Summary:
Podcasts are being promoted as a new way to make money whilst doing what you love. As the title suggests, the writers of this article see this phenomenon as a way to gain credibility and brand loyalty. The article then goes on to tell the story of a lady who started using podcasts as a way to reach a niche market of knitters. From this process, she's been able to expand the business, producing books relevant to the topic of knitting therefore the podcast seems to have helped kick-start her career.
It then progresses to discuss the story of a beer retailer's new podcast. This man is the one who claims that the podcast builds "trust, credibility, expertise, brand love and brand loyalty. He's also encouraging others to use the same method by investing in a microphone, to get started.
Both of them made the comment that there was a "gap in the market" for a podcast surrounding their preferred topic therefore this made it easier for them to gain popularity due to the originality of their ideas.
The next section is titled as "the lawyer" which surrounds, as the name suggests, a lawyer who launched a law based podcast after having already recorded podcasts with her husband for two years. It was a success with:
•40,000 downloads
•3,000 on average, per episode
This has allowed her to keep clients informed about new information about the company and the industry as a whole, clearing any misconceptions up. She also describes her audience as being niche, therefore this displays a pattern of who benefits from this type of NDM.
The final example is titled as "financial adviser" who has largely benefitted from the podcast due to the quantity of revenue he has attained from the service as he, along with a managing director, states that "the podcast was the biggest generator of new business in 2014, compared to referrals from existing customers. Today, the ratio is about 50:50." He also makes the comment that surrounds the idea of people getting to know a financial adviser by listening to their podcast before approaching them (I think this is interesting as it's almost like a try before you buy type mechanism).
He'd changed from YouTube videos in 2010 and started podcasts in 2012. He describes podcasting as being " one of the most important marketing angles in 2016 and likely to be so for the next two to three years."
•Downloaded 650,000 times
•is expected to reach an average of 1,000 downloads a day this month.
My personal opinion:
I believe that this article displays good examples of how the NDM method of podcasting has allowed people to make a living. It shows that people can do what they love, whilst being paid for it, easily using the internet. This means that for people who were once audiences, this can allow them to become entrepreneurs by using easy software to produce something they would not have previously been able to do without a studio and software. I personally know someone who does podcasts and I know it's definitely helped them get to speak their own mind. I think it can be used for profit and non profit purposes and is beneficial for self expression and informing the masses. I think that this particular method of NDM tends to go unnoticed but it's actually very beneficial as a whole, providing a range of opportunities for new and existing businesses. After all, it is like a radio and social media platform in one as people can directly give feedback by commenting, for example on SoundCloud or iTunes podcasts. However, I would agree with the lady from the first example's advice as she says that it isn't for everyone. I think it's something to definitely try but make sure your intentions are right, as the final man states.
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