In this guest post, founder of Audiocraft Jess Bineth discusses why podcasting is the perfect medium for brands and marketers in these times…
As we start to settle into this new working-from-home normal, many businesses are now thinking about how they are going to adapt. Consumer behaviour is shifting and campaigns need to be reshaped accordingly.
Maybe podcasting is something you’ve already been thinking about, or maybe you have an existing content idea that needs pivoting. Either way, here’s why now’s the time to make a podcast.
Audio is on the rise
It’s no secret podcasting is the fastest growing medium in Australia – 1.6 million Australians are downloading podcasts every week, up from around 1 million four years ago. That’s a 60% increase in just a few years.
When restrictions on our movement first came in, we wondered whether the lack of a daily commute to work would mean listening numbers would decrease. That hasn’t happened.
With more people at home, media consumption is on the rise and podcasting is maintaining its popularity on a global scale with early data showing a significant bump in listenership.
Podcasting helps us feel connected
In times of great uncertainty people want to remain connected. The very act of listening is an opt-in, active experience. When you hit play on a podcast, it feels like that voice is talking directly to you, like a phone call from a good friend.
Being a trustworthy and intimate medium means podcasting is a great way to reach out and engage with your community, as well as look to build new audiences. For brands, this is an opportunity to share meaningful stories with integrity and purpose.
We know people listen to podcasts because they want to dig into niche topics of interest, learn something new and be entertained. Interestingly, the kinds of podcasts people are turning to while stuck at home are about self-improvement, arts and culture, comedy, technology, and kids and family.
Creating content from home
When it comes to content creation, podcasting is uniquely suited to the limitations that have been imposed on our daily lives. At Audiocraft, we’ve streamlined our workflow so that production can be done remotely, and interviews and recording do not require face-to-face time.
Importantly, content is quick to turn around and distribute. The circumstances of our lives are still evolving and podcasting allows you to react quickly and get that story out of your head and into the public realm in ways that resonate.
It’s a smart technological consideration too – as our national broadband capacity is stretched to its limits with everyone working from home, audio streaming offers a far less data heavy option to connect and communicate.
Where to start
The key to a successful podcast is understanding your audience and focusing on messaging that is simple and clear. Think about what people need in their lives right now and how you can help.
Some ideas include practical tips on adjusting to new workflows and systems. Home focused stories that inspire listeners to nurture themselves through gardening, cooking and exercise. Podcasts for kids to give parents some down time.
The best thing about podcasts is that they fit into our everyday lives and can offer respite in times of need. It’s a perfect way of meeting people where they are, and now’s a great time to be doing that.
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