Have you ever wondered if your business should start a podcast? Well, you’re not alone. There’s no question that podcasts have seen a considerable rise in popularity over the last decade. According to statistics, in 2006, only 22 percent of the adult population in the United States was aware of podcasting. By 2022, this figure had risen to 79 percent. This increase in awareness has correlated with both the rise in listenership and the total number of podcasts. To help you make the right move for your business, take a look at the following questions to see if podcasting could benefit your brand.

Would a podcast make sense with your business strategy?

Will deciding to start a podcast benefit your business or help you achieve your goals? Podcasts can be great tools to expand your reach, build brand awareness, boost engagement, and solidify yourself as an expert in your field. If you’re unsure as to how a podcast could fit in with your business strategy, consult the expert team at TargetMarket. We can provide you with industry insight based on analytics, demographics, and more.   

Does your audience listen to podcasts?

Once you’ve decided that it makes sense for your business to start a podcast, the next step is to research. While the topic of your show may be unique or even needed within the podcast sphere, it’s important to make sure you’re identifying and targeting the right audience to turn into regular listeners. Working with our Senior Paid Ad Manager can help you develop an ad campaign that can provide valuable insight into your demographics and make sure your production lands in front of the right audience. If the research shows that the listenership just isn’t there, it’s probably not recommended to go through the time and effort of creating a podcast. 

Do you have a podcast idea that is timely, relevant, informative, and unique?

With the rise of podcast listenership also came the popularity of podcast production. Many longtime podcast hosts have commented on the over-saturation of the market in the last couple of years. To ensure your production stands out, you’ll need to make sure your concept is something that people haven’t already heard a million times before. Unique shows that answer questions or fill a specific need are less likely to be lost among the large numbers of shows that deal with the same topic. Once you’ve decided what category your podcast will fall into, do some research to ensure your title isn’t already being used by a podcast in your same group.

Do you have the resources? 

Once you have a solid idea, you need to convey your thoughts clearly, and that means investing in high-quality podcast production. You could have the most interesting conversation, but if the sound quality isn’t there, your message will not be received. Selecting the right microphones, recording environment, and editing software is key to keeping your listeners engaged. Can’t seem to find the peace and quiet required to record? For business in the Charleston, SC area, you’re in luck. TargetMarket-owned Rift Studios offers more capabilities than just photo and video production. This space also provides ample, soundproof space to ensure you’re not skimping on quality. 

Are you motivated?

Podcasts take time. In the short term, the act of researching, writing, and recording an episode takes time. In the long term, the commitment to producing consistent, quality episodes is fundamental to a successful podcast. While a poorly produced podcast may never capture an audience’s attention, an inconsistent or sporadic podcast may never gain a following, or worse, it can negatively impact your brand. Your business’s podcast should never be an afterthought. If you have the desire to start a podcast, make sure you have the time and dedication to create a show that you can be proud of. 

Contact Our T(ea)M

At TargetMarket, we specialize in all areas of digital marketing so that you can focus on what matters to you and your business. Our team is here to fill in any gaps your brand may have in its digital marketing plan and to provide guidance on what strategy will provide the best results. We provide expertise in website design, social media, blog content, and more. If you’ve been wondering if your business should start a podcast or have questions about podcast production. TargetMarket is here to help. Get in touch with us here!

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