Blog vs . Podcast: Which Is the Best Choice for Your Business?
Blogs and podcasts are both powerhouse marketing tools. Company blogs are well-researched inbound marketing channels, whilst business podcasts are the up-and-comers garnering a lot of excitement in the market.
A few stats in the weblog corner:
- 59% of marketers discover business blogging valuable. (DemandMetric)
- Prioritizing blogging gave businesses 13X the ROI compared to companies that did not prioritize their blogs. (HubSpot)
- About 70 million new blog posts are published each month upon WordPress alone, with seventy seven million comments added monthly. (WordPress)
And in the podcast corner:
- 37% of Americans ages 12 and older listened to a podcast in the previous month. (Edison Research)
- Podcast listening much more prevalent among younger People in america. 49% of people aged 12 to 34 listened to the podcast in the previous month, then 40% of people ages thirty-five to 54, and 22% of people aged 55 and above. (Edison Research)
- The particular heaviest podcasts users pay attention while they are away from home; often while at work. (Nielson)
Both weblogs and podcasts nurture client relationships, validate expertise, deepen brand loyalty, capture research, and generate leads. But each tool has benefits and drawbacks, and you probably wonder that will offer your business the most significant RETURN ON INVESTMENT.
Let’s take a closer consider the pros and cons of blogs plus podcasts, the audiences for each — and when offering each is best.
Podcast Benefits and Drawbacks
The advantages of Podcasting
1 . Podcasts are personable and help connections.
Your podcast host or hosts lend a human voice to your brand. Podcasts put a knowledgeable individual from your company in conversation with industry experts to deal with current topics and share recommendation, often with a touch associated with lighthearted humor. You can also inquire your audience what they want you to definitely cover and whether they have questions they want answered.
second . Podcasts reach younger viewers.
An entertaining and helpful podcast is an opportunity to develop brand awareness among Millennials and Gen Z.
several. Podcast listeners are growing fast.
The number of people who believed a podcast at least once improved by 20 million among 2018 and 2019. The amount of weekly listeners rose by 14 million in that time.
4. Podcasts increase opportunities to reach your audience.
Individuals can listen to podcasts while driving, working out, or doing it dishes. Reading a article requires stopping and reading on a computer or cellular device.
The Cons associated with Podcasting
1 . Podcast tech can be intimidating.
Getting comfortable with podcast technology can really feel daunting. Learning the technology and launching a podcast requires time and money, and companies with small marketing teams and budgets can issue the ROI.
2 . Podcasts take time.
Once you are comfortable, podcast production still requires a significant investment of time. You have to brainstorm topics, reach out to guests, plus record, before shifting in order to post-production and marketing.
a few. There’s a call-to-action distance.
People listening to podcasts in their car or on a stroll can’t press the CTA button the moment the inspiration hits. Instead, they must choose to return to your website to explore plus fill out a form.
Blog Benefits and drawbacks
The Benefits of Blogging
1 . Weblogs support search engine optimization (SEO).
Which includes keywords in authoritative plus helpful blog posts can generate traffic to your website.
2 . Blogs don’t require as much tech knowledge.
For a blog, you need a strong writer and someone that knows how to publish the post to your platform.
several. Blogs draw leads.
Businesses that blog earn 67% more leads on average a month than those that don’t.
The Drawbacks of Blogging
one Blogs face stiff competitors.
It’s not enough to pick a subject based on the keywords people are looking in your industry. There are scores of blogs across industries plus subject areas. To make your blog stand out you have to go deeper, technique topics from a unique angle, and share must-know expert information.
2 . Blogs must offer value — and it’s no easy task.
With so much pre-existing content on the internet, you have to offer an above-and-beyond return on your reader’s time investment. Then, once you have grabbed attention, it’s vital that you deliver consistent high-value articles so your blog becomes a place to go for knowledge building rather than a one time find.
3. Blogs require a strong copy team.
Beating the cons of running a blog takes a creative group of articles strategists, writers, and publishers who spot opportunities just for engaging blogs that train and help readers resolve real-world problems.
Determine who you need to reach.
Blog visitors, podcast listeners, or both? To decide the ideal medium for your content, get clear about who you want to engage with, what exactly they want to know, and how they gain access to their content.
The number of individuals listening to podcasts on mobile apps increased 60% in between 2018 and 2019, plus millennials drive that growth. One-third of listeners in between ages 25 and thirty-five pressed play on at least five podcasts per week. Reasons for listening to podcasts range from amusement, staying updated, and studying something new.
Podcast consumers differ slightly by gender, aswell, with 39% of males and 36% of females in the U. S. listening to a podcast in the last month.
Escape Fitness is an example of a company podcast that knows its fitness-industry audience, and produces audio content that engages. Weekly episodes of the Escape Your Limits podcast feature discussions with entrepreneurs about health, exercise, productivity, and the mindset needed for success.
The HubSpot 2017 Content Trends Survey found that 18% of consumers in the US, Germany, Colombia, and Mexico want blogs from the brands they support. Though that percentage may appear small — it really is mighty. Businesses that weblog get more website visitors and receive 67% more leads than those that don’t.
Among people who read blogs regularly, 34% read to learn something new, 20% for entertainment, and 12% to learn about news and trends in their job industry.
Because people are there to learn, you should focus on content that makes their life easier at work and beyond. The Grammarly blog does a great job of providing value for students, job-hunters, and folks for whom English is really a second language. You’ll find to-the-point posts on writing persuasive essays, giving writer feedback, and common writing problems, such as passive voice or run-on sentences.
People skim articles for tidbits of information rather than read them thoroughly. Your blog posts should be easily skimmable with headers that help them understand the topic more deeply, and engaging images or graphics that act as stepping stones from top to bottom. List articles are easy to skim and break your copy into bite-size pieces, and many marketers say they perform well.
When to Consider Both a Podcast and a Blog
Choosing between your two isn’t always necessary, and some companies benefit from offering both, if they have the budget and the time. REI Co-Op has produced four podcasts and has an extensive blog covering the environment, gear, and how-tos.
Here are first-steps to aid your decision making and lay the groundwork for a successful launch whether you share your brand through one or both mediums:
1 . Assess your marketing team.
Has someone been pushing your company to create a blog and tossing topic ideas the right path for the past year? Maybe they’ve even been writing shorter posts for LinkedIn already.
And perhaps someone else on your team devours podcasts and has heard enough of them from within your industry to understand what realy works and what doesn’t. Knowledgeable and passionate marketers make developing blogs and podcasts more manageable with a better chance of success.
2 . Explore tools and platforms.
If you already have a CMS, such as HubSpot, it’s simple to add a blog. You can focus on building a content calendar, graphic design, and a blog marketing plan.
Recently, podcast platforms to streamline production and releases have also come online. Casted, for example , offers a podcast marketing platform that integrates with a company’s existing customer relationship management (CRM) and content management system (CMS) tools.
The podcast platform also offers a service that helps companies build their podcasts from scratch, so marketers learn the tools while moving production forward.
3. Recognize that voice content is here to remain.
You saw those stats above. Like video before it, voice content is fast shifting from nice-to-have to must-have. But if producing a ground-up podcast isn’t in your wheelhouse or the budget, don’t fret; you can make your blog content audio accessible.
For example , Vooozer is an audio marketing solution that extends a blog’s reach with narration by real people and audio players embedded in the blog. People can learn and get advice from your company while they’re driving or on their lunch-break, and the CTA is on the same page to boot.
4. Assess the competition and clarify your value.
You need to know what’s out there so you don’t turn out content that’s already extensively covered. Research long-tail key words to help you brainstorm niche topics that separate you from the pack on both platforms.
Blogs and podcasts increase your inbound marketing reach and nurture customer relationships. Choose the strategy that makes the most sense for your company, your in-house talent, and your clients, and you’ll see results.
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