The Business Case for Podcasting by Pikkal & Co

Why Podcasts?

What makes podcasts especially economical is that businesses have likely already invested millions of dollars in creating content and building expertise that might make for compelling podcast material

(The ears have it: The rise of audiobooks and podcasting TMT Predictions 2020)
Paul J. Sallomi - Vice Chairman, Global Technology Media Telecom Leader - Deloitte

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Use our Pikkal Planning Quadrant to determine what the most effective podcast use case

Start by choosing your organisation scale - Enterprise or Startup.
Then choose which function is driving the podcast internally - Marketing or Communications. For podcast ideas see our client podcasts

Podcasts sit at the heart of an
Omnichannel Comms Strategy

You don't need to choose between blog and podcast or audio and video. Using an Omnichannel strategy, your podcast can drive content creation across all channels. See our Podcast Case Study on creating thought leadership.

1 Billion People Listen to Podcasts Every Week

If you wait for this market to get any bigger before you make your move into Podcasts, it will be too late. The opportunities to define and lead your category are now. In years to come, leaders will learn the algorithm and publishers consolidate to close that window. Read our Podcast Guides for more podcast market data.

Podcasts are an Opportunity to Get in Early and Define the Narrative

Unlike traditional PR, with a podcast you own your own media channel. That means you aren't at the mercy of media agendas. You also create content that is discoverable long term - for months and years after you publish. See our Podcast Case Study on creating thought leadership.

Owned Media Key to Thought Leadership

Unlike traditional PR, with a podcast you own your own media channel. That means you aren't at the mercy of media agendas. You also create content that is discoverable long term - for months and years after you publish. See our Podcast Case Study on creating thought leadership.

Podcast Conversations Lead Your Category

Unlike traditional PR, with a podcast you own your own media channel. That means you aren't at the mercy of media agendas. You also create content that is discoverable long term - for months and years after you publish. See our Podcast Case Study on creating thought leadership.

Podcasts give you Direct Access to Young Influencers

Data suggests audiences are influential. Podcast listeners are younger and more senior in their companies that non-listeners. Most podcast listeners are aged 18-34 years and at VP or C-Level within their organizations. Podcasts hold the key to external Earned Media and internal Employee Engagement. Demographic and employment analysis of podcast listenership suggests channel key to not only identifying next generation opinion formers for marketing and communication but also key internal influencers within organizations. See our latest data on Podcast Audience Demographics.

Podcasts Encourage Diversity of Voice

Data suggests audiences are influential. Podcast listeners are younger and more senior in their companies that non-listeners. Most podcast listeners are aged 18-34 years and at VP or C-Level within their organizations. Podcasts hold the key to external Earned Media and internal Employee Engagement. Demographic and employment analysis of podcast listenership suggests channel key to not only identifying next generation opinion formers for marketing and communication but also key internal influencers within organizations. See our latest data on Podcast Audience Demographics.

Podcasts Create High Levels of Engagement

Compared to other media, Podcasts have high levels of self-reported engagement. While this may be skewed by a higher proportion of Heavy Listeners, it reflects the perceived “experience” of the channel.Against a backdrop of exponentially increasing shallow content e.g. social media, Podcasts offer a reprieve. Social media can be fleeting and often fake. Podcasts are engaging and real.Rather than try compete with Social Media as “snack’ content, podcasts should double down on their own inherent strengths – connections, authenticity and personal. See our latest data on Podcast Audience Engagement.