“Podcasts aren’t a bubble, they’re a boom – and that boom is only getting louder. People are really listening and want to consume all of the content that is there and available. There’s a level of dedication that comes from podcast listeners that you don’t otherwise find. And now the numbers prove it.”
As American writer Miranda Katz so succinctly states, the podcast industry is now a business marketing tool in its own right.
The Infinite Dial Australia 2022 report revealed that our monthly podcast listening sat at 40 per cent (higher than in the US), compared to 37 per cent in 2021. In fact, Commercial Radio Australia (CRA) executive officer Ford Ennals said that “podcasts continued to capture the imagination and ears of Australian listeners with a staggering level of individual weekly listening of over seven hours every week.”
Podcasts have become a mainstay in people’s daily lives, and it’s a content medium that businesses must tap into as they expand their marketing initiatives.
This form of media is smart. It has the ability to connect your business and your brand with an entirely different segment (and a substantial one too). We are talking about the time-poor and busy people – the mums and dads who have money to spend, but no time to waste.
Podcasts are a way to share your message with those on the go, whether they are cleaning, jogging or driving home from work. It’s also a great way to plant the seed of an idea (in this case, your business!) in their mind.
Podcasts are a convenient and revolutionary way to connect with your audience. They can have untapped potential for widening an audience and reaching more people, potentially generating leads for your business. Seventy-five per cent of listeners want to learn something new and about 80 per cent of podcast listeners also tune into every single episode that’s released from a single caster. The opportunities to sell your business via a podcast are endless.
That said, it can be daunting to consistently come up with creative and fresh content for your podcast. This is where chat shows come into play.
What is a Chat Show Podcast Episode?
Who remembers the golden era of talk shows?
Oprah, Jerry Springer, Dr Phil. Daytime talk shows have been around since the dawn of television, and prior to that, they dominated radio broadcasts.
Today, there are a handful of hugely successful talk shows still broadcasting on television – take America’s The Tonight Show for example. The informal guest-host format, where the host engages in an informal discussion with the guest, is one of the most popular and engaging methods behind the concept. The other is centred on a public affairs format where the host interviews experts or people in the current news cycle.
Now, both of these styles are infiltrating the land of podcasts.
What we have witnessed in recent years is a growth in this style of delivery on what is a relatively new media platform. Talk shows – more commonly known in Australia as chat shows – are dominating the podcast ratings, and for good reason.
They are cost-effective to make and can be produced virtually anywhere. Secondly, they create interesting conversations around relevant topics and have the ability to spark an engaging debate or leave a long-lasting impression (keeping your brand front of mind).
By providing insight into a range of topics and opinions, not to mention a peek into people’s lives and personal thoughts, chat show podcasts are entertaining and informative for listeners.
What are the Differences Between an Interview and a Chat Show Episode?
A traditional interview is structured, often pre-planned, and more tightly controlled by both the interviewer and the interviewee.
In comparison, chat shows have a longer duration and can go in any direction the conversation or topic flows. The guests have the opportunity to talk freely, tell stories and make statements.
In other words, they are fun!
Of course, with more than two million podcast programs available, it’s important to find ways to stand out from the crowd. Understanding the importance of these points will help you to create and conduct insightful discussions.
- Feature an industry expert or compelling guest
- Do background research on your topic subject and guest
- Formulate engaging questions, but be willing to move with the direction the conversation moves.
- Create the right podcast interview environment. You want your guest to feel comfortable and at ease.
- Listen to your guest and use those details to ask the right thought-provoking questions.
Selecting the right guest and preparing for the interview beforehand will ensure your podcast is engaging and encourages listeners to come back again and again.
3 Reasons You Should Include a Chat Show Episode in Your Branded Podcast
Let’s take a look at the benefits of using a chat show format for your podcast.
1. A Chat Show Episode Humanises Your Business
Communicating with your target audience via quality written content is an important part of any real estate agent’s marketing strategy. But, imagine taking it that one step further and building a reputation as the face and voice for property advice, ideas, opinions and strategies. Creating a unique and interesting podcast is a great way to take your communication, business and personal brands to the next level to connect with vendors and buyers across the country.
Podcasts are a chance to share more of your personality and cultivate relationships with the public. It is predicted that podcasts will lead the transformation of the media landscape from passive entertainment to more utility and active participation. Why? Firstly, podcasts are viewed as a learning instrument when compared to other media forms.
Secondly, a survey by VOXMEDIA revealed that podcasts are two times more likely to provide more value for audiences in terms of listening, and wanting more, as opposed to watching traditional video media material.
Podcasts are personal – the most personal of all forms of media – and listeners engage in numerous ways. There are emotional and educational aspects, but listeners also form a connection and crave more. Listeners feel like they are part of the experience, part of the conversation.
In particular, chat shows can spark connections with your listeners and create conversations they can then carry into their own circle of family, friends and business. These factors combined create a useful channel to build a trusted personal connection between your business and the community.
2. A Chat Show Episode Expands Your Listenership
Different forms of media attract different types of users. This is why, as a business owner or manager, you need to have a strategic approach to your marketing.
Podcasts have fast become a staple in today’s world, and they continue to attract people who have never regularly engaged with other forms of media or marketing campaigns. By hosting a podcast under the umbrella of your business, you are exposing your brand to an entirely new audience. It’s exciting stuff!
So, what exactly differentiates podcast listeners from other types of audiences? For starters, chat shows align with the form of content that listeners seek from podcasts. They also enable you to invite different guest speakers to your podcast, which can attract a new audience base for your content.
Furthermore, as mentioned earlier in the blog, podcasts are easy for people to absorb, learn from and listen to while still continuing with day-to-day activities. This is largely responsible for the growing podcasting figures. Data from Mozilla indicates that there is a subset of dedicated, frequent listeners. Interestingly, 38 per cent of survey respondents revealed that they listen to podcasts daily. That is a substantial audience – and readily available for you to tap into.
As business writer and podcaster Robert Gerrish quoted: “You just need one person to listen, get your message and pass it on to someone else, and you’ve doubled your audience.”
3. A Chat Show Episode Provides Entertainment and Educational Content
Think back to the last chat show you listened to – on the radio, TV or podcast. Was it engaging? Did it educate you? Did it leave you laughing, or feeling motivated and inspired?
These are the key factors you need to hit with your own podcast, and a chat show is a great way to do this. They can be both entertaining and educational because of their informal and casual nature and are a great way to engage knowledgeable, interesting people who will pull in an audience.
We can share a few tips to help you create a great podcast:
- Content strategy – The last thing you want to do is waffle on and disengage from your audience. Developing a clear podcast strategy with relevant topics, possible guests and end goals will ensure you stay on track, and grow your following.
- Scout – That’s right, do your research and find the best guest talent to suit your brand, your goal and your podcast style.
- Be prepared – A great chat show is one where the conversation flows freely and is unscripted. That said, it’s a great idea to provide an episode brief for your guests to read through prior to recording to ensure you are both on the same page when it comes to the overall theme and topic.
Like with all of the content you produce to successfully market your business to the world, podcasts need to be professional, well-planned and connect with your audience. Are you ready for more listeners to tune into your podcast? Contact us and we’ll help you create engaging content.