It seems as if everyone has a podcast. But do you really need one for your business? Let’s explore the podcast and how the business community is leveraging this platform.
First thing’s first: what is a podcast and why is it a thing?
The term “podcasting” was coined in 2004 by journalist Ben Hammersly in a newspaper article for The Guardian.
In general, a podcast is a recording of the audio discussion on a specific topic that can be listened to on the go, while commuting to the office, or even while working. It’s a content medium that doesn’t require all of your target audience’s attention like a video or a blog post does. Listeners can subscribe to specific podcasts, download new episodes, and listen whenever they have time.
Podcasts came on the scene in 2004. Adam Curry, former MTV video jockey, and software developer Dave Winer, coded a program known as iPodder, which enabled them to download Internet radio broadcasts to their iPods. Soon the big companies started recognizing the opportunity. Apple picked up on the potential of the podcast early on and released iTunes 4.9, the first update with native support for podcasts, in 2005.
And just like that, the podcast quickly grew in popularity.
If there was any indication that the podcast was the coolest new thing, it came when Steve Jobs demonstrated how to record a podcast using Garageband during a keynote speech in 2006. President George W. Bush became the first President to have his weekly address delivered as a podcast. Then, in 2007 Ricky Gervais set a world record for the most downloaded podcast with an average 250,000 downloads per episode in the first month.
Over the past decade, podcasts have risen steadily in popularity. According to Edison Research, 75 percent of Americans are now familiar with the term “podcasting” and more than 5 in 10 have listened to a podcast themselves.
Current stats gathered by Podcast Insights show how widely podcasts are listened to and created.
There are currently over 1 million podcasts out there. As of April 2020, there are over 30 million episodes.
Podcast listeners listen to an average of 7 different shows per week, up from 5 in 2017
22% listen while driving (in a vehicle), same as 2017
How are businesses using podcasts?
Podcasting as part of your marketing offers many unique benefits. The nature of the podcast allows you to show authenticity and build connections between the host and listener. By providing your listeners with value, you are able to build authority in your field and trust in your brand. Major media organizations and independent producers are embracing podcasts as a way to reach a highly engaged audience with long-form content.
Podcasts are proving to be a comparable place to advertise as well. 69% agreed that podcast ads made them aware of new products or services. So it is beneficial to have a podcast but also to be a guest or have an ad on someone else’s podcast.
Podcasts are a great way to get the word out about your business. You increase your reach significantly when you are on the platforms that your audiences are using.
Podcast listeners are more likely to follow companies and brands on social media as well.
And go! Here is what you need to get started:
A podcast is easy to start. All you need to begin is a quiet place to record and a computer. While specialized equipment, like a high-quality microphone, will make things sound better, it isn’t necessary to get things rolling.
To get started now at the minimum cost you will need:
editing software
a hosting site
artwork
a computer and headphones
Editing software
There are paid and free options for editing software. Some popular free options include Garageband and Audacity. Before choosing a free or paid option, be sure to check out reviews and tutorials to see how easy or difficult it is to use the software.
Hosting
A host stores your podcast and also distributes it to the many platforms where people access podcasts. There are several hosting options available such as Buzzsprout.
Artwork
You will need a thumbnail graphic that speaks to what your podcast is about. This can be done using programs like Wave.video. If creating graphics is not your jam, this task can be hired out. If you are in need of a graphic designer, be sure to check out our AMSE Trusted Partner Resource List in your Membership Dashboard or any of our members in the MSEG!
Computer & Headphones
A laptop or desktop computer will be necessary to begin the production of your podcast. If you don’t already have a computer or you don’t have access to one, many public libraries have computers for public use. Some now offer podcasting studios you can rent for free.
Headphones will ensure that your podcast has a clear, high-quality sound. You will also want to be able to easily edit without background noise getting in the way. The right headphones can help you monitor for static, outside sounds, quality of sound, and more. Closed-back headphones are ideal for recording because they make it so the microphone won’t pick up the sound coming from the headphones.
At the end of the day, the cost of a podcast is really up to you and what is in your budget for marketing.
Any time a company can leverage, grow with, and benefit from new technology or a new platform, it is positive.
Now that you know what you need to start your own podcast, begin thinking about what you will talk to your audience about and what type of podcast would bring the most value.
Be sure to check out AMSE’s very own podcast Owning Up! Hosted by AMSE CEO/Founder Moni Jefferson. Owning Up features true stories of entrepreneurship as told by those who best know the grind of sharing, running, and owning a business while living the military life.
Christinna Kitchaiya is the founder of Bad Ass Military Moms. Having been a military wife for 18 years, and a mother for 14 years, she has been through the ups and downs and has found her passion in creating a community for others to share their stories.
