Podcast enthusiasts, pointing to the growing popularity of the audio programs, have called podcasts the medium of the future – for years now. The anticipated podcast boom has yet to materialize. Podcasts may always remain the technology of the future.
However, new research highlights a steady growth in podcast listening. Organizations, including both start-up ventures and established brands, may wish to consider podcasts as a PR and marketing tool.
According to the Infinite Dial study from Edison Research, 40% of Americans over 12 say they have heard a podcast and 24% say they listened to a podcast in the past month, up from 21% a year ago. The research also reveals that:
- Six in ten Americans are now familiar with the term “podcasting,” an increase of 22% over the last two years.
- Monthly podcast listening has grown by 40 percent over the past two years.
- Podcast consumers listen to an average of five podcasts per week.
Why Aren’t Podcasts More Popular?
Podcasts enthusiasts may be frustrated that the audio programs have not achieved more widespread popularity.
The industry is hampered by technological infrastructure, a lack of substantial capital investment, and a lack of concerted promotion, writes Nicholas Quah, founder of Hot Pod, a newsletter on podcasts that appears on Nieman Lab.
Eric Nuzum, Audible’s senior vice president of original content, told Hot Pod, he’s astounded by the gap between the number of people who have heard of podcast and the number of monthly podcasts listeners. Either there’s a lack of adequate content or people can’t find it.
Quah believes the problem is lack of meaningful high-quality content. “We need to be developing more types of programming for more types of people, shows that are of and for: more women, more people of color, more older people, more different kinds of communities, more nationalities, and so on,” he asserts.
Podcasting: A Quick Route to Authority
Podcasting is one of the fastest and easiest ways to establish authority, says Tina Dietz, podcast producer and founder of StartSomething Creative Business Solutions. Podcasting also requires fewer resources than video and is more accessible because consumers can hear audio when they cannot read text or view video. The convenience of listening to downloadable audio files on smartphones or tablets has produced a new wave of attentive, on-the-go listeners.
“You don’t need to be a host yourself. One of the best ways to introduce yourself to a new market is as a guest,” Dietz writes in Forbes.
Hosts are eager for interesting and knowledgeable guests in their niche. Perform a keyword search in iTunes or Google to find shows with topics that appeal to your target market. If you have the resources, you can also use a booking service to acquire guest spots.
PR and marketing pros can repurpose podcast clips. Post audio clips on your website or blog; include audio clips in your media kit or feature them on your company profile page or LinkedIn page. You can share the audio on social media and use the transcribed content for new articles or blog posts.
Personal Viewpoint and Recommendation
Like many experienced business professionals, I don’t listen to podcasts because few are polished or substantive enough to justify investment of my time. Few podcasts meet professional standards from a scripting or delivery perspective. Because it’s faster to read, podcasters must offer additional value to compensate for the additional time required to listen. Most don’t and most podcasters don’t have the needed broadcasting skills in organizing content or moderating discussions.
Another problem is that podcasts don’t give an indication of how I will be rewarded if I invest my time. I’d be willing to scan the transcript of a podcast, but few podcasters include transcripts. Transcripts would also earn the podcaster SEO benefits.
Mostly though, podcasters have to elevate their game to broadcasting standards in terms of content, entertainment and delivery. In the business arena, substantive content that’s well-delivered with a unique perspective is the winner. If you or your boss wouldn’t listen to it, don’t produce it.
Bottom Line: Podcasts continue to enjoy gradual increase in popularity. While they haven’t obtained the break-out growth proponents anticipated, they offer a viable way to promote an organization’s message. To be successful, a business podcast must offer real substance with a unique perspective.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
