This article will provide brands with information on the benefits of podcasts as a digital marketing tool. Read on to learn how podcast content can enhance your digital marketing strategy.

SEO

Producing podcasts is a great way to boost the search engine visibility of your main website. You can post new podcast episodes as individual pages to your main site. Additionally, you can complement these posts with episode transcripts, meta information and titles. These can be used to optimize the specific keywords phrases you want to target. Furthermore, if the podcast becomes more successful your site will receive more links. Thus, this will result in improved domain authority and improve your site’s search engine ranking.

Engagement of Podcasts

According to Podcast Insights, 80% of podcast listeners listen to most of or all of the full podcast episode. This increases the likelihood of listeners being captivated and engaged by your brand message. Moreover, 69% of podcast listeners agreed that podcast marketing increased their awareness of new brands and services. Also, you can encourage additional engagement in your podcast by providing an e-mail address or social media account associated with the podcast. Listeners will be able respond directly to the content and feel more engaged.

Brand awareness

As podcasts are longer-form content you have more of an opportunity to advertise your brand in-depth. You have the ability to record episodes about your brand’s story and evolution. This increases brand awareness and the amount of loyal customers you have. Thus, listeners will feel more connected to the brand from consuming the longer-form content. Additionally, the amount of loyal customers will increase if you produce consistent and regular weekly podcasts. These loyal listeners can eventually become brand advocates. Thus, they recommend the podcast to friends and family and this can increase website traffic.

Recent Success of Podcasts

For example, the Peter Crouch Podcast gained huge success from the ”pass the pod” iniative which asked podcast listeners to pass on the podcast to a friend. The podcast was downloaded 12 million times in 2019 and was the most downloaded BBC podcast in the first quarter of 2020.

Increase Social Media Marketing

You can use your existing social media pages to advertise the podcast. For example, making a social media post after every podcast episode is released to remind followers and non-followers of the content. This will increase brand reach and website traffic. Additionally, you can post mini clips of the podcast on YouTube or TikTok. This gives social media users a sample of the podcast and increases the likelihood of them then continuing on to listen to the full podcast.

Mobile Friendly

Listening to podcasts has become extremely mobile-friendly due to the emergence of podcast apps. The most popular podcast apps include Apple Podcasts, Spotify, Google Podcasts and Audible. Good mobile-friendly content will increase the amount of backlinks to your website. Furthermore, this improves the sites search ranking.

Convenience

The mobile-friendly nature of podcast listening means its extremely convenient for listeners to consume the content. Podcasts provide the perfect type of content for multi-tasking. Listening to podcast content while on-the-go, at the gym, cleaning the house and doing the boring activities of everyday is easy. Hence, consuming the content requires little effort from the listener. Therefore, there is a great chance of converting listeners to sales.

Low Cost

Podcasts can be produced at a very low cost. All you need is a half-decent podcast microphone and a suitable editing tool. Also, you will need to set up an account on one of the main podcast apps. Anyone can do it!

Sources

https://www.bbc.com/news/entertainment-arts-52878091

https://www.bbc.com/sport/football/47633353

https://www.statista.com/statistics/943537/podcast-listening-apps-us/