefits Of Podcasts
So, besides the fact that podcasts are measurable and trackable, there are specific content benefits of podcasts that will help you qualify leads and gain more exposure.
- Become A Thought Leader: Use podcasts as a way to leverage your position in your business or industry. Build trust with your audience to create brand-loyal customers.
- The Power Of Evergreen Content: Podcasts give you the ability to continuously provide value to new leads. Add your podcasts to a Multimedia Hub and you’ll have ample opportunity to build a bigger and more qualified following.
- Be A “Convenient” Thought Leader: Work smarter, not harder, and save on agency or production hours by repurposing blogs and content that you already have. Plus, be the Thought Leader your audience can listen to where and when they want to.
Stay tuned for more updates on how to leverage your webinars to convert viewers into buyers.