Why Podcasts Are The Perfect Vehicle For Content Marketers

Why Podcasts Are The Perfect Vehicle For Content Marketers
SHARE
THIS



In this opinion piece, Mark Jones, CEO and chief story-teller at content marketing, PR and video production firm Filtered Media, argues that the humble podcast is the perfect vehicle to get your marketing message out there…

Remember all the fuss about Serial? The podcast was instantly cool when it hit the iTunes store in late 2014.

And for good reason. Serial is produced by the people behind This American Life, and if there’s one thing those guys do well it’s tell compelling stories. So it doesn’t take a clever librarian to tell you it shows we love a good yarn.

Look at other examples. We keep buying books in the digital era and our appetite for TED Talks is almost insatiable. In fact, we’ll even excuse TED talkers for intergalactic levels of smugness simply because they tell such great stories. 

Meanwhile, you’ve likely enjoyed numerous speeches, comedy routines, and conversations over the years. Invariably it’s the stories and feelings you remember, not the facts and figures.

Some description

So its no wonder the podcasting medium is successful. Podcasting, like its radio cousin, has the ability to tap the deeper narratives in life, helping us think, laugh and occasionally cry. 

Here’s some promising statistics, but are they good enough? 

Here are the stats to back my sentiment. CMO.com reports 46 million Americans listen to podcasts, that’s 17 percent of the population – up from nine percent in 2008. Edison Research also says weekly audio podcast consumption is growing at 25 percent year-on-year. 

Yet podcasting still has a long way to go. We’ve been at this thing for a long time, and I’m surprised it isn’t a bigger deal. 

When the “podfather” Adam Curry and software guru Dave Winer kickstarted the modern podcasting revolution back in 2003 the blogosphere was just winding up, as was the buzz about a media revolution. 

I honestly thought podcasting would take off like wildfire. Some 12 years later it’s fair to say blogs are mainstream and podcasts are lagging. 

Podcasting vies for its Share of Ear 

So why the disconnect between these two alternative forms of media birthed roughly at the same time? Part of the story is what Edison Research calls “Share of Ear.” That is, how much time do we spend listening to audio sources each day – and how much of that time are we devoting to podcasts? 

The research says Americans spend an average of four hours and four minutes a day consuming audio, which sounds pretty good. Keep in mind we also squeeze in social media, the odd TED Talk, pirated US TV shows, a river of cat/dog/goat videos, and more Kim Kardashian than I care to think about.  

But when you break down the four hours into different forms of audio, podcasting is still a minnow. Take AM/FM radio, it takes up 56.1 per cent of time, followed by “owned music” like CDs and digital music files at 17.3 percent, then comes internet radio at 11.8 percent, satellite radio at 6.4 percent, TV music channels at 5.3 percent, and finally podcasts at just 2 percent.

Well, at least it beats “other”! Actually, it’s not all that bad. There’s some great news for marketers. 

Edison’s research shows that when you drill into the listening behaviour of podcasters it turns out they’re mad keen. Podcasts account for 30 percent of their total audio listening time, ahead of owned music, radio and streaming audio. 

The lesson? Once you become a podcasting fan it really sticks. Loyalty and engagement with favourite podcasts is particularly high when you compare it to other media. 

The big aha: podcast fans are great customers  

There’s even better news to come. Podcasters listen to an average of six different podcasts, they’re typically well educated, earn more money than the general US population, are equally split between men and women, and most sit within the 18-44 demographic. 

This is where things really get interesting for marketers.

separate research study from Edison in 2012 reveals 54 percent of podcast listeners actually bought something after hearing about it on a podcast. A study by Midroll came to a similar conclusion, saying 63 percent of its listeners made a podcast advertising-influenced purchase. That’s not bad in any marketer’s book. 

So why are people buying stuff after listening to podcasts? As Fast Company notes, it turns out people actually pay attention to the ads in a podcast. Listeners trust their hosts, and typically develop a close affinity for the way they think and talk. It’s a deeply personal, intimate form of media. Hosts often read out sponsor messages in a natural, sometimes funny way that creates an authentic connection between the show and the brand sponsor. 

As for the ethics, most are happy to know their favourite podcasters are getting a few bucks for their efforts.

Wrap it all together and it’s a great story. Podcasts will keep growing, and consumers will keep responding to well-placed commercials in support. The question that remains is how long it will take for more marketers to discover it’s a very clever way to reach unique, affluent audiences who will likely accept a friendly call to action. 

This article originally appeared on www.which-50.com

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]