Podcasts and internet marketing: Are you missing the boat?

30-second summary:

  • The drive to be more productive, the thirst to learn something new – these are the primary reasons behind the rising popularity of podcasts.
  • One in every four Americans over the age of 12 listens to podcasts religiously. 
  • Podcasts’ share of the ear is projected to increase by 120% in the next few years, with the total number of listeners exceeding 100 million by 2021.
  • But how exactly can you use podcasts to boost your internet marketing campaign?
  • How can you ensure that creating audio content is a rewarding investment for your particular business? 
  • Internet marketing specialist, Nasirabadi Reza, decode the answers to a lot of these key questions. Hop on!

Not so long ago, commuting was my favorite part of the day. Driving and traffic jams aside, it was the time when I could relax my mind. With music blasting on the car’s audio system (which I had specially upgraded – just so you know), I would zone out and temporarily free myself from thinking about all the workload/household chores waiting for me at the end of the journey.

But then that wave of boosting productivity, managing time, and whatnot hit. And I found myself trading my playlist for podcasts.

Make no mistake, commuting is still my favorite part of the day, but not because the idleness is a welcome change.  

I now love the commute because it’s the most enriching part of my day. Every day is a new learning experience as I tune in to a marketing podcast and get deeper insights into my line of work. If I am not in the mood for that, I just switch to a radio drama or a talk show instead and get entertained on the go. 

People in innumerable quantities all around the world are showing a similar change in preferences.  

And for marketers, this presents the next growth opportunity as podcasting promises to open the door to the future. 

Podcasts paving the path to the future of internet marketing

The drive to be more productive, the thirst to learn something new – these are the primary reasons behind the rising popularity of podcasts. Of course, their convenience and accessibility, and the fact that podcasts present the info in easily digestible pieces, make them all the more crowd-pleasing.  

In the U.S. alone, there were reported to be around 75 million podcast listeners during the last year. One in every four Americans over the age of 12 listens to podcasts religiously. And the trend has only started to pick up pace.  

Based on statistical analysis, podcasts’ share of the ear is projected to increase by 120% in the next few years, with the total number of listeners exceeding 100 million by 2021.

But how exactly can you use podcasts to boost your marketing campaign? How can you leverage these findings in your favor? And how can you ensure that creating audio content is a rewarding investment for your particular business? 

These were the main questions that came up in a discussion with a few of my fellow workers when we sat down to reconsider our branding strategies. One of them held the staunch belief that podcasting works for media brands only.  

When a logical explanation couldn’t convince him, that’s when I had to pull out my phone and show him various non-media brands that have successfully integrated podcast marketing into their internet marketing campaigns. 

If you share a similar viewpoint or are still confused about how podcasting can benefit your brand, consider the following businesses that continue to gain popularity amongst the masses by jumping onto the podcasting bandwagon. 

Examples of brands using podcast marketing

1. General Electric

If you aren’t already aware of ‘The Message’ and ‘Life After’, you must be thinking, “wait, an electric company promoting machines and tech-solutions through podcasts?”

As absurd as it may sound, that’s still happening nonetheless.  

‘The Message’ and ‘Life After’ are two series of a science fiction podcast that follows a journalistic style. The first series follows the work of scientists trying to decode extraterrestrial messages using high-end technology developed by- yes you guessed it – General Electric.

Talk about marketers whose creativity knows no bounds.

The second podcast series has a different storyline, but the same method for bringing GE’s products into the public eye. 

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