Podcasts — it seems like everyone has one these days. A diverse range of people, from entrepreneurs to authors to digital marketers, is now hosting or contributing to well-known podcasts around the world.
But what does this have to do with your product and brand? Podcasts, as a growing and popular medium for learning and entertainment, offer an excellent opportunity to raise brand awareness. According to a recent study, there will be over 100 million podcast listeners in the United States alone by 2024.
And the best part is… You can increase brand awareness by not only selecting podcasts that align with your target audience but also by being mindful of your choices and partnering with podcasts that align with your brand values.
A podcast is a digital series of audio and video files that have been created and are available online for downloading or keeping on a mobile or computer to listen to when you have free time. A podcast can be an audio story, a program, a discussion, a serial, news, or an analysis that’s been posted on the internet for you to listen to whenever and wherever you want.
Historically, the term “Podcast” is derived from the combination of the words iPod and Broadcast.
Unlike a radio program, it is not constrained by your location and terrestrial antennae (it is delivered via the internet, so you can listen to a show from Paris even if you’re in Mumbai), device (you don’t need a radio receiver tuned to a specific frequency), or time (because radio broadcasts happen in sequence, at a specific broadcast time).
So, in this competitive world, podcast popularity is growing by the day.
Benefits of include podcasting in your content marketing strategy
It is still a very low-cost and easily accessible communication channel. It is an excellent way to demonstrate your product, expertise, and position yourself as an industry thought leader. Is it possible to sell a software product through the podcast? You are at the top of the marketing funnel — it is all about raising awareness.
👉 You reach an audience who is constantly on the move
Consumption of audio content is not time-consuming because it can be done on the go, such as in daily commute or going for a run. Simultaneously, the long format approach of audio content allows and provides the opportunity to deep dive into your topic while continuing to build trust in your brand.
👉 Less advertising, more knowledge
Podcasts allow you to reach a large audience niche in a more natural way rather than through more traditional sales tactics. This, in turn, will aid in the organic growth of your brand.
👉 Speaking is more efficient than writing
Writing takes a long time. Speaking, on the other hand, is much faster. A 30-minute podcast will take approximately 30 minutes of your time. Whereas writing the same amount of content would take you hours, if not days.
Of course, we would never advise you to stop writing blog posts in favor of podcasts. Both should be honored by doing both. You’ll reach different audiences who want to hear from you this way, in addition to video and social media.
👉 Some people prefer to listen to reading
For some people, listening is easier than reading, just as speaking is easier than writing. While 65 percent of the population is visual and prefers blog posts and images, around 30 percent is auditory. Podcasts are a natural fit for this group because they learn better by listening. Some people in your audience are undoubtedly auditory learners.
How to pitch podcast hosts on being a guest?
As with any pitch outreach:
- Learn about the podcast host’s topics, guests, and audience.
- Offer content that aligns.
- Write a concise, succinct proposal that ties 1 and 2 together.
Then keep detailed records of what you write, to whom, and when you follow up within one week of the initial message.
Even if you are rejected, always be polite and thank them.
This is something that far too few other salespeople do: add them to a mailing list and contact them again within three months. Please do not include a pitch in this message. Simply tell them what you’ve been up to and provide links to other podcasts or articles you’ve appeared on.
Then, six months later, approach them again with a new pitch.
Rinse and repeat.
Related: Explore our cold email database to Pitch Your Content
Top podcasts to promote your software
Customer Experience Decoded is a podcast hosted by CmsWire that aims to deliver insights from pioneers who are influencing the development of user experience, with an emphasis on digital contact points, customer journeys, ethical data management, and the client’s perspective. Every episode is designed to help its audience in understanding how company leaders manage consumer experience and the benefits that these techniques can bring to your staff and clients in their daily lives.
Shopify is the undisputed pioneer in multi-channel business solutions. Its podcasts help vendors to know how to develop, release, and monitor their businesses across different sales channels, such as online, smartphones, social media, marketplaces,… The platform offers merchants a robust back-office and a comprehensive picture of their company, from payment to delivery. It is known for its reliability and adaptability, making the technology available to companies of all widths.
TheNewStack includes news and insight, feature stories on new stacks being built, data research, podcasts, and a hands-on part that delves further into technical, business, and community elements of developing the future stack environment. It examines how TheNewStack influences companies and small businesses, numerous developer community networks, the DevOps trend, and the business models that embrace this new reality.
IMPACT produces podcasts on online sales and marketing in which company executives are taught and trained with a growth mentality. It empowers companies and their executive leadership with the information, resources, training, and support they need to elevate their careers and lead their organizations to the next point via its digital marketing agency solutions, events, news blog, skills training, and online community.
Jeff Bullas is speaking with CEOs, CMOs, and founders of companies that are flourishing in the digital age. It will delve into their tales to learn how they develop their businesses, as well as provide some ideas, business stories, emerging trends, skill needs, how to acquire more leads, have a higher conversion rate, and many other subjects.
Fortune is a worldwide media company devoted to assisting its readers, viewers, and participants in achieving great success in business by providing unparalleled access and best-in-class storytelling. The site drives the business discussion, it is reporting and disclosing relevant stories with a wider perspective, the guiding insight of history, and an uncompromising view of the future. Fortune illuminates the way for world leaders by providing them with the tools to make business better through its trusted capacity to assemble and confront people who shape the industry, commerce, and society across the globe.
The Content Marketing Institute provides its audience with content marketing how-tos, ideas, and tutorials. Through these podcasts, they share materials to help the audience to start or enhance their content marketing activities, such as blog articles, genuine research and statistics, case studies, and far more.
Shane Barker’s marketing growth podcast seeks to keep online marketing reachable and simple for everybody. Each episode of the podcast contains a lot of information from well-known digital marketers. Its audience learns about their growth hacks, ideas, tools, and tactics so they can reproduce them in your own business. Every tip and discussion is held by professionals, and a new episode is released daily.
Hackernoon is designed for engineers to read, contribute, and publish. They are an open and worldwide community of 15,000+ contributing authors that share tales and knowledge for 3,000,000+ interested and perceptive monthly readers. The website features a varied community and displays hacker and developer articles, news, podcasts to them about technology-related topics.
Reworked.co is a new periodical for a modern generation of work that publishes news, articles, podcasts, and organizes events related to the people, culture, technology, and facilities that make up our quickly changing workplaces. Reworked.co teaches its viewers about best practices, workplace trends, and key technology needed to move businesses forward and support today’s modern distributed workforce.
T3N gives all the necessary information for excellence in the online economy, including e-business, social media, internet technology and layout, and digital future subjects.
Every Friday, they discuss with notable guests about the most fascinating digital themes of our time on the T3N podcast, and every Monday morning, they discuss the most essential news. It provides high-quality content to a specific, specialized audience such as web developers and designers, company founders and managers, marketers, and media producers.
Kinsta is running a podcast called Reverse engineered in which they question entrepreneurs and industry professionals to explain down the processes they took to grow their business. If you want to learn stuff and receive insight on how to improve yourself and your company, this is the place to be. These podcasts discuss specific topics and invite entrepreneurs to relate not only their successes but also the obstacles they overcame to get to where they are now.
The CoSchedule podcast has a lot of great shows with great guests who produce high-quality information regarding actionable and effective marketing. It covers a wide range of marketing topics, from beginner to expert, and is aimed mostly at marketers and content creators. It facilitates professional development by providing energetic and really beneficial suggestions, stories, and guidance.
CEO Blog Nation is a platform of the most up-to-date entrepreneur news. The goal of CBNation is to provide founders with a one-stop website for the most up-to-date entrepreneur advice to help their startup or company to succeed. Creating a centralized site that includes the most recent company startup thoughts, entrepreneur tips, and advice publications authored by entrepreneurs.
Michael Stelzner hosts a 45-minute weekly show called Social Media Marketing. Marketers and entrepreneurs will learn how to effectively implement marketing strategies, uncover new approaches, and obtain actionable marketing suggestions. Those podcasts assist millions of companies in figuring out how to use social media effectively to interact with clients, attract traffic, raise awareness, and boost revenue.
TalkCMO is a digital platform that facilitates discussions regarding marketing technology and the marketing function’s digital transformation. It will deliver global visibility to the greatest strategies and breakthroughs through engaging and interactive news, insights, and interviews with industry professionals, opening the way for wiser marketing decisions
The tech industry moves quickly, and it can be tough for time-crunched professionals to keep up with crucial changes. EM360 creates and distributes compelling content to IT professionals all over the world. It conducts interviews with seasoned industry advisers and analysts, generating information that highlights the most potent solutions and services to address your company’s technological difficulties.
Website Magazine tackles some of the most pressing issues confronting Internet workers today. It provides actionable advice and insights on the aspects that contribute to the success of websites, including software, traffic, social and email marketing, design and development, Web hosting, content, analytics, and more.
Foundr is a worldwide media and education firm that links millions of people each month with a few of our generation’s most famous entrepreneurs. Foundr distills its guests’ tactics, insights, and experiences into actionable, battle-tested information via publications, podcasts, videos, blogs, and online classes – so you can create and run a thriving company, too.
Total Retail is the go-to site for executives searching for the most up-to-date retail news and insight. It provides material that aids in the development of a community within the retail business. Retailers may network with their colleagues, acquire industry knowledge, and boost their careers and companies by attending their events and listening to their podcasts. This content is intended to empower retail employees with the knowledge they need to execute their jobs more successfully.
WIRED’s podcasts are offerings topics that lift the lid on how technology is affecting our lives–from culture to business, science to design–giving meaning and context to the people and forces that are upending the globe. They organize podcasts at least once a week with prominent guests about fresh and interesting topics that go from tech to science.
Podcasting, like blogging, is a terrific way to grow an audience and market your product.
By entering into the world of podcasting, you may reach new people and explore new types of content.
Interviewing on a technology or marketing podcast is a simple, affordable, and successful approach to grow your audience and get new leads for your software product.