Pass the Mic: Why Podcasts Should be in Your Marketing Mix

Let’s face it, we’re all consumed with stories. Whether it’s what’s happening in the world today, what your friends got into over the weekend, or that great new drama on Netflix. Stories, big and small, are literally everywhere — news, movies, television, books, radio, social media, in conversation. And, if you’re reading this, you probably already know how important storytelling is in marketing.

Our Influencer Strategist, Brad Carpenter (a.k.a “The Podcast Guy” around here) has a knack for discovering the best stories and bringing them to life. So, we rolled over to his desk – or “podcast land” as he likes to call it – and dug a little deeper into the importance of every marketer’s new favorite tactic.

Why Podcasts Matter in Marketing

According to Brad, people are instantly attracted to podcasting because: (1) it’s easy to set up; (2) there is a low barrier to entry in terms of cost; and (3) podcasts are an excellent medium for on-the-go consumption, unlike video or blog content that requires more attention.

Podcasting is intimate. It allows you to connect on a deeper, more emotional level with your listeners (much like musicians do with their fans) and those you’re in conversation with. While you are reading this blog post, you might not know my tone of voice, how I enunciate, if I am trying to be sarcastic or even what words I am stressing, but when listening to a podcast, you do. So yeah, podcasting is personal. 

According to Podcast Insights, as of January 2020, there are currently over 850,000 podcast shows and 30 million episodes. Stats from the last year show that 49% of podcast listening is done at home and 22% in the car. Within the past three years, the number of podcasts has nearly doubled. So, it’s safe to say that the medium and its platforms are still growing. 

How We Utilize Podcasts in our Marketing

Podcasting has been a growing force here at the agency, becoming one of our biggest tools for networking and business development. It has allowed us to connect with numerous influencers, creators and businesses. We all know that standing out is key in the marketing world. People want to talk about themselves, their businesses, experiences and they want people to know their stories, which is where we come in. 

We’ve created and feature numerous podcasts under our DS Originals umbrella. DS Originals is created content from (guess who), us! The goal is to take DS Originals beyond networking and dive into the world of entertainment, tech, fashion, social media and beyond. We want to create a place where people can share their stories across numerous industries through podcasting and building a slate of shows with a strong underlying foundation. 

Now, let’s break down some of our podcasts. 

Best Behavior Creative Club, a flagship for DS Originals:

• What It Is: Best Behavior Creative Club is a podcast for people that make things and make things happen. Host Chris McAdoo and producer Brad Carpenter go behind the scenes with experts in business, technology and marketing to spark ideas, creativity and inspiration.

• Why We Made It: We wanted to create a space where people can learn about what makes other people excited and how they can be creative for not only their job but passion. 

• How It Has Paid Off: We’ve had some pretty amazing guests on the show, like Mary Ann Canada (Executive Producer for Discovery Digital Studios and digital host of HGTV Handmade) and voice actor, comedian, actor, copywriter, event emcee and public speaking coach, Josh Brandon. Best Behavior Creative Club has helped us to invest in current relationships by giving friends and colleagues a place to share their stories, and we’ve been able to build new relationships and stand apart from other agencies. 

• We’ve also leveraged the Best Behavior Creative Club brand and talent for limited-run special series of interviews captured at the Tennessee Governor’s Conference on Economic and Community Development and Governor’s Conference on Hospitality and Tourism, two of Designsensory’s key verticals.  

FIRED UP!, an extension of Ignite Fan Insights from DS Intelligence:

• What It Is: FIRED UP! takes listeners behind the gates and beyond the numbers that keep sports fans coming back for more. This podcast focuses on sports marketers, business professionals and the industry as a whole to underscore how sports is more than winning and losing. 

• Why We Made It: DS Intelligence Director of Research, Chris Wise, boasts a marketing research career that spans 30 years, with ten of those dedicated specifically to successful sports marketing. He has made more connections than we can count, and we’re not ones to miss an opportunity. 

• How It Has Paid Off: While this show is just now releasing, we’re proud to say we’ve already spoken with representatives from the NBA, NFL, MLB and even horse racing.

Of Note: A Podcast on Innovation, a partnership with our client Scribble:

• What It Is: Hosts Laura Corder and our own Joseph Nother are opening up the notebooks of some of the most interesting business minds in the South. They’re hands-on, they’re driven and they’re sharing the notes they’ve taken on invention, funding, entrepreneurship, growth and so much more.

• Why We Made It: To help propel a new innovation initiative from the South Carolina Department of Commerce, the team behind it needed a way to better showcase all of the innovators around the state. A podcast allowed us to share their stories in a rich way and established a way for us to do so without constantly traveling across the state. 

• How It Has Paid Off: Of Note is an excellent example of getting creative with your content. The podcast was originally ideated as a secondary offering to a larger educational video series, repacking an innovator’s interview into a hosted, narrative-driven episode. And while the video content continues to resonate with people around the state, the podcast has been consumed more overall.

With additional shows already in contracted and in the works, we’re continuing to invest in our network, talent and partnerships.

How To Start Your Own Podcast 

If you’re looking to get into the podcast game, Brad has three tips for you:

• Podcasting is affordable and easy to start, but it is very time consuming and difficult. Be sure to carefully plan and ideate which direction you want your podcast to go.  

• Consistency is key. Be sure to consistently put out new content because you can lose listeners quickly by not rolling out something new and communicating with them. 

• Don’t be afraid to reach out to people you want to interview. What do you have to lose? Keep in mind that people generally want to talk about themselves, so give it a shot. 

Lastly, the world is full of opportunities. If you are interested in sharing your story with us, reach out to Brad and let’s get this podcast show on the road.