In the shower. In the garden. In the gym. On the road. Anywhere, anytime, when you want it!
Entertainment, information, experiences, memorable stories, education, in-depth interviews, interesting topics and people comprise the content of today’s podcasts heard around the world.
With the advent of Apple’s iPod back in 2001, which touted the fact that it holds “1000 songs in your pocket,” a new form of listening was created. The iPod evolved over the years to hold, not only music, but videos, television shows, and “podcasts.”
Along with iTunes as a source for downloading broadcasts, other internet sites emerged with similar offerings and today most terrestrial radio stations have the ability to download and listen to shows at a later time.
The revolution of podcasting introduced the world to “on demand” listening devices that can be taken anywhere.
Podcasting as a Marketing Tool
Podcasting isn’t always music or a conversation between host and guest. Businesses and individuals use the format as a powerful communication tool. Combined with a well crafted blog, podcasts can disseminate information through the pipeline reaching a much larger audience.
According to a 2014 Entrepreneur marketing article: Podcasting can be described as “push” audio content. The “push” is to a targeted audience or an “on-demand” audience; those who want it. Another way to describe podcasting is that it is essentially downloaded audio files intended for listening on the move. Podcasts show up (pushed) when new content is produced. If you’re a subscriber, you get the podcast right then.
By making information available on demand, much like cable television and networks like Netflix, the consumer is able to subscribe and listen to what they want, when they want, and where they want, making emphasis on quality, targeted programming essential.
Creating Quality Content for Podcasting
The present competition is fierce, so it’s imperative to produce quality broadcasts, both sound quality and content quality.
Podcasting’s expansion is towards networks where similar shows grouped into specific categories are produced and bundled into one site. If your show can’t meet the quality requirements, it’s likely it won’t be included.
If the podcast is offering quality “edutainment” and amassing a loyal, syndicated audience, advertisers and sponsors are willing to budget on a distinctive show with topics addressing subjects within their realm.
A podcast may be viewed as a product, created to not only push out information, but as a revenue stream. But, because of the rise in competition, it’s highly encouraged to invest in quality to reach desired sponsorships. If you’re producing a podcast and want to rise in sponsorship ratings and audience share you’ll need to step up the quality or step down.
Why Podcasting? Why Now?
As marketing’s pie is being sliced and diced in new ways, podcasts cater to the device oriented, “get it now” audience.
Evolving from the iPod, we’re seeing the availability of podcasts on every computer, tablet, and smartphone through various sources. These are the devices in every household being used, not only for tasking, but for entertainment as well. Apps are obtainable on all the above devices, as well as smart tv’s, making the availability of the podcast product immediate in any market around the world.
Most new cars are able to be connected directly to the internet, or accessible through bluetooth technology, taking advantage of the prized drive time listening audience. Auto makers bring podcast technology to millions of new listeners commuting or traveling by car.
Is Podcasting for You?
Podcasting isn’t necessarily for the faint of heart, especially if quality is part of the equation, and it should be. A podcast can be as simple as talking to someone as a guest across the table, or an intricately orchestrated conversation with experts about a topic.
There is positive power in podcasting, but only if you’re willing to invest the time required to create, market, and brand your product that relates right back to you as a business, individual or product.
You may think that branding your podcast begins with the name and ends with your show art. Not so. There is so much more to it, and it’s vitally important that you get it right from the beginning…..
ImaginePublicity clients who have used podcasting to spread their message, entertain, and provide key information for listeners:
Jillian Maas Backman: Change Already with Jillian!
The late Susan Murphy Milano: The Susan Murphy Milano Show
Donna R. Gore: Shattered Lives on Inside Lenz Network
Sandra L. Brown: Relational Harm Reduction
Burl Barer: True Crime Uncensored