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Podcasts for manufacturers: is it worth it?

Today’s ever-changing technology landscape can be overwhelming, especially when you’re operating within the manufacturing industry. There’s always something to talk about, a new technology to try and a new social media platform to take advantage of. 

It’s worthwhile noting that your marketing strategy should evolve through the times to ensure you’re one step ahead of your competitors. But how do you decide if the new technology is worth the investment? Well, weigh up the benefits, familiarise yourself with the technology and see if it aligns with your wider marketing goals. If it does, then you’re winning!

But don’t worry, in this post, we’re going to cover everything you need to know about podcasts for manufacturers and whether they’re worth the investment. Many people are utilising the power of podcasts, but should you?

We’ll cover:


What are podcasts?

In simple terms, podcasts are a little similar to radio shows but they're available on-demand. They can be accessed on your desktop, on smartphones and on tablets - Apple and Android devices too. Not forgetting, they can also be listened to on virtual assistants such as Amazon Alexa and Google Assistant.

Podcasts cover SO many topics from food to manufacturing and finance. You name it, there's probably a podcast topic on it. Podcasts are popular, they can be listened to on the go, they can be informative and they're a great way to utilise the power of content marketing. 

As of 2020, there were over 15 million podcast listeners in the UK - this audience is growing and by 2024 there could be over 20 million listeners. That's incredible growth and it just shows, there's never been a better time to consider making a podcast until NOW.

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Podcasts have a broad reach, with 67 percent of the total podcast audience between 18 and 44 years old. This shows that if you're not currently circulating in these demographics - the opportunities are there to be had. Podcasts are also listened to by men and women almost equally, too.

Podcasting is a diverse way for many businesses to develop their content strategy, reach new audiences, build relationships with customers and more. Although podcasts can help you build your existing network and expand your marketing efforts, they're also a great way of gaining incredible opportunities in your sector.

If you're wanting to position your brand or company as a thought leader in your industry, then jumping on current trends and developing a podcast strategy is the way. Podcasts can help you humanise your brand and connect with others in your field - from impressive guests to increased sales.


Why podcasts are an investment for manufacturers


Podcasting is an exciting way to network, connect with others and work on exciting collaborations. If you've always wanted to speak to another thought leader, a business owner or a fellow podcaster, having your own brand podcast can open these doors of opportunities. If you have expert guests on your show, you’ll reach new audiences and expand your customer base.

Having guests on your podcast not only amplifies your marketing efforts and outreach but it can also benefit the guest themselves - especially if they're happy to share your show. The opportunities podcasts bring outweigh the work that's behind creating a podcast. That's why SO many businesses are utilising podcasts for their brand growth and customer outreach.


Informative free content

Podcasting is a great content marketing piece. Podcasts enable you to shift your content gears from written content to audio content. It allows you to connect with customers who prefer audio information rather than written information. 

Podcasting broadens your content capabilities and by providing free informative content, customers are more likely to view your brand and business as reliable and trustworthy. So if you're educating your audience and providing tips via your podcast, they're more likely to stick around as paying customers in the future. Free content can help for long-term growth - FACT.

If you already have a blog and video marketing strategy, a podcast can be a great addition to this existing strategy. Tapping into your existing audience and building a listenership with them will build trust and engagement even more. Podcasts are a great way to create complementary content around the same subject areas you've covered on your blog - which will then help promote the podcast.


Thought leader in your industry

Podcasting is one of the most accessible ways to become a thought leader in any given industry. If you've got a message you want to share, an area of expertise you want to explore and you're passionate about a particular area then podcasting is the perfect platform to express your expertise and knowledge. 

This easy-to-use medium is a dynamic tool that can be used to create relationships with listeners and share opinions on a topic of interest. Podcasting instantly builds trust with your audience and this can serve for a long period. This trust gained through podcasting can help you establish authority in your industry and develop you as a thought leader in your area of expertise. 

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Humanise your brand

Podcasts are more informative than written content and they provide a voice behind your brand. When someone hears your voice on a podcast, you become more familiar, approachable, trustworthy and you become, well, more human! This is always helpful when you're looking to attract new customers and clients and build rapport with current ones.

Podcasts are a brand personality builder and they’re also great for storytelling and visualisation. Humanising your brand allows you to put a voice to your reasoning, expertise and company ethos. Customers are more likely to gravitate to reliable connections than brands that have robotic communication methods. 


Brand authority 

Building brand authority takes time but it's worth it in the end for increased brand engagement and ROI. Podcasting gives brands the perfect platform to speak about their passion and expertise in their field. When you create value without taking anything in return, your audience is more likely to trust your advice and recommendations which will naturally build your brand authority.

Using audio effectively also allows you to communicate and connect with your audience in an authentic and personalised way. If you’re focused on positioning yourself or your brand as experts in your field and you’re confident in communications, you’ll naturally build the brand authority you need and deserve.


Audience engagement

Audio content is ideal for those who prefer to learn on the go and take a break from information overload by written blogs and social content. If the podcast fills a gap in the industry, is catchy and professional you'll grab the attention of the audiences you're wanting to reach. 

Podcasts are a very effective way to engage your audience as 80 percent of people listen to all or most of each episode - meaning they'll learn about your brand, your messaging and they're more likely to stay around for future content. Whereas the average blog reader spends only 37 seconds on a blog post. The best way to take advantage of this is to have both.

It’s without a doubt that the podcast industry is going places. Businesses are wanting to reach new audiences, educate their customers and enable their sales teams in the right way. If you’re providing free content for every stage of the buying journey, when prospects arrive at your sales team, they’re more likely to convert into paying customers. Which after all, that’s one of the biggest goals every business will have. 

Instil confidence and reassurance in your customers, give them the information they need to make decisions and show your prospects how passionate you are about your mission and ethos. Podcasting offers a multitude of benefits and we've only skimmed over a few of them, there’s plenty more. The best way to uncover the bonuses and benefits is by starting your own podcast.


Want to learn more about podcasting before investing? We've got you covered!

Podcasts are brand builders, they're a great way to build valuable connections and they can help with your brand authority. If you're left wondering what a typical podcast structure sounds like or you're wanting to delve deep into understanding how podcasts can be a successful communication method - look no further.

We have our very own podcast that's FREE to listen to RIGHT NOW. Our podcast brings international and national manufacturers together to share business and personal truths on design, technology, marketing and growth within the manufacturing sector. Available on all Apple and Android devices. So what are you waiting for? Give it a listen today, feel inspired and make a business decision that could change your content marketing approach positively.



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