4 reasons why your company should have its own podcast

By Axia Public Relations

Two people near a microphone.Podcasting continues to be one of the fastest-growing media platforms. Podcasts provide entertainment, education, and much more. They’re an efficient way to consume information (you can listen anytime and while you do other things), and they’re relatively easy to produce. By now, you’ve probably listened to a podcast or overheard someone describing one. You may even have several that you listen to regularly. 

 

According to the 2019 Infinite Dial Study by Edison Research and Triton Digital, more than 50% of the US population aged 12 and older have listened to at least one podcast. Additionally, one-third of the population listens to podcasts monthly. 

 

Embracing the trend, many national companies have started podcasting to leverage the benefits of audio content marketing and share their message with customers. Some are even making the smart move of seeking podcast guest appearances to boost their thought-leadership and capture new leads to boost their revenue. 

 

Companies of all sizes can reap the benefits of podcasting. Here’s why your company should get on board today:

 

1. You build trust and brand authority.

A podcast is a great way to build a brand, nurture credibility, and discuss your products/services before your target segment. Podcasts allow companies to connect with their audiences and demonstrate their expertise. The confidence in your voice and passion in your words are far more effective in establishing a sense of authority and trust. 

 

You might be interested in reading our “True or false: Podcasts are blowing up” blog post.

 

2. Podcasts sync well with other marketing strategies.

Podcasting is an extension of traditional content marketing. You can incorporate podcasting with any other digital marketing strategy and strengthen your sales and brand positioning efforts. There are plenty of content types that you can create to engage your potential customers. You can talk about trending topics, issues and trends, new products, service launches, discuss a recent news story or blog post and more. 

 

Again, the strategy will be the same – to engage the audience and build a loyal and educated customer community. 

 

3. Podcasts attract hyper-engaged listeners.

According to Podcast Insights, 80% of podcast listeners listen to all or most of each podcast session.

 

Podcasts have a subscriber-based marketing format, meaning the listeners who have tuned in to your channel volunteer to engage with you. Podcasting offers a wonderful opportunity to find a new customer base, while at the same time engage with your existing audience. 

 

4. It’s easy and cost-effective. 

You can use a podcast to share information about new product launches, market trends, and other business-specific information. It’s easy, prompt, and far more effective than many traditional marketing methods. 

 

Moreover, the barriers to enter the podcasting arena are very low, making it one of the easiest tools to promote a brand. It only requires a small investment in podcasting software and recording equipment. With some basic editing skills, you can start producing and distributing podcasts to your audience. Or, as many of our clients prefer, bring in Axia’s experts to produce your podcasts more professionally and efficiently than you can do yourself.


If you’re wondering how to get started with podcasting, Axia Public Relations can guide you through the process. Call 888-PR-FIRM-8 today to get started with podcasting or explore our podcast guest appearance package.

Topics: Social media, Web media

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