Podcasting has been around for a long time. However, many publications are not taking full advantage of podcasting and the potential to further engage their audience and drive revenue.
In addition to using blogs and more static forms of marketing, podcasting should be highly considered due to its versatility. In some markets, blogs may still be effective, but podcasting allows you to reach your audience away from their desk – such as while they are going for a walk, working out, driving to and from work, or cooking dinner. Podcasting brings a new way to engage with an audience.
Podcasts also give an audience the opportunity to feel as if they are listening in on a conversation between people they love to read about (yes, even in B2B). Think of it this way, social media has blown up over the years. Why? Technology has made it super simple and accessible to get a glimpse into the lives of those we love and adore. The same concept applies to podcasting.
The fact of the matter is that today, consumers want their information provided to them in easily digestible ways, and podcasting is one of the best ways to do that. The idea may seem daunting, but it is actually a lot easier than it may seem to get started. These five ideas are ways you can start podcasting tomorrow (seriously):
- Repurpose Content
We are willing to bet you have a lot of content! Look at your analytics on which content on your website has performed well. This is an immediate source of content which you can repurpose for your podcast. You do not have to pay to create anything new. All you need to do is read the article(s) and analyze them. If the audience liked reading it online, then they or others in the market will enjoy listening to it in a podcast form as well. - Reviewing a market study
Let’s say you are a manufacturing publication. You have recently done a “State of the Market” research study for your audience on technology, policy, and employee happiness in the workplace. You now have three episodes (at least) to review the study with two or three of your editorial team. You are providing commentary and insight with your editorial team that the audience wouldn’t normally be privy to. It allows the audience to be part of an editorial analysis. It also engages the audience in a way like never before. This discussion was going to happen anyway, so why not record it and make it into a podcast (or even a mini-series and sell sponsorships for it)? - Editorial Team Meetings
This is similar in concept to the above topic “reviewing a market study,” but it occurs on a weekly basis. Editorial meetings happen every week with the entire staff. Consider recording part (or all) of the staffs’ editorial meetings to provide a behind the scenes look into your audience. They will feel a stronger brand affinity as they are included in the dialogue and know what is coming before the typical online or print reader does. - Interviews
The editorial team knows the subject matter experts (SME) in your respected industry. We recommend setting up a series of interviews between the editor-in-chief or writer(s) on your staff and subject matter experts. The best part about these interviews is, not only can they be used as part of the podcast, but you can re-purpose these interviews as content in other ways. For example, you could sell sponsorships for the podcasts and produce revenue. - Two Editors
Grab two of your strongest editors and start a series of conversations on topics that are valuable to your audience. Find topics that might be controversial or just trending in your respected markets. Not only does this provide the backstage insights that they would be interested in, but the audience is getting entertainment from two trusted sources. Audiences value editorial commentary. The more you can put your editors in a situation that they are engaging the audience the better.
Podcasting is on the rise for 2020. According to Publishing Executive, it is a trend to watch for in 2020 due to the fact that it creates an intimate connection between publishers and audiences. Additionally, the barrier to entry is not high for publishers. We are also interested in watching its growth because ad revenue is estimated to grow 30% from 2019 to 2020. That is a big step in the right direction for publishing companies. So what are you waiting for, put your content directly in the hands of your audience —to listen and engage with you at their convenience.
