Top 6 Benefits of Podcasting
This is my attempt to succinctly give you the benefits of starting a podcast.
It is intentionally short and sweet. If you want a skyscraper post, go elsewhere.
These are the benefits of podcasting from a content marketing perspective.
I created these bullets 15 years ago for a client proposal when I launched my first podcast.
They all still hold true today. And not just for consumer marketing.
These benefits of podcasts apply to B2B marketing as well.
I just gave them a fresh edit and am reposting them here so they’re available to anyone looking to build the business case for a podcasting initiative:
What are the Benefits of Podcasts?
- Allows listeners to time-shift and place-shift media consumption
- More efficient since downloads are opt-in
- Accessible to a global audience regardless of geographic boundaries
- Draw a more educated, affluent, influential audience
- Ability to bypass the news media and go direct to listeners
- Most cost effective electronic media distribution channel available
Industry experts and practitioners have widely acknowledged the benefits of podcasting in promoting a product or service. My podcast got me my first book deal. Had I not produced it, I would never have been invited to write Social Marketing to the Business Customer. This achievement would not have materialized had they not embarked on their podcasting journey.
Insights from Eric Sui, the host of the Marketing School podcast, shed light on the tangible advantages of podcast-generated leads. According to Sui, new business sales leads generated from his podcast exhibit a unique propensity to convert swiftly and spend more. This phenomenon is attributed to the development of a pre-existing rapport between the podcast host and the audience. This sense of familiarity encourages a higher level of trust and engagement.
Interestingly, major corporations such as Disney recognized the potential of podcasting even during its nascent stages when audience sizes were comparatively modest in comparison to mainstream media. Disney’s strategic rationale behind early podcast adoption was grounded in the emerging consumer trend of selective message filtering. In essence, podcasting served as a means to communicate directly with their most dedicated consumer base, effectively sowing the seeds of their brand within this loyal audience.
This insightful approach by Disney underscores their grasp of the concept of utilizing podcasting as a tool for cultivating and mobilizing consumer brand ambassadorships. For a more in-depth exploration of the Disneyland podcast marketing program, readers are encouraged to delve into a comprehensive discussion with Duncan Wardle, shedding light on the intricate strategies employed by Disney in its podcasting venture.