Talking the Talk: How Being A Podcast Guest Can Transform Your Brand

The importance of podcasts to your PR strategy

You cannot talk about the modern media landscape without mentioning the explosion of podcasts that has occurred over the past decade. Although podcasts as a medium have existed for decades, recent years have seen a renaissance in their popularity and influence. Podcasts have become as central to daily media consumption as the news, and play as much of–and sometimes even more of–a role in shaping the most important conversations of our time. Long dominated by salon-style interview shows and true crime shows, there now exist popular shows in virtually every industry and niche imaginable. 

Podcasts’ immense popularity and versatility should earn them a spot in every brand’s PR blend. Not only do they help brands gain exposure to highly targeted and motivated audiences, but they also allow for unprecedentedly strong connections. They are an exceptional way to level up your thought leadership and give your brand a more personable face. Conversation is one of the most powerful tools we have for connecting with others, and podcast appearances help your audience feel like they are truly a part of the conversation.

Following are five of the major benefits of being a podcast guest:

1. Establishes trust. Podcasts are more than a form of entertainment–for a sizable portion of listeners, they are a go-to source of information. They have, in a way, come to fill in the gap left behind by the declining popularity of radio, offering up the same blend of news, opinions, and entertainment while also empowering the listener with more choices of what they listen to and when. This element of choice is extremely important, as it leads listeners to gravitate toward hosts that they trust and feel a personal connection with. In a recent Deloitte survey, 75% of respondents said that they trust the hosts of their favorite shows. For brands looking to leverage media exposure to organically grow their audience, the significance of this number cannot be overstated. In a saturated media environment that often leaves people not knowing where to turn, an appearance on a reputable podcast is a powerful badge of approval, positioning you as an expert in your field and lending credibility to your brand. Being able to capitalize on the trust that a host has already built with their audience helps you deliver your message in a way that is more likely to resonate with what they truly care about.

   
   

2. Creates community. Although most of us listen to podcasts by ourselves, often in our cars or through earbuds, podcast listening is not an isolating experience: far from it, in fact. More than half of podcast listeners report feeling a sense of community with other fans, and this number is even higher among Millennials and Gen Z. Part of what makes podcasts so unique is that the conversation does not stop when the episode is finished: most podcast hosts use social media, as well as platforms such as Patreon, to create gathering spaces where fans can connect with others and keep the discussion going. An appearance on a podcast is therefore an especially high-value form of exposure, as it places you at the heart of a vibrant, ongoing conversation within a dedicated community. Building a true sense of community and camaraderie around a brand is one of the most difficult things to achieve, but exposure on quality podcasts can make it easier than ever. 

3. Uniquely versatile. Podcast appearances are one of the most versatile forms of earned media. Achieving the right blend of promotional and non-promotional media coverage is one of the most challenging aspects of PR. Podcasts are a potent addition to this mixture because they allow you to be both promotional and non-promotional at once. The free-flowing, conversational nature of podcasts allows you to deliver key messages and share your personal expertise as an organic part of the discussion, giving it a much more casual and natural feel. Podcasts also allow you to share stories and engage in broader conversations about your given industry, building up your status as a trusted expert while also presenting you in a more personable and relatable way. They have many of the same benefits as formal interviews, but their conversational nature adds an extra layer of familiarity and intimacy with the audience. This makes them a uniquely versatile and powerful part of any earned media mix. 

4. Highly targeted. These days, there is a podcast for every niche under the sun. This presents a unique opportunity for brands hoping to get themselves in front of an engaged, knowledgeable, dedicated audience–in other words, the audience with the highest likelihood of converting to customers. While it’s true that some podcasts have massive, dedicated followings that every brand on earth would covet, you don’t need to secure coverage on a chart-topper to see real results from your appearances. Smaller, more niche industry-focused podcasts can have outsized results when you account for the fact that the listenership is more likely to directly resonate with your expertise and offerings. Not only can podcast appearances drive conversions, but they are also an exceptional way of networking with big players in your given industry. Building connections with hosts is an excellent way to secure appearances on their newsletters, websites, and social media feeds, helping you get in front of the exact type of audience you’re seeking. 

5. Exceptional exposure and reach. The popularity of podcasts as a medium is undeniable, and is only continuing to grow. Studies have shown that over half of Americans aged 12 and older are monthly podcast listeners. The world’s biggest podcasts have audiences that challenge and sometimes even exceed mainstream news and TV. The medium has proven to play a huge role in shaping cultural conversations, and this occurs at all levels, from the heavy-hitters to niche shows that are essential listening for those in a particular industry or community. Podcasts are easily shareable on social media and newsletters, giving a single appearance the potential for long-lasting value. As the space continues to expand and encompass a greater range of topics and interests, the opportunities they provide for gaining exposure and building trust will only continue to grow.   

Podcasts have proven themselves to be a vital force in today’s media environment. At once personable and informative, they help fill a need for deep connections and meaningful conversations among their ever-growing listenership. Being a guest on a podcast is an excellent way to gain exposure while building credibility. Rather than listing off talking points, they allow you to engage in authentic and inspiring conversations that can help strengthen your following while bringing your insights to an engaged audience. 

Already a force to be reckoned with, podcasts are poised to continue their trend of growth, both in their size and specificity. Participating in them as a guest can be an excellent way to further entrench yourself as a leader in your field and to increase both brand recognition and positive perception while simultaneously giving you a trove of quality content to share with your existing audience. As part of an earned media blend, they can help augment your other PR and marketing efforts by not just bringing in more conversions, but by gaining something that truly cannot be bought: that is, trust and connection. 

Contact Us to learn more about how Mackasey Howard can help you secure interviews on relevant podcasts.