Content marketing can be an effective and low-cost complement to traditional advertising for businesses of all sizes, and podcasting should be a pillar of your content marketing strategy. Audio consumption has never been higher, and Edison Research’s Infinite Dial 2020 study showed that 75% of Americans are familiar with podcasting, and 37% listen monthly.

Think about why your customers enjoy doing business with you, and build content around that. Are you a trusted source of information? Develop a series where one or more of your in-house experts discuss timely tips and information that benefits your customers while highlighting your unique selling proposition. Do people love ordering from your restaurant because they can always count on a laugh from one of your more colorful team members? Perhaps that person hosts a series with hilarious behind-the-scenes encounters from your business.

The important thing to remember is that podcasting is meant to be an organic experience that focuses on building brand value, awareness, and long-term trust. By focusing on content that’s relevant to your target customer first, and then organically weaving information about your business objectives into that content (like a new product launch or a special offer), you’re more likely to create a deeper bond with your customer that makes them more likely to patronize your business.

Now that businesses have so many ways to communicate directly with current and potential customers, these days, every company is a media company — including yours. POST is used by many of the top radio brands in the world to power their podcasting efforts, and the best practices they use can now be in your hands. Every part of POST is informed by more than a decade of media experience, technology investments, and proven success from the team at Futuri, a leader in developing technology that drives consumers to take actions. POST will keep your team ahead of the audio and social innovation curve and help you generate high-performing audio and video content that drives results.

With POST, pricing is all-inclusive. You’ll never get hit with hidden fees that some other platforms charge when your content starts to become successful. And everything, including POST’s video tools, is housed in one place, which means you don’t have to worry about the hassle of multiple logins. Plus, POST is constantly being updated with features and best practices that power the success of some of the world’s top media companies.

Not at all! Think of a show as a series. Like a series, each show has episodes. You can publish as many episodes as you like to your show — daily, weekly, bi-weekly, whatever works for you! If you decide that you’d like to create additional shows within POST, it’s easy to upgrade. All your content will continue to live in your POST account — no need for multiple logins.

We’re glad you asked! That’s a common misconception. Sure, the traditional definition of “podcast” used to mean an audio file that a person downloads, is typically episodic in nature, and is available in a subscription format. But times change, and with them, so do definitions and opportunities.

Major studies like this one from the University of Florida College of Journalism and Communications and Futuri Media, have revealed that YouTube is in fact a top destination for podcast listening. That makes it clear: when you ask regular folks what their definition of “podcast” is, they consider any piece of on-demand, spoken word audio to be a podcast. While many pure podcasting platforms don’t support video, why not reach the widest audience possible by creating video from your audio to get onto places like YouTube? Great content is great content, and if turning your podcast audio into video content will help widen your audience, there’s no down side to doing that. It’s important to us that POST help you be as successful as possible, and video is a big part of that.

The POST technology, which is at the core of the POST Plus plan, was designed to be simple and easy enough for anyone to use. We created the POST Plus plan for organizations who would like regular access to POST’s team of seasoned podcast professionals to help them set up their recording environment, consult on their content strategy, and provide ongoing advice on podcasting trends and ways to continuously improve their specific show’s results.

There are lots of different ways a podcast can deliver a strong ROI on the time and resources you invest. Many businesses launch podcasts to draw awareness to their own offerings, and integrate those messages seamlessly into content. If you have partner businesses, or other businesses in your community that are complementary but not competitive, you may have an opportunity to sell them advertising on your podcast, or do an in-kind exchange of promotion on their own channels. The possibilities are endless.