If created consistently, podcasts are a fantastic way to increase engagement with your audience, build your brand’s authority, and build a community with peers. According to Content Marketing Institute, podcasts are only used by a mere 19% of B2C marketers. Statistics issued this year from Edison Research indicate that approximately one in six Americans have listened to a podcast in the last six months and the number of Americans over the age of twelve who have listened to a podcast increased to 26% from 10% in 2006.
What does this mean for your business? Podcasts are becoming increasingly popular. Many of your industry peers may not be interested in social media or e-books, but prefer to get their information audibly from podcasts. As a bonus, beginner podcasts can be produced with very little investment and offer complete control over the complexity of production. Let’s take a look at five tips for creating a share-worthy podcast.
Tip #1: Create Podcasts on a Schedule
It’s simply not enough to create one podcast and let it simmer in cyberspace. The purpose of creating podcasts is to build a community following that anticipates the release of your next scheduled podcast. Just like a business blog, if not updated regularly your audience will lose interest.
Tip #2: Monitor Social Media for Trending Topics
When brainstorming for your podcast series, it is helpful to monitor social media feeds for trending topics related to your industry. Discussing these topics during a podcast is a fantastic way to inspire interest among your audience and stay relevant to the conversation.
Tip #3: Use Podcasts to Repurpose Content
An easy way to develop podcast topics is to review old blogs, articles, and white papers and determine which of these were well-received by your audience. Repurposing this content into a podcast is a marvelous way to expand upon content you already know was well-liked while adding fresh information to the mix.
Tip #4: Interview Thought Leaders
Interviewing a thought leader in your industry is a creative option for a podcast and attracts listeners to your podcast series. Even if your brand is not fully developed, getting unique insights into your industry from a thought leader is an effective way to grab your audience’s attention and provide valuable information.
Tip #5: Address FAQs and Pain Points
When considering podcast topics, take a look at common questions your business receives or address your customer’s pain points. For customers, providing helpful solutions to a common problem is a fantastic way to hold interest and increase engagement. Additionally, if your audience consists of industry peers, business-focused problem solving is sure to gain their attention.
A Valuable Resource and Bonus Prediction
It’s a safe bet that the use of podcasts as a content marketing tool will increase in 2014, just as it did this year. Businesses need to clearly identify the goal of their podcasts and determine whether their target audience is comprised of customers or businesses. In order to start out on the right foot with your podcasting venture, research industry-related podcasts and take note of what works and what doesn’t for their podcast series. Pay attention to publishing frequency, content type, intros and outros as well as overall style. Check out these informative videos on a creating your first podcast.
Do you have experience creating podcasts? If not, what’s holding you back?
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