Podcasting is the future of radio. Over 112 million Americans have listened to podcasts, a figure up 11 percent from 2016, with 67 million listening to podcasts monthly.
I made my first podcast back in 2003 (yes you heard that right), in making a show about video gaming. I did another podcast about three years later about American politics.
Nobody really cared much about podcasting until about 2010 - then it exploded. Now, podcasts are being produced like blog posts.
That's a good news and bad news situation. The good news is - podcasting has become so popular, it's being supported by bigger infrastructure systems. For example, my car (which is a Volkswagon) has Andriod Auto. When I'm using my phone, I can access all my podcasts using a program called Stitcher or Podcast Addict. Similarly, iPhone users can access all their podcasts using a similar technology that would plug into my car.
Since 99% of the radio listening is done in the car - commuting to work or picking up the kids or running errands - this provides you with an unparalleled opportunity to build a relationship at scale with people one at a time. I realize that may sound oxymoronic, but it's true. The intimacy of podcasting makes it a highly unique platform to build a relationship, an experience, and ultimately a brand, one listener at a time - but doing that activity at scale.
The cost-to-value ratio for podcasts is incredibly low. In its most basic form, all that is required to make a podcast (from a technical perspective) is a high-quality microphone and a bit of setup time. The average CPM for a successful podcast can be between $20 and $45, compared to $1 to $20 for web ads, or $5 to $20 for TV. This makes podcasts a lucrative potential opportunity, costing just a few hours of production time a week, but returning significant advertising dollars (assuming you want to run advertising against your podcast. If not, then the CPM would be the imputed earned media value to you and your brand).
Moreover, podcasting isn't just limited to "Hi, I'm Bill... and today I'm going to interview people you've never heard of before... so stay tuned!" like it was about five years ago. Podcasting is now serious content, backed in some cases by serious talent. The trend going forward appears to be towards "radio shows" that are both educational and entertaining - rich with content. This type of production is presently dominated by the radio stations who have over 100 years at it - like WYNC and NPR.
Does that mean you can't get in the market and use it? Absolutely not. There is a tremendous amount of room for talented people to create interesting podcasts that can build an audience rapidly.
Unlike blogging, the competition for podcasting is significantly less. Moreover, a really great podcast that is maintained over time can develop an audience and drive leads, customers, and more, in ways that cannot be obtained through blogging, online marketing, or other types of lead generation. Podcast leads tend to be highly qualified, since they've been listening to you and they like you, when they approach you to buy.
If you check in the free marketing training, I've got a podcasting episode for you to watch, that should answer about 99% of the "how do I" type of questions.
If you're ready to go beyond the basics, I can definitely help you. I can help you think through what type of show to do, how to execute that show, and even work with you to produce your episodes - both from the creative perspective of writing and producing, to the technical aspects of actually getting good audio and studio production.
Below is an example of a podcast demo I had created (the podcast itself may come back at some point), called "Brand Media Studio," where I interviewed my friend, who is one of the legends of advertising - George Lois. Should give you some idea of the creative and technical capabilities we can bring to bear.