Why we like podcasts

In recent years, we have seen a move away from the written word.  Photos, infographics, online presentations and videos now appear to dominate websites and information platforms. This is particularly true in a technical /engineering business-to-business environment. Why try to describe something in words, when a diagram can do the same thing more effectively.

Don’t get me wrong, we still love the written word – as it forms the basis for so many communications activities, but I admit that often a picture paints a thousand words.

Create a unique voice

In a world full of fast flowing information, it is difficult to stand out and be heard. It is even harder to create a sense of community or common purpose. Many companies now use blogs to find and address their specific audiences. Experts addressing other experts – it’s a good formula, but in a crowded arena it’s hard to stop readers in their tracks.

So, if you have something to say that is of interest to a particular audience, why not consider creating regular podcasts? Short programmes that allow your company’s experts to talk informally about their key topics, without high production costs or lengthy preparations. Of course you will need to keep your audience “entertained” and provide information and background, not just propaganda. A simple Q&A or panel discussion will allow individuals to get across their messages without undue pressure to perform on camera.

Tell your story your way

Making podcasts has a number of advantages – you can introduce key contributors in your company – from CEO to specialised functions – and they can all tell their stories without having to worry about the visuals. This makes for much faster production and usually a more personal approach. You can convey emotion and place emphasis – in short, tell your story in your own way. Introducing special guests, such as customers or external experts will add an extra dimension. Moreover, you can re-direct listeners to all your other content.

For the audience, podcasts are convenient and allow you to multitask. They can be enjoyed whilst you are doing something else: travelling on the bus home or driving the car, while working out, doing chores around the house or pottering in the garden.

In your own words

Podcast do not have high production costs, even if you use a professional studio, and distribution is relatively simple. Use your own website and/or online platforms to capture and retain your audience. Invite feedback and include responses in future podcasts. Build links with your audience and drive home your messages – in your own words.

Podcasts connect in ways that other content cannot: they’re intimate, profiling, relatable, direct, and can be used on the go, with easy access whilst multitasking, not glued to screen or text. Give your company its own voice. You may be pleasantly surprised by the results.

Podcasts: stay up-to-date the easy way

Listening to podcasts is extremely relaxing. You can listen whenever you want, so they are ideal for doing household chores, work/home commutes, sports or even long walks. Whichever way you listen, there is an immediacy – and an intimacy – in a way people tell their stories – and many podcasters encourage listener feedback and ongoing involvement.

You are not alone

In 2016, a LinkedIn survey found that 35% of its users worldwide are listening to podcast with the numbers growing. For people under 35 the average is 44% and the more senior a position the person holds the more likely they are to listen.

How to listen

Podcasts are available everywhere and basically you have two options: Streaming: you can listen to a podcast through a website; Downloading: by saving the podcast on your phone, tablet or computer, you can listen to it anytime, even without an internet connection. Moreover, you can get it delivered to your phone or tablet each week.

Where to find

For iPhones and iPads, use the Podcasts app. You get it from the App Store (it actually comes installed on newer devices). In the Podcasts app you can search listen and/or subscribe. For Android phones and tablets, try the RadioPublic or Stitcher apps. Get those from the Google Play store. Either way, you will soon get the hang of it.

Our Top 5

  1. The Write Podcast - By Julia McCoy
  2. Actionable Marketing podcast
  3. PNR With This Old Marketing Podcast
  4. Six Pixels Of Separation
  5. Sophisticated Marketer’s Podcast


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Posted by
Kim Vermeer 
on April 5, 2018

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