Podcasting has arrived again.
- Podcasting has been in it’s current format since June 2005, when Apple first added podcasts to the iTunes store. Although podcasting is reaching the decade mark, it’s still a relatively underutilized content medium.
- But as mobile devices grow in power and ubiquity, new users are discovering the rich variety of content hidden in their phone and tablet.
Why Podcasting Works
People are reading less.
According to a Bureau of Labor Services survey, Americans aren’t reading very much.
Our 2015 Reader’s Survey shows that the majority of Pushing Social readers read just 15 minutes a day.
Simply, blog posts are going the way of hardcover books.
People are only reading if they #1 love to read or are forced to read.
You need to find another way to tell your story that doesn’t rely solely on text.
People crave an immersive and mobile experience
Reading is on the decline because video and audio offers a more compelling experience.
A GlobalWebIndex survey reported that 85% of adults (excluding China) said they regularly visited YouTube. This combined with the YouTube’s self reported 50% growth in views every year signals the importance of video content.
Audio content, like Podcasts, shows similar popularity and usage trends. RawVoice, a podcast research data firm, says there are 75 million monthly unique podcast listeners, up from 25 million 5 years ago. Podcast listeners enjoy the intimacy and portability of podcasts.
These stats are a red-flag for text-only content creators. You will need to embrace audio content now (at minimum) to grow your audience.
Why Wait and See Strategies Do More Harm Than Good
Speed, more than ever, is a competitive advantage. Patience and slow methodical movement used to be the best practice. But today, waiting to enter a new channel can cost you visitors, leads, and sales.
Podcasting is a well established channel. iTunes has helped Podcasting cross the chasm from use by tech savvy geeks to mainstream use by the general public. As use of podcasts accelerate, expect to see more businesses rushing in to market to this audience.
Established, well produced podcasts will have an advantage.
Starting early means you get to make mistakes while the risk is low. Experience grows with every podcast produced.
Over time These podcasts leverage their experience to offer a polished experience for their listeners. Newcomers will have to learn the medium stalling success.
Who Should Be Podcasting?
Consultants, Coaches, Trainers, and Teachers
If you sell advice or teach new skills then you should be podcasting. You need to differentiate yourself from competitors and your voice is a perfect way to do it.
Our voices are incredibly expressive. You can hear when a person is smiling, in a bad mood, or excited about their topic. Podcasting allows you to communicate these nuances creating a sense of familiarity for your listeners.
Example: The Marketing Huddle
Professional Services (Real Estate, Financial Services, Insurance, Accountant/CPA)
Buying a home, planning for retirement, or preparing business financial statements are complex, usually expensive tasks. Customers want professionals with proven experience and skills. They also want to learn more about their purchase before they retain a service provider.
Use Podcasting to establish your professional bona fides. Many professional service providers are still waiting to enter the podcasting arena. Beat them to the punch.
Example: The Property Beat
Entertainers, Opinion Makers
Podcasting is perfect for anyone who entertains and/or informs a large audience. A quick iTunes shows that comedians, political pundits, and personalities in almost any niche has found a home for their podcast.
Example: The Political Gabfest
Great Examples to Model
I have a virtual mastermind of resources that have been essential for creating a well-produced podcast. Each of these marketers bring different skill sets to the table. Review each one and dig into the resources they offer.
I like to call Cliff the Godfather of Podcasting. He inspired me to start a podcast and his helpful posts have helped me scale the learning curve quickly. If you are just starting, I highly recommend purchasing his Podcasting A-to-Z course. He also has assembled equipment lists to guide your audio purchase research.
Pat Flynn hosts one of the most popular business and marketing podcasts on iTunes. Pat Flynn runs Smart Passive Income (SPI) a 7 figure business that is fueled by his equally successful SPI Podcast. Pat has also added SPI.TV a video podcast to iTunes. I rely on Pat for his ability to show how podasting and other content tactics are used to build a business.
I consider Jay Baer to be one of the industries smartest digital marketing thought leaders. He’s built a successful content-based business that uses podcasting, video, digital and traditional publishing along with a fantastic blog. Pay specific attention to how Jay repurposes content for multiple channels including iTunes.
Listen to The Social Pros Podcast
Copyblogger Media launched a network of podcasts hosted by members of the Copyblogger team. Each of the podcasts are high-quality productions with complementary online business topics. Creating a podcast network works makes sense if your business offers products in multiple complementary subjects. Copyblogger addresses the content quantity and quality dilemma by assigning each podcast to a subject matter expert on their staff.
Listen to Rainmaker.fm
John Lee’s podcast, Entrepreneur On Fire, is a force of nature. John’s claim to fame is his metronome-like publishing schedule – one-interview per weekday. His competitor’s can’t keep up. Entrepreneur on Fire is an excellent example of excellent positioning combined with a system that drives home a competitive advantage. There are other podcasts that interview entrepreneurs, few can consistently produce their shows with the same quality as Entrepreneurs on Fire.
Listen to Entrepreneurs on Fire
Social Media Examiner is the reigning king of social media how-to content. They have an equally successful 30-minute podcast. But that isn’t what intrigues me.
Their recently launched Social Media Examiner Show has me thinking about the short daily podcast format. They narrate their daily posts and publish them online creating an “Audible for Social Media”. This is very smart because it repurposes their current comment and adds another way to communicate with their audience.
Listen to The Social Media Examiner Show
Your Next Best Action
I’ve thrown a lot of information at you. You’re head is probably swimming with possibilities and next steps. Here’s what you can do now to get moving and achieve some momentum:
This post will walk you through the steps needed to get your podcast online.
In the meantime, ask your questions on our LinkedIn Group here.