What's so great about a medium that doesn't even have pictures? Let's take you through it:
Reach your ideal audience...
How great would it be for your for-purpose organisation to be able to tap into an audience that's passionate, engaged, willing to learn, and engaged in the world around them?
Well you can! Luckily, that description fits a podcast listener perfectly.
Whether your mission is to educate, inform, add value or become a thought leader, a podcast is the perfect way to target audiences hungry for in-depth explorations of issues and stories that really matter.
No matter what your subject, if you're looking to make an impact there's a podcast audience ready to hear all about it.
Looking for diversity.
60% of podcast listeners choose podcasts because they cover diverse subjects and perspectives compared to other forms of media.
Eager to understand.
57% report they listen because podcasts give “a deeper understanding of specific issues than (they) get from other forms of media.”
Asking for social impact.
People who listen to podcasts are more likely to be university educated, and more likely to have left-leaning political views.
Source: Sang, Y., Lee, J.Y., & Park, S. (2020). Podcast Trends and Issues in Australia and Beyond: Global Perspectives. Canberra: News & Media Research Centre, University of Canberra
You own your message, you own the production, you own the delivery; tailor the production and distribution exactly to your organisatonal needs.
Podcasts give you the space you need to really get into in-depth issues. Podcasting offers much quicker turnaround times compared to video, too.
In a podcast, your audience is actively engaging their empathy and imagination while they listen. A podcast places your audience IN the story.
Wish you could sit down with your target market and talk one-on-one? Well you can. Your audience invites you to spend minutes, even hours, chatting with them while they drive to work, mow the lawns, or unwind.
... through the ideal medium.
Control, flexibility and engagement. It's everything you could want to make your information or your story work to meet your objectives.
Podcasting gives you the time and space to take your audience on a journey through your message, giving them a deeper understanding than they can get from any other medium. It's a one-on-one conversation, allowing you to speak to your audience directly, rather than shouting into the abyss.
It's a medium that gives you huge flexibility, too: Seasons or ongoing? Quarter-hour, half-hour, hour, or longer? Release every week, every month, sporadically? All those variables can be tailored to suit your organisation and your objectives.