Podcasting has returned in its final form; gone (in theory) are the days of droning individuals talking solus into a microphone.
This final form is better produced, aimed at a new generation of storytellers whilst also being brave in the topics covered. Take the latest 'Reply All' episodes that strayed away from it’s typical story of the week about interesting internet facts to focus on a four-part true-crime series. It’s not just story-based podcasts that are having a boom; knowledge based podcasts are also feeling a new surge of interest with 30 minutes snack bits being perfect for commutes and more. In #SMBuzzChat, we discussed the ROI of podcasts and how they can help your marketing strategy.
1. Podcasts can be great for brands
Would you listen to an official Cineworld podcast that instead of just sell, sell, sell was more discussion led and gave you sneak peaks at upcoming films? Of course you would. Any brand could have a podcast; it just needs to be a perfect mix of content and ultimately, exposure.
— James Yorke (@BecomeKnown) July 12, 2016
2. Podcasts can be listened to anywhere at anytime
We may be aiming our reticules further towards the ever elusive video dictator in terms of content engagement, but podcasting allows you to reach more people at any time. Commutes, gym sessions or even during the working day; podcasts allow the listener to engage whilst multi tasking or juggling.
@Buzz_Awards the way we digest info is changing; podcasts are easy to use on-the-go. Faster lifestyles = more consumption while multitasking — Zainab Rahman (@SerendipitySpin) July 12, 2016
— Why I Social Podcast (@WhyISocial) July 12, 2016
3. The ideal length is… knowing your audience
Don’t just record a podcast and expect it to be listened to by the world; the Internet does not work that way. All content needs to have a market and the best way to do that, is to analyse your audience.
@Buzz_Awards The ideal length is whenever people drop off and get bored? If you know your audience well enough....?? #SMBuzzChat — Jeremy @ IBM ☁️ (@jeremywaite) July 12, 2016
4. Podcasts can be personalised and also feel, personal
Scroobius Pip’s podcast network is a great example of a podcast as Pip talks to his audience like he knows each individual listener. Just as Twitter is an insight into the lives of celebrities, podcasts are a direct line to what your favourite celebrities can be talking about.
— Stephen Lepitak (@StephenLepitak) July 12, 2016
5. I don’t need to know anything about podcasting, I do marketing
Well that’s not entirely true. Creating a podcast from scratch can teach you so much about the flow of content, how content should be put together and most importantly it you being creative.
@Buzz_Awards cos you condense knowledge into segments directed at your audience, unrestricted by character, space or time. #SMBuzzChat — Ruth Davison (@struthdavison) July 12, 2016
#SMBuzzChat returns next week with Cass Gowing, Head of Social Media at All Saints.