Podcasting is a growing way to get your message in front of an audience. Neilson estimates that over 50% of the US population already listens to podcasts - and it’s not just millennials. Research shows that older generations also prefer to consume information in audio form.
Given the stats, adding podcasting to your communications channels is worth a serious look.
It’s easy for listeners
Audio podcasting has clear advantages. For listeners, it’s easy to consume. Once they subscribe, new episodes automatically appear in their favorite player.
It’s convenient. People can enjoy podcasts while doing other things – such as driving or while they are at work.
The benefit for you, the communicator, is that podcast audiences tend to be very engaged with the content. As many as 80% listen to all or most of each episode.
Quicker to Produce
Because you’re not dealing with visuals, audio podcasts can be produced relatively quickly. In fact, it’s more efficient to produce several podcasts in a single recording session than it is to create several videos. Reducing complexity speeds up the process.
Internal Podcasts are gaining in popularity
Employee communications teams are quickly latching on to podcasting’s benefits. Companies use it to deliver sales training, success stories and fireside chats. If you have a remote workforce, internal podcasting is a cost-effective way to share news and company strategy.
Security is often a concern. If you need to keep your content out of earshot of your competitors, you may be able to host your audio on a secure site. Another option is to explore podcasting solutions that create an app for your podcast and include SSO login.
Quality Matters
Listeners now expect a certain level of quality, and even successful home-produced podcasts are upping their game. The most experienced podcasters take the time to capture interviews with quality microphones and edit the final product with storytelling flair, including music and sound design.
Ready to get started? Plan for the long haul.
The excitement at launch often runs out of steam when an ambitious publishing schedule competes with other pressing deadlines.
Sound familiar?
It’s actually such a common thing in podcasting that it even has its own term: “podfade”
When a podcast begins putting out episodes more and more sporadically and at greater intervals. Typically begins with only one episode missed, but if a podcast isn't careful, it can compound, sometimes as severe as one podcast every other month. Podfade often leads to podcast death.
Prevent “podfade” with a clear production schedule before well before you record your first episode. Remember to think long term – we’re talking six months to a year or longer – and mobilize the staff and the resources you’ll need to fill your pipeline with episodes.
Podcasting can be an integral part of your marketing strategy as well as a cost-effective internal communications tool. If you need help getting started – or keeping your podcast going – contact Plum Media. We not only have the podcasting equipment, but we have experienced producers, writers and journalists to help make your show shine.
