Podcasts have been around for a number of years and have grown in popularity at a fast rate. This blog is all about the pros and cons of podcasts for businesses.
What is a podcast and how do they work?
Podcasts are a form of content marketing. Over the last few years, more people have started listening to podcasts and more people have decided to start creating them too. Recent figures suggest that over 15 million people in the UK listen to podcasts on a regular basis.
Anyone can start their own podcast, including business owners. Podcasts can be used by businesses to discuss relevant topics and share important information.
There are many platforms that will support podcast uploads. Podcasts are audio files which can be accessed by individuals while on the go, such as on a phone or laptop. People are usually free to download or stream episodes through a platform that supports them.
What are the pros of podcasts?
Informative
Creating regular podcasts means that you can provide a more informative experience to your listeners and potential customers. Maybe you’re planning on producing a podcast once a month or even more regularly, either way, you just need to find some interesting topics that you are knowledgeable about.
Inexpensive strategy
In the early days of your podcast creations, you don’t need to have a load of overly technical equipment to engage your listeners. As time goes on and your podcast becomes more popular, you can look at investing in some better quality equipment.
Easy to access on the go
In comparison to businesses using video content to engage their audience, podcasts mean that your listeners don’t have to be sat focusing on one thing. People often listen to podcasts while undertaking tasks, whether they’re at home or out and about. This means you may find that audio content is more appropriate because people generally find it easier to access.
Brand building
Uploading regular podcast episodes is a good way to build a brand and engage a wide range of people. It’s a great way to connect with people who are genuinely interested in what it is that your business offers. People often like seeing who’s behind a business and therefore giving them the ability to know means you may build up brand loyalty.
What are the cons of podcasts?
Time-consuming
One con associated with creating podcasts is that they can be time-consuming. While they may be successful, creating just one episode means deciding on a topic, planning and researching the topic, recording the episode and eventually editing it before uploading. Obviously exact timings will depend on how long you plan on making the podcast, but you’ll need to assess whether it’s something you’ve got time for before you start working on this aspect of content marketing.
Loss of interest
A huge issue with podcasting is that listeners can easily lose interest in what it is you are talking about. This again is dependent on the length of your podcast but users are not going to bother listening if the title doesn’t grab their attention or they aren’t interested in your business.
Target audience
Before deciding whether to start a podcast, you need to consider the audience that you’re targeting. The average age of a podcast listener is 35, and while this age is rising, it is still low compared to other forms of content. You’ll need to work out whether you think a podcast will interest those who usually interact with your business’ content online.
There are many forms of content that can be used to enhance the digital marketing of your business. Podcasts are a good option, but there’s lots to consider before you make the decision to start.
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