What we're up to
Harnessing the power of the podcast
Does podcasting's rise from nerd to herd open a new avenue of brand communication?
From its conception in the early 2000s as a novel new feature on the original iPods, podcasting has become a bona fide content medium. Recent hits such as WBEZ Chicago's Serial (over 5million downloads and counting) have shown that the format is now booming and a diverse audience are discovering the joys of podcasting.
So what is a podcast?
It's a bit like a neatly packaged version of a radio show to enjoy at your convenience. In fact many of the most popular podcasts such as Radio 4's Friday Night Comedy and Absolute Radio's The Frank Skinner Show are exactly that. But there are also a whole host of other shows created exclusively for the format, ranging from the homemade to the BBC, catering for every interest and niche. Head to iTunes, Soundcloud and Stitcher to start hunting.
Did you know?
Over 1billion podcasts are downloaded every month, according to U.S.A. today.
Podcasts can be from 5 minutes to 3 hours long, but most tend to be around 1 hour.
They can be videos but the most popular tend to be audio.
Most podcasts are entirely free, although some podcasts charge for one-off specials and exclusive content.
Podcasts can be downloaded or streamed from almost any device with internet connection. Simply subscribe to a podcast and you will automatically receive the latest episodes when they're released. Now you're ready for the morning commute.
Where Do Podcasts Fit Into Your Content Offering?
Podcasting has huge potential to become an essential addition to a brand's roster of content production and distribution. They can be made easily and without great expense and target a specific group of customers.
Some forward thinking companies have already started podcasting. Hugo Boss produces Hugo Boss Tracks, a monthly mixtape of new music 'suited to a modern, fashion orientated lifestyle.'
This is a great example of how branded podcasts should be done. The aim, as with all content marketing, is to first and foremost interesting, relevant and useful. No one wants to download a hard sell.
