Products and services based on technology present unique challenges than those that are easier to digest and comprehend. Complex concepts and technical details are difficult to communicate in a content environment characterized by increasingly fleeting attention spans. Eyes glaze over. Technical rabbit holes abound. The content is unrelatable to some, unexciting to others, not enough or too much for others.
If you’re looking for new ways to amplify your brand and better showcase your technology leadership, one medium that has garnered immense popularity and effectiveness is branded technology podcasts. If you're on the fence about diving into the world of podcasting, here are four compelling reasons and statistics that demonstrate why creating a branded tech podcast should be an essential part of your marketing mix:
- Podcasting Provides Time and Space to Explain Complex Technologies with Ease
Podcasts are an excellent medium for delving into complex subjects at length, making them perfect for the technology sector where details matter. The long-form nature of podcasts allows you to unpack intricate tech concepts and innovations that's more digestible for your audience. This educational approach not only enlightens your audience but also positions your brand as a knowledgeable and reliable entity in the tech space. For example, Financial podcasts that focus on new and innovative payments system, like crypto, are often more effective than marketing vehicles that only rely on visual media that don’t hold the customer’s attention.
- Technology Podcasts Achieve Higher Engagement Rates than Traditional Marketing Vehicles
Statistics show that podcasts have an average completion rate of over 60%, significantly higher than video content, for which completion rates check in at less than 20%. This means that listeners are engaged with your content from start to finish, giving you a longer window to make an impact with your messaging and to establish a connection with potential customers.
- Building a Community of Enthusiasts Is Easier with Tech Podcasting
Podcasts, particularly those focused on niche topics like technology, have a unique way of fostering community. By regularly discussing the latest tech trends, innovations, and challenges, you not only attract technology aficionados but also encourage them to share their insights and experiences. This creates a loyal listener base that is eager to interact with your content and spread the word about your brand. According to Edison Research, 67% of podcast listeners feel a sense of community with other listeners of the shows they listen to, and 42% of podcast listeners share episodes on social media (Podcasts Insights, 2023)
- Showcasing Your Thought Leadership Will Boost Your Brand’s Technical Credibility
Regular podcasting on topics relevant to your industry helps cement your status as a thought leader. By offering valuable insights and expert opinions, you demonstrate your company's expertise and innovative thinking. This not only enhances your brand's credibility but also attracts opportunities for collaborations and partnerships within the tech community. We worked recently on a biopharmaceutical podcast focused on kidney diagnostics that intentfully highlighted patient case studies, but shared elements of the underlying technology that would be of interest to venture capitalists, clinical specialists, and other stakeholders.
Audience Size Isn’t the Only Success Metric:
Much is made of podcasts that go viral and rack up huge download counts. But don’t freak out if you don’t reach Joe Rogan levels of listenership. You don't need a massive audience to reap the benefits of podcasting. Even with a smaller, targeted group of listeners, podcasts can be extremely effective. They can be used for:
- On-demand technical training
- Case studies focused on customer pain points that can be used as sales tools.
- Conduits for communicating within an organization, focusing on company culture, value, policies, etc.
These uses are a little bit more flexible in terms of scheduling. If you’re going for sheer audience volume, you’ll need to crank out Episodes on a regular basis, with twice monthly being the sweet spot. But if you’re taking these approaches, you can schedule on an as needed basis, or as “upfront blocks” of episodes that can be released in concert with other communication vehicles.
Don’t kill yourself. Focus on the content, let others take care of the rest.
Creating a podcast involves significant time and effort. This is where podcast productions services like ModPod can take a lot of the tricky and repetitive details off your plate. By outsourcing podcast production tasks, such a podcast editing, show note development, artwork, music integration, and episode publishing; you can focus on crafting compelling content and strategic messaging (though we can be a second set of ears for these items, too). You also will need guidance for how to start a podcast series, such as choosing the best microphone for podcasting and ordering a set of podcast topics.
Conclusion: The Strategic Advantage of Tech Podcasting
Podcasting offers a unique combination of in-depth discussion, high engagement, and strategic content delivery, making it an invaluable tool in a tech company's marketing arsenal. By establishing a branded podcast, you not only educate and engage with your audience but also strengthen your position as a thought leader in your industry.
Ready to start your tech podcast journey? Sign up for a consultation with ModPod and take the first step towards extending your brand's reach and influence through the power of audio content.
We’d love to start a conversation with you about your podcast aspirations. We welcome you to visit our website at www.gomodpod.com, via our Contact form, or email info@gomodpod.com.
