Spotify says it’s buying Parcast, a podcast-production company specializing in mystery-themed shows. The deal marks Spotify’s third podcast-related acquisition in two months. The music-streaming service announced in February that it would buy Gimlet Media and Anchor. While terms of the new deal weren’t disclosed, Reuters reports that the company set aside $500 million this year for acquisitions.
There are several ways to create, manage and promote a brand in the field of B2B marketing. These are Email newsletter marketing, market-leading blogs, webinar marketing strategies and obviously, podcasting. All of those are effective, but a brand shouldn’t utilize every possible content vehicle altogether at a time. If the brand wastes its maximum time and effort in the area of content marketing only, the other portions of business may remain overlooked and unimproved. So, the companies should choose one particular content marketing strategy for their brands.
The way of managing marketing through podcasting is the easiest among all of the marketing strategies. It takes less time from both makers and users. Now, let’s discuss the pros and cons of podcasting.
Pros of Podcast:
It Works As a Source Of Knowledge:
It is an excellent learning tool. These audios offer expert analysis, discussion, and individual doubt clearing sessions. Although the host of podcasting audio is not an expert in most of the cases, he goes through a lot of researches before hosting the sound. Most of the podcasting audios are comprised of industry leaders and business experts as guests. Their discussions are constructive for all kinds of businesspeople.
It Engages More People:
The low-pressure selling strategies of podcasting help the brand to expand its network and engage more people.
It Helps to Know the Target Audience Better:
The business leaders, who have a considerable influence in the market, are often interviewed on a podcast. Contrariwise, the non-influential business people and average customers don’t get the chance to share their opinions on the podcast. So, the podcast provides the opportunity for a brand to go through several discourses with its consumers. That will help the brand to know their target audience better.
It is Vital to Create a Strong Brand Identity:
B2B marketers can be more attached to their target audience through podcasting because an audio content attaches people more efficiently than any written blog. That intimacy with the customers helps the brand to share its unique characteristics with their target audience. That’s how the brand can build its own striking identity.
Therefore Spotify decides to buy one more podcast company, Buy Spotify Plays at StreamDigic several audios that help B2B marketing.
Cons of Podcast:
The Audio Content Doesn’t Depend On the Host:
The quality of podcast audio generally depends on the guest. If he gets jumpy, irrational or irrelevant, then the entire effort which has been put in the audio content goes to waste.
It is Not For the People Who Are Not Good Listeners:
The people, who love to talk and don’t want to listen to the guests or hosts are not capable of creating perfect podcast audio. Only good conversationalists should participate in podcasting.
It Cannot Be Accomplished Without Proper Research On the Topic:
The host should be well-informed about the guest’s business. This is the key to a successful interview. The interviewer has to do enough research on the guest’s writings, previous speeches and specifically on his career graph. Otherwise, he will fail to compose a good set of questions.