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The Latest in Marketing: Podcasts

Why podcasting should be a part of your marketing plan.

By Abigail Thorpe

A decade ago in 2009, only 22 percent of people in the U.S. above the age of 12 listened to podcasts. Today that number is 51 percent. Podcasts are fast becoming the preference to playlists when it comes to work commutes, at-home listening and even background listening for work or working out.


This is partially due to the rise in mobile—you can access podcasts from anywhere at the tap of an app, even on an airplane. A lack of time and resulting surge toward multitasking has also made podcasts popular. You can learn about practically any topic while doing a number of other daily activities.


With the rise in popularity of podcasts, it’s no surprise that it’s become a popular marketing tool as well. Because of how podcasts are passively consumed, they are a great opportunity to spread brand awareness and create conversation in everyday life. In addition, easy accessibility to equipment and hosting platforms have made podcasts relatively easy to produce and make—even if you’re just starting out.


Podcasts center around a niche, specific industry or topic, which makes them perfect for fitting in with your brand and reaching the audience you’re targeting. With podcasts, it’s easy to hyper-target, and not only do they spread brand awareness and drive conversation and attention through content creation, they help establish you as an expert in your field, and lend credibility to your business.


On a more technical level, they also help your SEO rankings and reputation management through search saturation—providing even more links, content and ways to find your brand.


Podcasts are also an effective way to market your business through ads—but we’ll cover that, as well as how to create a podcast people actually want to listen to—in future blogs. Stay tuned.


Need help creating, producing and hosting your own podcast? You’re in the right place. Reach out today to see how the Rocket Fish team can help get you podcasting in no time.