- On today's episode, we're talking all about
why you should start a podcast
and when maybe you shouldn't.
Let's get to it.
(upbeat rock music)
Hey there, my name is Adam Erhart,
Modern Marketing Strategist
and welcome to The Modern Marketing Show
where we help you make marketing that matters.
And on today's episode, we're talking all about
why you should start a podcast
and of course, maybe when you shouldn't.
And this is a pretty popular topic these days
especially as audio marketing is growing in popularity.
Now the reason audio marketing is growing in popularity
is due to a number of different reasons.
But the main one is the fact that it's just so easy now
to go out there and to consume audio marketing.
Especially as you and your customers and your clients
become busier and busier.
After all, it's hard to read a blog
or to watch a video when you're driving in the car,
at least, you really shouldn't be.
And it's hard to read a blog or read a book
or even watch a video when you're on the treadmill
or lifting weights at the gym.
Again, you probably shouldn't be.
And if you're doing house work around the yard
or you're outside, or you're going for a run
or you're biking or anything like that.
Again, kinda hard to watch a video and read a blog.
But audio, well, you can multitask with audio.
You can have it go into your ears
as you keep your hands free
and you're free to do almost anything else.
And this is the reason that people,
specially busy people are tending to gravitate
more towards audio content now than ever before.
But I'm getting out of myself,
well get to that in just a second.
First, let's cover the big topic
of when you should not start a podcast.
First of all, there's a ton of advice out there
and everybody's preaching, why you need to start a podcast.
Myself included, and in this video.
But that doesn't necessarily mean
it's the right choice for you or your business.
First of all, when it comes to content marketing,
and creating content in general,
you got a number of different options available.
You have the text-based content like a blog
or an article or a book or anything like that.
You've got video content like I'm doing here
or anytime you're recording any form of video
that basically requires someone to watch
to get the full level and full level
of engagement out of it.
And then, of course, you've got audio content
which is gonna be anytime that you're listening
to something like an audiobook or a podcast,
or radio or anything like that.
The beauty of having these different
content modalities available is it allows you
to choose which one is best suited for you.
Because at the end of the day,
the best type of content marketing
is the type of content marketing
that you're actually gonna wanna create.
And that you're actually gonna commit to.
This means, if you simply hate writing,
well, then obviously text-based marketing
isn't gonna be the best one for you.
And if the thought of being on video
or creating video sounds overwhelming or terrifying,
well, obviously you're not gonna wanna stick
with the video marketing strategy.
And that will bring us to the last point
of if you simply hate the way your voice sounds
or you hate talking or you hate interviewing people
or anything like that.
Well, obviously audio content or doing a podcast
or anything like that isn't gonna be
the best choice for your business.
Alright, so now that we've got all of that covered,
let's move in to why you should start a podcast.
If you can get yourself over the hurdles
of getting out there and recording some audio content.
The number one reason why you probably
want to start a podcast is because
it is incredibly underpriced attention.
What this means is when we compare podcasting
to other forms of marketing.
Whether it's content marketing or paid media
like Facebook ads or YouTube ads or anything like that.
The cost to get your message in front of your audience
is incredibly cheap.
And incredibly cost effective.
Now, obviously there are costs involved,
like the time it takes to record a podcast,
the editing and mastering and all of the work
that goes into that type of thing.
But when you consider all those costs,
it's still really cheap to get it in front
and get it into your customer's ears.
Especially when you start to consider
the length of time that someone
normally listens to a podcast.
They're normally not spending three to five minutes
reading a blog or five or six or seven minutes
watching a video, but they tend to listen to podcast
for 10, 20, 30, sometimes even up to an hour at a time.
Simply put, that type of attention
and commanding that type of attention
from your customer or client is simply unavailable
almost anywhere else and certainly
not for the cost involved.
So moving on to point number two.
Now we've covered this briefly before
but I really wanna reiterate it here
which is, audio is one of the preferred types of content
for really busy people.
For all of the obvious reasons.
Specifically because you can listen to audio content
when you're doing all sorts of other things
including at the gym, or commuting or flying
or anything like that.
So this makes it a great way to market to an audience
that wouldn't otherwise necessarily sit down
and read a blog or go through videos or anything like that.
So again, one more tool to add to your toolkit.
The next reason why you'd wanna start a podcast
is because they are incredibly easy to consume
for your listeners.
Pretty much everybody has a phone these days
and most phones come equipped
with a podcast app pre-installed.
This means you pretty much have a direct line
from your content right to your customers or clients.
Even when we consider other apps like videos or blogs
or articles or books or anything like that,
there tends to be one more step involved.
But with a podcast app, what's going to enable it to happen
is you're going to be able to upload your content
to a podcast host and then it'll be automatically
downloaded directly to your customers
or clients whenever they're subscribed.
And then, of course, like I already mentioned,
they can consume it whenever they want
really easily and really quickly.
Alright, moving right along to point number four
of why you would wanna start a podcast,
is because a podcast is a very strong authority signal.
After all, the barriers to entry in starting a podcast
still are kinda there.
I mean, it does take a little bit of work
and it does take a little bit of effort.
And of course, like all content marketing,
you're gonna need something to say
and you're gonna need to say it well.
So for these reasons, when you've got a podcast
and when you've got one that's been
professionally installed and professionally designed.
Well, it's a really good authority boosting signal.
Proving that you're an expert
and proving you know what you're talking about.
And any time you have a chance to leverage
an authority boosting signal like that,
I'd suggest you take it.
After all, it'll do nothing but good things
for your brand, your business and your revenue overall.
Reason number five why you would wanna start
a podcast is because it's like networking gasoline.
Essentially, when you have a podcast
it's giving you a platform to reach out
to other experts, to authors, to influencers,
to celebrities, to popular people in your industry
or in your market and basically be able to go out there
and provide them with something of value
in exchange for their time
by leveraging their message across your platform.
In fact, using this method has been the biggest way
that having a podcast in my arsenal has added to my revenue.
It's also been a massive tool in allowing me
to connect with other like-minded professionals
just like myself and reach out to other influencers
from a position of give rather than ask.
So if there's ever anyone that you've ever wanted
to reach out to and get on their radar,
a podcast is an excellent way to do it.
Point number six why you would wanna start a podcast
is because podcasts are incredibly versatile.
What this means is that you can record a video,
say for your podcast.
And then you can strip the audio from it.
You can then take that audio and have it transcribed
and that turns into text.
And of course, you can take all of that
and have it chopped up in a little social media post
which means that from one short episode,
you've got all sorts of different media from it.
This means you can leverage that podcast interview
across YouTube, and across different podcasting platforms.
You can put it on any social media channel you like,
whether it's Facebook or Twitter or LinkedIn.
And you can even create little quote cards
or little memes or little photos from it.
And turn those into Instagram posts.
Basically, you can do a lot of damage
with one little podcast.
And point number seven is that audio content
is continuing to increase in popularity
and consumption by your market.
Whether we're talking about podcasts
or Spotify ads or Alexa skills,
audio content is quickly growing in popularity
as I touched on before.
This means, now is the perfect time
to jump on this trend and to ride the wave
ahead of the curve.
The future of audio marketing is very friendly,
which means now is the perfect time
to get in and double down on really honing your skills
and then trenching your podcast into the ears
and into the lives of your customers and clients.
Now one final point before we sign off here.
Starting a podcast is not super easy.
There are some things you're gonna need to learn
including distribution and hosting and editing
and all the things that go into running an audio program.
That said, it is incredibly worthwhile
and these barriers to entry are actually
a really good thing.
Because any time you've got some barriers to entry,
well, it keeps the amateurs out
and it makes room for the professionals just like you
to take advantage and leverage
this powerful tool in your business.
Alright, so let me turn it over to you.
Have you ever thought about starting a podcast?
If so, what would you title it?
What would the niche be?
What would the market be?
What would you talk about?
Let me know in the comment section below
'cause I'd really love to hear.
Also, let me know, what was the most compelling reason
that I talked about today?
And was there anything that'll might
push you over the edge and get you to finally
start doing that podcast that you know you should be doing?
And of course, if you liked the video,
make sure to give it a thumbs up.
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And of course, if you have any comments,
suggestions, or any ideas for a future video,
just let me know in the comment section below.
Take care for now and I'll catch you next time
on The Modern Marketing Show.