The future of content is between the ears. There’s more than one reason for the predilection for what feels, plays and sounds a lot like radio. Except, it’s not. Podcasts are closer to auditory comfort food.
Podcasting is a convergence medium that brings together audio, the web, smart phones, portable media players, as well as streaming technology that continues to disrupt established practices about how people like to consume information. While all podcasts involve putting a microphone in front of a person and distributing what that person has said to listeners in multiple platforms and devices, not all podcasts are created with the same goals in mind.
Here, we discuss the key differences between consumer and business podcasts and why podcasting is the right choice for business.
The Right People, Not the Most People
Consumer podcasts thrive on quantity, on getting a large number of loyal listeners. One example of a popular consumer podcast is Thinking Sideways, where three self-described “curious” hosts sit down every week to discuss unsolved mysteries that range from weird noises to strange websites. Thinking Sideways delivers podcast entertainment to consumers of all things paranormal.
The aim of a business podcast is to reach the right people with the right message by creating content aligned with business goals. The Growth Show podcast for marketing software company HubSpot is an example. Led by Meghan Keaney Anderson, The Growth Show focuses on business growth. which aligns with HubSpot’s business proposition. Every episode showcases inspiring stories about how people grow ideas, movements or businesses.
According to Nielsen research, quality business podcasts are expected to grow in 2020.
Two-way Conversations versus Unilateral Communication
Most business communications are unilateral; content directed from one to many. Podcasts aim to create two-way conversations that yield surprisingly positive feedback from listeners. Rather than directing the audience to read this, watch this, or click on this, podcasts invite subscribers to join the conversation.Because podcast episodes often include guests, they allow multiple voices to be heard. By inviting guests into an episode, you can broaden your brand’s reach beyond that of traditional one-to-many media, such as advertising.
As a bonus, many podcasts guests bring their own following to the show, whether through business associations or social media connections. Through special guests you’re not just engaging people who already know your brand or buy your products. Rather, you are growing your brand through positive peer associations.
Engaging versus Overwhelming
It’s no revelation that the exponential information growth has led to overwhelm. If most people are overwhelmed by millions of videos, thousands of blogs, and hundreds of email messages, how is your content going to break through the clutter?
According to Apple, as of October 2019, there are more than 700,000 active podcasts and more than 29 million podcast episodes in 100 languages. And yet, according to Nielsen research, despite the medium’s meteoric growth, the average podcast listener subscribes to 7 podcasts.
They have their reasons.
Choice Matters
Let’s start with choice. Podcast subscribers can choose when, how, and for how long to listen to what they like. Typically, this happens alongside other activities, such as driving, working out, walking, or sitting inside an airplane. This makes podcasts feel like a convenience, rather than an intrusion. Because they demand less of the audience, podcast creators have a greater chance of engaging listeners. And because listeners actually welcome the distraction, a message has a greater chance of being heard.
Device proliferation is another reason podcasts will continue to grow. The variety of voice devices, integrated podcast applications in cars, streaming services, and delivery platforms, point in one direction: blockbuster podcast content will continue to grow.
If you want your message to be heard by the right people, remember that podcasts are ultimately about two things: quality content that is easy to find and people who want to hear something that is relevant to them.
There’s never been a better time to start the conversation.
Just because he’s the founder and CEO of a successful podcast company, doesn’t mean that we have to listen to Rob. But it turns out he has something say. In fact, he’s been invited to talk about the future of podcasting at PubWest in 2020. A New York native, Rob headed West after graduating with honors from Cornell University because he’d rather look at the sky than at skycrapers. In 2004, he started Burst Marketing because he wants everyone who has something to say to get heard.
