Nick Thomson: Should your business start a podcast?

Podcasts. They’ve come a long way. When I (we) started our podcast back in 2015, rather than having to explain what our podcast is about, we had to explain what a podcast is! There are now around 1 million podcasts online. This number has jumped massively in the last 12 months. At the start of 2019 there were roughly 600,000. These are big numbers right? Well, nothing compared to more established platforms. There are around 600 million blogs online and over 30 million YouTube channels. This means that if you’re late to the party and starting a blog or YouTube channel today then it will be very hard to be successful and reach that top 0.1%. The majority of people who are in this top percent started early. What does this mean for podcasts?

The numbers are only going one way due to the way we consume on demand media, just look at Netflix. Who watches live TV anymore? Could podcasts kill the radio star? While we’re at the beginning of the podcast revolution, now is the time for businesses to pay attention. There was a time when having a website was up for debate, then a social media presence. Now the topic of debate is podcasts.

Podcasts are an affordable way to get your message out to anyone in the world who has an internet connection. What would have a greater reach in today’s digital world? A billboard on the side of a motorway or a podcast? We all know the answer and the crazy thing is that the podcast could even be cheaper! Our client’s use podcasts to promote their business. One example could be an entrepreneur who run’s their own therapy clinic. Every week they release a short and sweet podcast with some advice about mental health, giving the listener value whilst building trust. This turns the entrepreneur into a mini celebrity and when a listener wants a one-on-one session, who are they going to think of? Someone they already know and trust.

If you think that your business isn’t interesting or sexy enough for a podcast then you may need to think outside of the box. Toothpaste, pretty dull right? Well, one toothpaste company have released podcast episodes which are each 2 minutes long. The time it takes to brush your teeth! Genius!

Not only are podcasts a great way to build your profile and improve PR, they are also a great way to network with fellow industry professionals. Asking someone to guest on your podcast is a compliment and a great way to build up a genuine rapport, as opposed to a cold sales call.

Social media is massive for promoting your podcast but podcast management companies can use industry tricks to get your podcast off the ground. Particularly at the launch stage, this is an important time. They can also provide professional editing services which are essential in podcasting! You run a professional business, so why wouldn’t your podcast sound professional too?

The last 12 months have seen many businesses join the podcast movement. Will your company get onboard before your competitor does?


Nick Thomson and Amy Thomson of ANT podcast management

By Nick Thomson

Co-Founder and Head of business development at ANT Podcast Management

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