Using podcasts for your marketing

It seems like with each passing day, more and more people are talking about the latest podcast they listened to. And in fact that’s not far from the truth! According to Ofcom, in the UK alone nearly 6 million people tune into podcasts each week. Clearly there’s huge demand for podcasts, but how does this come into marketing? Well, they’re clearly a great way to interact with large audiences! If you want to incorporate podcasts into your marketing strategy, here are a few tips.

Choose a topic you know a lot about

You’re going to be doing your podcast weekly at least, so it’s important you pick a topic you can go on for ages about, and then just cut ‘ages’ down into weekly chunks. Ideally you’d want to pick a niche topic that not many other people talk about so that you become the port of call for anyone interested in that thing, but this is less important – as long as you have a topic and some consistency you’ll be fine.

Write a script

If you know a lot about a topic and are passionate about it, it can be tempting to just go for it and start recording yourself going off on one. Don’t do this! Write a script or at least have a clear plan of what you’re going to say, as under the pressure of being recorded you might mess up. With a script you’ll know exactly what to say and when to say it.

Cater your podcast length to your needs

When thinking about how long your podcast should be, there are a few things to think about. For one, who is your audience? How much free time are they likely to have for listening to podcasts? Another thing to think about is how much you have to say about the topic. Don’t speak for an hour if everything you’ve said can be condensed into 20 minutes. Adjust accordingly. But really, there isn’t a right length for a podcast. Some argue that the average commute is 25 minutes so a podcast should be the same length, but the largest podcast host and distribution company found that 84% of podcasts with over 100,000 downloads were over 50 minutes long. So basically do what suits your own needs!

Inject a bit of variety

Ok, you’ve got your niche and that’s important. But you don’t want it to become repetitive. Things like guest speakers and interviews are a good way to keep things fresh and stop listeners from becoming bored. It’s super important to make sure your audience has something to keep coming back for, and variety is a great way of getting this one down.

Encourage listeners to engage

There are a lot of ways to do this. You can ask listeners to send in potential topics to discuss. You can host competitions or giveaways. Start conversations that can be continued on social media. Basically, the more your podcast feels like a two-way conversation between yourself and your listeners, the better.

So what are you waiting for? Go and start your podcast! It’s a fun way to market your brand as well as talk about all the things you know loads about but no one else is enthusiastic enough about it to listen to you go on for an hour. And it could do great things for your marketing campaign!