Podcasting is an unsaturated marketing tool that brands could capitalize on to increase their audience reach and connection, says Peter Foxhoven.
Podcasting is a cost-effective way to produce content, and many brands aren’t aware of the potential, says Peter Foxhoven. As the Director of New Business Development at Advantage Administrators, he has spent time working with businesses to improve their growth strategies. In his free time, Peter Foxhoven enjoys podcasting as a guest for shows like Appendix N Podcast.
According to Peter Foxhoven, podcasting is a simple way to grow a brand. “Whether you are a professional or trying to grow a company, podcasting can give you a voice that is more engaging than the written word,” he explains. “Podcasting allows you to just run with a topic and discuss it like you are talking to a friend or client. You don’t have to worry about lighting or imagery like you would with video. You don’t have to think about spelling, editing, and formatting like you would with writing. With podcasting, you only have to find a quiet place and use a simple podcasting mic that you can purchase for under $50. It does take a little work at first as you learn the platform and editing software, but it is a great content piece to add to your blog posts or email updates.”
According to Edison Research, half of Americans (or 144 million people) are podcast listeners, and about a third of them listen to a podcast at least once a month.
“With podcasting, you can reach the on-the-go audience,” Peter Foxhoven says. “People like to listen to podcasts while they commute, work out, or do mindless tasks like housework. Everyone can access podcasts. Most prefer listening to reading since they don’t have to stop and focus their attention on a podcast.”
Businesses can use podcasts to build a stronger connection with their audiences by providing important information and showcasing their thought leadership. For professionals, building their personal brand means setting themselves up as an expert on a topic. Podcasting can lead to more engaged followers and an opportunity to expand audiences.
Discussing hot topics, controversies, or changing trends in the industry is likely to increase the number of invested listeners. After a podcast is recorded, a supporting blog post, social updates, and email newsletter can be written based on that episode. Show notes and links offer a helpful resource to your listening audience. “You can break one topic into multiple pieces of content,” he says. “By utilizing your ideation this way, your content calendar can be full without a lot of additional work. If you are really pressed for time, you can just include the transcript in your blog post and quotes in your shorter content updates. You can increase sales of your own products or affiliates by including links under relevant shows.”
To get started, Peter Foxhoven recommends brands consider what value they bring to the table and what niche they want to target with their content. He also recommends bringing in guest speakers to help change up the dynamic of the episodes.