Summary
Podcasts have existed as a form of media for nearly 20 years, but only now are they emerging as a marketing vehicle for companies to deliver content to consumers. Podcasts have grown from a niche form of content to a way in which brands engage customers. That’s because podcasts fill customers’ downtime, are authentic and affordable, and can be distributed to many channels. Brands have to determine a premise for their podcast, get the right hardware and software tools, and have a content calendar and resources. Both B2C and B2B marketers and publishers should read this report to understand the value of podcasts, how to know if a podcast is right for their needs, and where to start to build one.
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