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In today’s podcast, Juan Reyes, our Digital Brand Manager/SEO, SEM, and Applications, discusses Why Are Podcasts Popular? How Do You Create, Market, and Monetize Them?
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Hey everybody, Good Evening!
Welcome to this wonderful podcast video cast. I am your host Juan Reyes. I’m an 11 year veteran in the SEO industry — websites, development, design, servers, cyber security and the blockchain. Today, I’m here to talk to you a little bit about why podcasts are so popular. Why are they so popular?
So starting off, just to make sure that you know that you are on the right podcast video cast, depends upon how you’re watching this, if you’re listening or if you’re watching the video.
Now if you’re listening and you’re interested in watching all my hand gestures, and other micro gestures you can go ahead and feel free to follow through that link down here at the bottom of your comments area and you’ll be able to watch in real time all of the interactions and other things that were on the screen. Because I’m doing a presentation at the same time which is going to show and guide you a little bit visually in terms of things I’m talking about.
So starting off just to make sure for everybody’s sake we are discussing podcast. We’re talking about their popularity, why businesses should create more informative podcasts, their SEO value – for those of you who don’t know what SEO is its search engine optimization – and even more other benefits in doing a podcast.
So podcasts also represent a fun and engaging way to connect with your new audience segments so it might mean that maybe your social media has got a little stagnated, you’re just talking to the same group of people and you want to expand that a little bit more. Podcasts as a group are a great way to get through to a new audience members by generating different types of content and throwing them out there in different groups in your social media networks and channels, and thereby getting a little bit of engagement and traction with those different audiences, you will be able to then monitor that, and then see you know watch which content is working out for you as best which one is bringing the type of audiences are segments that really do convert into valuable clients or followers of your community channel, etc.
Now important thing is that this type of work, it definitely calls for dedicated effort on your part. It’s something that we’ve been able to see over time is that by generating this type of content businesses are able to expand their overall base group and get more traffic, more organic traffic to their websites. You’re also able to establish yourself more as an EAT authority. And if you’re not familiar with SEO, Google recently established this acronym to explain how it was going to be factoring and analyzing different websites and their type of content and what they’re most looking for, is not only cool but are they also search engine friendly, is EAT. So that’s, Expertise, Authoritive, and Trustworthy.
By generating podcasts of high value that has engaging content and starts building up an audience and people like your podcast because it’s informative, it’s valuable, it’s entertaining, that will send the all the right signals to Google, stating or showing that you are either authoritative, trustworthy, or an expert in your particular area.
Now, if you don’t feel that you can generate content because you just don’t feel like ideas jump off the top of your head, or you don’t have anything really that you’re interested in talking about or passionate about, which I don’t think that’s true about anybody, because I’m pretty sure just about everybody has something that they are passionate to talk about or knowledgeable of.
Now if you feel like you want to do this for your business, but you don’t want to do the podcast yourself you can make this process very easy by essentially hiring an organic SEO company. An organic SEO company will help you to produce this content for you or it will guide you and consult you in the proper ways of doing a good podcast. And then furthermore, they will help you with the promotion – organic promotion of course – as well as PPC, it could be part of the strategy, but typically on organic SEO company can provide you with very good organic SEO strategies which will help get your content out there in the best way possible, which is free. Right, yeah! This is one of the best benefits that organic SEO has. Most parts by the SEO agencies just don’t work, their labor, their effort is involved and you have to pay them a small fee or a monthly retainer for them to do this type of work for you. But the work that they’re doing won’t generate any additional costs as is the case with PPC – paid per click advertisement – or advertisement on some of the social media platforms where you actually have to pay a budget to get your content out there. Now that’s not to say that that’s not a good part of your overall strategy. We do feel that that is a good part of an overall strategy, but one of the important things that a lot of people don’t know or fail to grasp is that an organic SEO company will provide you very cost-effective solutions to get your content out there and to generate traffic for you through that content.
So, let’s talk about statistics, because you don’t have to just take my word for it, you know. Statistics – a research scientific study has been able to confirm, and in particular, Research and Markets, the global podcasting market size is estimated to reach 94.88 billion by 2028, expanding at an estimated compound annual growth rate of 31.1 percent, that’s from 2021 to 2028. So definitely the podcasting market size is set to expand in future years, so if you jump on the bandwagon now you’re jumping on at a good time. By 2028, you can imagine that the market is just gonna be over saturated with different content so those who get in now early will have the opportunity to generate your base group and audience and thereby be able to make it out there into the long run when the market ends up being overrun by options and choices in different podcasts.
Yeah, CAGR, just in case, compound annual growth rate – happy to share that with you guys. So statistics that highlight the popularity of podcasts, there are some really interesting statistics that I wanted to share with you guys. Listen to me guys and gals.
52 percent of all people between the ages of 16 to 64 using the internet do listen to podcasts, that’s 52 percent – that’s half of the internet, a little bit more than half of the internet, between very broad segments of ages, demographics 16-64, they listen to podcasts. So that’s according to Forbes, you can check that. I will definitely put all the citations, all sources in the bottom in our description area or in our comments section. You’ll be able to click on those and see for yourself these statistics.
Also, an additional important statistic I think is very relevant: podcast listeners are much more active on social media channels. 94 percent are active on at least one versus 81 percent of the entire population who actually participates and is active on social media channels. So there’s a big difference between your normal internet users and those who listen to podcasts. It is clear that those who listen to podcasts are much higher, more prolific, or there’s a much higher possibility that they’re going to share that content on their social media or that they’re going to engage on your social media channel or wherever you posted your podcast. So a podcast audience member is more than likely going to be a stimulating engaging person who’s gonna follow your content is going to send all the right signals for your content that Google that is going to pick up. So those are some of the SEO values involved in producing podcast content and how you’re able to generate more engagement from your audience by doing so.
Another very interesting statistic that I think is worth sharing is that 69 percent agreed that podcast ads made them aware of new products or services — 69 percent, that’s according to Podcast Insights. And then last one from Medicine Research back in 2019, nearly one third 32 percent of Americans listen to podcasts at least once a month – that was in 2019. A big segment a big portion of the American audience listens to podcasts at least once a month. So you definitely know that you have an audience whose gonna come back time and time again, especially if they enjoyed your first piece of content. So what you’re gonna see is in your graphics and your analytics, you’re gonna see spikes and spikes on a monthly basis thanks to this engagement, constant engagement from your audience.
So now let’s talk about the types of podcasts that are out there. So, we have the interview or the conversational type of podcast which you might be familiar with. Let’s say Joe Rogan for example, when he talks with Elon Musk, that so very clear example of an interview.