P4 – How Podcasts Can Lead to Better Connections with Your Audience

We’re living in a golden age of audio. Whatever your interest, passion, or taste, there’s a podcast out there that will cater to it, available free of charge. These podcasts don’t just provide entertainment while commuting or walking the dog, they also provide fuel for creativity, by opening doors into unfamiliar cultures or scenarios. Podcast marketing is one of the most underutilized and unknown forms of marketing, yet ironically, podcasts are what customers have been gravitating towards and asking for over the past few years. Edison Research reports that approximately 21% of Americans listened to podcasts on a monthly basis in 2016.

I this blog I am going to talk about the few podcasters, firstly Yaro Starak does a good job outlining the specifics. Basically, a podcast is an audio file like a radio broadcast minus the commercial breaks and is available to stream online for listeners. Once your audience members have found you based on your specific content, they can subscribe to your channel. When you upload new content, it will automatically download to their devices.

Podcasts are a great medium to be authentic and to connect with your audience. Think about it: Wouldn’t you be more loyal to a brand if it could show you that it has experts who care about you? New York Times best-selling author Malcolm Gladwell does just that. Writing a book is not something that is done overnight, so Gladwell maintains a presence through his “Revisionist History” podcast series. This allows him to demonstrate goodwill and build credibility while maintaining a loyal audience that will look forward to his next publication.

Besides being able to create a genuine relationship with your listeners, podcasts are a very cost-effective form of marketing. Fabienne Raphael outlines in her article several more reasons that you should be using podcasts in your arsenal of marketing tools. Podcasts are relatively easy, inexpensive and people want to listen to them, assuming they’re done well. They don’t need fancy visuals to be effective and they don’t require a big investment; with so many tools that help make the creation of podcasts easy, launching one has become a realistic goal for a wide range of companies.

You can count on podcasts to continue to gain traction in the marketing community. As Alisa Meredith wrote in an article for HubSpot, “Commuters, runners, busy moms and dads all want content, but they don’t always have time to sit down with a book or a video. You can clean the house, walk the dog, drive to work and learn something amazing instead of listening to the typical lousy morning radio show.” It is the job of the marketer to adjust to the consumer’s needs, and if this trend continues the same path you will want to jump on board as more consumers are tuning into their favorited podcasts every day.


Research, E. (2016). The Infinite Dial 2016 – Edison Research. [online] Edison Research. Available at: http://www.edisonresearch.com/the-infinite-dial-2016/ [Accessed 11 Aug. 2018].
Yaro.Blog. (2005). What is a Podcast?. [online] Available at: https://yaro.blog/230/what-is-a-podcast/ [Accessed 12 Aug. 2018].
Revisionist History. (2018). Revisionist History Podcast. [online] Available at: http://revisionisthistory.com/ [Accessed 11 Aug. 2018].
Raphael, F. (2015). 11 Reasons Why Podcasting Is A Powerful Marketing Weapon. [online] Addicted2success.com. Available at: https://addicted2success.com/success-advice/11-reasons-why-podcasting-is-a-powerful-marketing-weapon/ [Accessed 12 Aug. 2018].
Meredith, A. (2018). 6 Reasons Why Marketers Should Bet on Podcasting. [online] Blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/podcasting#sm.00000z1y7wvc3her7rx43z1035nqk [Accessed 11 Aug. 2018].

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