The Business Case for Podcasting
Over the past several years, podcasting has become a serious player in the media landscape. According to a study by Edison Research, in 2020:
More than 73 million Americans listen to podcasts monthly
1/3 of Americans age 25-34 are regular podcast listeners
68 million Americans listen to podcasts weekly
But what’s less well known is that podcasting is also a powerful channel for content marketing and internal communications. Podcasting is quickly becoming one of the most effective ways to establish thought leadership, prospect for new customers, recruit talent, and engage and develop employees. Bottom line, podcasting is a cost-effective, flexible, and highly effective way to boost your bottom line.
Demonstrating thought leadership is a proven business development strategy. According to the 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study, nearly 50% of decision makers spend at least one hour per week engaging with thought leadership content, but only 15% rate the quality of the though leadership material they consume as very good or excellent. Which gives your organization a valuable opportunity to get a leg up on your competitors by producing objectively excellent thought leadership content.
Starting a podcast is an effective and efficient way of doing just that. Compared to white papers, blog posts, and even webinars, a well-produced interview-style podcast is significantly more engaging because it features your leaders engaged in lively discussion—discussion that’s unscripted, informal, and authentic. Plus, this type of conversational content not only provides valuable information to listeners but allows your leaders’ personalities shine through, enabling listeners to connect with them as real people.
Turning prospects into paying clients is all about developing authentic relationships. Inviting your ideal prospects to be guests on your podcast is a powerful way to break down barriers and get to know prospects as real people, and for them to get to know you. During a 15 to 20-minute interview, you can get to know a lot about your ideal prospects as people and learn a lot about their company’s goals and challenges--precisely the type of information that converts leads into sales.
Talent Acquisition & Employer Branding
When it comes to attracting and hiring the very best employees, your current employees are your most valuable assets. Only they can truly convey your employer value proposition. But employee testimonials in the form of website blurbs or 30-second videos isn’t going to cut it. Potential employees want information that’s unscripted real. A podcast featuring your best, most dynamic employees talking openly and honestly about why they chose your organization and why they love working there is a powerful way to provide that content.
Employee Engagement & Development
According to Gallup, nearly 80% of employees are disengaged at work, resulting in significant costs to your organization. One of the biggest drivers of employee disengagement is poor leadership communication. Especially for younger employees, dry corporate emails and long, talking head CEO videos just aren't going to cut it. Employees want to be inspired and to feel that their work is making a positive difference in the world.
A podcast featuring your leaders, managers, and top employees having authentic conversations about your organization’s mission and values, business strategy, competitor activity, and long-term goals will help employees understand how and why their work matters and how it contributes to the organization’s success.
Save Time & Money
Every business needs to produce content that offers value to its customers, prospects, and employees. But producing high-quality content takes time and often requires farming content-creation out to high-cost 3rd party vendors. By contrast, starting a podcast will not generate audio content but also, via transcription, will produce a steady stream of fresh, high-quality print content that you can repurpose as white papers, blog posts, social media posts, and more.
You’ll have access to data and analytics around how many listeners are listening to/downloading episodes, where listeners are located, the devices they’re using to listen, and more. Data is useful for calculating ROI and for honing in on which topics get the most listener engagement.