As a part of a special series to help launch Duct Tape Selling we’ve asked the marketing experts at many of the valuable resources mentioned in the new book to teach us a thing or two about selling. Libsyn is mentioned in chapter 8 – Create an Expert Platform. Enjoy the below post from Rob Walch from Libsyn.
There are many blog posts out there on why you should podcast. They cover the typical reasons:
- Brand Building
- More time in the day for someone to listen to Audio then read a blog or watch a video
- Higher level of engagement with your customers / audience
- Conveys a higher level of authority then a simple blog
- Getting your content into iTunes where there are no blogs
- Podcast listeners = More Sales / Leads
- The Spoken word carries more emotion than the written word
Yes – these are all good reasons to podcast. But they miss on one of the biggest reasons – Standing out from the crowd. Remember back in the mid 2000’s when everyone and their brother started saying you need to blog for your business. Well guess what – it looks like everyone and their sister listened and then some. Best estimates on how many blogs are out there put the number at close to half a Billion Blogs today. This comes from:
- 174.2 Mil Tumblr blogs (http://en.wikipedia.org/wiki/Tumblr)
- >63 Mil Wordress blogs (http://snitchim.com/how-many-blogs-are-there/)
- >63 Mil Live journal blogs (http://snitchim.com/how-many-blogs-are-there/)
- >2 Mil Weebly blogs (http://snitchim.com/how-many-blogs-are-there/)
- >0.5 <il Blogster blogs (http://snitchim.com/how-many-blogs-are-there/)
- >175 Mil Blogger Blogs (No good public numbers but most feel it is more than Tumblr)
(and there are many many other services not even mentioned)
Of those blogs half are most likely not active – thus bringing the active blog count to “just” around 244 Million Blogs. If you compare that to podcasting – iTunes says there are 250,000 Podcasts in iTunes. Again only about half of those are active (updated in the last 3 months). That gives you a Blogger to Podcaster ratio of roughly 1950 to 1. If you are a company with a blog covering a specific subject, typically there will be 1950 bloggers to each podcaster covering that subject.
Having a blog no longer separates you from the crowd – blogging is the crowd. If you want to step away from and above your peers – having a podcast is the perfect way to do that. I just want to state that ratio again – 1950 Bloggers for each Podcaster – 1950:1 – Put another way if you filled Madison Square Garden up with Bloggers – only 10 people in the building would be Podcasters – and my guess is they likely would be the ones on the court.
If you are a female blogger – the ratio is much worse or better depending on your perspective. Only 13% of all podcasters are female vs 52% of bloggers being female. That means there is a 7,800 to 1 ratio of female bloggers to female Podcasters. If you are a women and blogging then podcasting is a way for you to quickly stand out from your peers.
Lets not forget about consumption – estimates on how many people actively consume blogs are in the 600 Million range per month. That is a consumer to creator ratio of 2.5:1. Where as Podcasting gets about 69 Million listeners a month according to Edison Research and libsyn.com. That is a consumer to creator ratio of 552:1. This difference in ratios is why as a Podcaster you are looked at with a more authoritative view vs a blogger who is looked at as really just another face in the crowd.
Rob Walch started podcasting in 2004 and is the VP of Podcaster Relations at Libsyn.com – the first and largest podcast hosting service. Rob is co-author of the book – Tricks of the Podcasting Master – Que 2006, and the iBook – Podcast101: Creating and Hosting an Audio Podcast. He also is host of the podCast411 podcast and the Today in iOS Podcast.