Want to diversify your content mix? In an effort to appeal to the various ways that your audience wants to consume content (read, watch, and listen), adding a podcast to your content marketing efforts will help you to captivate an audience that prefers to digest content on-the-go. And, according to a recent study, podcasts are especially effective marketing outlets if you’re targeting women.
When podcasts first rolled out, the listeners were predominately men. However, according to the recent study released by Westwood One, women are now responsible for driving podcast growth.
Men still comprise of the majority of podcast listeners and account for 55 percent of all listeners. However, the year-over-year growth of male listeners is flat between 2017 and 2018. In contrast, the amount of time that women spend listening to podcasts has grown exponentially between 2017 and 2018 with a 20 percent uptick year-over-year.
Much of this growth can be attributed to the growing use of smart speakers and connected car entertainment. In 2018, women that listen to podcasts are spending an average of 5.5 hours each week tuning in to this audio content.
If creating a podcast is not your thing, advertising on podcasts is another opportunity that you can capitalize on to get your business in front of the soaring number of women that listen to this type of content. Offering promotional codes in podcast advertisements is a proven tactic for driving strong engagement from podcast listeners. Research shows 54 percent of listeners have used a promotional code that they heard on a podcast to make a purchase.
It’s clear that many businesses are catching on to the concept of using podcasting to promote themselves. The amount of money spent on podcast ads in 2017 totaled $314 million, which is an 86 percent increase from the previous year. This investment is expected to grow to $660 million by 2020.
In summary, whether you plan to make a podcast part of your content strategy or pay to promote your business on a podcast, embracing this type of audio content is crucial for your business to be a part of, especially if you’re targeting women.