Probably, but I’m biased!
If you are a business or a professional, you’re constantly marketing yourself. It might be intentionally or unintentionally, but in order to achieve success, marketing is crucial. So why don’t you do it a bit more intelligently?
Audio’s Unfair Advantage:
Blog articles, videos, books, social media, and webinars all have something in common: they require attention from your eyes. It reminds me of the scale of competition that Peter Theil references in his book, Zero to One.
Let’s say you’re a healthcare-related business and you write a weekly blog. You might think your only competition is that of other healthcare-related blogs when in reality, your competition is anything else that demands attention from your eyes. This could mean your competitor’s blog, Instagram, YouTube, a book, or the latest episode of the The Walking Dead. Your audience has to make a decision to read your content over doing something else with their eyes.
Audio is different. It’s protected because it’s the one medium you can engage with, while doing something else. You can listen while driving in the car, folding laundry at home, or working out at the gym. It demands attention from your ears, so it’s only real competition is other podcasts, audiobooks, and the radio.
Beyond this, podcasts go with your audience everywhere. In our last episode, I discussed how 70% of podcasts are consumed via mobile. This means that you have anytime access to your audience, assuming your podcast is worth listening to.