Podcast Market Data:
3 Reasons Why Podcasts Are Ideal For Thought Leadership
3 Key Benefits of Podcasts Today
We define the 3 key benefits of podcasts for thought leadership today as ones of scale and scope:
1) Podcast Market Growth Globally
2) Access to Influential Audiences
3) Deep Levels of Emotional Connection and Engagement between Guest and Audience
#1 Podcast Market Growth
Podcasts have grown significantly in recent years, with a 94% annual growth rate. This means that the potential reach for your message is global.
What started initially as a consumer trend has spread into niche business genres.
Podcasts have also grown rapidly in new markets outside of North America and with younger, more influential listeners.
#2 Influential Audiences
40% of adults report listening to podcasts regularly. The average podcast listener subscribes to 7 podcasts in their feed.
Within the influential Millennial demographic who have grown wary of social media and fake content, podcast listenership is higher. 60% of Millennials report they regularly listen to podcasts.
#3 Engagement Not Follower Count
Podcasts offer thought leaders a credible and authentic channel to build their personal brand.
Research shows that audiences view engagement not size of followings as a measure of thought leadership. This means consistent and active conversations that matter with people who care are more important for your community than growing a social media following.
The below example from a podcast we helped book our client on, demonstrates how podcasts are a platform to connect guests with new audiences in a meaningful and engaging way.
Podcast Guesting creates Authority, Potency and Permanence
The Financial Times writes:
"A powerful speech by an influential voice gives any message – whatever its content or purpose – authority, potency and permanence."
(source)
We Offer A Free 35 Minute Consultation To Help You Get Booked On Podcasts
Complete the form to get answers to these questions in our free consultation:
How can we help you guest on high quality business podcasts?
Is Podcast Guesting for you?
Based on your profile, what kind of Podcasts could you speak on?
What is the potential ROI for you on podcast guesting?
What kind of messaging works well for your conversation style on podcasts?
We will walk you through universe of podcasts available that match your ideal audience and talking points.
Are You Podcast Ready?
(Get Our Free Report)
Get Your Personalized Report
Our Free Podcast Guesting Scorecard helps you know if you are podcast ready. Our Scorecard quiz assesses your current personal branding activity and business objectives to give you answers to questions about podcast guesting ROI and how bookable you are as a podcast guest.
Podcast Guesting is a Channel for Leaders to Influence Decisions Internally and Externally
Podcast Guesting as a Channel for Influence
Authentic Influence at Scale
As a business leader, you will be faced with the constant challenge of influencing 2 communication channels - Internal and External . Internal conversations are with your team, your partners and your ecosystem. External conversations are with leads, prospects and existing clients.
In an increasingly noisy media landscape, podcasts offer leaders a channel to influence ecosystems and communities at scale with authenticity.
People Expect Corporate Leaders to Behave and Speak Differently
You no longer have the captive audience you enjoyed 5 to 10 years ago. Leaders have to adapt to the evolving nature of the audience. Industry data shows that we value the size of a leader's following less than its quality. We increasingly follow and respect corporate leaders who actively engage their audiences in an authentic manner, sharing their ideas and opening the conversation to discussion.
Thought Leadership has a Significant Positive Impact on the Sales Funnel
People follow people, not brands. We increasingly buy from people we trust, rather than recognized household brands. We can no longer rely on the old fashioned model of relying on corporate brand awareness to open doors. We need to build trust and relationships around the individual. You can measure the impact of Podcast Guesting and Thought Leadership ROI by its impact on your sales funnel. Edelman data shows that Thought Leadership positively impacted the sales conversations in a number of ways: 88% of execs surveyed said thought leadership "Increased Respect" for the vendor, and 45% said it was directly influential in "leading to purchase".
By The Numbers:
Our Podcast Guesting Results...
You might not be Neil Patel or Pat Flynn, but that doesn't mean your story isn't worth telling. We've found that audiences engage as much with people like you as they do with "celebrity" thought leaders if it's done in an authentic way (more podcast data here). A big part of our full service podcast booking agency is curating client message to make it both newsworthy and relevant to their target audiences. Here is a summary of results so far...
98% Podcast Booking Success Rate
We are business podcast specialists with an established podcast agency that services leading management consultancies and financial services brands globally.
That's why we are confident to guarantee podcast bookings for clients targeting business audiences and buyers. If our podcast network and your audience aren't a good fit, we'll tell you before signing up, saving you time and money. If we are a good fit, we'll guarantee you podcast bookings on high quality business shows. Find out more about our full service podcast booking agency.
2324 Podcasts Booked
We specialize in business podcast bookings. That's why we are able to confidently match your key talking points with the 12,000 podcasts in our network. We book interview podcasts for authors, coaches and thought leaders that discuss a broad range of business topics such as transformational leadership, workplace diversity and alternative investment strategies. We offer a free 35 minute consultation with no obligation to buy to help you discover what kind of podcasts you can speak on.
12 Million Podcast Listeners Reached*
We book authors, coaches and thought leaders on podcasts with audience sizes ranging between 2,000 and 90,000 listeners. Since 2022 we have helped our clients reach over 12 million podcast listeners. Including social reach, our clients have connected with over 30 million people. For more examples view our podcast guesting success page. If you'd like to learn more about these podcasts, get our free consultation
23 Countries Covered
Our podcast team is based in Washington, London and Singapore and covers 3 time zones - US, Europe and Asia. Clients love our reach as it helps them access new audiences on global stages. Talk to us to discover how we can help build your personal brand as a global thought leader.
We Offer A Free 35 Minute Consultation To Help You Get Booked On Podcasts...
Complete the form to get answers to these questions in your free consultation:
✅ How can we help you guest on high quality business podcasts?
✅ Is Podcast Guesting for you?
✅ Based on your profile, what kind of Podcasts could you speak on?
✅ What is the potential ROI for you on podcast guesting?
✅ What kind of messaging works well for your conversation style on podcasts?
✅ We will walk you through universe of podcasts available that match your ideal audience and talking points.
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