Is podcasting the next big trend in content marketing and it is right for your business?

1. PODCASTING
Jennifer White
Content Marketing, UC San Diego Extension FA21
THE NEXT BIG TREND

2. In the article, "The State of Content Marketing in 2021 [Stats &
Trends to Watch]", Kirsty Daniel notes that podcasting will
grow immensely as a valuable form of content marketing.
In less than 3 years, podcast listening has increased by more
than 60% in the United States.
In October 2020, there were 34 million podcast episodes and
over 1.5 million active shows.
Experts predict that the podcast market may reach more
than 2 billion by 2023.
THE NEXT BIG TREND TO WATCH

3. There is something for everyone.
With thousands of episodes per day, it's easy for listeners to
find an episode that appeals to their interests.
Podcasts feel like a conversation between host and
listener.
A successful host will talk to the listener instead of at them,
leading them through the content in a more natural
manner.
WHY ARE
PODCASTS SO
POPULAR

4. Zachery Bellinger, CRO at Casted says, “Podcasts have the ability to drive real
results and pay off in terms of leads and revenue.”
A survey done in 2019 found that 53% of podcast listeners enjoy hearing ads, and
61% of consumers were more likely to purchase an advertised product from a
well-known national brand.
Podcasts can also establish your brand as a source of industry authority.
According to Holly Shannon, Producer and Host of Culture Factor 2.0, “It can
highlight you and your team as thought leaders. This allows you to speak
authentically and bring your value to the table for all to hear globally.”
INVESTING IN PODCASTS

5. IS PODCASTING RIGHT FOR YOUR BUSINESS?
Audience
Is your audience listening to
podcasts? Your efforts will
fall on deaf ears if your
audience is not engaging
with audio platforms.
Valuable content.
Do you have something
unique and of value to say?
If you’re just looking for an
SEO boost, it’s probably not
the best strategy.
Expectations.
What are your expectations?
Consider what you expect
to generate from the
podcast, whether it’s brand
awareness, conversions, or
monetary value, be sure it
fits into the overall business
strategy.

6. Engaging hosts. Developing a unique tone and style can set a podcast apart from some of the rest.
Storytelling. Hosts need to be good storytellers for listeners to return.
Build your brand. Go where you know there’s an audience.
Format. Find a format that works for your topic and stick with it
Produce great content consistently.
WHAT MAKES A SUCCESSFUL PODCAST?

7. OF COURSE!
CAN YOU MAKE
INCOME?
Ads. Listeners want to know what their favorite
podcaster is promoting.
Sponsorships. A great way to pay the cost of
producing a podcast.
Self-promotion. Podcasting is a useful platform to
promote a book, event, or workshop.
Gated content. Give listeners an opportunity to be
members of a club for additional content and
access to an exclusive community.
Merchandise. For the most die-hard fans this is
another way to be a member of an exclusive
community, and it's free advertising.

8. REPURPOSING PODCAST CONTENT
Now that Google is indexing podcasts there is a big opportunity to
repurpose audio content into video and transcript formats, especially
from an accessibility standpoint. Anyone with a hearing impairment
won’t be able to listen to audio content so you want them to be able to
access the transcript on your website. Filming a podcast can produce
short video clips that can be reused on social media.

9. WHAT DO YOU THINK?
IS PODCASTING THE NEXT BIG TREND IN CONTENT MARKETING?
IS IT RIGHT FOR YOUR CONTENT STRATEGY?

10. MASTERING THE ART OF SELLING PRESENTATION
WORKS CITED
Daniel, Kirsty, “The State of Content Marketing in 2021 [Stats & Trends to Watch].” Hubspot, https://blog.hubspot.com/marketing/state-of-
content-marketing-infographic?_ga=2.212571220.1731571619.1637083839-730174089.1637083839, Publication date July 12, 2021, Date of
access November 15, 2021.
“Podcast Listeners Pay Attention to Ads.” Marketing Charts, https://www.marketingcharts.com/advertising-trends/creative-and-formats-
109408?_ga=2.212571220.1731571619.1637083839-730174089.1637083839, Publication date August 6, 2019, Date of access November 17, 2021.
“Podcast advertising generates up to 4.4x better brand recall than other digital ads.” Stitcher, https://www.prnewswire.com/news-
releases/podcast-advertising-generates-up-to-4-4x-better-brand-recall-than-other-digital-ads-300768677.html?
_ga=2.212571220.1731571619.1637083839-730174089.1637083839, Publication date December 19, 2018, Date of access November 17, 2021.
Fach, Melissa, “Podcasting in 2021: What You Need to Know.” Semrush Blog, https://www.semrush.com/blog/best-tweets-semrushchat-
podcasting/, Publication date December 10, 2020, Date of access November 16, 2021.
Mosier, Niki, “The Not-So-Secret Value of Podcast Transcripts.” Moz Whiteboard Fridays, https://moz.com/blog/podcast-transcripts,
Publication date December 27, 2019, Date of access November 16, 2021.