In 2018, Ofcom reported that podcasts were booming, with 5.9 million people listening to podcasts weekly. Now, as the world adjusts to life during a pandemic, their latest reports show that the audience for podcasts is again increasing at the expense of radio.
With such popularity, it's little wonder that many businesses are joining the podcast revolution. Done well, podcasting can educate and engage your target clients and raise your brand's profile. But before you start, it's important to assess whether it's something that can fit with your brand identity and your aims for the business.
Here are a few questions to ask yourself that will help you to decide whether podcasting is right for you.
Ofcom's findings show that podcasts are growing in popularity amongst virtually every age group. However, it's important to understand whether that includes your target clients.
Once you know whether or not your audience is engaging, getting a better idea of their listening habits will further inform your decisions about how often to produce a podcast, and what the duration of it should be.
You could create the best podcast in the world but, if it isn't geared towards your audience, you're unlikely to get anything out of it. Therefore, it's worth investing some time and money into researching and understanding your audience's preferences and tastes, and how a podcast could be interesting or useful to those people.
Some people say “if it ain't broke, don't fix it”, but it's important to remember that you can still refine and build upon something that works. Do you have a regular blog that your audience loves, or a regular, well attended event?
If your marketing hinges on educating and entertaining your audience, a podcast could be the next logical addition to your marketing arsenal. Using regular podcast episodes to give hints and tips about your area of expertise will complement your existing marketing activity. Similarly, repurposing audio content from your most popular webinars or events can be a great way to generate content easily, and make sure your efforts are reaching an wider audience.
In the past, recording a podcast required equipment and skills that many businesses simply did not have access to. Today, however, there is a multitude of tools available on any budget to help you take your first steps into podcasting.
As we discussed in an earlier post, online cloud conferencing software is now widely available at an affordable price. You might already be using software for video calls that can double as your podcast recording software. In addition to this, it’s a good idea to invest in an external microphone or voice recorder. This ensures that the audio recording is crisp and clear, with no background noise picked up from your PC.
To create a more professional tone, it’s important to also have software to edit the content once you’ve finished recording. This will mean you can cut out any waffle or add a jingle or soundtrack to your podcast. Alongside industry standard audio editors like Adobe Audition, there are also freeware options such as Audacity available online.
Just like video and written conten, podcasting needs to be regular and consistent to achieve the results you’re looking for. Done right, this can build trust and loyalty between you and your audience. Done badly, and your reputation as a content creator and thought leader can suffer.
That means that, however frequently you commit to publishing, it's best to make that commitment non-negotiable. Whether it’s weekly, fortnightly, or monthly, make sure your audience can rely on you every time.
If you would struggle to do this on your own, think about how your team can support you, and share the responsibilities between you. However you choose to do it, make sure that your team understands the importance of consistency.
You might be thinking that the idea of a podcast feels right for your business, but the practicalities are a little overwhelming. With the software, the sound quality, the editing, and the time commitment, there is a lot to think about.
Here at Ember Television, we can guide you through your first steps into podcasting. Whether it’s planning, editing, distributing, or analytics, our expert team will be happy to help. Feel free to get in touch with us today via our contact page.