PODCASTING FOR MANUFACTURING: SHOULD THIS BE A PART OF YOUR MARKETING STRATEGY?

ince the early 2000s, podcasting has grown at a steady rate. Today, 62% of the population 12+ have listened to a podcast and roughly 79% are familiar with podcasts. The growth of podcasting grew exponentially during COVID, both in audience size and diversity.

In the United States, each week, more people listen to podcasts than have Netflix accounts! So how can your manufacturing company get in on a slice of the podcasting pie? Let’s break it down.

Let’s start by defining what a podcast is.

Podcasts can be defined as a digital audio, video file or a recording that is usually part of a themed series. Podcasts can be downloaded or listened to on a streaming service. As a business, podcasts can have many purposes, but the main one is to entertain its audience. Podcast listeners might have one of several reasons to subscribe to a podcast, such as: to hear updates and breakdowns of current events; to learn about a specific niche; to hear from engaging experts; and to be entertained by the content.

How to use a podcast in your marketing strategy?

Podcasting allows you to take long-form content, such as a blog, and instead of writing about the topic, you talk about it. Podcasts offer the unique opportunity to be able to be inside your audience’s mind as they go about their day.

Topics you could cover as a manufacturing company:

1. Talk to industry experts about their experiences on different topics
2. Discuss the latest trends and technologies impacting manufacturers
3. Focus on the future of manufacturing
4. Interview different size manufacturing companies to gauge trends across a pool of companies
5. Niche down to talk about a specific need (recruitment strategies, innovative technologies, what’s trending, C-level guest stars, etc)

The ideas to a podcast focus are endless, the biggest key is to think about who your ideal listener is. Who are you talking to with your podcast? This is the individual to keep at the forefront of your mind when planning strategy and content for your podcast.

Podcasting can be a great way to establish your brand as an industry leader and expert. As you build an audience, these people will be the low hanging fruit should you offer a paid product/opportunity in the future. Podcasting gives the opportunity for your brand to build a personable relationship with your entire audience as they go about their daily lives (on their commute, at the gym, while cleaning their house, picking up groceries, etc.).

Want to learn more about incorporating podcasting in your marketing strategy for your manufacturing company? Let’s chat!

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