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Why you should consider a podcast for your business

What are you listening to? CPL senior associate Anna Cruickshank explains the resurgence of podcasts, and how they can strengthen your communication arsenal

The concept is nothing new, but the popularity of podcasts exploded in 2019, with research showing that one in eight of us now listens to at least one podcast a week. 

This research, carried out by Ofcom, also found that the number of people in the UK listening to podcasts has increased by 24 per cent over the past year – and more than doubled over the past five years. 

So, I hear you cry, what changed in 2019 to boost the humble podcast? Why are they more popular now, at the ripe old age of 15? 

Voice assistant technology is likely to have had an impact. In June 2019, research showed that half the population had used or were interested in using this technology, with nearly a third of Amazon Echo owners using it daily. Voice search is also becoming increasingly popular, with ComScore predicting that 50 per cent of all searches by 2020 will be done by voice. 

Alongside this, life is busy; audiences have less time to digest digital content, so are looking to cut corners. 

Podcasts are a perfect platform for such multitasking audiences, as they can be listened to on commutes, while driving, or in the gym. Around 89 per cent of Britons already listen to a radio programme every week, according to research by Rajar, so the popularity of this type of content is going nowhere quickly. Podcasts can be a great alternative to this already familar communication platform. 

As well as being an accessible way to deliver content, podcasts can give your business an identity and a voice, bringing it to life. They offer a platform for discussion around a wide range of topics, and a place to communicate your brand ethos and values to a wider audience. 

Like video, podcast engagement is easy to monitor and measure, and even easier to tweak and adapt when recording a series. Businesses can easily track the number of people listening to each podcast and the percentage of the podcast to which they listen, informing how the next episode is produced and adapted, and increasing engagement.  

Most importantly, audio content is easily shareable, so it can be pushed out via multiple channels, including email newsletters, social media and internal intranets. It also lends itself to being repurposed for multiple channels, such as an online blog or social media article, teasing the podcast with a short snippet of the most interesting discussion point. 

The trend for podcasts is not set to slow down in 2020 and, with the increase in voice technology, it very much looks like they are here to stay. 

So if you can’t beat them, join them! Get in touch with us to see how we can help.

Anna Cruickshank
is senior associate - client services
at CPL

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