Podcasters are by far the most loyal and engaged audience of a medium out there. According to AdAge.com, podcasts are able to engage listeners in a way that traditional media can’t. When you’re in a listener’s ear, it feels as if you’re speaking to them more directly. Audience members form relationships with the host and become more rapidly addicted to the content.
Types of Podcasts
There are lots of different types of podcasts. Originally, they were mostly in radio show format, which could include one host, or co-hosts in any number. Typically 2 or a panel of 3-4. As podcasting (and all media) changes, the formats change as well. Now there are all different kinds of formats, such as
More and more podcasts are being offered as a series instead of never ending, ongoing content. Some podcasts are being offered behind a paywall, or with “premium” pricing, like Issa Rae’s new podcast, Fruit.
The format can be important to the type of podcast you choose to partner with. Even though the content will be available after it’s released, if the show you choose is seasonal, there could be a large pause in the continuity. If this is congruent with a marketing goal of yours, great! But if not, you may want to look for a show that is ongoing, for example, instead of seasonal.
A podcast is NOT a random piece of audio on a company’s website. It’s meant to be a syndicated series, and much like our current television media, can be offered and/or downloaded all at once, week-to-week, or in season format.
Podcasting began in 2004 and was a popular, yet somewhat underground medium for a long time. People who write about podcasting having a “renaissance” don’t realize that the popularity hasn’t surged, rather, it’s steadily grown over time since inception. What HAS surged, perhaps, has been media coverage. More media are noticing podcasts and writing about them, and as a result, the podcasting medium is being thought of as a viable channel for media buy and company investment.