As of 2022, 62% of Americans had listened to a podcast and monthly podcast listening saw growth year-over-year. So, with these rapidly growing listener figures in mind, let’s take a look at the benefits of a podcast for your business or brand.
Talk directly to your audience
In a world flooded with all kinds of short and long-form content, podcasts provide a sanctuary for people who are looking for more depth. While blogs, videos, tweets and news articles all have their place in informing an audience about your products and services, podcasts allow people to really hear you. They also tend to be longer than other formats, as they’re often designed to be consumed over the course of several episodes or seasons. This provides your audience with a chance to really get to know you, your expertise and your business.
Effective audience communication can be tricky for many businesses, but podcasting represents a way to mitigate this challenge. The depth and complexity of information can facilitate a stronger sense of trust between you and your listeners. Because of the psychology of reciprocity, this means your audience is less likely to seek similar products and services elsewhere.
Create real connections
People may not listen to your podcast every week, but having a voice can still help people feel closer to you. Why? It humanises your brand. Listeners are able to peer into your thoughts — getting a sense of your vision, values and prowess. You can develop your voice into whatever you want it to be, whether that’s youthful and exciting or professional and serious. Just remember to make your tone and topics relevant to the people you’re trying to reach.
Showcase your expertise
By virtue of your unique experience, you probably have knowledge other people want to hear. Only you can deliver it to listeners. If you work in a corporate setting, for example, interviews with internal stakeholders and leaders could be a great way to introduce your own experts to the conversation. Your voice, and the voices of people around you, can help build company credibility and position you as authority in your field.