According to a recent report by eMarketer, podcasts quickly becoming viable vehicles of communication in mainstream media.
Podcasts were born as a result of blending social media with iPods as a vehicle for anyone to broadcast their opinions or discuss topics of interest.
“The popularity of podcasts has created an environment in which increasing numbers of media companies are repurposing content from their radio or TV broadcasts as podcasts, and audiences have responded favorably,” says Paul Verna, senior marketing analyst for eMarketer. “This shift has resulted in the evolution of podcasting from a long-tail medium to a Web 2.0 extension of popular, traditional media.”
Verna continues, “today, the vast majority of the top-rated podcasts come from recognizable media entities that are using podcasts to expand their existing radio, TV, cable or satellite audiences.”
The report also indicates that podcast audiences have grown and will continue to do so. According to recent statistics, next year 26.7 million people will listen to podcasts.
We often recommend our clients leverage podcasts as a way to raise awareness of a company and drive viral buzz within the social media sphere.
Podcasts offer a fantastic platform to help organizations amplify key messages to media and consumers to create evangelists for a brand. With mainstream media joining the ranks of podcasting including TIME, U.S. News and World Report, Business Week and The New York Times, companies have a significant opportunity to get in front of they key audiences and influencers that matter to them most.
There are a variety of ways an organization can leverage podcast opportunities including:
Pitch interview opportunities with relevant podcast – Whether it’s TIME’s Green podcast or Dan Carlin’s Hardcore History podcast, all of these shows are looking for new story ideas and interview subjects. You should pitch podcasts in the same manner you would a traditional media opportunity. Develop a compelling interview topic and send to the producer or host via e-mail.
Develop your own podcast – Many organizations are developing their own podcasts and hosting them on their Web sites or seeding them with relevant blogs. The cost to produce these podcasts can vary depending on whether you have the proper equipment and skills. However, this option offers the ability to have more control over the content and ensures the desired key messages are being relayed.
Do some research on podcasts, you’ll be surprised to learn who is podcasting and how many opportunities there are to reach your key audiences via this medium.