I can only imagine how many rolled their eyes at ‘start a successful podcast’ – but think about this for a moment.
73 MILLION AMERICANS – 26% OF THE US POPULATION – LISTEN TO PODCASTS MONTHLY.
And think about it – you have the content experts right there in the office with you that can speak first-hand about the topics your audience is interested in. Ahh, not that far-fetched of an idea is it!? Let me drop these two on you because these are specifically about your current audience and your soon-to-be audience:
75% OF 12 TO 24-YEAR OLDS AND 50% OF 25 TO 54-YEAR OLDS LISTEN TO PODCASTS MONTHLY.
For Millennials, and Gen Z, podcasts are perfect for their on-demand mentality. They want what they want when they want it. And if that happens to be while driving, they are playing podcasts off their smartphones so it’s just as easy as turning on the radio. They also prefer a well presented, in-depth story. They are your audience of today – so if this is how they would like to get information from you, you need to give podcasts a serious look.
The only real answer to this question is “Because it provides value to our audience while generating an acceptable return to our business.” Start by talking with your current customer base. How many listen to podcasts? How many have no idea what a podcast is? How many know what they are and won’t listen to them? Of those that listen to podcasts, what do they listen to? What do they like about podcasts? What do they dislike? What do they wish the podcasts addressed but don’t? Of those that know what podcasts are but have no interest in listening to them, why? And from those that have no idea what a podcast is, explain and get their reactions. From there, ask if they have any interest in listening to what you might have to say on a topic. After gathering that insight, go see what’s already out there as a podcast – especially in the area that you are interested in. How long have they been around? How many listeners? Who is hosting the podcast? What’s the format? Length? Audience size/downloads?
If you don’t know someone that has their own podcast, reach on out to companies like Podcast Bookers or The Expert Bookers or Podcast Guest Booking Agency. The all match experts with podcasts for a fee.
You might decide that podcasting isn’t for you because there are better ways to reach your audience. But if you decide it’s worth the investment, in my next post, I will get into the tools of trade – ranging from a “great podcast voice” to the equipment investment (which isn’t as much as you might think) and how to lay out your concept and agenda leading up to your first podcast episode!