Sunday, December 18, 2016

Can You Afford NOT to Be Podcasting?

Podcasts. “Sure, I know what they are….I think.” Sound familiar?

Podcasts have been around for over a dozen years, and while adoption is growing by double digits, they’re often overshadowed by social media, videos, infographics and search engine optimization. That said, podcasts are quietly and steadily gaining traction and businesses and financial professionals like you. "The popularity of podcasting for business makes perfect sense,” according to Daryl Plotke, of the Gainesville, Florida-based creative agency DDP. “Not only do podcasts allow the brand to have complete control over its content, but they offer an intimacy that few other media channels provide.”

See how we’re turning our own blog posts into podcasts.
It’s surprisingly simple and effective and so can you.
More than one in five Americans over age 12 (21%) have listened to a podcast in the past month and that “ear-share” has increased by about 25 percent in the past year alone. That’s about 57 million people listening to podcasts regularly--about the same number of folks who are tweeting.

Mobile devices are one of the key drivers of podcast growth as 64 percent of podcasts are now listened to on a smartphone or tablet, according to
Edison Research.
Americans spend about 2 percent of their daily share of audio consumption listening to podcasts. That might not seem like much, but that 2 percent accounts for about 15 minutes each day, or one hour and 45 minutes a week. With global smartphone use surpassing the 2 billion mark this year, listening patterns are expected to change as more and more people subscribe to podcasts.

While some media companies are frustrated by the paltry share of the U.S. advertising pie that podcasts attract ($34 million according to Pew Research), that’s part of the appeal—minimal commercial interruption compared to often-annoying commercial radio.

Business professionals and entrepreneurs rank high among podcast aficionados
Time-pressed, information-hungry people who are anxious to get a variety of perspectives and ideas from experts in different business fields are an ideal audience for podcasts. But, they’ll only do so if it’s easy and convenient. You can listen to podcasts as you sit in traffic, exercise, walk your dog or cook dinner. As podcast guru Jay Baer explained, “Increasingly, business people (especially marketers) are using podcasts to stay on top of trends because it’s the most time-efficient way to get educated. You can multi-task your podcast listening in ways you simply cannot with other forms of content.”

Podcasts are easily consumable because they don’t require the listener’s undivided attention like video, TV or books do. For podcasters, the ability to speak to your audience directly, in your own voice, at a time when it’s most convenient for them to listen to you, podcasts help you connect with your audience on a deeper and more personal level.   

Also, podcasts aren’t just for one-way communication with your audience. You can invite an expert or thought leader to be a guest on your “show.” You can interview experts, and even consumers. Podcasting is a great way to put forth the views of people your audience is most likely to trust -- experts, and their peers.

You can distribute podcasts through multiple channels.
While the most common thing to do is to broadcast your podcasts on your website or blog, you can spread their reach across the global audience through services like iTunes, Stitcher and SoundCloud. You can also use social channels to share your podcasts with your audience.
Ease of creation.

From a technical and cost perspective, podcasts are much easier to create than video and webinars. You don’t need to worry about hair, lighting, makeup, tele-prompters, slides or “freezing up” when the red light goes on. Just get a decent microphone and recording device and read your script calmly (or bring in a narrator to do it for you). OK, there’s a bit more to it, but podcasting should not be one of your 10 biggest tech challenges of 2017. As with writing, blogging, tweeting and video, Plotke said producing
podcasts on a regular and consistent basis do far more for you than just posting sporadic episodes. That takes a little discipline, and there are reasonably-priced professionals who can help you sound great without “dragging your feet into the weeds on every detail.”

Our own blog has more as does the FREE Resources page of our website.


To that end, HB Publishing & Marketing Company now has podcasting expertise on call. Just let us know when you’re ready to stick your toe into this burgeoning thought leadership content platform and we’ll help you connect with a larger audience than you ever thought possible.


Podcasting, Edison Research, Daryl Plotke, Stitcher, SoundCloud

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