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How To Use Podcasts In Business

September 16, 2023

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So everyone’s talking about podcasts…
How do you actually use them in business?

Podcasts have exploded in popularity in recent years. It’s everywhere that they’re a powerful tool to differentiate, build authority and forge deeper connections with a target audience – but what does that actually mean? How are businesses applying podcasts when every marketing dollar needs to be justified?

This article focuses on six different industries and explains how podcasts can be uniquely designed for impact in each of them.

Travel & Tourism

In the face of fierce competition here, podcasts can allow travel and tourism businesses to achieve cut-through and forge personal connections with their customers. Through the intimate medium of audio – a more effective mode of emotional communication than other media (Clarke, K., & Bjork, C., 2023) – these businesses can share captivating stories, regional insider tips, and destination guides. This fosters trust and positions them as experts in the industry. Moreover, podcasts offer a unique platform to showcase a brand’s personality – whether it’s a local tour company, airline or luxury resort.

By sharing the stories and values that make them authentically unique, travel businesses can create an emotional bond with potential customers, ultimately leading to more bookings and brand loyalty (especially if episodes are regular and listeners are engaging).

Podcasting also opens doors to industry partnerships. By featuring industry guests, travel and tourism brands can demonstrate and grow their network, deepen existing and potential customer relationships and create opportunities for cross-promotions and joint marketing campaigns.

Universities

Podcasting presents universities with an opportunity to breathe life into their institutional identity. One of its most significant advantages is the creation of a personal connection with students and academic stakeholders. By offering an insider’s look into campus life, research and student experiences, universities foster a sense of community that strengthens their brand.

Additionally, podcasts allow universities to demonstrate their expertise and thought leadership. By featuring faculty members, researchers, and other experts, universities can share insights on important topics and highlight their commitment to cutting-edge research and knowledge creation. This alone has value that extends well beyond the campus.

Podcasting can also be a powerful tool for student recruitment and retention. By sharing stories and experiences from current students and alumni, universities can showcase the unique opportunities they offer, attracting new students and retaining existing ones.

Start-ups

Start-ups face the exhilarating challenge of building their brand, connecting with their audience, and making their voice heard. Podcasting, an accessible and cost-effective medium, can help them achieve these goals. Firstly, if executed correctly, podcasts can position start-ups as industry experts, allowing them to share knowledge and insights and build trust as a reliable source of information. Secondly, podcasts enable start-ups to create a unique brand identity, by developing a distinctive voice and style. This helps to stand out and penetrate in competitive markets.

Establishing a genuine connection with the target market is crucial for start-ups, as they’re often reaching customers for the very first time. Podcasting is excellent at facilitating this, through the intimate medium of audio.

Consistently providing relevant and engaging content allows start-ups to foster a community of listeners (read: potential customers) around their brand. Through an exchange of value, the community can then be harnessed as a tool for market research – integrating listener feedback into products and services.

By continuing to provide valuable audio content, podcasting can also help generate business leads. Remember that authentically giving as much free value as is sustainable for your business always comes first – not the goal of an email list full of randoms.

Podcasting offers start-ups a market-penetrating voice and a tool for deeper customer connection, trust and brand recognition.

Healthcare

Healthcare organisations can harness the power of podcasting to educate and engage patients, healthcare professionals and the wider public. By sharing insights from medical experts, health and wellness tips and updates on medical research and treatments, healthcare organisations can provide valuable information and position themselves as trusted sources.

Podcasting also enables these organisations to connect with healthcare professionals, demonstrating their commitment to cutting-edge research and knowledge (in a similar way to universities). Moreover, podcasts foster community and connections between patients, healthcare professionals and the public – instilling a sense of pride and belonging and encouraging active involvement in health at all levels.

Fast-Moving Consumer Goods (FMCG)/Consumer Packaged Goods (CPG) Brands

For FMCG/CPG brands, podcasting serves as a dynamic tool for connecting with customers on a personal level to enhance brand recognition, engagement and loyalty. By sharing relevant and informative content, brands can establish themselves as experts and cultivate trust. A great way to do this is by sharing the product development process and including listeners in NPD (New Product Development). Black Hops, an Australian Brewery based on the sunny Gold Coast, used podcasting in this way.

Thanks to listening platforms like Spotify and Apple Podcasts, podcasting also offers brands cost-effective marketing by posting episodes for subscribing listeners.

Retail

In the retail industry, podcasting provides a valuable means of connecting with customers, reinforcing brand identity and staying ahead of the competition. By discussing industry trends, best practices, product reviews and customer feedback, retailers can create a sense of community and demonstrate their commitment to customer value. Similar in practice to FMCG/CPG brands (although positioned differently in the business ecosystem), podcasting enables brands to reach a wider audience through cost-effective marketing and showcase their industry expertise. For a retailer, sharing category and sub-category developments, store layout changes and seasonal insights are all great ways to provide value for listeners.

Summary

In case you didn’t catch the theme (or didn’t read it – and this is your TL;DR), podcasts are excellent at achieving cost-effective cut-through in any market and are a great tool for building authentic brands that engage audiences.

In today’s crowded and competitive business landscape, podcasts offer organisations a powerful new marketing tool to drive commercial success. That marketing tool requires marketing fundamentals – content tailored to the specific needs and interests a target demographic. Through this, businesses can establish themselves as innovators and commercial leaders in their respective fields.

If you’d to leverage the power of podcasting, reach out.

Clarke, K., & Bjork, C. (2023). ‘Listening closely’ to mediated intimacies and podcast intimacies in Song Exploder. Convergence, 29(4), 818–835. https://doi.org/10.1177/13548565231160886

Sustainable Podcasting: Balancing Passion and Profit

September 15, 2023

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Podcasting has undeniably emerged as a powerful avenue for independent creators. While passion fuels the birth of most podcasts, envisioning it as a business venture from the outset can mean the difference between a fleeting hobby and a sustainable enterprise. Let’s delve into the importance of considering commercial viability when embarking on your podcasting journey.

The Business of Podcasting

Once a niche interest, podcasting has transformed into a thriving industry. With millions of podcasts vying for attention, it’s crucial to view your podcast as a business opportunity. This shift in perspective isn’t about sacrificing creativity but rather ensuring your content reaches its full potential – your creativity can have real commercial value.

Building a Brand Identity

Commercial success in podcasting begins with a strong brand identity. Think of your podcast as a product and your audience as customers. What unique value does your podcast offer? How will you present it to your target audience? Establishing a clear and compelling brand identity is the first step towards attracting sponsors and advertisers.

Targeted Content and Audience

Identifying your target audience is like defining your podcast’s customer base. Who are your ideal listeners? What are their interests, preferences, and pain points? Tailoring your content to meet the specific needs and tastes of this audience helps you build a loyal following – and makes your podcast more attractive to potential advertisers in the same niche.

Monetisation Strategies

Various strategies can generate income from your podcast, such as sponsorships, affiliate marketing, merchandise sales, and listener support. But remember, overnight success is rare. Be cautious of promises to the contrary and be patient – like all good things, it takes time.

Professional Production Quality

Investing in top-notch audio quality and production is a non-negotiable aspect of commercial success. Professionalism attracts advertisers and keeps listeners engaged. This may involve purchasing quality equipment, recording in a sound-treated space or even enlisting the help of audio engineers (hi there).

Marketing and Promotion

Even the most remarkable podcasts won’t succeed if nobody knows they exist. Effective marketing and promotion is vital to acquiring and retaining listeners and may include leveraging social media platforms to share episodes, building an email list to connect with your audience, collaborating with other podcasters or influencers in your niche and optimising your online presence for search engines. A well-executed marketing strategy helps increase your podcast’s visibility and in turn, its commercial appeal.

Data-Driven Decision-Making

Data is your ally. Analysing listener demographics, engagement metrics and feedback helps you to better understand your audience and refine your content, marketing and appeal to advertisers. Ad buyers are looking for podcasts with a clear understanding of their audience and alignment with their brands.

Consistency and Long-Term Commitment

Commercial success rarely happens overnight. Consistency is key. Commit to a regular release schedule – whether it’s weekly, bi-weekly, monthly etc. – and stick to it. Brands and advertisers are more likely to invest in a podcast that demonstrates longevity and dedication.

Legal and Ethical Considerations

To ensure your podcast remains commercially sustainable, it’s essential to navigate the legal and ethical aspects of podcasting. This includes respecting copyright laws, securing necessary licenses for music or copyrighted material, addressing privacy concerns, and disclosing sponsorships and paid endorsements transparently. Adhering to ethical and legal standards not only protects your podcast but also builds trust with your audience and potential advertisers.

The Balance Between Art and Commerce

Finding the balance between creativity and commerce is an ongoing challenge. While commercial viability is essential, it should never compromise the authenticity and creativity that makes your podcast unique. The most successful podcasts manage to integrate commercial elements seamlessly while maintaining their original artistic vision and voice.

In this dynamic and competitive industry, thinking commercially is the key to long-term success. By treating your podcast as a business from day one, you can create content that resonates with your audience and attracts commercial opportunities from sponsors, ad partners, and more.

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