As more and more brands adopt content marketing into their strategy, the need to engage in two-way conversation with consumers is becoming increasingly important. Social platforms such as Twitter, Instagram, Snapchat, and Facebook are making these conversations easier. Podcasts, "the digital medium built on the power of conversation" are often times over-looked and unexplored by marketers; however, findings from a recent study may change this trend.
"Podcasting is the digital medium built on the power of conversation."
Jason Hoch, Chief Content Officer at HowStuffWorks
Jason Hoch, Chief Content Officer at HowStuff Works, recently wrote an article for Adweek highlighting the the findings from a recent poll from about 1,000 podcast listeners. Approximately 65% of listeners reported that podcast ads increase purchase intent. Marketers and advertisers, time to join the conversation. Podcasts are all about stimulating ideas and many listeners have conversations about the conversations they are listening to with their peers. It's important to note that the people who listen to podcasts are smart, and "podcasts respect consumers intelligence and work hard to gain that respect from them, especially if they expect them to be listening for the long haul." Podcasts are simple. People listen to them on their work commute, before bed, or even while getting ready for the day. Listeners are engaged and are consciously thinking about the ideas presented in the episode.
Brands don't necessarily need to make their podcast ads blatantly obvious and in-your-face...and, they shouldn't. Like content marketing, brands can integrate and position themselves within a conversation. Associating BIG ideas with products and services will allow listeners to think deeply within the context of the brand--into unexplored areas that would otherwise be overlooked.
Is your target market listening to podcasts? In what ways would could your brand join the conversation?