Because it moves you in the same direction as consumers.
Podcasting has seen exponential growth in recent years, and for good reason. It’s a powerful, intimate medium that holds attention, unpacks complex subjects, and is proven to create brand recall of up to 70% (source: Nielsen, 2019).
From a consumer lens, podcasts are a great entry point to discover a business through engaging long-form content. From a business lens, they enable brands to access new customers (or fanbases) as well as differentiate yourself when talking to existing ones.
A podcast is a self-contained audio programme, just like radio. It’s typically accessed on a smart phone or tablet. Once a podcast is uploaded, anyone can listen (totally free) via a choice of apps such as Spotify or Apple Podcasts. People can also follow or subscribe to their favourite podcast so they can be notified as soon as a new one lands. Podcasts can be played multiple times, on-demand.
Anyone can record and upload a podcast. They can be any length, any frequency (daily, monthly etc), and they can cover any topic. The vast majority are audio- only, though video podcasts do exist. Usually there’s just one host / presenter and then either one guest or several guests. There’s no real jargon or language to learn. Think of each podcast as a ‘series’ with a ‘host’ and ‘episodes’.
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