According to Forbes magazine, podcasting is the fastest-growing content channel in 2019. Advertisers are flocking to the platform — and so are Canadians. In fact, almost 28 per cent of Canadians have listened to at least one podcast in the last month, and almost as many have listened to one in the past week. That’s roughly 10.5 million and 8.6 million, respectively — this is power potential from any marketer’s perspective.
But it’s not enough to simply podcast. Anyone with a mic and an Internet connection can do that. It’s about quality with podcasts. Quality, delivered on a regular basis, is arguably the most important factor in building not just a group of lukewarm listeners but a true community of loyal followers.
A July 2018 survey conducted by New York-based mass media company Westwood One found that 68 per cent of podcast listeners “wouldn’t mind a couple of extra ads per show so that my favorite podcasts can continue.” Just over half of the same survey participants like the ads they hear on their favorite podcasts and/or find them relevant and/or memorable.
The key point is that most podcast listeners are reasonably willing to sit through ads to support their favorite podcasters. However, what is still largely untapped is the monetization of podcasts, for although podcast advertising revenue is on a definite rise, it is nowhere near as well monetized as, say, streaming music.
What category do you fall into when it comes to podcasting? Are you a dabbler, an experimenter, or have you learned how to take full advantage of the power of podcasting? Join ITWC CMO Fawn Annan on July 18th for “The Power of Podcasting,” an interactive, hour-long session on how to make a top-quality podcast that produces measurable results.
Fawn and her guests — serial podcaster Robert Rock and President of Amazing Agency James Roy, formerly a CBC producer — will provide expert advice on:
- How podcasts fit into your marketing strategy
- How to create a successful podcast
- When to make your own podcast and when to hire a professional
- How to reach a target audience
- Monetizing and measuring the success of your podcast