In 1978, television give a big Hat Tip to radio’s “theatre of the mind.” On WKRP in Cincinnati, you “saw” the whole horrific turkey drop, but you never actually saw a single turkey!
The art and science of radio allows for intriguing storytelling due to the need to describe in detail the events and subjects.
I recently listened to a fascinating interview with President Ronald Reagan from the mid-1980s discussing his early stint broadcasting University of Iowa football games on WHO-AM Des Moines. When asked if he would have moved into TV sports broadcasting if he hadn’t gotten into film and eventually politics, he surprisingly said no. He felt that his strength was verbally telling the story and painting a picture of the action. Radio needed that, but Television didn’t.
All marketers talk about storytelling, but most have bypassed content marketing in audio form. Podcasting may be the simplest and most cost effective way to reach a targeted (and potentially large) group of customers. You share industry news, discuss relevant topics to your customers, and tell your brand’s story. And you don’t need studios in Cincinnati, Des Moines, or anywhere else to get the word out.
Mass versus Niche
One of the issues with terrestrial radio that lead to today’s listenership challenges was the race to appeal to too broad of an audience. The strategy of least offensive programming where stations and groups played content that neither turned off nor inspired listeners created a universal blandness up and down the dial.
With podcasts, no niche is too small and no subject is too inside. Podcasters aren’t aiming for mass audiences; they’re connecting with smaller, specific audiences.
For more on content marketing and social media, please join me on the Social Geek Radio podcast. The show airs Wednesday evenings, and is free via download here or on iTunes.
Here’s my recent article in Franchising World magazine exploring the Podcast as a form of Content Marketing. Included are the benefits of podcasting, some tips to get started, and a program guide for some of my favorite industry podcasts.