Why You Need to Add Podcasts to Your PR Strategy + Tips On Doing So!
Some time around 2017, I stopped listening to the same, tired Spotify playlist every morning and began listening to podcasts.
Packed with information and the perfect sprinkle of entertainment and light-hearted banter, minimum ads or as podcasts hosts tend to fondly call them “sponsors”, podcasts are incredibly engaging and a useful tool for businesses and listeners alike.
Among other milestones, the world saw megahit Serial crest 100 million downloads and the medium have its first interview with a sitting U.S. President. The buzz and attention translated into a 24% increase in regular listeners.
This incredible growth shows no signs of slowing down, in fact I firmly believe podcasts are here to stay.
Here’s 5 reasons why podcasts are here to stay and 5 ways to incorporate them into your PR strategy:
Engaging & Convenient for Listeners
Podcasts require little effort to engage with, on the listener’s behalf.
Unlike written blog content, which has to be read, or even longer videos that require audiences to sit and watch. All a podcast listener has to do is hit play and listen.
It’s the perfect content type for multi-tasking, which most of us are doing on a constant basis anyways.
Talent base is growing
With real dollars available and an increasing body of buzzy and ambitious series completed in the medium, big name talent is more interested in podcasting than ever before. Oprah, Lena Dunham, Ashley Graham are just a few of recognizable names now with a weekly podcast of their own.
It’s Very Mobile-Friendly Content
Part of the low-effort, multi-tasking richness of podcasts is due to how mobile-friendly this medium is.
As I mentioned, I enjoy listening to my favorite podcasts during my commute, through my smartphone. And, I’m not alone; 69% of podcast listeners are on their mobile devices.
As we increasingly choose mobile devices over other technologies, adopting mobile-friendly content types is important.
Podcast Audiences Are Extremely Loyal
Developing a podcast audience ahead of the competition is incredibly important because listeners are loyal to their favorite programs.
They establish relationships with the host(s) and want to check back each time there is a new podcast episode.
If you can establish a strong audience before the podcast boom, it will be hard for your competitors to attract those listeners to their own shows.
This loyalty also translates to other marketing channels. For example, podcast listeners are 20% more likely to connect with a brand on social media.
When the podcast is over, audiences will turn to channels like social media to continue the conversations and interact with each other and your business.
Distribution is expanding
An estimated 57 million Americans, or 21% of the U.S. population, listen to podcasts regularly. This might sound like a lot, but really, it’s peanuts compared with terrestrial radio, which captures nearly 300 million regular listeners, 93% of the population.
The difference is largely due to access and platforms. For example, these days every Apple decide (iPhones, iPods, Apple Watch, Laptops for anyone counting) comes pre-loaded with the Podcasts app, significantly lowering the barrier to listening for the 90+ million Americans who own at least 1 apple device
Android listeners are not far behind with the recent launch of the Play app. Similar to Apple’s Podcast app on iPhones, Play is pre-installed and undeletable on Android devices. What’s more, the Play app is much bigger than its Android base, since it can be installed on iOS devices.
And it’s not just Play broadening distribution. Spotify, with an active user base over 75 million, has launched its podcasting service as well. Pandora, too, is getting in on the game, having made Serial available to their 78 million active users. In all of these cases, podcast content lives alongside music. This is important to note, as it means users with no deliberate intention of seeking out podcast content will now encounter it, hopefully growing the listener pie yet further.
5 ways to incorporate them into your PR strategy
Although a podcast may not be a good fit for every industry, most niches can seriously benefit from producing a regular podcast. If your niche is one of them, here is what you need to do to start podcasting as part of your marketing strategy:
Position yourself as an expert to the Podcast Host
In most cases, your pitch is going to be the first time this podcast host has heard of you so make it easier on the host to decide if you would be a good fit for the show by including a comprehensive bio that speaks to this person’s experience and ability. We also include a link to a brand or person’s Electronic Press Kit and other relevant files in the initial pitch email.
Going the extra mile to help guide the podcast host in planning their episode can mean the difference between your pitch being accepted and ending up in the rejection pile.
Invest in quality equipment
This goes for both sides of the mic. With Podcasts Hosts and guests more often than not calling into a recorded line rather than a live studio, it’s imperative that guests have a quality mic of their own. Improved technology and greater access have made getting quality equipment easier and more affordable than ever, so there's no excuse for creating a low-quality show.
Consistently create relevant, informational, high-quality content
Consumers are more likely to engage with content that is educational, entertaining or otherwise relevant to their interests, but it also has to pertain to your business and brand. Generating high-quality content takes a fair amount of planning, research and development, so you'll really have to commit to produce a podcast listeners tune in for.
Aim to speak on a relevant platform
There are a lot of podcast platforms out there, but you need to find the one most relevant to your industry and hosts the most consumers interested in your niche. It doesn't matter if you have the most amazing podcast in the business if your audience listens on a different platform.
Podcasting is quickly entering the world of business and becoming a popular marketing strategy, not only because of its popularity among consumers but also because it's so easy to create podcasts to broadcast accessible content for your target audience.
Never underestimate the follow up
More often than not, answers and Podcasts booking after in the 3rd or 4th follow up so don’t be afraid to follow up in a week or two! BUT also be sure to add variation and whenever possible an updated proposed discussion topic.
