Podcasts have been around for more than two decades now. What started out as an audio RSS feed has become a several billion-dollar industry. Created by software developer Dave Winer to be used by Christopher Lyndon on his blog, the idea was to offer audio of the former reporter at The New York Times and public radio show host’s interviews to his followers.
254.35 Million Listeners Can’t be Wrong
Over the years, podcasts have surged in popularity, with an estimated 254.35 million listeners by the starts of 2024. Podcasts have become a cornerstone of content marketing. What used to be merely ‘trendy’ has now become a very important channel for building relationships and establishing your company as a thought leader in your industry.
Why Podcasts Are So Popular, Even for B2B
What is it that makes podcasts so appealing? Podcasts are:
- Accessible – Content is easy to access. Nearly everyone in this day and age has a smartphone, tablet or computer. Podcasts are accessible through various platforms like Apple Podcasts, iHeart Radio, Spotify, Google Podcasts, etc. With a simple tap of the finger, people can pick and choose what they want to listen to. What’s even better is that 99% of podcasts are free for the listener. Plus, the audio format is appealing to people who are not visual learners, are visually impaired or otherwise prefer audio rather than graphical or written formats.
- Convenient – Podcasts are convenient. You can listen to what you want when you want. Whether you are driving, cleaning, walking the dog, commuting to work, making dinner, simply relaxing or at work, you can listen to a podcast. Unlike video content, you don’t need to be actively engaged and watching a screen, you can multitask while listening.
- Diverse – In this content-driven world we live in, people want content on topics they are interested in. Podcasts are popular because listeners can pick and choose what they want to listen to. There is a podcast for almost everyone, including those related to niche B2B business topics.
- Engaging – If done correctly, a podcast can be extremely engaging. One of the best things about podcasts is that it feels like you are hanging out with friends. You laugh along with the host or hosts, shake your head in agreement, and feel a type of kindship in the short time you are together. They create a type of engagement that very few mediums can. Listening to one can make you feel like you are a part of the conversation and belong to a larger community that shares the same interests.
- Easy to Create – Podcasts are fairly easy to create compared to other forms of content like videos or books. Though still requiring equipment and editing software, a podcast is simply a recorded conversation at the end of the day. Next to no visual requirements means fewer items to create in order to have a final product.
- Deep – This medium enables in-depth discussions and can explore topics more deeply than when committing the same amount of time to the written word. The audience can listen faster than they can read. They also allow for more nuanced and comprehensive coverage compared to shorter formats like videos or articles. Podcasts are good for people who are searching for deeper insight on a topic.
Niche Podcasts are an Excellent Tool for B2B Marketing
Because niche podcasts discuss very specific topics and target a very specific audience, they can be an extremely effective tool for marketing. They are able to offer a strong return on investment because they have the ability to zero in on the most detailed area of interest. Podcasts can cover various types of content, including interviews, discussions, storytelling and educational content that is tailored to their audience’s preferences and interests.
Reach can be further expanded by collaborating with other podcasters, companies or influencers in the same niche; think industry publications, associations or events that are related to your business. Special guest appearances or hosting joint episodes can introduce your brand to a new audience and create networking opportunities within your industry.
Podcasts Are Truly Effective for Marketing
Podcasts are extremely effective because they are versatile and use a conversational tone. They discuss a wide range of topics, including everything from industry trends and how-to tips to engaging interviews, while making it feel like you are listening to a conversation amongst friends. Because of this versatility, podcasts not only allow brands to dive deep into subjects and showcase their knowledge, but they also help to build a relationship with the audience.
Podcasts also offer a chance to diversify your marketing channels. They are a distinctive format that focuses on audio over visual or written content. Plus, podcasts present a unique opportunity with a foothold in both business and personal spheres of everyday life. Whether you are hosting your own podcast or are a guest on one, podcasts are something your company should be a part of.