Why a podcast?
First, what is a podcast?
A podcast is simply a way of communicating your message to an audience on their time, or on-demand.
Podcasting is an intimate medium, with listeners, often, literally carrying you in their ears.
Podcasts provide an opportunity to speak directly to your audience and build lasting loyalty with your brand. They can help position you or your brand as an expert in your field.
As a brand-extension
Podcasting has the rare quality of being both highly intimate and scalable. As you'll see below in "The Numbers" tab, podcast listeners are notoriously loyal folks. They form ties with the shows, and more importantly, show creators.
Across industries, brands are investing in podcasting. "Branded Content" spending increased from 0% of total podcast ad-spend in 2015 to 2% in 2016, according to research done by the Interactive Advertising Bureau (IAB).
Podcasting provides opportunity to speak directly to your customers and establish your brand as an expert in the marketplace in an organic, demonstrable way.