OK, still wondering if this podcast thing is a trend you should consider?  Well, this tidbit might help.  According to an article in Tech Crunch, SiriusXM paid $325 million for the Stitcher podcast platform.  Podcasts from Stitcher will now be available on Pandora.

The Tech Crunch article quotes SiriusXM CEO Jim Meyer, “We are deepening our position in podcasting, the fastest-growing sector in digital audio…”  In a related quote, the article noted recently Spotify reported that “nearly a quarter (21%) of its active users now listen to podcasts.”

What’s a Podcast Platform?

The way I explain it to clients is as follows.  When you have a video you want to publish to the Internet, you might use YouTube.  Once you’ve uploaded it to YouTube, it’s being hosted on the YouTube video platform, not on your computer.  In podcasting, there are similar services.  Stitcher, Apple Podcasts (formerly iTunes), Google Podcasts, Libsyn and many others are podcast platforms.  You upload your audio recording to a podcast platform so others can find and listen to it.

Podcasting Has Become Mainstream

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If you’re like me, you’re incredibly busy.  You have to manage the tasks on your list, but also make time to continue driving brand awareness by marketing.  Most of us do this via content creation.  But where do you find the time?  So far this year, I’ve produced almost 100 podcast episodes for clients and my own business.  I’m consulting on marketing and business ideas with clients.  I produce videos for client websites and social media.  Oh, and I’m dealing with the internal, administrative issues of actually running a small business.  Does this sound familiar?  The good news is I believe I have a way to help you COPE with your content creation problems.

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One of the most effective marketing tactics has been to produce online content for people to read. Many people use websites and blogs to get their information found in search results. A major challenge is that Google changes the rules every time you turn around. But this time, Google made a significant change you need to consider.

Note: A version of my article was recently published by the Louisville Bar Association in its February 2020 Bar Briefs publication (page 12).

Your content marketing strategy typically involves creating pages for your website and writing blog post after blog post. The downside is no one wants to read long articles. It’s a combination of both interest and time. We simply don’t have time to look at a screen for an extended period – especially while driving, shopping or exercising.

So, how can you get past these factors and reduce the friction, thus allowing your market to actively consume your content? Google asked the same question.

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