Podcasting is undergoing something of a renaissance. It’s always been popular among a certain demographic, but in the last couple of years, podcasting has gained mainstream acceptance. The number of high-quality podcasts has grown. Traditional media outlets have jumped on the podcasting bandwagon. Skype and Google Hangouts have made creating video and audio podcasts with multiple guests relatively straightforward.
Advertisers now recognize the value of podcast audiences. They are usually smaller than those of traditional media outlets, but they are highly targeted. If you listen to Mac Power Users, advertisers can be confident of the products and services that will appeal to you. MPU doesn’t generate a big enough audience to justify a show on a national radio network, but it can generate a loyal international niche audience that advertisers will pay good money for access to.
Podcasting is also an effective content marketing channel. Unlike text, podcasts are a passive medium that don’t soak up all of a listener’s attention. If a business is capable of creating a podcast that offers valuable information presented by charismatic personalities, it’s likely to be greeted more enthusiastically than yet another white paper or ebook. Read more