Podcasting: the latest trend in content marketing

Published on 27th May 2020

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New media has been surfacing over the past two decades. From websites to social media and other new technologies, new media continues to restructure and reform. One of the  ‘new media’ trends used for content marketing is one that actually has been around for decades – Podcasting. This trend has resurfaced and is ‘hotter’ than ever. 

Podcasting became relevant in the early 2000s but recently has reignited as a popular media to consume. There are many speculations about why podcasting is more popular including the new lifestyle of the average consumer to the new technologies to support it. 

With the increased consumption of podcasts, understanding this media format can help to integrate it into your content marketing mix.  The Pollack Group explains the importance of podcasting as a tool to reach your audiences. 

Here are 5 takeaways everyone needs to know about podcasting:

44% of Americans have listened to a podcast

The Pollack Group cites a study done in 2019 by the Pew Research Center which explains that close to half of Americans listen to podcasts in 2018. This number continues to steadily increase.  

Technology provides convenient and easy podcast consumption

Consumers are getting busier and busier. The average person has a hard time managing all their tasks in a day, so when it comes time to consume media, there is limited time. Podcasts provide a channel to grow your audience because of their convenience and ease of consumption. Podcasts can be listened to on the go, in the car, and around the house while completing other tasks.

Partnership with Audio Production Companies

Podcasts are a great way to connect with experts in the field who are already producing podcasts. This approach can help with the cost, production speed, and exposure since many production companies already have a following. 

Monetizing Podcast Generates Revenue

Although some podcasts are started as hobbies, many producers start a podcast with a strategy to monetize it. Many podcast shows have sponsors and working with partners to promote services or products that fit the podcast topic or niche audience. This revenue stream is created to generate money in support of future projects. 

Attract and Retain Customers 

Podcasting gives organizations and brands a way to connect with their consumers in a creative and meaningful way. This strategy can help retain current customers as well as attach new customers. With special interest podcasts, you can target segments of your audiences in ways previously unavailable.

With these insights, podcasting can be used to help numerous organizations, clients, and projects. There are clear advantages to using podcasting to help share information with your target audience. 

Get more details from The Pollack Group on key insights for using podcasting as a content marketing tool. You can also find more insights from partners about technology and trends

The Pollack Group is a national agency with locations in New York and Los Angeles. Founded in 1985, PPMG focused on creating a different agency that focuses on being bold, direct, and to the point. Strategy leads PPMG as they continue to satisfy client needs while sharing the mission of great work from great people.

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