Ted Karczewski

​Brands have expanded their content marketing strategies to include visual elements like video, infographic collateral and custom ebooks. These media tactics drive conversion rates for both B2Bs and B2Cs, and they open new opportunities to reach prospects with information that resonates effectively. It’s hard to deny consumers have become visual learners, but what about sound?

According to Content Marketing Institute data from late 2012, podcasts are commonly used information sources by companies across all industries. In fact, 27 percent of B2Bs and 26 percent of B2Cs produce podcasts to discuss trending issues in their respective fields. More, a 2012 Edison Research Study discovered that podcasting awareness has increased 105 percent since 2006, and the percentage of people listening to these broadcasts has grown 163 percent in the same time period.

Content marketers may have established solid blog content and video marketing strategies, but they must continue to enhance their efforts by experimenting with new mediums. Podcasts may be a new channel to help growing organizations appeal to more consumers, especially with people tuning into presentations while on the go via their mobile devices.