Podcasting for Business

Podcasting is storytelling! And of course we have told stories long before we wrote them down, and in a world of podcasts, we have the opportunity to tell amazing stories.

Today, globally audio is getting more and more popular.  As FM gets phased out, more people will be turning to podcasts for their audio entertainment.  The beauty of podcasting is that people can listen on the move – while exercising, walking the dog, cooking or gardening.  And the topics available on different platforms are endless. From fiction to solving crimes, podcasts are fast becoming our new best friends.

What is the difference between podcasts and radio?

Podcasts as so much more intimate because of the informality. On a podcast it should feels like the podcast host is speaking directly to you – it is a voice directly into your ear and into your heart.  And if you are listing to an interview or a conversation on the podcast, the listener feel like they are sitting in their living room, chatting with some friends.

When you turn on the radio, it is on in the background.  You might pick up the odd comment in the chat, music, headline or news item, but you do not give all of yourself to the listening. But with a podcast, because the listener has specifically chosen to listen to that podcast, the experience is so different.

Two thirds of those who listen to podcasts do so on their phones – which of course makes the ‘conversation’ more personal.  And thirds of the listeners of a podcast will listen to the whole podcast show – they are invested in the topic and want to know more.  This has profound implications for storytelling!

Radio

Radio is often listened to collectively.  It might be on in the office or in the kitchen as the family prepare a meal together, but a podcast is generally something people listen to on their own – they bring more of themselves to the listening. And because they don’t have to look at a screen to hear the show, they are less lightly to be interrupted or distracted – their focus in a lot sharper and they are more engaged with the topic. So, the relationship with the listener is much more meaningful. Think of podcasting as ‘narrowcasting’, not as with radio, broadcasting. A podcaster is not pitching to a broad audience – just to you – the individual listener.

When was the last time you turned the radio off feeling empowered, educated, hopeful or inspired? A podcast can do that – the connection is so much deeper and the listener does not feel lectured to.  We lean into podcasts and become part of a sharing community.

How can you incorporate podcasting into your business?

Training – I listen to mostly business podcasts, but have also listened to gripping true crime podcasts. I learn so much from podcasts that I have been able to implement in my business.

Why not find opportunities to be interviewed on podcasts in your niche? Search on iTunes, Spotify, RadioPublic, Stitcher or anywhere you enjoy listening to podcasts, for topics that marry with your business. Reach out to the host and let them know you are available to be interviewed (with technology you can be interviewed on Skype). Most of the time they are looking for content, and won’t charge your to be on their show. What’s the worst they can say?

You could podcast yourself. I love podcasting! For my Celebrate Southern Africa brand I interview Southern Africans about all sorts of things. To support my writing, on my World of Writers community radio show I chat to writers and those who support writing. I have also done a show about blogging for writers (which is relevant to anyone who wants to blog for their business too). Podcasting gives more people access to my community, my knowldge, my brand and my guests get to tell their stories to a much wider community.

It is an exciting world, and if you haven’t ventured into podcasting….go for it! Podcasting will help you grow your business and is a brilliant way to get word out about what you do! Think of it as an informal chat with your community – and we all love a little chat.

For Podcast Coaching, you can book me for a session to get you set up to podcast for business