Podcasting is a growing medium and many organisations are finding there are many benefits of podcasting. 

American research suggests:

  • 2% of American audio listening is podcasts
  • Podcast listening grew 23% between 2015 and 2016
  • The average time spent listening to podcasts is 4 hours, 10 minutes a week, with 12% of listeners listening to more than 10 hours of podcasts a week
  • 71% listen on a smartphone, tablet or portable device
  • most people listen when they are at home or in the car
  • podcast listeners often take action in direct response to hearing a sponsorship message or advertisement during a podcast, including:
    • Visiting a sponsor’s web site (45%)
    • Considering a new product or service (42%)
    • Gathering more information about a product or company (37%).

business benefits of podcasting

Podcasting today is easier to create and certainly very easy to consume. All you really need is a smartphone and you’re on the way! Of course, for good sound quality you do need a little more, but my point is that it doesn’t need to be difficult or expensive to get started.

I will issue a word of caution, podcasting may be easy, but it’s very time consuming. It takes me about 6-7 hours to research, record and do the post-production for one 45-60 minute episode of my podcast, A Great Recipe for Life. I’m looking forward to when I can at least outsource some of the post-production! However I think it’s worth it, as I get to talk to some fabulous people.

Business benefits of podcasting

In my last post I outlined my 25 top reasons for blogging for business. While there are definitely similarities, there are also quite a few differences.

The core benefits are:

  • The market is quickly growing, and not a lot of businesses are creating podcasts yet. This means you still have the chance to be an market or industry leader in your space.
  • Having your voice in someone’s ear is very intimate, and can speed up the ability for them to know, like and trust you, which is essential in business. It’s a great way to develop influential relationships with your audience and with the people you have on as guests.
  • Podcasting connects real people as it’s harder to fake sincerity when you’re speaking to someone (compared to the written word).
  • Podcasting can increase your website traffic, especially if you include a call to action at the end of each episode.
  • Podcasting can lead to other business opportunities – such as invitations to be a guest on other podcasts, speaking opportunities, new clients, publishing opportunities, invitations to events.
  • It increases your spoken communication skills, and if you have an interview style podcast, it also strengthens your listening and interview skills.
  • It can help position you as a leader in your field.
  • Podcasting is easy to consume – all you need is a smartphone or tablet and away you go!
  • If money is a concern, it’s very low cost. All you really need is a smartphone, but if you have a few more $ to spend, a microphone will make a big difference in sound quality – and not break the bank.

What are your thoughts?

Does your business podcast? If you’re not sure if it’s for you, see if you can be a guest on a couple of other relevant podcasts.

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