Content marketing: now is the time for podcasts
When it comes to content marketing, there has never been a better time to leverage podcasts, according to Edison Research. Thanks to the ubiquity of smartphones, listening to a podcast has never been easier, more accessible or more popular.
The study determined that podcast listenership grew 23 per cent between 2015 and 2016. At 21 per cent, there are now as many Americans listening regularly to podcasts as there are using Twitter. Yet, content marketers are not taking advantage. Currently, there are approximately 240 podcasts in the Management and Marketing category on iTunes—which represents only 0.09 per cent of all available podcasts.
Advertisers get it
Despite the slow migration of content marketing strategies to the podcasting world, advertisers have already begun to take advantage of the boom. The advertising spend for 2016 was approximately $190 million (an increase of $57 million) and is expected to climb to $243 million by the end of 2017.
The study from Edison Research demonstrates the enormous potential in podcasts for content marketing. Podcasts are relatively inexpensive and easy to produce! Listeners are tuning in on-the-go! Why wait?
To learn more about making a podcast part of your content marketing strategy, contact us today.