The effectiveness of a podcast can no longer be ignored. It is increasingly proving itself to be game-changer in the marketing world. Audio content complements other components of a digital engagement strategy by providing extensive relevant dialogue as well as offering multifaceted benefits from customer insights to advertising revenue.

Podcasting is a great way to display your organization’s social intelligence. Do you want your consumers to feel heard and understood? Humanize your brand with audio shows that highlight product development, advocacy, or policy issues that influence your industry. The most effective type of content educates and entertains the targeted audience. Become more dynamic and introduce new perspectives with a podcast.

If you’re still reluctant to start recording, let's take a look into the numbers that the platform is producing. 



Data Points to Consider


Podcasts reach all major segments that have buying power in today’s economy. Almost 50% of listeners are males between the ages of roughly 18 to 40. Teenagers account for only 10% of podcast listeners according to Edison Research from 2017. Over the past five years, all demographics have seen an increase in downloads, with projections steadily increasing. Salesforce reports that “Monthly podcast listeners are affluent: 16% have an annual household income of $150K or more, compared to 10% of the general U.S. population”. RawVoice reported that unique monthly users have increased by 50 million over the last six years.


With the Washington D.C. metro area consisting of so many commuters, the initial thought is that podcasts are heard while in route to work. However, that is not always the case. Overall statistics show that the average listener also enjoys podcasts at home from a mobile device.



According to FastCo, podcast producers are profiting from advertising revenue and the figures have already exceeded over $200 million. Those figure will increase with the continual development of tools that report analytics. Not only are ads producing revenue, but some listeners also send in monetary donations. Neimanlab conducted a study and discovered 20% of the people that spent more than 5 hours a week listening donated funds.



Check out our next segment on podcasting, "Podcasts: The Essential Guide to Equipment," which includes a beginner’s guide to achieving studio-quality shows. It offers vital information on equipment, distribution, and marketing.

Chris Poindexter is a digital marketing consultant fusing text and design to generate growth. Connect with him on LinkedIn or follow him on Twitter.



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