Is podcasting part of your brand? Here are the emerging trends you need to know

It’s been 18 years since the term ‘podcasting’ was first mentioned by journalist Ben Hammersly in an article for The Guardian discussing the audible revolution beginning to take place.

In 2013, nine years after the first mention of podcasting, Apple announced it had accrued 1 billion podcast subscribers.

Fast forward another eight years and, according to Edison Research, Australia now has 91% recognition of the term podcasting, compared to just 78% in the US. Our typical podcast listener says they listen to an average of five shows per week, compared to our US counterparts who partake in eight shows per week. Podcast listeners are brand loyal and highly engaged, making podcasting the perfect tool for the continued growth of your brand and profile.

Over the last decade of my involvement with podcasting, I’ve observed trends, helped business owners with strategy, and acted as a judge for the Australian Podcasting Awards. I’ve watched the medium’s evolution and I know the value it brings business owners.

If podcasting is part of your overarching brand and marketing strategy for 2022, you need to know about emerging trends to ensure you stay relevant to a highly discerning audience.

Voice search

According to Google, around 27% of the world’s population uses voice search to access content. The rise of voice search means you need to consider how searchable your podcast title and description are. The most effective ones answer a question your audience is searching.

Re-purposing

The most under-utilised aspect of most podcasts is the wealth of content available when you re-purpose the audio file into other formats like transcripts, infographics, slideshows and more.

Research indicates that close to 50% of monthly podcast downloads come from older episodes. If you don’t have a strong re-purposing strategy for your show that makes good use of older content, you’re missing a considerable opportunity.

It’s time for video

One of the biggest trends I see in the podcast space is video. At first glance, this may seem counterintuitive, but adding video to your podcast offers a raft of additional benefits.

Video allows listeners to connect with you visually, increasing the ‘know, like, and trust’ aspects of all prospects on their client journey.

Uploading your podcast with video to YouTube also gives you access to the world’s second largest search engine. Spend time optimising your title and description, and you’ll notice the impact this will make on your ranking, downloads and audience interaction.

Get data friendly

Podcast listeners are discerning. They know what they like and are willing to try new podcasts that come across their radar.

Knowing how to find and attract new listeners requires specific skill sets, namely being able to access, understand and interpret data. Serious podcasters are looking to improve their listener experience through targeted keyword research into popular topics and creating reader friendly content.

Consider developing listener profiles from your listener data to ensure you create content that speaks to your ideal listener.

Brush up on your interview skills

With over 2 million podcasts available to choose from, you need to ensure you’re hooking your listener quickly. One of the key differentiators in the podcast space is your interviewing skills.

Spend time listening to the great interviewers, and you’ll notice certain similarities in their styles. They are fabulous at disarming their guests, have impeccable research and aren’t afraid to ask tough questions.

If you want your show to go from beige to compelling, it’s time to become a world-class interviewer.

There is no doubt that podcasting is firmly entrenched as an excellent sales and marketing vehicle for any business. The trends developing across the field will only lead to further opportunities for those willing to put in the additional effort required to take their show from good to great.

Lastly, regularly check in with your audience to ensure your content matches what your listeners are looking for while aligning your show with your podcasting strategy.