4 Reasons to Integrate Podcasts into Your Content Marketing Strategy
Written by Dr. Mike Cockrell on August 16, 2017
4 Reasons to Integrate Podcasts
Podcasts offer a unique marketing opportunity because they don’t offer a commercial break. While there are video podcasts with the chance for visuals, most fully rely on audio. This platform makes any advertisement messages a part of the show.
With the lack of traditional breaks for advertising as you would hear, for instance, on a radio show, podcast advertising requires their advertised messages to be highly relevant to their topics.
By advertising on podcasts, you can ensure that if your listeners are interested in your topic, a related product may fare just as well.
While this form of advertising is relatively new, consider the following reasons when deciding whether podcast advertising could be right for you and your brand.
People can listen on-the-go
Podcasts can be downloaded to any electronic device, which means your audience can listen to your show at their greatest convenience. Due to the relevance of ads to the program, ads become a part of the story and can be enjoyable.
Rather than being bombarded with tacky advertisements that interrupt their podcast, they can listen attentively as these ads are weaved seamlessly into the program.
In a study of over a quarter of a million listeners, 63% went on to purchase something they heard over a podcast.
An opportunity for new, targeted content
Most businesses have their hosts read their advertisement, and then attempt to make the information relevant to the show. Podcast ads need to be crafted, from the beginning, with the listener in mind.
Think about the format of podcasts—they are typically audio. Graphics that you’d typically rely on for a regular advertisement is no longer viable.
Audio podcast advertisements will rely heavily on text copy. Delivery will also be the sole responsibility of the host. Make sure that your podcast host can present your content in a way that you want your audience to receive.
Think about the following when crafting a podcast advertisement:
- How does your product fit in with the theme/topic of the show?
- Why do listeners tune in to this podcast?
A different marketing channel for added exposure
With podcast advertising, there’s no way for listeners to skip the commercials, so they’re most likely to listen through what you have to say. Don’t spend a great deal of time on the ad so that listeners can continue through the podcast without negative emotion toward the speaker.
In addition to podcast advertising, creating a podcast for your business is always an option. Remember to ask your listeners to sign-up and subscribe so they’re altered every time you post a new one.
Study our audience to know what content they’ll find interesting. Conversations and interviews have the highest listening for podcasts, but you can also try:
- Discussion of hot/controversial topics in your niche
- Expert insights
- Research findings and case studies
- Educational shows about processes in your niche
- Up and coming trends in your niche
Do not use your podcast as a platform for a multi-minute commercial. This is not the place to bombard your listeners with a list of your new products and services that you offer.
Not many people have realized the untapped market that is podcast advertising
Podcast listening grew 23% in the past two years and is expected to continue this rise. Podcasts offer interesting audio content in the form of:
- Personal stories
- Professional and educational lessons
With podcasts being a new form of media, not too many people are aware of this opportunity. Advertising is inexpensive in comparison to more popular forms such as pay-per-click (PPC).
Podcasts are revolutionizing the media marketing landscape as a new way to deliver messages to a broad range of highly engaged listeners. Experiment with this new way to reach your audience and develop new content for this untested platform.