When was the last time you went somewhere without listening to a podcast?
Grocery shopping, driving to work, even just cleaning up around the house. Your soundtrack is most likely a podcast.
It makes sense. As of 2020, approximately 155 million Americans were monthly podcast listeners, and the number has only grown since then.
With so many captive listeners, podcasts are the perfect place to focus your content marketing strategy. People are always looking for something interesting to listen to, and if you can create content that interests people and promotes your content at the same time, you will have hit the jackpot.
Exactly how beneficial is podcast content marketing?
What is Content Marketing?
Before we go any further, we should probably define what exactly we mean when we talk about content marketing. According to The Content Marketing Institute, content marketing is a technique where you create relevant, valuable, and consistent content with the aim of generating profitable customer actions.
What a profitable action is depends on the company. For advertising-driven ventures like a blog, simply getting page views is a profitable action. For companies that produce products, convincing the consumer to purchase one or more products is the profitable action.
Some examples of content marketing are infographics, videos, blogs, and yes, podcasts. Basically, anything that both provides worth to a consumer while leading them towards a potential conversion is content marketing.
Podcast Content Marketing Can Be a Goldmine
Podcasts feel like such a personal medium. It’s like you’re listening to a conversation between a few friends, except these friends have done a lot more research than your friends normally do.
Since the listener feels like they have a connection with the podcast hosts, they’re much more likely to be open to advertising. They feel like they can trust the recommendations of the hosts like they could trust the recommendation of a good friend.
The numbers back this fact up. As found in a 2019 report, 89.8% of listeners think that podcast ads are effective, and 55.6% of listeners have purchased an item that was advertised on a podcast.
Those numbers are, frankly, insane compared to traditional advertising mediums. One way to get started producing a podcast and getting productive results is to hire a podcasting agency.
Since the podcast itself is typically free to access, the listener feels like they’ve already gamed the system. They’re getting value for free! Because of this, they may be more likely to purchase a product that’s being sold, like a book, subscription service, or event ticket.
What Does the Future Hold?
Podcasts aren’t some fad; they’re here, and they’re here to stay. By utilizing podcasts as a content marketing medium, companies are able to create conversions at a high rate.
If you’re looking to get into the podcast marketing game, you could try to jump in yourself, but it’s much easier and likely to lead to better results if you hire something like a podcasting agency. Whatever the future holds, podcasts are sure to be a part of it.
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