For this discussion, you will explore how businesses use podcasts as part of their marketing strategy.
You may think of podcasts as being only for entertainment, current events, or news. In fact, businesses often use podcasts to reach their target audience in various ways. For example, the meal delivery company Blue Apron produced an educational podcast titled: "Why We Eat What We EatLinks to an external site." where they could connect with their target audience through the common topic of food. Zip Recruiter sponsored a podcast titled: "Rise and Grind,Links to an external site." where host Daymond John would interview high-profile achievers to ask about their approach to work success, which are topics relevant to their ideal customers. In addition to these two strategies, many businesses also reach new customers by making guest appearances on podcasts relevant to their industry or using podcasts to update customers about their product development. The exposure businesses receive from podcasts often drives sales rather than direct advertising or marketing.
- Find a podcast published in the last two years that fits one of these strategies. (Note: There are many free podcasts on platforms such as Apple Podcast, Spotify, Google Podcasts, and on your smartphone through apps like Stitcher or Podcasts.)
- Answer the following questions:
- What is the overall content/message of the podcast?
- What is the tone of the podcast?
- Is the podcast engaging? How so? If not, how could it be improved?
- Based on the podcast title and topics, who would you say is the business's target audience?
- What do you consider to be the main advantages of podcast marketing? (Note: Consider where and when most people listen to podcasts.)