3 Challenges Brands Face with Podcast Marketing & How to Navigate Them According to our 2022 Marketing Trends Survey report, 34% of marketers plan to stop leveraging podcasts or other audio content in 2022. It’s likely because of the major roadblocks that marketers still face in the podcast marketing space. Two podcast experts weigh in on the biggest challenges and strategies to tackle them. Organic Discoverability Currently, there are two main ways to discover podcasts: Search through top-ranking podcasts in various genres or get recommendations based on what you’re already listening to. This makes it very hard for lesser-known shows to get discovered organically. “It's really hard for podcasters who are creating amazing content and are great creators to figure out ways to get in front of their audience,” says Alanah Joseph, head of creator partnerships on the HubSpot Podcast team. At HubSpot, Joseph says our podcast network addresses this by leaning into our cross-promotion strategy – this means placing ads across various shows across our network while ensuring audience alignment. “Instead of going out and trying to find new audiences, we are leveraging the audiences that we already have and sharing those audiences in a way that helps boost discoverability for the podcasts,” she says. “And then, also because we have a community, we can leverage that ad inventory.” However, not every brand can go this route. Businesses with access to a large ad budget opt for paid advertising, as that ensures you will gain more exposure...

Audio is Popular Among Gen Z: Are Audio Chats Worth It for Marketers? A 2022 study by Spotify found that 80% of Gen Z consumers enjoy audio content because it allows them to express their individuality and "explore different sides of their personalities." Though Spotify didn't clarify what it meant by audio content, such as podcasts or audio chats, it's no secret that audio chatrooms have become increasingly popular over the years. Audio chatrooms like Twitter Spaces and Clubhouse saw a surge in popularity at the start of the pandemic, when most people were stuck at home and looking for ways to connect with others. While outdoor events have resumed and many people are back in the office, I still can't log into Twitter without seeing a Twitter space of at least 200 people at the top of my feed. With that said, are content like audio chat rooms worth it for marketers? If you're trying to capture the attention of Gen Z, here's what you need to know: The Pros and Cons of Audio Chatrooms like Clubhouse and Twitter Spaces Audio chatrooms have become popular in recent years, however, there are still pros and cons to consider before deciding to leverage platforms like Twitter Spaces and Clubhouse in your marketing campaign. Pros of Audio Chatrooms In our 2022 survey, we spoke to Gen Z consumers about their social media habits. During the survey we found that 43% of Gen Zers discover new products most often via platforms...

The Ultimate Guide to Starting A Podcast Want to launch your own podcast (or a podcast for your company) but don’t know where to start? I’ve got you – starting a podcast is simpler than it seems. I was an avid podcast listener for years before deciding to start my own show in 2018. I took my podcast from idea to launch in 10 days with no audio experience — and if I can do it, you can too. In fact, starting a podcast is easier than ever as the medium has increased in popularity and profitability. Podcasting is a fast-growing medium with 62% of people aged 12 and over listening. Having a podcast is a great way to get in front of your audience to build connections, and grow your business. Here’s the ultimate checklist to help you start a successful podcast. 1. Determine your niche. First, you’ll want to decide which genre your podcast falls under. This is important so platforms like Apple Podcasts and Spotify can properly categorize your podcast, and it helps those who are interested in the topics you’re covering find your show. According to Edison Research, the top 10 podcast genres with the most weekly listeners in 2022 are: Comedy News Society & Culture True Crime Sports TV & Film Business Arts Religion & Spirituality Education Determine which...