Podcasting Is Exploding. How Do You Know If It is Suitable For Your Brand name?

Elizabeth Shea is EVP, Public Relations at REQ, an award-winning advertising, brand administration and PR business.

Podcast-listening has skyrocketed above the past pair of yrs. In truth, it’s swiftly getting one particular of the fastest-escalating mediums, with forecasts predicting the range of podcast customers to exceed 160 million by 2023.

It may possibly be tempting to bounce on the bandwagon and launch your own podcast for your company or own imagined management, but what should you think about initially right before diving right in? There’s no question podcasting can be an great way to communicate a lot more intimately and informally with your customers, and you can do it rather inexpensively, but there are continue to a lot of factors to contemplate ahead of you begin acquiring extravagant boom mics and recording equipment. 

Let’s just take a seem at some of the issues you will need to imagine about prior to you hit file.

Do you have a area of interest?

Podcasts that concentrate on a certain niche or issue make any difference are inclined to execute improved and garner much more standard listeners than these covering wide topics. That helps make perception. When people today seem for podcasts, they are inclined to search distinct classes in locations like Spotify or Apple Podcasts or on applications like Pocket Casts or Overcast. In addition, narrowing the focus generally indicates you’re heading to carry on to present in-depth knowledge on a focused topic that is intriguing to your listeners. 

That’s why it’s essential to figure out what you want to focus on just before you begin. The matter really should be one thing you are very competent to address, have a distinctive viewpoint on and are passionate about. If you and your organization focus in artificial intelligence, for illustration, talk about what you see in AI, machine studying, deep understanding and similar topics. Don’t stray from that route. If you can retain items concentrated, you will have a substantially improved chance of developing a constant and responsible listenership. 

Do you have the time?

Even though the very best podcasts occur off as becoming off-the-cuff discussions, the reality is that a lot of time and dedication are concerned in bringing them to everyday living. For example, writing scripts — or, at minimum, chatting factors — is significant to make sure you remain centered and sound professional however conversational. There are numerous formats to observe, which include narrative (a monologue on a specific subject) interview design and educational, which is extra informational and “how-to.” 

You also need to have to comply with a frequent cadence. Although there is no challenging and fast rule about the cadence you need to shoot for, you’re not heading to gain considerably traction if you are only recording after just about every other thirty day period.

You could possibly feel compelled to reduce corners and take the webcasts or video clips you’ve previously posted on your YouTube channels and flip them into audio broadcasts, but that doesn’t obtain you as a great deal benefit. Podcasts are typically an audio-only structure. Slides and illustrations or photos never translate, and you may possibly drop your audience’s focus. If you’re heading to do a podcast, do a podcast. If movie is desirable to you, file just about every discussion to enhance and promote the audio production. 

Do you want to elevate your profile or make income?

Podcasts can be terrific tools for raising your believed leadership profile, but if monetization is your major target, you’ll possibly want to make investments your time and income someplace else. Whilst B2C podcasts can make substantial profits by sponsorships, most B2B podcasts aren’t truly set up to make revenue, and listeners looking for facts most likely won’t reply very well to blatant product pitches. 

That’s not to say you just cannot crank out some revenue from podcasts, but whatever profits you make will probably be derived indirectly from your audio endeavours. Individuals will get to know you and your business a small improved. You will turn into a trusted source, and your knowledge could force persons to take a look at your website or make contact with your firm for much more facts about its merchandise and companies. But really don’t expect the podcast by itself to be a important revenue resource.

Do you know how to get your podcast to your listeners?

Assuming you’ve decided podcasting is the correct route to acquire, then think about how to get your podcast to your intended viewers. You will want a distribution approach, as it’s not more than enough to merely place an audio file on your web page or social media and connect with it a working day. It can also be time-consuming and perplexing to post your podcast to just about every podcast platform.

The good thing is, there are lots of internet hosting firms that can support you generate, endorse and post your podcasts to the most broadly used podcast networks. We presently use Buzzsprout, but most of these firms, these as Libsyn and Anchor, offer you membership ideas that are comparatively cheap (or even free of charge), and just about all of them are happy to present guidance on how to get began with minimal expense. They can also make certain you get in entrance of the right audiences and syndicate your material for podcast platforms. Working with them is extremely proposed, especially if you’re just commencing to find your voice.

Do you like to have pleasurable?

1 of our purchasers who runs a prosperous podcast after remarked that it’s the toughest detail she’s at any time completed, but she also mentioned it is the most enjoyment. While developing a powerful podcast can take work, it is undoubtedly enjoyable. You’ll be able to chat and find out from other people in your field and share your special perspective on subject areas that are important to your consumers. You can be informal, let your personality glow via and be as partaking as you would be if you ended up getting a conversation with a close friend. 

You can forgo a ton of the company sheen that normally accompanies other marketing and advertising attempts and current your prospects with one thing really authentic. Authenticity is in excellent desire, in particular now when men and women are craving straight chat and a break from their Zoom conferences. A podcast is like offering a individualized TED Chat or dialogue straight to someone’s earbuds and can help you turn out to be a voice of experience that basically speaks to your prospects. 

Are you ready to be that voice?


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