Have you Heard? Audio Podcasts are a Content Marketing Must

How many times have you misconstrued a text message for its tone? Something that wouldn’t have happened had the person just called you. Point being, hearing often trumps reading when it comes to getting the message — and the feeling — right. And that’s just one reason content marketers should be thinking more about using audio, particularly audio podcasts, to convey their brand stories.

Sure, podcasts are not new, but lately brand marketers have taken to collaborating with podcast creators to produce content that builds awareness, thought leadership and customer loyalty. And why not? According to GWI, over 60% of Internet users worldwide now listen to podcasts at least once a month. Over 100 million Americans now listen to at least one podcast weekly.

These stats are not surprising when you consider the way multitasking has become a legit lifestyle. Audio is convenient and accessible for consumers on the go, allowing them to engage with your content while driving, treadmilling or tidying up the house. Throw in the smart speaker and mobile device boom, and you’ve got the perfect podcast storm.

What can audio podcasts do for your brand?

The Voice of Trust

So, what can delivering your content through audio podcasting do for you? Let’s begin with human nature and how trust is built. Hearing a voice with a conversational tone fosters a more personal, authentic connection with an audience when compared to reading and interpreting text. Let’s just say audio has more of a soul. Listeners tend to feel a personal connection to podcast hosts, and by consistently presenting your expertise and offering in-depth discussions, podcasts position your brand as a trusted advisor. And often, trust equals conversion. According to Acast, 57% of podcast listeners report they’re more likely to buy a product or service after hearing about it through a podcast.

A Direct Hit with Audiences

Much like the fragmentation of television, there is now a podcast for virtually every niche. What’s more, podcast listeners are typically more attentive than consumers on other platforms. A recent study revealed podcast listeners are not only more diverse, but they’re also deeply engaged, spending an average of 30+ minutes per episode. For content marketers, that spells the ideal opportunity to reach the right audience, at the right time, with the right message. The trifecta for higher conversion rates!

Some Great Legs

Audio podcasts are not a one-trick pony. They can be repurposed in many ways. Transcripts are often used to create blog posts, social media bites and email newsletters, helping brands appeal to a broader audience. In addition, a single podcast episode can be easily broken down into shorter segments and promoted across multiple channels.

Audio podcasting content tips

Fresh Stuff Ensures They’re All Ears

Developing fresh content that keeps your audience coming back for more is easier said than done. Here are a few simple rules to keep your listeners hooked. One, make sure you change up your episode formats to make ongoing topics feel new. Alternating single voice, guest interviews, testimonials and live Q&A with listeners is a good way to make a single subject go a long way. Two, brainstorm topics to create a content calendar and, three, place a priority on developing fresh content that is exclusive. Got an upcoming product launch? Got special insight into an industry trend? That’s two ideas right there.

Give your Listeners a Voice

Podcasts foster high engagement levels through interactive elements like Q&As and listener-generated content. Invite listeners to write a review, participate in content and submit accounts of their own experiences with your brand. Giving your audience an active role helps to build a community and gather insightful feedback.

Spread the Word

Use social media, email and your website to promote new or upcoming episodes and drive podcast traffic. List your podcast on directories like Apple Podcasts, Google Podcasts and Spotify. Share excerpts from your episodes on Instagram Reels, TikTok and LinkedIn to expand your social media presence. Consider creating a dedicated website for your podcast, which will give you full control over your content.

Turn Up the Volume with SEO

Transcribing episodes and optimizing them for search engines will make your podcast easier to find. This can also help you connect with a larger audience. Use keyword-rich titles and descriptions to help your podcast appear in search results. Publishing transcripts of each episode on your website provides readable content for search engines to index and improves accessibility.

Keep an Ear to the Track

Like any marketing tactic, audio podcasts need to be tracked and measured for performance.

Granted, podcasts have been hard to track in terms of direct conversions. The good news is that measurement tools like Acast, Postrac and Megaphone are becoming more sophisticated, allowing marketers to gauge key metrics. Begin by defining KPIs that align with your marketing goals, be that brand awareness, listener engagement, lead generation or otherwise. With this kind of insight, you’ll be able to optimize and hopefully validate your approach.

Unleash the power of audio podcasting

Content marketers! Now is the time to fully embrace the power of audio podcasting. As the audience continues to grow, greater opportunities are budding for brands looking to connect with listeners in more targeted and meaningful ways. Adcom can help you understand the unique benefits of podcasts and how you can use them to attain new levels of customer engagement and loyalty. Contact us to get started.