Okay, B2B marketers, time for a pop quiz:
- Which content marketing tactic can hold an audience’s attention for a half hour or more at a time?
- Which tactic inspires an audience to subscribe to your content and make a regular appointment to consume it?
- Which tactic can help boost thought leadership, raise awareness and engage influencers in your industry?
- Which tactic is in the title of this blog post?
The answer, of course, is podcasting. These long-form audio programs first emerged in the early 2000s. Back then, they were a niche format for hobbyists and tech nerds (like me). But the rise of the smartphone brought podcasts to the masses. Now, there are hundreds of hours of programming available on every conceivable subject, in every genre from true crime to horror to musical. But we haven’t hit content shock for podcasts — it’s still a growing market.
The human voice can convey much more meaning through tone and inflection than the printed word ever can. It’s why millions of Americans sat, fixated, during the Golden Age of Radio – listening to everything from adventure, comedy and drama to classical music concerts, news and farm reports.
