Podcast: Should Podcasting be Part of Your Content Marketing Strategy?

The ‘Munch Marketing’ podcasting is a bite-sized marketing-related podcast that’s hosted by Karmy Widjaja. The show brings in experts to discuss various aspects of marketing such as content marketing, social media marketing, and more.  

With podcasts growing in popularity, many companies are jumping on the podcasting wagon and incorporating it into their content marketing strategy. This first episode brings in Olga Klepova – a digital content specialist and producer at SBS radio, to provide further insight into the world of podcasting, and what companies should consider before producing podcasts.

K: Hi, and welcome to the Munch Marketing podcast. This week we’re delving further into podcasts and whether it should be a part of a content marketing strategy. I’m your host, Karmy Widjaja.

When you think of content, a majority think of visual-based podcasts such as blog posts and whitepapers. Audio-based content however, has seen a rise in popularity with podcast listeners expected to grow to 115 million by 2021.

Today we’ve got expert Olga Klepova here with us. Not only is Olga an impressive digital content specialist with her experience as a producer at SBS radio, she was also the host and creator of Bank Australia’s Podcast On Purpose with a knack for podcast production, generating new projects and delivering the final product.

Thank you so much for coming in today, and we’re incredibly excited to have you here! 

O: Thank you Karmy for having me here!

K: Alright, so let’s go straight into the questions! A recent podcast survey by ABC last year indicates that nine out of 10 Australian adults are now aware of podcasts, and there’s been an increase in consumption. Why do you think podcasts have been growing in popularity?

O: So, audio consumption increasing because we tend to switch to our phones, we still carry on travelling, taking public transport a lot, and we’re multitasking at the same time. So, in this sense, audio presents a perfect type of content that can be consumed at any time.

Plus, there is another thing, it’s very diverse at the moment. Nowadays, you can choose any topic, any industry, it can be a professional podcast, it can be a science podcast, history podcast, anything you’re interested in. You can upgrade your skills, you can learn something new, so the choice is huge.

K: Yea, I agree with you. I think that the fact that it’s not only bite-sized, on the go, convenient, lots of different types of content appeals to people a lot. So, when you were at Bank Australia, you solely developed, launched and produced two seasons of podcasts. So, what made you decide to start incorporating podcasts into their content marketing strategy?

O: Well, first reason was that I’m very passionate about the podcasting. Second is I thought there are not many podcasts from the banking industry, and those I could find, they were all related to finance operations. And, probably that’s not very interesting, or it’s quite niche.

So, not many banks in Australia had their own podcasts. And I thought, it could be either a missed opportunity, or a waste of time, either or. So, I pitched the idea for the bank saying your audience is the perfect fit for podcast listeners. So why don’t we do this sweet marriage between Bank Australia producing their podcasts and their customers. It turns out it worked quite well, because I did my research on the trends of the podcasts, did the research on the customers, did the profile, and put this all in one picture.

K: Okay, so basically there was success with the Bank Australia podcast. But there are also a lot of companies that jump on this podcasting wagon just for the idea of the branded podcast because it’s attractive. But do you think that all companies should be doing that just because podcasts are rising in popularity?

O: Two years, three years ago, the studio producing podcast was most of the days empty. Now, I can’t book a single spot. So, what does it tell us? Perhaps that we are overproducing podcasts. So, not everything you produce creates value, so I think if you decide to jump on this wagon – like you said, of podcasting, you need to think first what is the value you are going to add to your brand? What is the value going to bring to your audience, to your potential consumers? So, if you can answer those questions positively, then why not?

K: Well, I do think that that’s very informative and very helpful, and that actually brings us to the end of the podcast. Thank you so much Olga for taking the time out amidst your busy schedule to do this. Remember to subscribe to our blog to hear our latest podcast!