If you’re considering adding a podcast to your marketing mix, there’s compelling evidence to suggest the timing is right.

According to Convince and Convert, in 2021, 116 million people listened to podcasts on topics ranging from politics to porcupines, and the numbers are expected to grow.

Consumers prefer easy-to-digest information that they can listen to while working, exercising, or driving, and podcasts are available on-demand practically anywhere. Podcasts are easier to consume than reading a book or scrolling through a blog post.

The popularity of podcasts exploded during the pandemic, and the increase in the types of programming available have brought more people on board.

A few other notable statistics from Convince and Convert:

  • 78% of Americans are Now Familiar with Podcasting
  • 57% of Americans Have Listened to a Podcast
  • Podcast Listeners Have Grown 29.5% in 3 Years
  • Each Week, More Americans Listen to Podcasts Than Have Netflix Accounts

So how can you leverage this growing trend for your brand?

Here are a few ways podcasts can benefit your company:

  1. Podcasts can increase traffic to your website and social platforms
    Podcast hosts and guests can direct listeners to your website and your social media platforms. They can even mention specific products or services leading to higher sales.
  2. Podcasts are a great way to repurpose your blog, webinar and social content
    If you’re worried about coming up with fresh content each week, don’t! You probably already have a wealth of content on your blog, in your catalog, or on your social platforms that could be repurposed for your podcast.
  3. Podcasts give your company credibility in the marketplace

Featuring your company’s thought leaders on-air can give your brand credibility in the marketplace and help to establish trust. Podcast listeners also often become deeply invested in podcasts after developing a relationship with the hosts and their guests – religiously tuning in each week.

Even if you know the benefits of a podcast, starting one may seem a bit intimidating. But according to Shopify, podcasting does not require a lot of technical knowledge, and there are many ways to stay within a tight budget.

Shopify offers a step-by-step guide to get started.

Here are the highlights:

Does your company already have a podcast? Share it with us on Facebook, we’d love to add it to our playlist.

About the Author: Jim Gibbs

Vice President of Sales & Marketing at The Dingley Press. Jim has been with Dingley since 2002 and lives in Maine near our Lisbon, Maine plant location.

Jim Gibbs on linkedin!