It’s been a long time since podcasts stepped past their reputation for being the odd, quirky outlier in the world of communication.
Today, large audiences tune in during everyday moments, from the commute to household chores. As a business, it’s hard to pass up the benefits of such a dedicated audience—especially if those listeners fit in with your niche!
Whether you’re wondering how to start a podcast or considering your next moves, it’s worth knowing a little more about what makes podcasts such a powerful resource.
As humans, we’ve been telling each other stories for thousands of years. Storytelling is what allows us to connect with one another and to understand things from someone else’s point of view.
In terms of business and beyond, storytelling is often a missing component when it comes to making your brand known. You can have the shiniest new website and the best products, but if you can’t generate real connection by sharing your story, you’re wasting your time.
What’s more, podcasts are naturally a great way to tell longer, in-depth stories. While blog readers are notorious for spending just seconds skimming, and videos may hold their attention for just minutes, many successful podcasts last an hour or more. Sharing your story, no matter how long, has never been easier.
For most brands, there’s something missing on the pages of your website and literature: authenticity.
When you’re putting content into an email or even on social media, it’s a little more “rehearsed.” You have time to be more editorial—which can translate into time spent making your message more formal and less you.
With a podcast, you don’t have that time—and that’s not always a bad thing. Podcasting offers you an opportunity to let yourself be real and vulnerable with your audience, and that vulnerability is what builds trust. It allows you to show up as who you are, which lets your audience see you as an actual human being.
In the distracting world of social media and beyond, podcasting can be a space for focused reflection with a dedicated fan base. Research shows that nearly a quarter of Americans listen to podcasts at least once a week, with over a third listening once per month. This gives you plenty of time to nurture leads and convey messages to regular listeners, engaging them in your topic on a frequent basis.
No matter which podcasting hosting site you choose, you’ll have access to a spectrum of analytics that allows you to understand who’s listening to your content and how. If you want to understand your audience, these analytics can be a powerful resource used to tailor your overall marketing strategy—or simply to make better decisions about the music, format, and length of your shows.
Whether you’re ready to get out there with newsworthy content or you simply want to tell your own story, podcasting is a powerful tool to have in your back pocket. Best of all, starting one is easier than you might think! If you’re ready to launch yours, check out my services to learn everything you need to know.