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Will Podcasts Engage Your Target Audience?

Podcasts are an emerging market for communicators, strategists and marketers. According to “The Infinite Dial” report by Edison Research and Triton Digital, 40% of Americans have listened to a podcast. That is an estimated reach of 112 million people.

I enjoy listening to the Sustainable Business Australia (SBA) podcast. The host for this podcast is Andrew Woodward, the Communication Director with SBA.  I enjoyed listening to their latest podcast from October 31st.  Caroline Lambert, the European Union to Australia Delegation Climate and Environment Counsellor, was its guest. She shared information about the EU’s agenda for COP23.

Podcast Format

Sustainable Business Australia Podcast

The format for this podcast was conversational between the host and guest within a 20 minute time frame. The voice of this podcast is casual with an in-depth perspective. I appreciate that the guests relate fairly difficult and dense information in a streamlined and relatable way.

SBA has been hosting its podcasts more frequently each progressing month. Beginning in June of this year it hosted a monthly show. The podcast has grown to 7 shows in October.

The quality of this show is remarkable in regards to the participating guests, audio style, and content depth. The topics are all relative to sustainable businesses and the guests provide information that pertains to different activities, happening within the sustainable marketplace.

Starting a Podcast

Women Business Owners WBO Radio PodcastBack in 2008 my then Communication Volunteer, Tammie Munson, suggested that we start a podcast for our organization, Women Business Owners. Our first WBO Radio podcast aired on January 30, 2008. We had no idea how ahead of our times we were.

Fast forward to 2017 and just about anyone can host their very own podcast about any topic that suits their fancy.

  • Matthew McLean provides 8 thorough chapters to help you get your podcast started.
  • Robert Mening helps people become thought leaders through a podcast with his 14 step guide.
  • Andy Baldacci shares his 8 quick and easy steps for creating a podcast.

Are Podcasts for Everyone?

While anyone could start a podcast. Some people believe that not everyone should start a podcast. Ryan Holiday humorously titled his October 2016 article, “Please, Please, For The Love Of God: Do Not Start a Podcast.”

In response to Holiday’s article, Sarah Rhea Werner, in her Forbes article, says, “Podcasting is such a deeply authentic, intimate and work-intensive medium that fakers will fail to gain traction, make zero profit or simply succumb to podfading over time — that is to say, they will weed themselves out.”

As podcasting enthusiasts continue to debate about who should and who shouldn’t host a podcast, we audience members can sit back, select podcasts that interest us, and enjoy!

I would love to hear about your favorite podcast. Please share the link in our comments section and tell us why it is your favorite.

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