In a recent post, I talked about the benefits of using blogs to market your business. But content marketing isn’t just about blogging. It’s about creating different types of content in order to engage with potential customers. With that in mind — more and more businesses are beginning to discover the numerous benefits of podcasting.
Podcasts can be another great tool in your marketing arsenal. Podcasts allow for the distribution of information in the form of audio to an audience when they want it, where they want it and how they want it. Listeners can choose the programs they want to download from the Internet and listen whenever they want. Podcasts can be listened to in the car, on the subway, at the office, at the gym or wherever it’s convenient for the listener.
Why You Should Use Podcasts to Market Your Business
Businesses are adding podcasts to their blogs and websites daily. One of the primary benefits of using podcasts to market your business is the ability to highlight your company’s expertise on a certain subject. Podcasting presents a great opportunity to share expertise on niche topics, products or services. Another advantage to podcasts is that it can be disguised as a conversation or interview, rather than an ad or promotional copy. But just like any other form of communication, content is king when it comes to podcasting. Content has to be crafted with the listener in mind — not only their interests but their listening habits.
Below are three tips to consider when using podcasts to market your business:
- Provide information of value. Value can come in the form of education, information, inspiration, motivation and entertainment. Don’t just broadcast commercials.
- Conversations work. This can be accomplished by interviewing experts or participants in your industry. One-person podcasts are less dynamic. Dynamic content sells and with the right mix of content, a podcast can create a community, not just customers.
- Promote, promote, promote. Encourage subscribers, sign-ups and raving fans with periodic updates. Post your podcast availability on your website (with a live link), mention it in your email signature and enlist in podcast directories including iTunes, Stitcher and Soundcloud.
Your company’s content marketing strategy most likely includes social media, blogging and maybe even infographics and other visuals. But adding podcasts to the mix — letting potential customers hear your brand — can really add a new dimension to your marketing strategy. It adds a human element, a voice, and can really help further your engagement.
Believe me, podcasts are an effective marketing tool. People are podcasting about fitness, sports, finance, pop culture, fashion and so much more. Content publishers, businesses and producers are podcasting from studios, offices, their home and even from their garages.
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