Anytime you think of content, you are likely to think about blog posts, videos, social media posts, and other interactive content. However, audio content is fast becoming a viable content marketing format.

Podcasting is all about creating digital audio files on specific topics. With over 116 million people listening to podcasts every month, audio content is ideal for reaching new prospects. It worth it to include it in your content marketing strategy.

You are losing so much if you are yet to embrace podcasting. Here are some of the reasons to include a podcast in your content marketing strategy.

• Low barrier to entry

Most marketers associate audio production with expensive audio equipment and a full studio. Besides, they also believe only experts can operate the machines. Don’t even get started on talented presenters. Lucky enough, times are different.

Podcasts are one of the most straightforward content formats to create. All you need to get started is a solid microphone and recording software. While you can opt to invest in high-end gadgets, no one forces you to in the early stages.

If low on cash, you can still use the smartphone recorder for audio production. You then couple it with free recording software on your regular laptop. That’s all you need to start sharing your brand message with millions of listeners.

The content you produce matters more than the equipment. Find the proper format for your show, with the right topics and proper schedule depending on your audience.

The low barrier to entry does not stop you from growing. The more experienced you become, the more fans you attract and will soon afford the top-of-the-range equipment.

• Audio content is easy to consume

Most of the standard content formats like blog posts and videos require full attention. For a podcast, however, multitasking is the order of the day. Listening to an episode is more like jamming to your favorite tune. Anyone can listen to an episode whether at home, driving, gym, or anywhere else.

By embracing podcasts, you are working to your consumer’s strengths. They are likely to listen to your content more as it won’t hinder them from other activities. As such, you get more engagement.

Mobile access has also made podcast consumption the easiest. With mobile use at an all-time high, podcasts are the best form of content as they are mobile-friendly.

• Expand Your Audience Reach 

Creating a podcast is one of the easiest ways to reach a new audience for your business. The audio-based content consumers are a whole new community of mostly the affluent and educated. Thus the group is looking for a new format of consuming content.

Given most businesses are yet to embrace audio content marketing, podcasting comes with low competition. There is a high chance of your audience finding your channel organically through your podcast.

• Building Brand Affinity

Attaining brand affinity needs an engaged audience. Most of the podcast’s listeners know exactly what they are looking for. When they subscribe to your podcast, they will listen through the whole production. With time, they will turn into your biggest supporters.

Just like other content, podcasts grow due to shares on social media. Once your audience finds your content worthy, they will share them on their social media timelines.

You only have to produce binge-worthy content, then let the audience help you in the content marketing. With the right content, you will create brand loyalty and reach more cold prospects.

• Increase Revenue

The main reason you invest in content marketing is to increase your revenue. For now, you can never go wrong with podcasting. The quick and convenient way consumers absorb audio content gives an episode a high likelihood of a reaction.

Podcasting allows you to explain the complex concepts of your products to the audience. The more the prospects understand you, the higher chances of conversion.

Podcasting saves time. Creating the ultimate blog post or social media post takes time. You first create an outline, then a rough draft, and then create content. You might also have to edit several times to ensure the message resonates with the target audience. For audio, you only speak on a microphone and record. Use the time you save creating audio for other constructive ventures for more revenue.

Audio content also increases revenue through ease of repurposing into multiple contents. You can turn a single podcast episode into social media posts, a YouTube video, or a blog post. Use the various formats to reach a wide range of consumers.

Bottom Line 

Starting a podcast is one of the best content marketing strategies for your business. The cost of audio equipment and recording software is not high. You also don’t need special tools or skills when starting.

The podcast makes it easy to understand your content hence more brand visibility. It is also easily accessible by the audience. With podcasting, you increase your brand presence, add value and increase revenue to the business.

Did this article convinced you to include podcasts in your content marketing strategy? Let us know.