Podcasting is going mainstream – it’s the newest part of content marketing and frankly it’s about time!
Many people have been producing independent shows in voice format for years – I started one for my sport in 2013 – but only in the past year have brands started to get on board.
So why podcast in 2019?
There are three reasons – firstly, the pioneers are no longer alone – the mass appeal of storytelling podcasts like “Serial from This American Life” and “Under the Skin with Russell Brand”, Freakonomics and anything to do with Harry Potter has meant mass downloading of podcast listening apps onto devices.
Secondly, niche content marketers got in on the act early (like me) and so if you are a sports fan or a maker or follow politics there are now many different podcasts to choose from – all easily accessible.
And lastly we are short of time. Yes, even more than before. The on-demand nature of podcasts means you can listen in the car or while exercising or walking the dog. It’s easy to play, pause and then pick it up again later. And for the super-busy person, there’s the 1.5x and 2x speed playback settings!
Events lend themselves to podcasting
When planning the build-up to an event or having regular recurring events, there are already ample ways of communicating with your target audience.
But introducing the prospective attendees to the key themes of the event, the voices of your speakers and ramping up excitement about the day is really easy to do in a podcast format.
The Change Management Institute got its event speakers to answer 3 questions on a video call ahead of the event giving them unique content and a great preview of their international keynote themes to send round to members ahead of time.
And PodCon2 whose logo is on this article went one better – they allowed remote access at a cheaper ticket price by publishing all their event content afterwards in and audio feed as a stand-alone limited time podcast series.
Double down on success
Plus, if you choose to record video you can easily rip the MP3 audio file from the video and you have two birds with one stone. We then use the video for Instagram and YouTube advertising promotions.
But should YOUR event or brand podcast?
The answer is up to you but we’ve got a quick checklist of 5 questions to answer before making your deacon to move into podcasting for content marketing.