Why podcasting is the most inclusive platform for your business

Creating content that connects, converts and creates change is at the heart of every marketing strategy for any business. Finding a way to share your message to as many people as possible can be restricted by so many factors including the limitation of using a third party platform. 

Looking for an answer? Enter: podcasting.

Podcasting has been growing steadily over the last decade with research showing that over half of all US consumers above the age of 12 listen to podcasts with around 39% of listeners being small and medium-sized businesses. With social platforms like Facebook, LinkedIn and Clubhouse developing audio-focused features, now is a great time to jump aboard.

If you have been curious about creating your own podcast but weren’t sure where to start, or have fallen out of love with the void of social media - let’s explore how podcasting is the most inclusive platform and why you should consider making it part of your brand and marketing strategy and how it can be the most inclusive platform.

For Creators

Financially

Whilst you may think that getting everything together to start your very own podcast would be a significant financial investment, there are ever growing options available to suit every budget; from free hosting sites like Anchor, to recording software like Zoom. As your podcast scales and you get more comfortable with what you need, you can improve your tech but it doesn’t need to be a massive investment to begin. 

As with everything, you get back what you put in so yes investing in a decent mic will be beneficial and paid for hosting sites tend to offer a better level of support you may want to consider when starting out so check out the options available and choose what feels right for you. 

The best part is that once you’ve tackled the start up and established your show, you can turn your podcast into an income stream of its own! Funding those upgrades as you want them.

Technology

While there may be a misconception that you need to be particularly tech savvy or have bundles of equipment to start a podcast, the truth is you only really need 3 things: a microphone, a way of recording and something to say.

Jenna Kutcher – online business coach - started her podcast in her car with nothing but her iPhone and headphone mic and has grown to a chart topping, 5* podcast with over 500 episodes – there is zero reason you can’t do the same. Grab your phone, find a way to record (there are plenty of apps or online tools) and get going. 

The other half of recording is editing. You can choose to release your episodes unedited, work with an editor or learn to do it yourself through the power of YouTube tutorials. Once you get into a rhythm and recognise the key things to improve your audio you’ll breeze through it.

Above all else, remember that podcasting is an audio first medium, as long as the audio quality is good, the rest can develop later.

Not ready to host? You can become a guest on someone else’s podcast to get a feel for how it all works and get used to sharing your voice in a new format. 

Your Voice

Yes, it is important to give some thought to the format and flow of your show but ultimately what you have to say is the core of each episode. If there is a message you feel compelled to share with the world then this is a great platform to do just that. 

Now you’ve jumped the perceived barriers of tech and money, there is nothing stopping you from sharing your voice with the world – no matter who or where you are. Unlike the fickle visuals of social feeds, there’s something incredibly real and intimate about speaking directly in the ears of your listeners. They have chosen to listen to you, you already have their attention so share that message.

Yes, it is weird listening to your own voice. Yes, your first episode may sound a little awkward. And yes, you will get better every time. If you have something to say, none of that matters. You can change the world with your voice, if you’re brave enough to get over your own thoughts. 

How cool is that?!

For listeners

Of course, it’s not all about you. We create content to share our wisdom, insights and selves with others so how do you ensure your podcast is accessible to those eardrums across the globe? 

Video 

Whilst podcasting is predominantly an audio medium, it is not uncommon to record video as well as audio. Not only does this establish a stronger connection with your audience (consumers love seeing the faces behind the business) and strategically give you an extra marketing channel that can be monetised with little extra effort (hello YouTube), it also allows those who prefer visual content to enjoy the episodes. By including subtitles, you’re making the audio show accessible to your entire audience, regardless of hearing capabilities, learning preferences or busy environments. 

Transcripts

Transcripts are documents that capture word for word (without the umms and ahhs) what was said in your episode. They can be used as blog posts, converted to subtitle files for video (see paragraph above) and Google SEO LOVES them.

Not only do transcriptions help the 5% of the global population that have some kind of hearing impairment3, but it’s a great way for non-native speakers to enjoy your content too. They can sling it through a translator and enjoy your conversation allowin you to connect with your community worldwide.

Learning preferences

We are all individuals with our own preferences and strengths, social media can be limiting in accessibility features and only really has one way of you using the content (ie on THEIR platform), podcasting allows you to take that one piece of content – your glorious episode – and repurpose, reformat and share that one piece in a variety of ways.

This gives you a seamless content plan and your audience a multitude of ways to absorb your message depending on how they prefer to do it. You’re not fighting for attention during a doomscrolling session where they are only half engaged, you are offering them options to suit their preferences. 

Whilst podcasting is traditionally for the ears, adding video, written and visual options makes that one episode, go a very long way.

Mic Drop

Whilst podcasting is an audio-first marketing channel that requires more than simply slinging out a social post, it allows you to reach more people, in more ways on a platform you have full ownership of by sharing the messages you are passionate about.

The true power of podcasting is not in the recording, but in what you do with it afterwards, how you take that message and share it in multiple ways to build your authority, but more importantly to continue these conversations and connect with your community. 

Starting something new can feel overwhelming but the beauty of podcasting is that you are simply recording a conversation. Whether that’s you to the listeners, or with/as a guest, it’s sharing stories, advice and experiences with someone else. You do it everyday, the only difference here is that it’s recorded. 

Social media may have the limelight, but podcasting has their attention. What conversation are you going to start?

Tammi is founder of Podcats Media. When she isn’t busy with all things podcasting or developing brand and marketing strategies for independent businesses, you’ll find her with a cup of tea, her cats, laughing at her own jokes while playing video or games or crafting. Podcats Media is the only podcast agency focused on what to do after the mic drops. Get in touch at meow@podcatsmedia.com  or www.podcatsmedia.com for all your podcast and community building needs.