Podcasting for Manufacturers
Led by Chris Giglio of Manufacturing Talk Radio
A podcast is a digital audio file made available for downloading to a computer or mobile device. Podcasts are typically released as a series, and subscribers can receive new installments automatically. The term “podcast” combines “iPod” and “broadcast.”
Podcasting began primarily as a way for individuals to share their messages and build communities of people with similar interests. Although that still exists, today’s podcasts are produced by people, groups, and organizations around the world for many purposes, from community building to marketing and more.
How can podcasts benefit manufacturers?
In a recent USA Manufacturing Hour chat on Twitter, participants discussed this topic with host Chris Giglio of Manufacturing Talk Radio in New Jersey.
What Is a Podcast?
The discussion began with participants sharing what a podcast is.
- Rebecca Prox from DSI/Dynamatic in Wisconsin said, “I like to say podcasts are AM talk radio for the modern world.”
- Host Giglio replied, “That is a great way of putting it! It’s part of the reason we have ‘Radio’ in our name.”
- Brett from FreightPOP in California said, “A podcast is a piece of content that includes a group of people getting together, in person or virtually, and talking about particular topics or opinions. They are also usually recorded on video, so you can watch and listen or just listen while multitasking.”
- Mike Womack from NJMEP in New Jersey said, “That multitasking ability is fantastic. There is so much content to consume in the world. When you can listen to an interesting discussion while handling other work or responsibilities, it allows for even more learning within the same amount of available time.”
- Whitney Koch from Welker, Inc. in Texas said, “It’s a portmanteau of iPod and broadcast, but I think of it as on-demand radio talk shows.”
- Adam Baker from Schooley Mitchell in Pennsylvania said, “Podcasts are my mental escape while I run in the mornings!”
- Giglio replied, “They are my favorite gym-time listen as well!”
- Missy Moorefield from Southern Fasteners & Supply in North Carolina said, “I also like listening to podcasts when I run! I switch between podcasts and music, though.”
- Dan Bigger from Optessa Inc. in New Jersey said, “Podcasts are where a host has guests who discuss a topic relevant to the community it serves.”
- Womack said, “They really are such a great tool for engaging with niche markets.”
- Womack added, “A podcast can take on so many different forms! Rebecca made a great comparison to AM talk radio in the 21st century. An awesome benefit is that you can listen to them on demand.”
- Prox said, “The on-demand feature is so nice. I can listen when I want, where I want, and never feel like I’m missing out.”
- Matt Long from Aviate Creative in New Jersey said, “If I recall correctly, ‘podcast’ comes from blending ‘iPod’ and ‘broadcast.’ I would define a podcast as a digital broadcast available for downloading or streaming directly from the internet.”
- Kati McDermith from IndustryNet in Illinois said, “Podcasts are an audio recording or session.”
- Ruby Rusine from Social Success Marketing in California said, “Podcasts are internet-downloadable digital audio files.”
- Nigel T. Packer from PelaTis Online in Wales, UK, said, “A podcast or series of podcasts is an inexpensive internet broadcasting tool for reaching a wider audience. Share knowledge and opinions with your followers to promote your business or yourself. Grow the audience, grow the message, and grow your conversions.”
- Erin Courtenay from Earthling Interactive in Wisconsin said, “Podcasts are a digitally distributed, usually spoken, form of content. They’re also a must-have for enduring the tedium of laundry and dishes.”
- Pavel Stepanov from VirtuDesk said, “In simple words, it’s audio content where you can choose different topics to listen to based on your needs.”
- Gina Tabasso from MAGNET in Ohio said, “Podcasts are a series of online audio or video chats on a specific topic designed to educate and help with branding.”
- VirtuDesk said, “It’s like radio but more specific. Podcasts don’t have broadcasting channels like radio, but you can find them on Apple.”
Giglio’s perspective: “A podcast is a program created and made available over the internet in a digital format. Typically, a podcast is presented as an episodic series with a recurring host who engages with listeners, although there are plenty of other forms a podcast can take.”
Business Benefits of Podcasting
Next, participants discussed some of the benefits a podcast can provide to a business.
- Prox said, “I’ve considered this many times. Perhaps education and awareness.”
- Giglio replied, “Definitely two important benefits of a well-done podcast!”
- Courtney Houtz from Butler Technologies in Pennsylvania said, “Podcast listeners are a captive audience seeking both education and entertainment, so it’s easy to find a specific target audience and deliver what they’re looking for.”
- Womack said, “That is true! I didn’t even think about that point. Podcast listeners are a specific kind of content consumer. Brands can put that to work.”
- Bigger said, “Brand recognition.”
- Baker said, “Podcasts build credibility, keep you front of mind, and can introduce you to audiences you didn’t think to pursue.”
- JD from Cleveland Deburring in Ohio said, “They build brand awareness, provide a medium for discussing new products, culture, and innovation, and allow potential customers to get to know the company.”
- FreightPOP said, “Hosting a podcast can provide you and your team with a platform to share your knowledge and skills, helping you be seen as a thought leader within your industry. It can also help you connect further with others in your industry.”
- Koch said, “Reach new audiences. Showcase industry knowledge. Build relationships. Repurpose content.”
- Baker said, “Content repurposing is great. I have a podcast I listen to now. I visited their website once but was overwhelmed by the content. Because they can deliver the same content verbally, I better understood their value, and now I listen every week.”
- Womack said, “Brand awareness: organic brand exposure to listeners. Collaboration and networking: bringing on a guest is a great way to start a relationship. Content marketing: speaking about a topic your audience will find valuable in an engaging way and sharing it through social media, email, and other channels.”
- Ingor van Rooi from Networking Ninja in Canada said, “It can help your business tap into a new or separate audience and, therefore, new prospects.”
- McDermith said, “Another channel for addressing your audience.”
- Rusine said, “It builds your brand and provides a more personal connection while reaching a different audience.”
- Tabasso said, “Lead generation, branding, and SEO.”
- VirtuDesk said, “Brand visibility and establishing yourself as an influencer and expert in your field. People will be looking for your advice!”
Giglio’s perspective: “There are many marketing reasons to start a podcast. These include repurposing content, increasing your search potential, redirecting traffic to your landing pages, and using a media format that isn’t nearly as saturated as YouTube or blogs. Currently, there are fewer than three million podcasts, while there are more than 37 million YouTube channels.”
Podcasting Statistics
Next, Giglio asked participants to guess the percentage of Americans who are aware of podcasting and the percentage who have listened to at least one podcast episode.
- Bigger said, “Aware: 67%. Listened: 45%.”
- Tabasso said, “My guess is 40%.”
- FreightPOP said, “I think it’s safe to say at least half of all Americans have listened to a podcast at one point or another, and maybe around 75% are aware they exist.”
- Prox said, “My guesses: 56% of Americans are aware of podcasting, and 90% have listened to at least one episode of something.”
- Koch said, “I think maybe 30% are aware, and 25% have listened to at least one episode.”
- JD said, “Aware: 90%. Listened: 65%.”
- Long said, “If awareness means ‘I’ve heard the term before,’ this should be on the higher end—75% or more. For listening to one episode, probably fewer than 50%.”
- Baker said, “Eighty-five percent of Americans are aware of podcasts, and 62% have listened to at least one—maybe?”
- Rusine said, “Aware: 60% to 70%. Listened: 30%.”
- Van Rooi said, “My guess is probably at least 50% to 75%.”
- McDermith said, “I can’t even guess, but I can say I was shocked when I found out how popular they are! As such a fan of audiobooks, looking at you, @JulieBasello, I am surprised I haven’t found one I love yet.”
- Stepanov said, “Wild guess: Aware: 92%. Listened: 50% to 60%.”
The answer: Giglio said, “According to the most recent data from Statista, 79% of Americans are aware of podcasting, while 62% have listened to at least one podcast episode, with millennials being the leading generation of podcast listeners.”
Koch responded, “I’m surprised the overall statistics are so high, honestly. I often mention podcasts and get blank looks. But I am not surprised that millennials are the leading listeners.”
Podcast Hosting Platforms vs. Podcast Directories
Next, participants discussed the differences between a podcast hosting platform and a podcast directory.
- JD said, “I do not know, but I look forward to the answer.”
- Tabasso said, “I have no idea since I’ve never made or hosted one and have only been a guest. This answer interests me.”
- Packer said, “Me too, Gina.”
- Bigger said, “Yup.”
- Courtenay said, “Is it like the difference between a website and a search engine?”
- Koch said, “I’m not sure—I’ve never heard of a podcast directory. I know there are different platforms for recording and producing a podcast. I think…”
- Rusine said, “I have no idea. But I’ll listen to everyone’s answers and learn.”
- VirtuDesk said, “On podcast hosting platforms, you can record, create, and add episodes. A podcast directory is a digital place where you can find numerous podcast collections.”
- Prox said, “A podcast hosting platform is where you upload your edited content. A podcast directory is where you find and listen to that podcast.”
- Stepanov said, “This is how I differentiate them: Podcast hosting platforms include Acast, Zencast, and Finecast. Podcast directories include Apple and Spotify.”
Giglio’s perspective: “A podcast hosting platform is where you record and where your show will live. Some of these platforms include Podbean and Megaphone. These sites then create an RSS feed for directories where your audience will listen, including apps such as Spotify, Apple Podcasts, YouTube, and Stitcher.”
Podcast Monetization
Participants next discussed methods for monetizing a podcast beyond using it to advertise a product or service.
- Bigger said, “Sponsorships. I learned this from Hey, It’s Julie, @JulieBasello, or @Radwell_Intl.”
- Julie Basello from Radwell International in New Jersey said, “Sponsorships, affiliate marketing, advertising, and merchandise.”
- Butler Technologies said, “Merchandise!”
- Courtenay said, “Something like Patreon?”
- Koch said, “You could have a free podcast and then offer additional related content to paid subscribers.”
- Baker said, “Other than sponsorships, I’m not sure.”
- Long said, “Donations, crowdsourcing, selling premium content, and tiered memberships—similar tactics to those used to monetize a YouTube channel or streaming platform.”
- Van Rooi said, “My favorite: sponsors. Other than that, I’m not sure.”
- Womack said, “Advertising and sponsorships! The podcast can pay for itself while it generates leads and additional business for the organization running it. A podcast can be an overhead-free marketing initiative.”
- JD said, “By sharing podcast episodes on social media platforms, the creative content may bring more potential visitors to social platforms and, hopefully, the company website itself. It could also create link juice back to the website, but that’s debatable.”
- Rusine said, “I agree with you, Dan. The most common way to make money from a podcast is through sponsorship. It’s also the easiest way to make money because you don’t have to create or sell anything. All you need to do is make a deal with a sponsor.”
- Packer said, “If you can build a large audience, sponsorship opportunities become available. As a business, it is a fine line between promoting your own business and promoting others. Consider the possibility of alienating your audience.”
Giglio’s perspective: “Manufacturers that want to maximize profits from their podcasts should consider selling advertising space in their shows. This could take the form of live reads or prerecorded snippets. You could reach out and sell advertising space personally or join an advertising network that acts as a middleman between hosts and sponsors but takes a cut of the revenue.”
Manufacturing Podcasts to Explore
The chat concluded with participants sharing whether their businesses already have podcasts or whether they participate in podcasts during their free time. Giglio invited participants to share their shows and favorite industry podcasts.
- Basello said, “Yes, we have a podcast! I co-host Radwell’s Automation Nation podcast. It’s available wherever you listen to podcasts or at podcast.radwell.com.”
- Basello added, “I also host my own podcast about business reinvention called Hey, It’s Julie, available wherever you listen to podcasts or at heyitsjuliepodcast.buzzsprout.com.”
- Packer said, “I mostly go on other people’s podcasts and Zoom shows. I enjoy the interaction and banter. I am now considering establishing a podcast for myself and interviewing others, telling stories, and sharing knowledge.”
- JD said, “We do not have a podcast, but I love listening.”
- Bigger said, “I do podcasts when I am asked. We have talked about one for Optessa, but we are not ready.”
- Prox said, “We do not have a podcast. We’d need more people or more hours in the day to make it happen.”
- Butler Technologies said, “No podcasts here yet! We’re dedicated listeners but haven’t participated yet.”
- Courtenay said, “Our moment has arrived! We host a BROADcast for manufacturers to have fun and bring important topics in the manufacturing space to the forefront: How E-Commerce Helps Manufacturers Attract More of Their Dream Customers.”
- Manufacturing Talk Radio shared Jacket Media Shows and Manufacturing Tomorrow.
Giglio’s perspective: “Our main show is Manufacturing Talk Radio, but we also host a variety of other podcasts through the Jacket Media Co. network, including Manufacturing Matters, Women and Manufacturing, and Moser on Manufacturing. We would also like to promote Manufacturing Tomorrow, a podcast from our friends at the Ohio Manufacturing Institute. You can find the links above!”
