Note From Steve: This post is written by a guest blogger

According to standard advertising wisdom, marketing is a visual medium. Customers are supposed to respond well to logos, videos and infographics. In a world of social media, 140 character tweets and interactive websites, using the spoken word to advertise seems positively archaic.

The Power of the Podcast

The success of the podcast, an episodic audio recording, suggests otherwise. Users either stream podcasts online or download episodes for later listening. At least 29 percent of the population reports listening to podcasts.

The numbers are growing, as well. While 17.4 million Americans listened to at least one podcast in 2008, the number has more than doubled. Its expected 37.6 million people will download podcasts in 2013.

Podcast listeners tend to have disposable cash, with an average household income of at least $75,000. Mix all those numbers together and you can practically hear marketers’ ears pricking up.

Mobile Considerations

Why have podcasts become so popular? The answer may lie in our love affair with mobile devices. Phones are, after all, intended to be used as listening devices (although a case could be made that most smartphones have evolved past this definition).

Consumers can download podcasts to their phones or mp3 players for easy access. Want to learn how to install kitchen cabinet hardware? You can download a carpentry podcast and listen to it on the morning commute, while you’re grocery shopping or taking a walk.

Perhaps this explains the rise in podcast popularity. While a how-to video arguably does a better job of showing you how to do things, you have to give visual media all your attention. With audio-based information, you can do something else while you listen.

Podcasts and Businesses

Podcasts give company’s opportunity to develop a voice. Not just a consistent attitude or tone, but a real, identifiable voice. Think of the Geico gecko. You don’t need to see a visual to identify a Geico commercial: all you need is that distinctive voice.

A voice talking directly to consumers has great influence, as long as the speaker has something worthwhile to say. Consider what you want to share with listeners. Can you provide them with important and actionable information? Are you an expert in a particular field? Can you simply make your audience smile? All these provide options for audio content marketing.

Be Consistent

Successful podcasting requires consistency, as does any content marketing. The tone of your podcast should match that of your website, blog and social media. Integrate all mediums: link new podcasts through social media, ask Facebook fans for podcast ideas and release podcasts on a regular schedule.

Podcasts alone won’t make for a successful marketing campaign. Adding audio presentations to an existing campaign, however, is a sound strategy.

Citations:

• CC image from derickkwa on Flickr

Featured images:

•  License: Creative Commons image source