Do you have a podcast strategy?

In 2023, Australians surpassed Americans to become world leaders in podcast listening, according to research by Edison which tracks media use internationally.

One in three of us consumes podcasts weekly. More than half of Australians between 18-40 listen each week. More Australians listen to podcasts than they use TikTok or Twitter.

So, what makes podcasts so popular?

Well, for one, it’s convenient. You can listen wherever or whenever you want. It’s those moments when you can’t look at a screen or a page – when you’re driving, walking the dog, in the garden, exercising – that you can consume on-demand audio.

There’s a rich amount of diverse and niche content you wouldn’t typically find in mainstream media.

A conversation is where the magic lies. We are voyeuristic by nature – we love listening in to other people having a chat.

And that’s where brands fit in.

Businesses are embracing the connection podcasts offer for their target market. It works particularly well with a service- or knowledge-based organisation.

Afterall, research shows that most people who seek out a podcast do so to be educated.

Take Goldman Sachs for example

Since 2014 its weekly podcast, Exchanges, has been a must-listen for CEO types and cashed-up individuals across the world.

It provides a macro look at the world economy and how commodity prices are affected by world events.

For example, someone in charge of a German subsidiary of an American manufacturing company would listen to Exchanges to get an idea of the European economic landscape and how that might affect supply lines.

Not very interesting for the lay person, but exactly that’s the point.

Goldman Sachs has offered its podcast as a “gift” to its audience for 10 years. The podcast has helped build its reputation, develop a personal connection, and solidify its credibility and authority.

Podcast Strategy for A Smaller Business

Closer to home, two GPs in Victoria – Dr Lucy Burns and Dr Mary Marson – joined forces to build a business, Real Life Medicine, to help those struggling with their health and weight loss.

Soon after its launch, they created a podcast to highlight the importance of eating real food – not sugary and processed food – to gain better health and lose weight.

The weekly podcast, Real Health & Weight Loss, is into its fourth year and almost 200 episodes. With more than half a million downloads, it’s consistently in the top 10 of podcasts in the nutrition category on Apple Podcasts’ chart.

The 25-minute episodes include light-hearted conversations between Dr Mary and Dr Lucy.

They also interview guests including high profile experts like former Australian of the Year, Dr James Muecke.

The podcast’s strength comes down to the banter between hosts and guests, and research-backed information. Being doctors brings credibility and gravitas to the show.

That’s just one example of the many hundreds of podcasts produced by businesses in Australia these days.

Increasingly more people are looking for something to listen to. They want to be educated and they want to be entertained. If you can combine those two elements, you’ll achieve a high level of engagement.

These days, online tools allow anyone with a decent internet connection and furnished room to record themselves and their guests anywhere in the world. You need a quality USB microphone, headphones and online recording software, like Riverside.FM.

If you want professionally produced podcasts – and why wouldn’t you? – it’s best to engage with an experienced editor or producer to ensure it stands out from the amateur-sounding podcasts out there.

Afterall, the way you sound reflects your brand.

Have you considered podcasting in your marketing strategy?