At a high school reunion, we had a debate about reading Vs listening. Remembering the days when we had to read a lot of work to pass a test or exam, one of my colleagues mentioned that examination days were his worst days at school because of the bulk notes he had to read and grasp. Another one noted that each time, she listened to someone during a group discussion, she would easily remember her notes other than sitting alone in a library corner to read.
We are all different. Some people like to read, while others prefer listening to content. Some people that dislike reading blogs seem to love listening to podcasts. Podcasts are the new types of edutainment that everyone likes because they keep storytelling alive and can be listened to at one’s convenience and pace.
A podcast consists of a series of recorded audio files that can be listened to and downloaded to a personal device such as a phone or a computer. Podcasts usually feature a host and one or more guests engaged in a debate regarding a certain topic.
The rise of podcasts in the digital industry has driven the communication industry to heights. Given their immense popularity, it is no surprise that some clients are asking “can you get us on a podcast?” It is beneficial for PR professionals to include podcasts in client communication strategies to increase engagement and online visibility. At the moment, there are over 1,750,000 active podcasts therefore, there is no doubt that this is one of the most important trends of the 21st century.
Every once in a while, a company, individual, organization or media station, announces how they have started their own podcast site to position themselves as thought leaders and experts in their profession.
Podcasting boosts the visibility of a brand or individuals; when an expert shares their expertise, listeners easily connect with his/her voice. Creating bonds and establishing trust is easier when the audience is able to hear a voice. On top of that, sharing important insights supports personal development and the growth of a business.
Repurposing the quality of content is a creative tool every digital communications expert must possess. Podcasting gives you an opportunity to express yourself, choose topics, format and, script content to fit your audience, client and, potential client interests. It also enables you to transform written content into audio content for example if a client’s story garnered tons of attention, transform it into a topic of discussion during an episode of your podcast.
Remember to be consistent; stick to the style you developed through the written content, this will enable your brand to carry the same content across all digital platforms thus building a strong and deep connection with the audience.
Securing a slot for your client on a podcast is a great move toward gaining widespread exposure. Whereas the client has his/her own audience on different social and traditional media channels, appearing on podcasts helps him/her to reach out to the host’s listeners hence creating more brand awareness and visibility.
Through podcasts, you are reaching that segment of the audience which is not fond of written content.