5 Reasons Why You Need a Podcast in 2021
Nowadays it seems like everybody has a podcast. In 2021 we surpassed two million shows globally.
Two million?!
That’s a lot of content, and you may be thinking what’s the point in starting one yourself - if it’s worth doing a podcast about it’s probably already out there, and even if it’s not why will anyone care about what I have to say, right?
One of the main reasons people do not start a podcast is because they don’t think they have anything to say, or the technology intimidates them, or they just don’t think anyone will listen.
But do you really think none of the other two million podcast hosts out there thought that too? Well, the truth is up to 80% of those podcasts ended before the 10th episode, and the reason is none of the above. Most podcasts fail not because the creators don’t know what to say or how to say it, but they don’t consider why they’re saying it.
So if you’re thinking about launching a podcast, that’s great! And if you’re unsure how to get started you can book a free call with The Podcast Boutique now to find out how we can help bring your idea to life.
But why do you want to podcast? Here are some of the main reasons behind every successful show, to give you some inspiration and help you figure out your ‘why’.
BUILDING YOUR PERSONAL BRAND
Whether you’re a comedian, a life coach, or an athlete, many individuals use podcasts to build their personal brand. In other words, the show becomes an extension of your personality, or at least the persona you’re selling to the rest of the world. It’s an advertisement for you.
Not only are podcasts relatively easy to launch, but they are also much less restrictive than other platforms like radio or tv. You can speak uninterrupted and, if you do have ads, you can choose when to run them.
A great example of a personal brand podcast is Chris Ramsey’s Shagged, Married, Annoyed. The show itself doesn’t need to make money, because it’s about selling Chris as a person, and co-hosting with his wife Rosie only adds to this. The podcast is a space to try some material, even ad-lib some new stuff. He gets direct feedback from fans - “I love this episode or that bit” - but he also has a permanent ad out there to attract new fans, who may, after listening to his podcast, buy a ticket for his show.
Another great example is Dr. Maryhan’s new podcast How Not to Screw Up Your Kids. The show perfectly captures her personality whilst showing off her professional credibility. It boosts her profile and may also lead to new clients.
So a podcast doesn’t have to be a direct profit-center - it can be a powerful tool to build your personal brand and drive your success.
EXTENDING YOUR BUSINESS’ BRAND
From small start-ups to large international corporations, businesses are seeing increasing value in launching their own branded content.
You can of course sponsor another show, but your own show is a space where you can truly embody your brand identity and connect with your audience. Ruth Kudzi’s The Coaching Hub is a great example of this, while Fearne Cotton used her Happy Place podcast as the launchpad for a lifestyle & wellbeing brand, which she has now turned into an annual festival.
Podcasts are an intimate, direct and unfiltered way of promoting your business and your brand to audiences, and so long as your messaging and delivery is consistent with your overall identity, they can add enormous value to your business.
INCREASING ENGAGEMENT WITH YOUR AUDIENCE
Building brands via podcasts are a great way of engaging with your customers or fans, but sometimes a podcast can be used specifically for this purpose.
Perhaps you’re thinking you would like to do interviews on your new show, and if your guests are purely facilitating conversations about you or your business,then it probably falls into one of the first two categories.
However, if your show is an interview series, like Lucy Gourlay’s Lucy Loves, then it’s giving a platform to its guests to increase engagement with their own customers, listeners or fans. Wheel of Misfortune by Alison Spittle and Fern Brady on BBC Sounds is a textbook example of how to use your podcast to both interact with fans and cross-promote guests.
If your goal is to interact with your audience, then use your podcast as a forum to encourage feedback, book guests, build a social presence and make it a space which invites that interaction.
SHOWCASING YOUR PORTFOLIO
Podcasts are also an excellent way to show off your creative experience and sell yourself to potential clients and employers.
It’s a common misconception that a podcast has to be entertaining for the masses or the next Joe Rogan Experience. It doesn’t. A podcast is your platform to express yourself, so use it.
If you’re an aspiring broadcaster, filmmaker, content creator, marketer or entertainer, you can use a podcast as a space to upload compelling audio to highlight your skills and experience. Consider it a shop window.
You can embed your podcast, or specific episodes, onto your website or into your social feeds, to promote what you want, how you want, to improve your chances of success - whether that’s winning a sales pitch to a prospective client, or getting your dream job.
CVs are increasingly innovative, particularly in the digital and creative spaces, and you can leverage a podcast as an ear-catching showcase for your best work.
TO MAKE MONEY
Maybe, despite all of the above, you really just want to create a podcast in order to supplement your income, or maybe you’re even more ambitious - maybe you want it to be your career?
If you want to be a professional podcaster, and make money from your podcast, then you need to be realistic. It takes a lot of work, and it takes a lot of dedication and perseverance, but it also takes a lot of luck.
That’s not to say it’s impossible, but creating a podcast specifically to make money is a challenge. To succeed, think about the advertisers and sponsors you want to attract - what kind of show will they pay to associate themselves with? What kind of genre are you interested in (because you have to care about what you’re making)? How much money is enough?
It’s perfectly reasonable for the purpose of your podcast being to make money, but if that’s the case then you need to think about your podcast less as a creative project and more as a business. Your show is a product - what is your selling point, who is your audience, and why should they buy it?
You may not have the answers to any of this yet - don’t worry! Starting a podcast can be daunting, and often it just starts with an idea. That’s ok. We can help you turn that idea into something great, so book your free chat with The Podcast Boutique now and get that ball rolling!