Listening to audio is a great way to consume content. You could be working out, washing the dishes, or walking the dog, and you'll still have some insights to ponder as you do. Podcasting is also a fast-growing industry; there are currently over 1.7 million podcasts, with 43 million episodes as of January 2021.
Marketers who want to remain at the forefront of digital developments should give podcasts a go; if you're unsure where to begin, here are some suggestions and some reasons why you should listen to podcasts when making a content marketing strategy.
For Lessons In Creativity
99% Invisible discusses the connections of architecture, design, and everyday life, focusing on unexplored links among these. It started as a collaboration between the American Institute of Architects in San Francisco and KALW Public Radio and is now one of the most downloaded podcasts online. The topics criss-cross pop culture, current events, and design principles.
For example, one episode touches on Japanese mascots, Japan's native religion, Shintoism, and how a combination of these two traditions have cropped up in manga, video games, and even COVID-19 messaging. 99% Invisible is a must-listen for marketers and business owners who want to broaden their perspective, disrupt the status quo, and stay relevant.
For Watercooler Discussions
Seth Price's The Craft of Marketing takes on the basics by inviting marketing experts to discuss topics of the day with him. He also touches on the industry's latest buzzwords, like cause marketing, conquering content shock, and marketing to connected users.
For example, one of the most popular episodes features Seth Godin and discusses the importance of generosity, building trust, and why it is vital for marketers to give more than they take. Each episode sounds like a water cooler discussion among colleagues, and they pack a punch, considering they are well under an hour each.
For Cautionary Tales
When building a content marketing strategy, there is much to gain from listening to startup successes. However, there are also insights to gather from those who had failed in business. Spectacular Failures unpacks some of the most significant or shocking company collapses in recent history and how these created ripple effects on those part of the company.
From Forever 21 to Kodak, Blue Apron to MoviePass, host Lauren Ober takes you through them all. If The Craft of Marketing sounds like Wednesday afternoon in the pantry, Spectacular Failures is what conversations would sound like at happy hour. Great for infusing marketing strategies with a sobering dose of realism.
For A Lighting-Fast Primer
Master marketers Robert Rose and Joe Pulizzi covers everything you need to know to hit the ground running. The first part of their show This Old Marketing covers content marketing news, the second is a short rant about the industry, and the third is a mini-case study of a content marketing principle that listeners can try. One of their latest episodes features news of Roku's possible acquisition of Quibi, the imminent rise of text to audio, and a quiet resurgence of interest in print media.
Clearly, their content resonates, since it has over two million downloads from users in 150 countries. If you're looking for a way to get someone quickly acquainted with the industry, have them listen to a few of Joe and Robert's episodes. The podcast is a perfect addition to a newbie marketer starter pack.
For Some Heartwarming Stories
The Thoughtful Entrepreneur is a daily show covering a range of topics new business owners would find useful, from the perfect timing for franchising a business to working with family to online education for leaders. The podcast episodes run for 15 to 30 minutes and feature stories from real entrepreneurs. This podcast is perfect for a busy business owner who wants to look around and see how others are growing their companies today.
The work of entrepreneurs can get tiring, and being a leader is more thankless than people realize. Josh Elledge's show encourages business owners to open up about their struggles in an authentic way.
For Lessons On Staying Connected
SME owners and employees would want to listen to Leslie McDermid's The Social Launch. In it, she covers a range of topics that would help a company with its social media strategy. She also goes beyond the basics; Leslie discusses various platforms, from Facebook, Twitter, and Instagram, to LinkedIn, Pinterest, and Snapchat. From creating a social media strategy to using IGTV to grow your business, she discusses it all in bite-size, nine to 17-minute episodes.
Marketing is rife with dull talks and longwinded discussions, so Leslie's quick tips and strategies are great for people who do not have plenty of time but have a ton of learning to do.
For A View Beyond Marketing
Marketers and business owners need to be well-versed in many things, often beyond their fields of expertise. It is also this multiplicity that allows them to make exciting connections and insights. 11:FS's Fintech Insider is a bi-weekly podcast that talks about banking, technology, and financial services. It has a rotating roster of hosts, including Simon Taylor, David Brear, Sarah, Kocianski, and Ross Gallagher, who sit with guests to talk about the latest financial services innovations.
Some of the latest episodes feature the changing culture of savings, open banking, and the future of fintech in the 2020s. Tune in for deep dives on API, digital banking, and more.
Podcasting is an emerging medium, but it is quickly gaining traction today. According to Apple, there were only 550,000 podcasts in 2018, highlighting the sharp increase in its popularity in recent years. Many innovators have jumped onto podcasting, and it is an excellent source for all things marketing-related, helping you get a pulse on what your audience is looking for today.
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