Episode Summary
A blog or a podcast? That is the question. But why do you need to choose? Both formats have unique advantages, and it’s up to the creators to make the most out of them. Therefore, it’s not an either-or situation for blogs and podcasts; it’s how you can make them work together and drive business growth.
In this episode of Recorded Content, our host Justin Brown discusses the differences between blogs and podcasts, the pros and cons of both formats, and how to combine them to meet your marketing objectives.
Guest Profile
Name: Justin Brown
What he does: Justin is the co-founder of Motion, a done-for-you podcast agency for small scrappy B2B tech marketers.
Company: Motion
Noteworthy: Justin is also one of the hosts of the Recorded Content podcast.
Key Insights
- Flexibility is a podcast’s main advantage. Podcasts are more than just audio formats. Many companies create additional content associated with it, including video and written content to meet the needs of different audiences. There’s something for everyone, whether you’re looking for education, entertainment, or simply an escape from reality. Podcasts are packaged into an easy-to-consume format and are accessible from the car, the bus, and even the bath.
- The company blog and the podcast can work together. Marketing strategies comprise various elements. When appropriately combined, they set your business up for long-term success. Your company’s podcasts and blogs don’t have to be enemies. They don’t have to be competing priorities. Your company’s podcast can fuel a lot of the content you’re looking to put into your blog.
- It should not be an either-or situation. Even when companies decide to continue producing blog posts and podcasts, they wonder which format deserves priority. Justin says that it depends on the purpose. If you’re looking to attract business, a blog could be the ideal tool. Blogs offer an improved SEO level and can include links to your product that gently nudge a reader to become a customer. On the other hand, if you’re looking to engage potential customers and give them that final push in the right direction, a podcast could give that personal connection. Podcasts are also extremely valuable for increasing the value of existing accounts. By showcasing success stories on your podcast, you can inspire your other customers and nurture the relationship.
Episode Highlights
Podcasts and blogs have proven to be powerful marketing tools
Blogs and podcasts are powerful marketing tools for B2B SaaS companies. And while company blogs have been around for a long time, podcasting has quickly become one of the most popular ways for people to consume content.
Even though podcasts are traditionally viewed as an audio channel, companies now produce full corresponding videos to be streamed on YouTube. We’re doing that with this very podcast.
Blogs, on the other hand, are educational, informational, or entertaining areas of your company’s website where new pieces are regularly published. For tech companies, blog posts serve to answer their customers’ burning questions and provide an effective source of organic traffic.
The advantages and disadvantages of creating blog posts
Company blogs have been a core part of marketing teams’ content strategy. Blog posts help answer customer questions and drive website visitors to other content. Ideally, blog posts help attract target customers through organic search and then can be used to present your company’s product as a solution.
However, blog posts that resonate with your audience require in-depth knowledge. So there’s always a struggle to find experts who are good writers. Blogs require extensive research to ensure that the content is fresh for the reader, and they require interviews or other content from external sources. They’re also only in written format. So you don’t get that dynamic content available with videos or audio files.
The pros and cons of producing a podcast
The main advantage of producing a branded podcast is that it’s a fresh type of content with less saturation than a company blog. Podcasts provide a way to showcase your brand personality. And when produced consistently, they help establish a deep connection with your audience. They can also be consumed on the go without having a laptop or computer in front of you, and podcasts can be repurposed into video formats, adding to their flexibility.
So what are the disadvantages of starting a podcast for your company? Well, simply and probably at the top of the list is that podcasts typically require the involvement of more resources with a much more broad range of skill sets from audio to video to written content and graphics and design.
Podcasts also require more coordination with team members, leadership, and guests, especially if you host an interview-style one. Podcasts add a layer of technical complexity with live or remote recording platforms. And podcasts also require a bigger time commitment from your audience.
