Podcasting doesn’t often make national news, but when I decided to research the topic, I discovered it’s undergoing a quiet revolution. In fact, according to Edison Research, ~46 million Americans listen to podcasts every month, representing a 15% increase over the previous year.
For those unfamiliar with podcasting, it’s like subscribing to a radio show (some paid but mostly free) only the sound comes through an Internet connection instead of high tension wires. And podcasts, which are individual shows, are as portable as radio.
Some industry watchers even say podcasting may be saving radio.
The Atlantic gave podcasting a boost when it introduced the concept of binge listening. Most of us addicted to binge-watching streaming television shows, like House of Cards or Breaking Bad, can relate.
Another reason for of resurgence of podcasts is their production values keep getting better. The benefit for businesses goes beyond their minimal production costs when compared to traditional media. Where businesses can win big is in attracting that coveted “engaged” listener. Podcast listeners are typically tethered to their car or mobile device. Now that’s a captive audience.
Online marketers are perfectly poised to take advantage of the reach and influence of podcasting either for themselves or their clients. Here’s how:
- Personal and business branding. Position yourself, your company or your client as an industry thought leader.
- Educate to innovate. Listening to podcasts helps you stay current on marketing trends across multiple channels. Eliminate wasted time and money traveling to industry conferences that rehash old news and subscribe to the best podcasts related to your field.
If you’re new to online marketing or haven’t created a time slot for podcasts on your daily commute, then I encourage you to sample the podcasts summarized below. These are some of my favorites because they make me a more well-rounded online marketer. And they just may give you ideas on how to pitch podcasting as part of your agency’s integrated marketing services.
Podcasts That Run The Marketing Gamut
The 22 podcasts that made the cut had to be currently podcasting (no podcast orphans), enjoy favorable reviews and offer unique, actionable content. This list is not meant to be all-inclusive, so if you have an addition, please let me know in the comments, and I’ll consider adding it to this list.
Marketing and Communications
1. Marketing Smarts from MarketingProfs
This weekly podcast features in-depth interviews with marketers from all walks of life. This 30-minute podcast delivers actionable insights and real advice to help you become a smarter marketer every week. Subscribers gain valuable marketing know-how. Follow Ann Handley, the face of @MarketingProfs, on Twitter.
@Joe Pulizzi and @Robert Rose, two of the most well-known experts in the content marketing space, talk about the latest content marketing trends and discuss how businesses can use content to attract and retain customers. Each podcast features a discussion of content marketing headlines, industry rants and a marketing example we can learn from. Always useful, entertaining and never more than 60 minutes. This Old Marketing is part of the Content Marketing Institute (CMI) Podcast Network.
3. The Bean Cast™
The BeanCast™ is a weekly round-table podcast, featuring notables from the marketing, advertising, interactive and public relations community. Host, @Bob Knorpp, discusses the latest industry news with a healthy dose of perspective.
Interviews with authors, experts and thought leaders who share business marketing tips, tactics and resources hosted by one of America’s leading small business marketing experts, @John Jantsch.
5. The Lede
The Lede is a weekly, short-form broadcast hosted by @Jerod Morris and @Demian Farnworth and produced by the brain trust at Copyblogger Media. Each week, they answer your questions about copywriting, content marketing, email marketing, conversion optimization, mindset, and much more.
The Marketing Companion is one of the highest-rated marketing podcasts on the Internet, combining humor with serious, in-depth discussions on the hottest topics. Hosts @Mark Schaefer and @Tom Webster have more than 50 years of business experience between them. Compelling and detailed insight on modern marketing from two guys who clearly know what they’re talking about.
Digital Marketing
@Mitch Joel unravels the complex world of digital marketing and social media with the perspective of a digital marketing agency. While marketers still struggle to understand online marketing, an entirely new generation of marketing opportunities is already taking place, and they’re being created by your customers. This podcast offers marketing and communications insights from the edge. Stay tuned to hear how this interactive agency is making a digital difference.
@Christopher Penn and @John Wall host a weekly discussion of what’s new at the intersection of marketing, sales, and technology. They record the podcast in a real Boston coffee shop live.
9. Internet Marketing: Insider Tips and Advice for Online Marketing
Downloaded by over half a million people, this show represents the UK’s most popular Internet marketing podcast. The show offers a series of insider tips and practical advice on how to get the most from digital and search engine marketing. A team of digital agency experts share the latest tools, techniques and strategies to help you generate online leads, sales and build engagement. Previous interviews included the bestselling author, Seth Godin, productivity guru, Tim Ferriss and Google-endorsed analytics expert, Avinash Kaushik.
10. Hit Publish
@Amy Harrison shares her winning tips and techniques for the beginning to intermediate-level online marketer. If you want to succeed as a digital marketer, but don’t yet know enough to put all the pieces together, Amy has your back.
11. The Digital Marketing Podcast
The Digital Marketing Podcast combines interviews with global experts, together with the latest news, tools, strategies and techniques to give your digital marketing the edge. Perfect for your daily commute, the podcast aims to be both entertaining and informative. A twice monthly British digital marketing podcast with listeners in over 120 countries worldwide.
12. Online Marketing Made Easy
Online entrepreneur and former Tony Robbins alum, @Amy Porterfield, shows you exactly how to monetize your online marketing and blogging efforts. She imparts tested, actionable lead generation strategies so you can successfully launch and promote a new program, grow your email list, get more leads, build your authority, and turn your customers into raving advocates. From creating an online course to teaching you the ins-and-outs of social media, Amy reveals what works and what doesn’t.
Social Media
13. The Missing Link
Launched in 2015 by Copyblogger Media, this podcast hits the mark out of the gate. Each week, @Sean Jackson delivers the strategies that work on one of the most misunderstood and powerful social networks in the world: LinkedIn.
14. Social Pros
Social Pros shines the spotlight on social media practitioners, people doing the real work for real companies. Each episode includes insights from a leading social media strategist plus current trends and ideas in the social media industry, discussed and ratified or debunked by @Jay Baer of Convince & Convert and @Adam Brown of Salesforce. Finally, each episode ends with The Big Two where the guest gives rapid-fire answers to two pressing questions.
Social Media Examiner founder, @Michael Stelzner, helps your business navigate the social jungle with success stories and expert interviews from leading social media marketing pros. Discover how successful businesses employ social media, learn new strategies and tactics and gain actionable tips to improve your social media marketing.
SEO
16. Unknown Secrets of the Internet
Based on the number of downloads, this podcast is one of the most popular in the SEO category in the iTunes store. Tune in and expand your skills and knowledge on Internet marketing and SEO. Chris Burres, founder @e-Webstyle, and @Charles Lewis, answer your burning question: How do you get your website on the first page of Google? More importantly, how do you make sure you convert that traffic into business once users land on your site? Both Charles and Chris have a passion for business and a desire to help businesses grow. Combined, they have over 14 years experience in search marketing, Both entertaining and informative, these pros have been podcasting since 2009!
17. SEO 101
Just as the name implies, SEO 101 will teach you SEO from square one. You will learn Search Engine Optimization from the very beginning. Hosts @Ross Dunn and @John Carcutt present helpful information for beginners without overwhelming you with technical details.
Conversion Rate Optimization (CRO)
From the father of CRO, get breaking news and analysis of the latest developments in landing page conversion improvement; Hear insider tips from the most prominent experts in the industry. Learn multivariate testing best practices and how to improve your landing pages with your host, @Tim Ash.
@MarketingExperiments test every conceivable online marketing method and present the experiments, learnings and tactics in a web clinic twice per month. Discover what works in optimization.
Join host, @Brian Massey, in his quest to make the Internet safe for people trying to solve problems. He uses every tool he can: personas, analytics, landing pages, email strategies, blogging, social marketing, and content marketing. Every marketing topic is fair game, in his goal to turn more traffic into leads or sales.
21.Call To Action from Unbounce
Call to Action is a show about online marketing success stories and how you can apply the lessons to your marketing campaigns. You can expect candid interviews with digital marketing professionals and thought leaders, actionable tips for improving your conversion rates and exclusive offers for marketing optimization tools, events, and resources. Hear experts in the digital marketing field talk about conversion rate optimization, A/B testing, landing page optimization and more. Follow @Unbounce on Twitter.
22. Conversion Rate Optimization Academy
Discover how to convert more online traffic into sales. Learn persuasion and conversion techniques and multivariate testing strategies that will improve your landing pages and overall website conversion rate with host and conversion rate marketing specialist, @Bobby Hewitt.
Get Out of Your Marketing Comfort Zone
With so much knowledge at your fingertips, why wouldn’t you start a podcasting habit while driving or walking your dog? If you spend your day performing the same marketing task, your work life can get boring quick. Podcasts can broaden your perspective and help you kickstart a marketing mindset.
As you run into roadblocks in your marketing strategy, a podcast may be the difference between following the same tired approach and developing innovative tactics sooner.
Listening on-demand is on the rise because good storytelling never goes out of style.
Thanks for including Social Pros on this great list. I appreciate you Nicolette!
My pleasure Jay. I’ve been reading your stuff for a long time, and I heard you speak at ConversionXL. I want more people to know about your work!
Great list! Raven’s own Jon Henshaw appeared on our (now-paused) podcast Owning Your Own. Currently available on Stitcher….we may possibly be resurrecting it. 🙂
Thanks Alan! Actually, I remember listening to that podcast. I enjoyed your style.
Thanks very much for including Marketing Smarts on this fantastic list!
You are very welcome Kerry. You’ve interviewed quite a few marketing luminaries. Your podcast archives are a treasure trove of knowledge. Keep it up!
Hey Nicolette,
Thanks for the great list. I would love it if you would check out Brand Newsroom, the podcast for anyone who has a say in how companies communicate. It has a focus on content marketing, brand journalism and PR. The hosts take a global approach to these topics which isn’t hard since the three originate from different continents. https://itunes.apple.com/au/podcast/brand-newsroom/id945263756?mt=2 (Disclaimer: I’m one of the hosts.)
Hi Sarah,
I’m happy to include you in this roundup. Although I haven’t listened to your podcast, the positive comments from your listeners and your global perspective makes this a great addition.
Thank you, Nicolette. That’s lovely news to get first thing in the morning. (I’m writing from Australia, it’s early here.) Brand Newsroom is relatively new but it’s gaining traction and we’re having a ball doing it.
Thanks very much for including Marketing Smarts on this fantastic list!