For example, podcasts saw 825 million downloads in June, up from 600 million in March, according to Charitable, a podcast analytics provider. Furthermore, podcast consumption around the world jumper 42% between March and April, according to Voxnest, an audio technology solutions provider.
To use podcasts to drive ROI, brands should leverage that content beyond just the podcast. That can include blog posts, videos, email content, audio clips on social media, and more.
Marketers also need to be sure to avoid unscripted, off-the-cuff podcasts. They should plan a podcast strategy either as creator and host, or as a guest, with clear objectives outlined ahead of time. “You have to have a real ROI planned before you start, and it has to align with your corporate goals,” said Sky Cassidy, who co-hosts the podcast If You Market They Will Come, according to the article.
Avoid sales pitches in the podcasts and instead focus on building a stable of quality content. Educate your audience and always ask yourself ‘why would someone choose this podcast over someone else’s podcast.’
It is also crucial to ensure high audio quality. That means both investing in a quality platform and avoiding recording in noisy places, such as cars, coffee shops and parks.
Finally, one other way to increase the success of your podcast is to invite guests who have large audiences of their own either via social media or their own podcasts.
“Podcasting is still a vast, open space that brands are smart to jump into,” said Lindsay Tjepkema, according to the article. Tjepkema is the CEO of podcast-centered marketing platform Casted. “When you consider there are about 1 million podcasts, but more than 600 million blogs, you can see how much opportunity still exists for brands to own their own space.”