The human voice can convey much more meaning through tone and inflection than the printed word will ever be able to. It’s why millions of people across the World sat, fixated, during the Golden Age of Radio – listening to everything from adventure and drama, to classical music concerts and news.

As broadcast radio gave way to television, and television to the Internet, it comes as no surprise that, spurred on by technological advancements, broadcast radio has come full circle with podcasting.

What is podcasting?

Podcasting involves the creation of one or more audio or video files that are released episodically, over the Internet. Listeners download the files, and either play them on a computer or listening device, such as an I-Pod, at a time and place which suits them.

How can podcasting help grow a business?

Businesses use podcasts for a variety of reasons, but it is mainly used as a way to engage with listeners, by entertaining or educating them. Podcasting is an efficient way to spread thought leadership and increase brand awareness.

Unlike most marketing strategies, podcasting isn’t about acquiring massive amounts of traffic or new clients. With podcasting, you are providing your target audience with an alternative means of gaining access to your content. After all, not everyone has the time to read a blog or watch YouTube videos.

According to Edison research, half of all podcast consumers are aged 12-34. These are people who, by and large, are connected to a digital device almost all the time. When they are experiencing “downtime” such as during their daily commute, a passive media experience such as a podcast - which they don’t have to watch, scroll or navigate through, is a popular alternative.

With this in mind, what are the benefits of podcasting for your business?

1. Amplifies your brand’s personality

Podcasting enables you to give a voice and personality to your brand, in a way that text on a page just can’t. If you podcast regularly, listeners will become familiar with your voice and presentation style, and this familiarity will help build trust with the consumer.

2. Real-time connection with your customers

Podcasting gives your company the opportunity to instantly connect with customers. To this end, you can encourage listeners to post comments on your social media pages and respond to them in real time. This will make your customers feel as though they are truly connected to your business.

3. Establish your business as thought-leaders

A podcast provides a format for sharing your expertise in your industry. Audio files allow you to demonstrate your speaking skills to add an air of authority to the information. Regular podcasts with accurate information will help establish your company as a thought-leader in your industry.