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The Case for Using Podcasts in Your Content Marketing Strategy

Melanie Cummings
Client Success Manager


Podcasting have been around for a long time – iTunes began distributing podcasts the same year that Facebook registered the facebook.com URL (2005). It has been around so long, in fact, that sometimes podcasting is ignored as a content marketing tool in favor of newer products. 


As one of the early Web 2.0 mediums, podcasting has seen the rise and growth of sites like Twitter, YouTube, Pinterest, Google+, Facebook and more, and is still a viable option for content marketing.


However, many companies have viable content for all of those digital media outlets, but don’t embrace podcasting in the same way, and some brands are missing out. One key element of a content marketing plan is to create content in a variety of mediums. Some people prefer to watch videos, some prefer to learn through graphics or through reading long-form content. And some will prefer to listen.


According to Edison research, half of all podcast consumers are aged 12-34. These are people who, by and large, are used to having media options at all times, so when they are experiencing “downtime” like waiting in a doctors office, in an airplane or exercising, a passive media experience – i.e. they don’t have to watch, don’t have to scroll or navigate – that podcasting offers is enticing.


It may be the rise of cars that connect with smartphones that have helped podcasting stay a viable option. About 25 percent of people plug their phones or MP3 players into their car audio system “nearly every day,” a number that will likely rise as more people buy cars with Bluetooth, USB inputs or audio jacks.


Think of your podcasting as you would a video strategy: Choose topics, create a publication and distribution calendar, track audience analytics and engagement. Begin podcasting with a clear business objective or objectives. Research the topic, outline the discussion agenda, prepare the talent and invest in proper audio equipment. Define metrics of success and give podcasting the same attention and resources you would a video.

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