Let’s get this out of the way. You don’t need to commit to a podcast to reap the benefits of audio for your brand.
A podcast may or may not be the right choice, but the benefits of audio extend beyond publishing a regular podcast.
Audio sits in a content sweet spot
The magic of audio is that it is as engaging as video but is suitable for going deep into a topic like text. This creates a valuable experience around your brand.
You don’t need your eyes to listen so your audience can consume your content while commuting, exercising or doing chores. Often that means they also have the mental bandwidth to think about what they are hearing. You are reaching them when their mind is open to new ideas.
Audio makes content creation easier
Even if you don’t publish a podcast, there is no easier way to create long form content. You may have a dozen subject matter experts or influential customers that could help you get your message out. Writing may not be a natural part of their job.
But they can probably talk for an extended period of time about subjects that are interesting to your audience. If you have a strategy, you can get a great recording and use it to develop other content.
Here’s how that works:
- Recording is easy.
- Transcripts are cheap.
- Re-purposing turns transcripts into articles, blogs, etc.
An engaged and growing audience
Podcast listeners are the people who are most interested in your topic. It won’t be the largest audience, but it may be the most engaged. And podcast consumption is growing every year.