Both blogging and podcasting can be highly engaging and effective forms of digital marketing. The two mediums each have their advantages, but which one is more suited to your business?
The benefits of blogging for your business
Business blogging can help you generate leads, position you as an industry expert, grow brand awareness and increase traffic to your website. You can read our article about the importance of business blogging to learn more about these benefits.
By employing SEO tactics, blogs can be optimised for Google (including voice search, which is becoming increasingly important), which can increase your chances of ranking for particular search terms on the first page of the search engine. By focusing your blog topics on questions or issues your audience is interested in, you can provide valuable insights that can help position you as an expert in their eyes, making you their first choice when they’re ready to purchase.
The benefits of podcasting for your business
Podcasting is a medium designed for those who prefer to digest information by listening, and according to a study conducted by Radio New Zealand and Acast, the popularity of podcasts among Kiwi listeners grew 107% over the 10 months to June 2019.
Podcasting is a more conversational format than a blog. A podcast episode can offer valuable advice that positions you as an expert, but the objective is very much about discussion and debate. You could focus podcasts around a question or an issue and bring in experts to get differing perspectives on a topic. By asking your audience to submit questions prior to recording and answering them during the episode, you can provide valuable opportunities for engagement.
The audio format is also easy for listeners to digest on a busy commute to and from work, or to have on in the background while working.
Podcasting is a medium designed for those who prefer to digest information by listening, and according to a study conducted by Radio New Zealand and Acast, the popularity of podcasts among Kiwi listeners grew 107% over the 10 months to June 2019.
Podcasting is a more conversational format than a blog. A podcast episode can offer valuable advice that positions you as an expert, but the objective is very much about discussion and debate. You could focus podcasts around a question or an issue and bring in experts to get differing perspectives on a topic. By asking your audience to submit questions prior to recording and answering them during the episode, you can provide valuable opportunities for engagement.
The audio format is also easy for listeners to digest on a busy commute to and from work, or to have on in the background while working.
So which one’s better for your business?
This depends on how your audience prefers to consume content, as well as what your business is trying to achieve. If you’re looking to generate engagement and facilitate discussion, and you know the majority of your audience listens to podcasts, then podcasting could help you achieve your digital marketing goals.
If you’re looking to improve your SEO or drive traffic to your website, blogging is a better option. The content can be optimised for particular search terms and include calls to action and links to key landing pages on your website, which can assist with generating enquiries and sales.
Why not both?
Every digital marketing strategy should be multi-faceted, and combining the two mediums could be an effective option if you’re interested in trying both. For instance, you can record podcast episodes and transcribe each one. Providing an engaging written summary of your episodes with key takeaways are great for those who are time-poor, or who missed the episode and want to grab the main points. They can also be shared on social media and be optimised for key search terms, serving as a blog article.
That being said, you may not have the resources right now to do both. Or you might want to test the different formats to see which performs better for your audience. So, when considering whether a podcast or a blog is better for your business, think about the following:
- How does your audience prefer to consume content? Where do they interact and engage online?
- What skills, experience and resources do you have available in-house to produce content?
- What are your overarching digital marketing goals, and how do podcasting and blogging fit into those?
- Is there another medium you haven’t considered that would be just as or more effective?
Both podcasting and blogging are valuable forms of communicating and connecting with your audience. You might find one works better for your business than the other, but you won’t know until you try.
Find out how we can help you incorporate one or both of these forms of content into your digital marketing strategy by having a chat to our team.
