Podcasting is a powerful medium that is growing in popularity!
Podcast listeners are loyal, affluent, and educated with 57% North Americans listening to one or more podcasts daily.
So, how does a podcast benefit your business?

1. Podcasts Have Low Competition

The content marketplace is competitive.

Successful digital marketers work hard to find content types or topics with high engagement and low competition. These can make a huge difference to a business.

There may be only a handful of other podcasts discussing the topics relevant to your business, with hundreds, or even thousands, of listeners.

Niche down and build your credibility. This can just be due to your local positioning. A home furnishings podcast in Atlantic Canada will be more relevant and interesting to those living in Moncton than one based in LA! If you can provide content with low competition due to specificity or niche, it’s far easier to have your podcast stand out and gain listeners.

2. Engaging & Convenient for Listeners

Podcasts require very little effort to engage with on the listener’s behalf. All a podcast listener has to do is hit play and listen.

It’s the perfect content type for multi-tasking, which most of us do regularly in our busy lives.

If content is too demanding of time or attention, it’s hard for audiences to want to engage.

Finding time to listen to a podcast is easy. We can listen while we work or while we play.

3. Another Mobile-Friendly Content Option

Part of the low-effort, multi-tasking richness of podcasts is due to how mobile-friendly this medium is.

87.8% of podcast listeners are on their mobile devices.

We are increasingly choosing mobile devices over other technologies so adopting mobile-friendly content types is important.

It’s easy for podcast listeners to consume this content through mobile devices while they are on the move.


4. Growing in Popularity

According to a 2019 Infinite Dial™ survey, 36% of Canadians over 18 years old listen to podcasts every month, up from 28% in 2018. Canada is currently third on the list of nations listening to the most podcasts, behind only the US and the UK. These number keep increasing.

This is a big turning point for podcasts. To quote the Chinese proverb, “The best time to plant a tree was 20 years ago. The second best time is now.” The best time to start podcasting, if you haven’t already, is now, so you can take full advantage of its growing popularity.

Getting into the podcast game now will allow you to beat the crowd and begin developing an audience before the heavier competition sets in.

Bonus reasons

Your prospects are listening

If you’re a business in an industry that has a high customer value, then a podcast may be one of your most effective education and marketing tools available.

Reach more qualified prospects

You can’t demonstrate your credibility without sharing your expertise, and by sharing your expertise you become helpful. You become valuable for your listeners, who will appreciate your efforts.

Attract high-quality customers and clients

Prospects may not listen to your podcast every week, but if you build a following, many will come back again and again, deepening the relationship. Prospects and clients who are podcast listeners come prepared and require less hand-holding, making the onboarding process faster.

Ready to stop reading and start recording?