Did you know ‘Voice Search’ is set to be the preferred method of online searching?
It already accounts for 50% of all searches.
Podcasting is experiencing trends you should NOT ignore.
Podcasts are so popular because it’s an easy-to-consume format for both business and personal topics.
People listen to podcasts to learn new things that can be applied to their business or their lives and to get inspired. Listeners are open to listening to both big and small podcast shows.
All business should look at podcasting as a serious channel to connect with customers. Here is why:
The market is not saturated. There is still LOTS of space for growth and opportunities for new content.
- There are around 1 million podcasts. This is a small number compared to 500 million blogs and 31 million YouTube channels.
- These podcasts are available in more than 100 languages (not only in English) which means even less direct competitions.
- 50% of these podcasts are inactive and suffering from “pod-fade” (very likely due to lack of planning and vision).
People are increasingly searching with voice (not typing).
- Voice search accounts for 50% of all searches. This is thanks to the popularity of Siri, Alexa and Google Assistant.
- Podcasts will allow your brand to be optimised for Voice Search (VSEO).
- Google announced that they’ll “start including podcasts in Google Search results”.
Podcast listeners tend to be educated.
- 45% of monthly podcast listeners have a household income over $75K per year. Which means podcast listeners tend to be educated.
- Podcast listeners look for better-Quality Podcast Content. In the past, many businesses pumped out low-quality content through their blogs in an effort to get noticed (quantity over quality).
- Podcasts are the opposite. People prefer to wait for good content rather than have quantity.
This is why it attracts a different type of audience: Many podcasts listeners are students and college graduates, successful professionals and entrepreneurs. This is also why you need to ensure the audio is of the highest possible quality.
Podcasts are starting to get well known and are becoming a mainstream channel
- Education is the second most popular podcast genre (comedy is first).
- 70% of the population aged 12+ are now familiar with the word “Podcasting.”
- 51% of the population aged 12+ has listened to at least one podcast.
- 25% of the population listen to a weekly podcast.
Podcasts help you create a more personal connection with your customers
- Your blog, emails, social media content and ads are an attempt to connect with your customers. However, none of these methods has the key element offered by podcasts— The emotion that tone of human voices has. This is something you don’t get with text, and the reason why many emails/posts are taken the wrong way as the reader assumes the tone of voice.
- The brain is wired to be sensitive to the human voice, which makes speaking directly into their ears one of the most powerful and personal ways to communicate with them.
- Podcasts tend to be casual and unfiltered. It gives the audience an authentic feel. Something that doesn’t happen with presentations and webinars as they tend to be formal. The best shows are the once where you feel you are part of the conversation.
Podcasts are the best way to reach busy people
- Blogs and videos are great because they are visual. However, people need to be focused on them.
- The advantage of podcasts is that you can listen to an episode while being visually focused on something else.
- Podcasts offer you the chance to connect and teach something to your customers while they are driving, stuck in traffic jams, doing chores, cooking, exercising, grocery shopping or enjoying a walk in a park. Something video cannot do, and hence the reason they are becoming more popular.
- Research found that podcast listeners are more likely to follow companies and brands on social media
How people are consuming podcasts:
- 69% do so primarily on a mobile device (podcasts are perfect for the growing on-the-go consumption.)
- Listening to a podcast through mobile phone grew 157% since 2014.
- 49% of podcast listening is done from home. 22% while driving.
Podcast listeners spend lots of time in one show.
- 80% of podcast listeners listen to ALL or most of each episode (the median podcast episode duration is 38:40 minutes)
- People spend an average time on YouTube (on several videos). (the median video duration is 4:20 minutes)
- The average user spends 15 seconds per blog post (the median blog post length is 2,164 words)
Top 7 Nationalities – Percentage of the population listening to podcasts:
- South Korea 58%,
- Sweden 36%,
- Australia 33%,
- USA 33%,
- Canada 28%,
- UK 18%,
- Germany 22%.
How listeners arrive at a podcast
- 70% of people discover new podcasts through Word of mouth (your current customers are very likely to recommend)
- Listeners are most motivated to try new episodes from the Headline and Descriptions (71%)
A podcast episode can be used in many different ways
Once you record and produce a podcast episode you will be able to ‘recycle’ it in many ways.
For example, let’s suppose you finished a 30-minute interview with an expert within your organisation:
- Release episode on Spotify, iTunes and all major audio players.
- Use the episode summary in your blog (400 words) with a link to the audio file.
- Create a specific page for the interview with images so that you can cross-link this with your blog.
- Post video teasers of the audio file in your social media channels.
- Create 5-minute ‘mini-lessons’ episodes. This will allow you to release an extra 5-6 episodes at different times, and that are focused on specific topics.
- After you have 5-10 more interviews, you can then put together longer episodes focusing on specific topics.
- You can cross-promote the podcast episode when the ‘expert’ is attending an event or conference to showcase his knowledge.
- You can include an ‘ad’ within the episode promoting another section of your business (54% of podcast consumers say they think about buying advertised products)
People are set to interact with voice-enabled devices more often these days (and this trend is growing!).
Organisations can increase brand awareness and audience engagement with clever voice SEO tactics in the upcoming years through their corporate podcasts!
“The goal of coaching is the goal of good management: To make the most of an organisations vaulable resources”.
Harvard Business Review