“Content is king.” – is considered the official marketing slogan for the digital world. And when it comes to content, podcasting is quickly becoming a strong contender for a crown. With over 82 million listeners in 2021, the number is expected to reach over 100 million by 2024.
I know there will most likely be some skepticism in mentioning this, but if you are a small business looking to up your marketing game, you should be looking to podcasts as part of your content arsenal.
Why? I’m glad you asked.
Podcasts as Multi-Form Content
In addition to being an excellent platform for marketing your business, building trust with your people, and giving you a much larger reach, podcasting is a multi-form content creation tool. You can utilize it to serve as the factory from which created content can be quickly optimized and used for marketing on social media and other platforms.
Let me explain.
When you record a podcast, you get a great podcast to put on Spotify or Google Podcasts and multiple forms of long-form and short-form content from that one recording.
- For long-form content, you get the obvious full-length podcast that you can upload to podcasting platforms. But you can also get a full-length video recording of the podcast to post on YouTube and a deep-dive blog post for your website if you get the podcast transcribed.
- A couple of short-form content pieces you can quickly optimize for social media are powerful quotes or thoughts from the podcast and highlight snippets for Facebook and Instagram reels, YouTube Shorts, and TikTok.
That’s three different long-form content pieces and two or more types of short-form content you can easily pull from a single podcast episode…talk about a time saver! You won’t have to create new, separate content for each platform. Instead, you are simply repurposing your podcasts into various forms optimized for all your digital marketing channels – that’s powerful!
Is Podcasting Easy to Start?
Now you might be wondering if it’s easy to start a podcast. Podcasting has become much more straightforward in recent years. Many hosting websites or apps now offer full in-house capabilities like recording, editing, hosting, automated transcriptions, auto-posting to other platforms, built-in analytics, monetization capabilities, and even interactive capabilities for your audience to engage with you.
You don’t even need a computer to get started – there are fantastic podcast apps that enable you to create content directly from your phone with little to no equipment.
Even if you are still on the fence about starting a podcast for your business, You can test the waters to see its capabilities by initially reaching out to podcasters in your field, maybe locally if you are a brick-and-mortar business, and asking to advertise or to be a guest on their podcast. Making connections like that would be an excellent way to test out the waters and get a taste of what podcasting can do for your business.
Or, if you’re ready to go all in and need any help strategizing your podcast marketing, we are always here to help!
