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Why Podcasting is Becoming the Secret Weapon of Marketers

Posted: July 07, 2014
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Do you think podcasting is a little old school? Not so fast! Quietly, podcasting has becoming the savvy marketer’s go to tool in reaching their audience over the last few years and will continue to grow in 2014.


When podcasts were first introduced, they were embraced by early adopters and few others. In fact, after a few years, many major brands abandoned the platform. However, with the rise in use of smartphones, better podcast apps and great content, podcasts have seen steady growth over the last few years. In fact, according to the Pew Research Center, the percentage of Internet users who listen to podcasts has grown from only 7% in 2006 to 27% in 2013. And they predict that given the low cost of podcasting as a medium, more and more people will get into podcasting this year.

Wait, what is podcasting again?

Podcasting is a digital recording of a program, made available on the Internet for downloading to a personal audio player. Also known as on-demand talk radio, most podcasts are available to subscribe through iTunes.

Who are listening to podcasts?

A lot of people! Podcasting still has a significant place in online marketing and many experts believe it will continue to grow as a viable marketing medium. For example, in 2013, Apple announced the one billionth podcast subscription had been logged on the iTunes store. That is a lot of recordings!

What makes podcasts so great?

Podcasts can go anywhere. Users can download and listen to a podcast when it’s convenient for them. You can listen in the car, on the plane, while driving or while working out. Marketers are able to distribute valuable information on demand and on the go.

Why do savvy marketers believe in podcasts?

Besides the low cost of entry and the growing popularity of podcasts, marketers also recognize they don’t take a ton of time or expense and help to create great content.

  • Easy way to generate. It’s also a much easier way to get guest content. Let’s say there is an expert you want to contribute content to. It’s much easier for them to talk for 15-20 minutes with you on a podcast about their field of expertise rather than trying to find time to write an article.
  • Quick turnaround. Once you have set up everything you need, podcasts can be quickly put up on the Internet for all to hear.
  • Extra content. Podcasts can be transcribed and can become a simple source of written content.

The number one reason why I believe in podcasting for our industry...

The one common theme you will find amongst podcasters is that they help to establish yourself as a thought-leader. Podcasting allows us to delve deeper into our wealth of experience and expertise of CVBs and then put it on display for easy consumption for meeting planners.

Meeting planners are busy, we know that. By hosting a podcast channel, we will connect with planners on their schedule -- and on a whole new level -- by offering tips, trends and advice to help meeting planners save time, money and understand the value a CVB brings to the table. Listeners of podcasts listen for an average of 20 minutes, versus the few minutes they might scan an article or read a blog post. Podcasts allow us to reaffirm us as thought-leaders in the meeting industry and form a deeper form of engagement. I am excited to see this form of marketing take off.

There already exists one podcast in the meetings industry called “MeetingPodcast” by Mike McAllen and Jon Trask…check it out. Then look for an exciting announcement from the empowerMINT.com team as we head to Las Vegas for DMAI’s Annual Celebration!