Home Marketing Weblog vs. Podcast: Which Is the Greatest Alternative for Your Enterprise?

Weblog vs. Podcast: Which Is the Greatest Alternative for Your Enterprise?


Blogs and podcasts are each powerhouse advertising and marketing instruments. Firm blogs are well-established inbound advertising and marketing channels, whereas enterprise podcasts are the up-and-comers garnering a whole lot of pleasure within the {industry}.

A couple of stats within the weblog nook:

  • 59% of entrepreneurs discover enterprise running a blog invaluable. (DemandMetric)
  • Prioritizing running a blog gave firms 13X the ROI in contrast with firms that didn’t prioritize their blogs. (HubSpot)
  • About 70 million new weblog posts are revealed every month on WordPress alone, with 77 million feedback added per 30 days. (WordPress)

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And within the podcast nook:

  • 37% of Individuals ages 12 and older listened to a podcast within the earlier month. (Edison Research)
  • Podcast listening is extra prevalent amongst youthful Individuals. 49% of individuals aged 12 to 34 listened to a podcast within the earlier month, adopted by 40% of individuals ages 35 to 54, and 22% of individuals aged 55 and above. (Edison Research)
  • The heaviest podcasts customers pay attention whereas they’re away from dwelling; usually whereas at work. (Nielson)

Each blogs and podcasts nurture buyer relationships, validate experience, deepen model loyalty, seize search, and generate leads. However every instrument has advantages and disadvantages, and also you in all probability marvel which can supply your enterprise essentially the most vital ROI.

Let’s take a better have a look at the professionals and cons of blogs and podcasts, the audiences for every — and when providing each is finest.

Podcast Advantages and Drawbacks

The Execs of Podcasting

1. Podcasts are personable and facilitate connections.

Your podcast host or hosts lend a human voice to your model. Podcasts put a educated individual out of your firm in dialog with {industry} specialists to deal with present subjects and share recommendation, usually with a contact of lighthearted humor. You can even ask your viewers what they need you to cowl and whether or not they have questions they need answered.

2. Podcasts attain youthful audiences.

An entertaining and informative podcast is a chance to construct model consciousness amongst Millennials and Gen Z.

3. Podcast listeners are rising quick.

The number of people who listened to a podcast at the least as soon as elevated by 20 million between 2018 and 2019. The variety of weekly listeners rose by 14 million in that point.

4. Podcasts enhance alternatives to succeed in your viewers.

Individuals can take heed to podcasts whereas driving, understanding, or doing the dishes. Studying a weblog publish requires stopping and studying on a pc or cell gadget.

The Cons of Podcasting

1. Podcast tech may be intimidating.

Getting comfy with podcast expertise can really feel daunting. Studying the tech and launching a podcast requires money and time, and corporations with small advertising and marketing groups and budgets can query the ROI.

2. Podcasts take time.

As soon as you’re comfy, podcast manufacturing nonetheless requires a big funding of time. You need to brainstorm subjects, attain out to company, and report, earlier than shifting to post-production and advertising and marketing.

3. There’s a call-to-action hole.

Individuals listening to podcasts of their automobile or on a stroll can’t press the CTA button the second the inspiration hits. As an alternative, they have to select to return to your web site to discover and fill out a type.

Weblog Execs and Cons

The Advantages of Running a blog

1. Blogs help SEO (web optimization).

Together with key phrases in authoritative and useful weblog posts can drive site visitors to your web site.

2. Blogs don’t require as a lot tech data.

For a weblog, you want a robust author and somebody who is aware of publish the publish to your platform.

3. Blogs draw leads.

Companies that blog earn 67% more leads on common per 30 days than those who don’t.

The Drawbacks of Running a blog

1. Blogs face stiff competitors.

It’s not sufficient to select a subject based mostly on the key phrases persons are looking out in your {industry}. There are scores of blogs throughout industries and topic areas. To make your weblog stand out it’s a must to go deeper, method subjects from a singular angle, and share must-know skilled recommendation.

2. Blogs should supply worth — and it’s no straightforward activity.

With a lot pre-existing content material on-line, it’s a must to supply an above-and-beyond return in your reader’s time funding. Then, when you’ve grabbed consideration, it’s essential to ship constant high-value content material so your weblog turns into a vacation spot for data constructing slightly than a one-time discover.

3. Blogs require a robust copy workforce.

Overcoming the cons of running a blog takes a inventive group of content material strategists, writers, and editors who spot alternatives for partaking blogs that train and assist readers clear up real-world issues.

Decide who you could attain.

Weblog readers, podcast listeners, or each? To determine the perfect medium on your content material, get clear about who you need to have interaction with, what they need to know, and the way they entry their content material.

The variety of individuals listening to podcasts on cell apps elevated 60% between 2018 and 2019, and millennials drive that growth. One-third of listeners between ages 25 and 35 pressed play on at the least 5 podcasts per week. Causes for listening to podcasts vary from leisure, staying up to date, and studying one thing new.

Podcast consumers differ slightly by gender, as nicely, with 39% of males and 36% of females within the U.S. listening to a podcast within the earlier month.

Escape Health is an instance of an organization podcast that is aware of its fitness-industry viewers, and produces audio content material that engages. Weekly episodes of the Escape Your Limits podcast characteristic discussions with entrepreneurs about well being, train, productiveness, and the mindset wanted for achievement.

The HubSpot 2017 Content material Developments Survey discovered that 18% of shoppers within the US, Germany, Colombia, and Mexico need blogs from the manufacturers they help. Although that proportion might seem small — it’s mighty. Businesses that blog get more website visitors and obtain 67% extra leads than those who don’t.

Amongst people who read blogs regularly, 34% learn to study one thing new, 20% for leisure, and 12% to find out about information and developments of their job {industry}.

As a result of persons are there to study, you must concentrate on content material that makes their life simpler at work and past. The Grammarly blog does an ideal job of offering worth for college students, job-hunters, and folks for whom English is a second language. You’ll discover to-the-point posts on writing persuasive essays, giving author suggestions, and customary writing issues, similar to passive voice or run-on sentences.

Individuals skim articles for tidbits of knowledge slightly than learn them completely. Your weblog posts must be simply skimmable with headers that assist them perceive the subject extra deeply, and interesting pictures or graphics that act as stepping stones from prime to backside. Checklist articles are straightforward to skim and break your copy into bite-size items, and plenty of entrepreneurs say they carry out nicely.

When to Contemplate Each a Podcast and a Weblog

Selecting between the 2 isn’t all the time mandatory, and a few firms profit from providing each, if they’ve the finances and the time. REI Co-Op has produced four podcasts and has an intensive blog overlaying the surroundings, gear, and how-tos.

Listed here are first-steps to assist your choice making and lay the groundwork for a profitable launch whether or not you share your model via one or each mediums:

1. Assess your advertising and marketing workforce.

Has somebody been pushing your organization to create a weblog and tossing subject concepts your method for the previous yr? Possibly they’ve even been writing shorter posts for LinkedIn already.

And maybe another person in your workforce devours podcasts and has heard sufficient of them from inside your {industry} to know what works and what doesn’t. Educated and passionate entrepreneurs make creating blogs and podcasts extra manageable with a greater probability of success.

2. Discover instruments and platforms.

If you have already got a CMS, such as HubSpot, it’s easy so as to add a weblog. You may concentrate on constructing a content material calendar, graphic design, and a weblog advertising and marketing plan.

Not too long ago, podcast platforms to streamline manufacturing and releases have additionally come on-line. Casted, for instance, gives a podcast advertising and marketing platform that integrates with an organization’s current buyer relationship administration (CRM) and content material administration system (CMS) instruments.

The podcast platform additionally gives a service that helps firms construct their podcasts from scratch, so entrepreneurs study the instruments whereas transferring manufacturing ahead.

3. Perceive that voice content material is right here to remain.

You noticed these stats above. Like video earlier than it, voice content material is quick shifting from nice-to-have to must-have. But when producing a ground-up podcast isn’t in your wheelhouse or the finances, don’t fret; you may make your weblog content material audio accessible.

For instance, Vooozer is an audio advertising and marketing answer that extends a weblog’s attain with narration by actual individuals and audio gamers embedded within the weblog. Individuals can study and get recommendation out of your firm whereas they’re driving or on their lunch-break, and the CTA is on the identical web page in addition.

4. Assess the competitors and make clear your worth.

You might want to know what’s on the market so that you don’t churn out content material that’s already extensively coated. Research long-tail keywords that can assist you brainstorm area of interest subjects that separate you from the pack on each platforms.

Blogs and podcasts enhance your inbound advertising and marketing attain and nurture buyer relationships. Select the technique that makes essentially the most sense on your firm, your in-house expertise, and your clients, and also you’ll see outcomes.