Have you noticed that on demand audio still feels like all the rage among content marketers? Of course, we’re a little bias as we’re a podcasting company, but more and more brands, marketers, and individuals want to try their hand at creating on-demand audio that can create more opportunities for leads and sales.
According to Edison Research, 21% of Americans 12 and over have listened to a podcast in the last month. These numbers are almost double the number who listened to podcasts in 2013. The number increases to 36% if you ask people if they have ever listened to a podcast.
Since 2005 when Apple first allowed podcasts on their iTunes platform the growth continues. More mainstream companies are using on-demand audio as a way to expand their reach. The growth continues because it is becoming even easier to listen to podcasts. Increases in portability in listening and more options for listeners and a smart brand is going to take advantage.
What does on-demand audio look like for a brand? For companies wanting to make use of podcasting’s growth can do several things.
Small quick tips for your audience
Podcasting doesn’t have to be 30 minutes each time – a brand can use five minutes and produce mini-episodes that are bite size. Record a bunch and release them all at once. Your audience can decide how they best want to use them – listening at once, taking in one a day. That’s the beauty of on-demand audio – the end user decides how she wants to consume it.
Once you have a bunch of these quick tips – create a blog post series about each of them. Group that blog series into an e-book with the audio embedded within it that your brand can use as an email opt-in. Five minutes of audio now becomes the foundation for even more content opportunities. You will create even more content and potential for customers to discover you!
Giving the back story of your company
There is a reason reality shows about businesses do well – people are naturally curious about things behind closed doors. Think about a story-telling podcast where you can give the background on creating a product, or how your company works. You could also interview key people in your organization or even customers.
This doesn’t have to be an on-going thing. You can use the series format that is increasingly becoming popular with podcast audiences. Outline eight to twelve episodes and batch record all of them. Release them all at once – a la Netflix. You will see buzz if you market the series right and some new insights into your company and brand.
Regular weekly episodes
While the other two suggestions are excellent and doable, there is still great value in the weekly episodes. One, you build loyalty over time, creating ravenous fans, and it allows you to keep up with trends in your industry given your workflow.
To maintain weekly episodes, you’re going to need to understand the commitment to the podcast – making sure you have the resources of time and budget to get it done regularly. The beautiful thing is that you can still record your weekly episodes once a month, or set a set time and date to record your episodes. This will help with consistency.
Become a guest on podcasts
You might not be ready to create your on-demand audio content, but that doesn’t mean you can’t take advantage of the trend. Seek out podcasts in your niche and pitch yourself to the hosts and producers. A word of warning, if you plan to do this invest in a good podcasting microphone and make sure you’re pitching to podcasts that make sense and not just because they’re popular.
In your pitch include:
- Your full name and title
- Your company name
- Why you’re reaching out
- What value can you provide to the podcast audience
- That you have the right equipment for good sound quality
- That you’re willing to share the episode with your network
Doing these things will help make you a more appealing guest and will allow you to take advantage of the on-demand audio trend.
Sponsor a podcast
Still not convinced to create your on demand audio content? You can still be a part of the growing trend by finding podcasts that your customers love to sponsor. Some brands are sponsoring entire seasons of podcasts; others are doing traditional commercials. Sponsorships can be cost effective if you find a show that is just beginning to grow and allows you to show your audience you’re ahead of the curve.
The podcast host can do a live read of your ad or you can ask to be placed at the beginning or end of the episode. You can still share episodes as part of your content marketing plan, and you’re involved in the on-demand audio.
Check out on demand audio apps
On-demand audio apps like Clammr or Anchor might be an excellent way to start producing on-demand content. While it’s best to have the soundbite on your website, you can embed the audio into a blog post and these apps could help you reach new audiences.
Like any social media channel you’ll want to understand the dos and then don’t and not just share and leave. Instead, comment, like and engage with other users.
It’s important to know that using podcasting as part of a complete content marketing plan is a long sales funnel. It takes time to build an audience, and there isn’t a great way to get people from podcast apps like Stitcher, iTunes, and Overcast to a place where you can collect valuable insights like emails for your potential customers.
Still Need Help Getting Your Podcast Started?
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