News & Insights

13/03/2019

The rise and rise of podcastingby Paul Cheal


© AdobeStock / blackzheep

A decade ago we discovered the simplicity of music streaming with the likes of Spotify. Then came Netflix and the joys of bingeing on TV shows and movies. Today it is the turn of podcasting with Forbes declaring 2019 the year of audio.

In Australia, there are more than 3.5 million regular podcast listeners and those listeners tend to be more affluent. Research shows they spend 39% more than average on cars, 37% more on entertainment and 33% more on holidays.

There’s a podcast for every topic: cooking, crime, comedy. I even recently started my own podcast on public relations. And there’s a podcast for every occasion: commuting, cooking, exercising or driving.

Podcasting hit the headlines in Australia late last year when ABC podcast Trace exposed new information that saw the Victorian Coroner reopen the investigation into the murder of Melbourne bookshop owner Maria James.

There is also a real opportunity for brands to tap into this rising demand and use the unique power of podcasting to connect with highly engaged listeners directly.

Here’s five reasons why organisations should use podcasts as part of their communication mix:
  1. Put a face (or at least a voice) to the brand and tell your story in your own words
  2. Build trust by sharing your knowledge and expertise  
  3. Educate your audiences on themes, issues, opportunities
  4. Access a new touchpoint in the marketing funnel by capturing prospects when and where they want to be reached
  5. Create branded content that drives SEO/SEM activity
The great thing about podcasts is it doesn’t have to be too expensive. Of course, you can hire a studio and make it professional but often a bit of uncut personality comes off more authentic.

Here are ten tools to help you create your own podcast on a budget:
  1. You can record podcasts using tools such as Skype or Zencaster
  2. You can easily edit the podcast, overlay sound tracks and add sound effects using Audacity or GarageBand
  3. You can host your podcast on platforms such as and share via iTunes and Soundcloud
  4. Republish your podcast on YouTube by using Repurpose
  5. Syndicate your podcast on platforms such as Whooshkaa or Libsyn to reach a broad audience
It is easy to see why podcasting has become a passion for both creators and listeners. If you’d like to see how podcasting could fit into your communication program then give Honner a call.

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