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Podcasts are nothing new, but despite gains in popularity, they’ve never really reached the same kind of mainstream status for B2B marketers and communicators as video and social media… at least, not yet.
But perhaps spurred on by the recent success on iTunes of Serial, a US murder series podcast created as a spin-off to a radio show, businesses are once again starting to turn their attention to podcasts as a unique vehicle for reaching audiences in situations that were previously difficult or impossible. After all, how many ways are there to deliver a one-hour presentation to someone working out on a Sunday morning at the gym?
Or to present a case study to a commuter jammed into a subway train at 6 p.m.? Driving, exercising, commuting, cooking, cleaning—thanks to podcasting technology, these have all become opportunities for marketers to reach their audiences with in-depth messages. Work/life balance is, after all, an individual choice!
Properly executed business podcasts, then, with quality content can build a recurring audience—a loyal following that will listen closely to what you have to say, often in a completely uninterrupted flow.
In the final analysis, podcasting is about bringing attention to yourself and your business. Most people don’t use podcasts to research B2B buying decisions. So, while this tool may not result in direct sales, podcasts can help you build a relationship with prospects and customers and boost trust in your company.
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