Content Marketing: Podcasting’s Big Advantage

Podcasting for beginners
Jul 8, 2015
Audio Production

Have you started a podcast? The Podcast Consumer 2015 from Edison Research and Triton Digital indicates you might want to start thinking about it. While there are no dramatic trends in the tactic, the research shows one important distinction about podcasting. It can deliver an audience in a place no other content can touch – and consumers are eating it up.

Inching along with podcasting

The May 2015 report doesn’t have anything to set the world on fire. It has no big spikes or trends. The information isn’t going to provoke the masses to change the direction of their marketing strategies. It shows awareness of the term ‘podcasting’ is flat and consumption of podcasts is only slightly higher this year than in previous years. It’s not a sexy story but if you dig a little deeper, there’s plenty to get excited about.

The demographics of podcasting

The fact there’s no big news about podcasting is good if you think about it carefully. Listeners are equally split between male and female. Nearly every age group listens to podcasts in equal percentages. The appeal is evenly spread across demographics. This is a dream for content marketers who are often faced with wide gaps in audience behavior when it comes to content.

Who Listens to podcasts? Infographic

Where podcast listeners stand out is on income and education. They tend to have more of both.

Podcast Listeners Education Infographic

The big advantage of podcasting

So what’s the big deal? For starters, 2015 SOCIAL MEDIA MARKETING INDUSTRY REPORT: How Marketers Are Using Social Media to Grow Their Businesses from the Social Media Examiner identifies podcasts as having a clear opportunity for marketers to cut through since only 10% currently have the tactic as part of their marketing mix. But there’s another reason to get excited.

Busy Road

No other type of content is easily consumed while driving. Think about how much time you spend in your car every day. How much time does your target audience spend driving? It’s the only type of content you can safely, and probably even legally, consume from behind the wheel. Listening to podcasts is an ideal way for busy workers to find valuable time to absorb information. It’s a way to make their commute part of a productive work day.

Read the Edison research to find other juicy nuggets about podcasting, like how it seems to be habit-forming. The more people listen to podcasts; the more podcasts they listen to. Podcasting can be an efficient way to create content. Recording 20-minutes of content is a lot faster than writing the same amount of content.

Start your own podcast

If you want help setting up your own podcast, Lush has all the facilities and resources needed to have you on the air in no time. Get in touch so you can be one of the early adopters and get in front of the burgeoning podcast trend.

What podcasts do you listen to?

-by Sarah Mitchell