Podcast Business Case: How They Tap into Podcasts

There are mainly two ways entrepreneurs or business owners can use podcasts:

• To promote their business. Use podcast as a marketing channel to deliver and distribute content to consumers, generate sales leads, increase sales of products, get speaking engagements, etc. In other words, they use podcasts as a strategy that supports existing businesses.
• As an independent publishing channel. Niche publishers are looking for ways to reach their consumers. Podcasts allow them to tap into unique opportunity to reach audience. Content publishers use podcasts to establish their expert status, create communities of people with the same interests, secure a book deal, and of course, make money from that venture.

Unfortunately, what people have seen all around is the theory about how great podcasting is, listener demographics you can expect, ad spots you can sell, sponsorship opportunities, etc.

Almost none of them gives exact figures along with the details on how they work that way.

This is why I started this page.

It will be a collection of unique case studies on the use of podcasting in business and publishing industry.

The goal is to convince you about how podcasting can be used as a content distribution and marketing channel. You should be able to get some ideas and model what works for your business and publishing.

So without further ado, let’s get started!

Marketing with podcasts case studies

BearingPoint created a podcast to promote white paper downloads. They decided to do a Reader’s Digest version of the white papers instead of phone interviews (because of quality and expert status), crafted compelling headlines, plan on how to measure results, and promote the podcasts through in-house list, press release and podcast directories. The results: 30 percent responded to the white paper download offer. This 30 percent proved to be just as qualified as other more standard lead generation streams.

Whirlpool commits to build brand loyalty among moms through its podcasts. The podcast, American Family, addresses matters that impact families with diverse backgrounds and experiences. The matters are issues mom care about. Whirlpool also rewards innovative moms who invented cool things for their product line. The combination of different marketing channels shows its passion right through their audience. The result is a strong brand in the minds of their target market.

Podcasts as content publishing channel case studies

Mignon Fogarty started a podcast about grammar. She is passionate about that topic and working hard to create content and promote them. She created a top selling audio book in less than 7 days. She was featured on Oprah and was known as Grammar Girl. Best of all, it happened in a short period of the time. This is possible because the quality of content she constantly creates and gives to the consumers. Besides podcasts, she also mixes it with email newsletter publishing and a great web site. Much of the content in the audio book were created from the podcast script. The podcast leads to many channels for revenue.