Today, marketers continue to find more ways to attract leads through landing pages, blog posts, social media content, paid ads, and emails. However, while these are tried and true methods, two others are slowly becoming popular with no signs of slowing down.
Podcasts and webinars.
While other methods are excellent at providing educational information, webinars and podcasts allow you to talk to your audience.
With podcasts, you can create in-depth episodes describing your products and how they solve customer pain points. Webinars, on the other hand, allow you to show your audience what you mean or share your screen in real-time.
But which one should your business invest in?
This post gives a rundown of podcasts and webinars and how they can help you optimize your content marketing campaigns.
Let’s start with webinars:
Webinars are like online presentations where you deliver audio-visual content to your target audience. Typically they incorporate interactive features such as Q&A sessions, screen sharing, polls, text and audio chat, etc.
Why Use Webinars?
- Combine both visual and audio content for better visual learning.
- You can monetize them by requiring the audience to pay an admission fee.
- Allow for more interaction with the audience since they can ask questions and receive answers in real-time. You can also share your screen with them or share files.
- They allow you to effectively market your products or services since you can give your audience practical examples.
- You get a targeted audience since they need to sign up before participating. Webinars offer you a chance to build strong relationships with audiences from your niche.
- They can be prerecorded and scheduled.
- Viewership is only for registered attendees.
- Require time to prepare.
- Require marketing to garner attendance.
- Require’s the audience to tune in at a specified time.
Podcasts are a form of audio-on-demand that you prerecord or record as a live discussion. Your audience can stream or download them and consume them on the go.
Why Use Podcasts?
- Your audience can listen to them while on the move or while doing other chores.
- 70% of US consumers are familiar with them, while 51% listen to them.
- Since you prerecord them, you can edit before publishing.
- They are free, and this can help you draw larger audiences.
- Your audience doesn’t need to tune in at a specific time.
- Don’t require sophisticated equipment to record.
- Don’t allow for real-time interaction with your audience.
- Lacks visual elements.
- Since your audience can listen as they do other things, they may not pay complete attention to what you say.
- You may not get a targeted audience since anyone can download or stream the episodes online.
Which One Would Best Communicate Your Message?
Your choice will depend on your target audience and message.
Webinars are effective if you want to support your message with visual content. You also get a more engaged audience since they can participate through questions, chats, polls, or surveys.
You can use a podcast if visual cues are not necessary. They are great for thought leadership, entertaining conversations, interviews, or stories.
Still not sure which format will suit your audience better?
The infographic below from FLOW can help. Check it out for a more in-depth comparison of podcasts and webinars.