Blogging has long been established as being an integral part of most businesses’ digital marketing strategy. However, despite being around since the start of the millennium, podcasting’s popularity is on the rise and many organisations are now accepting that podcasting is becoming the new blogging.
Naturally, the popularity of blogging means that it is set to remain at the forefront of any digital marketing strategy. However, businesses worldwide are putting extra resources into developing their podcast to attract extra business opportunities.
Writing for New York Magazine – Kevin Roose, has noticed the surge in podcasts popularity, he states:
“What’s happening? And why now? The word podcast is roughly ten years old, after all, and the “pod” to which it refers has been discontinued. Still, the genre seems more alive than ever. I spoke to the people behind several popular shows, and they agreed: We’re in a golden age of podcasting.”
Why the upsurge in podcast popularity?
Podcasts resurgence has largely been attributed to the fact that consumers enjoy being able to listen to it – ‘on the go’. Indeed, it can be very engaging to listen to, whilst attacking the household chores or used as a motivating factor when used doing a workout at the gym.
However, it is reported that the future of podcasting, and the principle reason for its rise in recent years, has mostly been due to consumers enjoying listening to shows whilst driving. Statistics show that an estimated 44% of radio listening is done whilst driving. It has also been stated that by the year 2025 – 100% of cars will have internet connectivity of some kind. Therefore, it is easy to see the potential for the podcast market here.
In his interview for Forbes, respected podcaster – Jordan Harbringer – confirms where he sees the future for Podcasting: “When that happens and there are podcasts in everybody’s car, it’s not podcasts anymore, it’s just the Radio”
Podcasting the new blogging
A less crowded market: Currently, there are a lot fewer podcasts available than blog articles. Blogging can be easier to get your digital strategy started, however it can be incredibly difficult to get your article noticed online due to the many that already exist.
Although building a following for your podcast may take time and perseverance, for every topic of discussion imaginable, there are almost certainly less podcasts available than blog articles. Therefore, by producing an engaging and well-researched show, you are entering a niche market that is less saturated.
Listen on the go: In relation to blogging, readers must provide their undivided attention. It’s hard to read whilst doing a workout at the gym and practically impossible to complete any household chores whilst reading.
As afore-mentioned in this article, this is where podcasting has a huge advantage over blogging as it fits into today’s busy lifestyle.
Reachability through smartphones: Another great benefit of podcasting is that you can engage with people at any time. We have already discussed how podcasts renaissance was largely attributed to its ease of use for people when ‘on the go’. Almost everyone has a smartphone these days and the numbers of users is only set to increase.
Smartphone technology allows people to listen to their favourite shows almost anywhere, whereas reading a blog through a smartphone can be more awkward, especially if you are walking somewhere at the time.
Podcast directories: Podcast directories – such as iTunes, have very user-friendly interfaces that make it very easy to find the content that you are looking for. Therefore, there is an excellent chance that people who have never seen your blog, will still discover your podcast.
Audio versus text: Audio is an excellent way for a listener to gauge the mood and emotion of a presenter. Although writers are certainly highly adept at conveying emotion through the written word, listening to a host or presenter via podcast or radio, helps to gain a bond of trust and aides in identify with them through their voice.
It can also help create extra excitement and urgency, this can be especially advantageous if you are trying to market a product. An advertisement in written form seldom captures the passion and excitement that can be generated by a podcast hosts voice when promoting their product or service.
To gain the best advice on how podcast marketing can benefit your business, contact the expert Effective FM team. We have many years of success helping businesses attract new customers through podcasting.