Podcasting is a new, highly engaging content medium that has the ear of many businesses. Their popularity is undeniable but you may have some questions about what exactly the appeal is. Why are businesses creating and integrating company podcasts into their marketing efforts?

Podcasting by the numbers

Podcast listtenership increases with company size
Podcast listenership increases with company size as seen above. Image by Bredin

We’ve got answers for those pertinent questions. Let’s talk numbers. Approximately 103 million Americans [1] listen to podcasts on a weekly basis and the average listener tunes into six different shows each week. C-level management in particular is seizing value from podcasts at a notable rate, with 70% of business owner listening in on a weekly basis [2].

Most listeners that tune into a podcast episode stay tuned in. About 80% of podcast audiences listen to an entire episode, giving it one of the best engagement rates among any consumption medium [3].

Podcasting; a new content marketing frontier with few competitors

Is it easier to get someone’s attention on a crowded subway car or an empty one? There are 440 million blogs and 23 million YouTube channels [4], but only 850,000 podcasts. Though podcasting is still in its infancy, the medium is growing exponentially. Over the next 12 months, 17% of marketers plan to add podcasting to their marketing efforts [5].

One podcast creates boundless content assets

The power of podcasting lies in the boundless content that can be extracted from each episode. One podcast episode can activate 10 content marketing channels and create up to 100 content assets.

Podcast audiogram posted to LinkedIn
How a podcast can look on social media? – A snapshot from a post promoting an episode form our podcast Getting There

 Soundbites from insightful conversations can be shared through audiograms, email campaigns, newsletters, videograms, blogs, quizzes, e-books, catalogs, infographics, success stories, white papers, and many more. Before creating a podcast for your company, make sure to take into account the following two questions

Give your brand a voice

If you’ve ever listened to a podcast, you know that it’s a very intimate experience. The discussions, ideas, and stories shared on your business podcast will empower your brand’s voice in tremendous ways. The more relevant value you share on a consistent basis to your buyer persona, the more trust you earn, and the more prospects your business can convert into customers.

Companies creating their own podcasts

Branded podcast example (MasterCard)
Mastercard created its own company podcast called “Fortunes Favors The Bold”. Image by MasterCard

Branded podcasts are popping up like daisies as more businesses across industries use them to build thought leadership, attract high-quality prospects, and supercharge content marketing. MasterCard has Fortune Favours The Bold, Microsoft has .future, and even McDonalds has The Sauce

You can take your branded podcast in any direction. It could be a place where you discuss recent industry developments with your expert colleagues, as the leading law firm Proskauer Rose does. Or it could follow the footsteps of GE’s science fiction podcast The Message, which tells the story of scientists decoding extraterrestrial messages using real technology developed and sold by GE. Whether your business is small scale, large scale, or anywhere in between, the content marketing opportunities here are abundant. To learn from other companies creating branded podcasts, here are 5 great branded strategies

Podcasts provide an exciting new space to give your brand a voice. It’s a powerful content marketing channel that can help distinguish your brand and build its influence. Ready to get started creating a podcast for your company? Learn the steps necessary to create one here. 

Cover Photo by Jukka Aalho on Unsplash