The best way to reach your audience and let your brand be known is through blogging and podcasting. Each comes with its own perks if you dedicate yourself to doing things right. Podcasting gives you a platform to share your passion and skills with your audience. It comes with no restrictions that bind traditional radio. Your only limitation is your imagination as far as content, format, and length are concerned.
On the other hand, blogging is among the most effective strategies for creating brand awareness that utilizes written content to reach the target audience. It’s an inexpensive method of driving traffic to your website, improving marketing strategies, and inviting more prospective clients.
As you try to make your brand dominant, how can you harness the perks of each method and apply them to propel your business forward? Is it okay to use both or just pick one that you excel at and focus on it? We’ll address all these concerns to help you make an informed decision.
What is Blogging and Podcasting?
Blogging and podcasting is a strategy that entrepreneurs use to maximize their customer outreach by targeting both audiences who like to read and those that don’t. Content consumers nowadays are increasingly moving towards a non-reading lifestyle by watching and listening, promoted by the advent of social media.
That doesn’t mean that the population that still prefers reading isn’t significant. Blog readers still have the say as far as consuming digital content is concerned. That’s because podcasting is still in its youthful stages but is catching up fast. It’s estimated that 32 percent of Americans listen to podcasts every month. This is the reason you should implement podcasting to reach this fraction of the audience.
How Do Blogging and Podcasting Defer from Each Other?
The obvious difference between these two is that blogs contain written content while podcasts are audio. When considering the platform that suits your brand, it’s better to look deeply beyond the content formats.
Blogging and podcasting offer excellent ways for content creators to reach their audience effectively. If you have the capacity, resources, and time to utilize both, then you’re at an advantage to reach and connect with your audience better. But still, you can choose either podcasting or blogging and focus on them to give your best.
Blogging is all about creating engaging content in a written format, released in sequential order, that is, new content displayed first. The platform brings a lot of advantages that small enterprises can benefit from, such as owning their content.
It allows you to create content and direct it to the right audience who could be your clients. Having a blog gives you the freedom needed, unlike relying on highly dynamic social media to push your content to the audience.
Developing a high-quality, engaging blog requires a lot of time. But it is time dedicated to growing your business rather than sharing pictures of your product with a few followers who probably aren’t interested in it. Blogs are easier to create if you already have your own website or not.
Advantages of Blogging
Access to ready-made platforms
With blogging, there are plenty of free resources available online to help you build your blog. You can utilize the readily available free platforms such as Medium or WordPress to share your content with your audience. However, if you’re building a brand, you’re better off working with your own domain without restrictions.
Searchable and Scannable content
Since the content is written, it’s easier for audiences to scan through it to find what’s more applicable to them. Also, it’s easier to improve search engine optimization to allow your blog to be found by new audiences.
Blogging allows audiences to participate in topics by sharing their feedback and invoking conversations. The audience has the chance to reply to comments or raise issues through the comments section and get their queries addressed.
Supports building a mailing list
With a blog, it’s easier to display your best content first and attract more audiences. Also, users can subscribe to your mailing list, which lets you expand your email marketing strategy.
- Gaining huge traffic can take considerably longer.
- Finding the right keywords to use can be daunting.
- Ranking on search engines may take longer due to ever-changing search algorithms.
- Competition from other blogs is stiff.
Podcasts are episodic series of spoken digital audio content that audiences can download to their devices to listen to at their own time. A person’s understanding of how a podcast operates majorly revolves around these aspects: freely available, on-demand, niche-specific, and audio-only.
Podcasts don’t have predetermined lengths, styles, formats, or production levels. Instead, they’re broken into seasons with episodes, simply episodic. The most common timeframe for releasing new episodes is usually every week, but daily podcasts also exist. It all depends on what the creator prefers.
The episodes are usually in audio format and are mostly stored by a podcast hosting service provider. Another excellent thing about podcasts is that audiences can subscribe and receive updates every time the creator releases a new episode.
Podcasting allows content creators and entrepreneurs to connect on an emotional level with their audience. Unlike blogging, which relies on personalizing through emails, podcasts touch the listeners deeply, making it easier to move their emotions.
Advantages of Podcasting
Podcasting comes with a lot of perks that, if harnessed properly, can elevate a brand’s dominance on a community level.
Podcasts create human connections
It’s easier to create a personal impression on your audiences about your brand, which typed words can’t do. With podcasting, you can communicate your brand’s pace, rhythm, and tone to build human connections.
Share firsthand information with audiences
Podcasts offer an avenue for sharing firsthand information from trusted sources in real-time. For instance, Modern Babies hosts various experts to interview them about infertility issues and treatment options, how families can benefit, and what they can expect from the whole process.
With such podcasts, building credibility and trust becomes much easier and less cumbersome compared to writing content for blogs based on the interview.
Listening while multi-tasking
Listening gives the audience a chance to indulge in other activities, unlike reading. On a larger scale, the majority of people nowadays listen to podcasts as they drive to work, walk on the streets, go grocery shopping, and more.
More time to increase brand awareness
With blogs, when the word count is too long, the reader might lose focus along the way. The majority of people lack concentration for long content and might skim most of it. But a podcast gives you more time to say a lot of things.
With the knowledge of your audience’s behavior in mind, you’ll know how to frame your audio to make their listening more engaging. Edison’s research reports that 80 percent of audiences do listen to the whole podcast.
An increasing number of podcast listeners
As podcasts continue to gain popularity, more content creators also develop an interest in creating more engaging content to increase their audience base.
The Shortfalls of Podcasting
- Sourcing for guest speakers, recording episodes, and editing content take a lot of time and commitment.
- It’s difficult to search for or scan podcasts, so creators are forced to hook their audience in the first minute.
- It has limited ways of interacting with the audience.
- It requires technical expertise and specialized hosting service providers.
Should I Start a Blog or Podcast?
The to-do list for budding entrepreneurs seems to never end. Small and medium-sized businesses have to continually create cohesive brands, speak to their ideal clients, and make their cash flow sustainable through high-value products and services. On top of that, they also need to be blogging, podcasting, or doing both. That seems impossible, doesn’t it?
Focusing on your best
If you’ve got so much on your plate, doing a lot to keep your business running, or don’t have the luxury of outsourcing, focusing on one might be the best idea. Focusing on blogging or podcasting gives you a pillar to direct your energy towards and gives your audience the best of what you’ve got.
If you enjoy writing, feel more confident, energized, and comfortable with it, blogging sounds like your thing. If by writing, you can connect emotionally with your audience, then you’re better off blogging. Remember, producing content is all about connecting with both existing clients and prospects.
Going with Podcasting
Are you more of a talker than a writer? Are you comfortable with your voice, talking to yourself for an hour or two? If your answer is yes to these questions, podcasting sounds like the best option to go with.
If you want to develop a community around your brand’s core values and feature clips or interviews with other contributors, you’re better off producing more engaging content with a podcast. But again, the more people or elements you want to include, the more time it will take and the technically trickier it’ll get.
And that brings us to the next point: how conversant or good are you at adopting new technology? Most people are often driven away by the technicalities surrounding podcasting. Setting up a podcast will require some skillset and knowledge of technical aspects, which if you’re not good at, you’ll be better off outsourcing.
Of course, it’s easy for us to say that you’ll learn all that entails podcasting, but if you’re sure it’ll be a burden for you and you lack an outsourcing budget, then a blog is probably a better choice for the time being.
At the end of it, the talk about which platform is the best doesn’t matter. What matters is how much you excel at producing content on your platform of choice. When you’re comfortable using a particular channel, you’ll focus your best on it and produce the most engaging content that your audience wants. After all, that’s what everyone wants to achieve for their businesses, isn’t it?
Dive all the way in
Alternatively, if you have the time and resources, you can choose both directions. With blogging and podcasting, you’ll need to dedicate a significant amount of time to building excellent and engaging content. You’ll have to set aside some time to draft your podcast script or build a blog post. There’s the editing and formatting bit. Not forgetting to serve your customers!
Blogs and podcasts make excellent long-term content marketing strategies, even though at times you might find it hard to believe that an audience is listening somewhere. But trust yourself, people are listening out there and what’s going to trigger their participation is your unwavering commitment to doing it.
It helps a lot to stop focusing on how many people are responding to your blog or podcast. Instead, think of it as a method of channeling your energy into creating content that you can then subdivide into small posts on social media.
How Do You Blog and Podcast?
If you want to maximize your content marketing strategy, blogging and podcasting are the most effective ways to achieve better results. While both platforms can operate independently, they can both supplement each other perfectly.
When it comes to employing both strategies, your approach can determine the level of success you can achieve. When publishing an episode of your podcast, you could convert your script or notes into blog posts, then publish on both platforms concurrently.
By making a blog post out of your notes, you can also embed your podcast notes on the blog and state that the audience can either read or listen. Podcast consumers will find it helpful as some retain or understand information better by reading.
After listening to a podcast, they can visit your blog to understand your concepts better. Your audience will get the best of both platforms, and it won’t be extra work on your side if you are already doing research and developing scripts for your podcast episode.
If your podcast contains voices from guest speakers, you can decide to only pick the important statements, concepts, or quotes to include in your blog posts.
It’s without a doubt that any marketing strategy needs to bank on several platforms to maximize efficiency. Instead of blogging or podcasting, only, if you can harness the advantages of both by implementing these strategies.
Blogging and podcasting create a well-rounded marketing strategy. Identify how your audience prefers to consume content. If you already have a mailing list, you can conduct a simple survey by email with an engaging interface to collect some of their preferences. Create a podcast to supplement your blog if you’re a smooth talker and your audience would love to listen to podcasts as well.
But if you are constrained by time, resources, and expertise, it’s better to focus on a platform that allows you to put your full energy into it. If you’re great at talking but don’t have the skills to start a podcast, outsource assistance and dedicate your effort to what you can do best.