Think podcasting is just a passing fad? Consider this: podcasting has now been around for more than 20 years (can you believe it?), and today, 75% of Americans have podcasts on their radar (up from just 22% in 2006).
Sure, in the business world starting a podcast takes time and consideration. But the payoff is non-negotiable and has long-term benefits. Podcasting continues to prove itself as the new frontier of evergreen marketing content. Is there a high growth trajectory? Yes. Can you reach large audiences? Absolutely. Can you use it to cultivate a treasure trove of evergreen content? You bet.
Podcasting is Only in Its Adolescence
Whitepapers, blogs, email campaigns — repeat. Same old marketing cadence getting a little tired? While nearly every brand has a blog and sends emails, not everyone has a corporate podcast. That means the market is still ripe for the picking to not only develop a name for your show, but to grow your audience in ways traditional marketing mediums have already tapped out.
New listeners continue to flock to podcasts every day. In fact, 37% of Americans listened to a podcast in the last month (up from 32% in 2019), meaning there’s continuous growth and enough potential that the market will only keep getting bigger. (Just consider where corporate blogs were twenty years ago…) Podcasting gives you an opportunity to reach a new and highly engaged audience by bringing your own perspective, voice, and expertise to a medium where new listeners are arriving daily.
Podcasts are Rich with Content
Among marketing mediums, podcasts cast one of the widest nets for content reach. Whereas blog longevity may be limited to tweeting quotes or collecting backlinks, podcasts can be broken up into several other fresh resources to be repurposed later, including:
- New podcast episodes (even mashed up with others)
- Social media posts
- So. much. more.
What lies at the root of all this rich content? It all starts with good conversation. Listeners eat up B2B shows, not because they’re promotional or gimmicky, but because they’re authentic and chock full of genuine expertise from market leaders. And because conversations are naturally topic-diverse, so are the ways in which you can repurpose them for later use and increased ROI across all your brand’s channels.
Podcasts Keep Going and Going and Going...
As marketers, we care about getting the most bang for our budget. So we’re constantly after evergreen content that will continue to produce value long after being published. That’s the great thing about podcasts — they tap into real conversations, opinions, and perspectives from named experts (as opposed to a vaguely authored whitepaper or a webpage that goes stale quickly). Podcasts create a fruitful backlog of content that remains fresh, relevant, and appealing for a longer period of time than lots of other kinds of content.
And given that you can repurpose podcasts into smaller chunks of content across mediums, you’re able to slowly release content, providing a longer runway for each episode. Dan Misener, Head of Strategy and Audience Development at Pacific Content, knows this better than anyone as a producer of some of the best branded podcasts out there.
“The thing about evergreen content is that it in itself is an investment, and it is worth investing in the highest possible quality you can make,” he says. “Because when done right, it will continue to pay dividends into the future.”
Plant the Seed for Evergreen Content Now
Stories and conversations can live on forever. When you capture them in podcast form, it makes them that much easier to access and spin out in other ways. Proving podcasting’s ROI is a no-brainer when you consider its ability to produce evergreen content that can continually be repurposed, repackaged, and republished. And in an industry that’s still young compared to its counterparts, the opportunity to make a name for your brand with the unique, expert perspectives you share is yours for the taking. It kind of makes you wonder: where will podcasting go in the next 20 years? We’re excited to find out!
At Casted, we believe in the power of conversations — and we want to help you share them with the world. As the industry’s first B2B podcasting platform, we understand the unique needs of branded shows, and we have the tools to help you manage, activate, and measure your content for the longest life and highest ROI possible. Once you’ve decided to take the leap into podcasting, give us a shout. We’ll be cheering you on!