The Power of Podcasts: Why I Host Podcasts and Their Growing Need

In today's digital age, podcasts have emerged as a powerful medium for communication and information sharing. As a Digital Marketing Manager at Viva-MTS, I have embraced the world of podcasting as a means to connect with our audience, engage in meaningful conversations, and provide valuable insights.

By the way, Viva-MTS is the first telecom company in Armenia to host and produce its own podcasts inviting guests from various industries and companies. The episodes discuss various topics, including data analytics, human resources, how to start your own podcasts, startup ecosystem in Armenia, fashion marketing, product growth, digital advertising, SEO, and many more. In this article, I will explore the reasons behind my decision to host podcasts and delve into the growing need for this captivating form of content.

1. Building Authentic Connections

Podcasts offer a unique opportunity to establish genuine connections with our audience. Unlike traditional marketing channels, podcasts allow for a more personal and deep talks and experience. By hosting engaging conversations and sharing real stories, it helps to create an authentic bond with our listeners. This direct connection fosters trust and loyalty, ultimately enhancing our brand image and reputation.

2. Expanding Reach and Accessibility

One of the key advantages of podcasts is their accessibility. In an era where multitasking has become the norm, podcasts provide a flexible and convenient way for individuals to consume content. People can tune in to a podcast while commuting, working out, or engaging in various daily activities. By hosting podcasts, we can reach a wider audience base, transcending geographical barriers and time constraints. The most famous podcasts platforms include Spotify, Apple Podcasts and Google Podcasts. We also post the audio podcasts in YouTube and the company's official website not to limit the podcast listeners only to available apps. My favorite platforms are the Spotify and Apple Podcasts. In addition to these platforms, prominent podcasts have their own websites where they upload their podcasts and keep the audience engaged there.

In the latest podcast episode we discussed display ads which are very popular and in a high demand as of today. As per a research by Shivbhadrasinh Gohil in "10 Display Advertising Statistics Every Marketer Should Know in 2023":

• 50% of people accidentally click on display ads on mobile devices.
• Despite 43% of marketers consider display ads to be the least effective channel, 84% of them are still investing in it.
• Google has the largest display ads network, reaching 90% of internet users worldwide. It includes over 35 million websites and apps, and Google-owned properties.

3. Showcasing Expertise and Thought Leadership

Podcasts provide a platform to showcase the knowledge and expertise within the industry. By inviting influential guests, thought leaders, and industry experts, we can engage in insightful discussions, share valuable insights, and position ourselves as authoritative figures. This thought leadership helps to establish our brand as a reliable source of information, creating a competitive advantage in the market.

In the seventh episode, I hosted Krisp's Co-Founder Arto Minasyan and had a tech talk about the revolutionary solution offered by the “Krisp” in noise cancellation, technologies, the current developments on the global scale, the ups and downs on the road to running a start-up. These types of conversations allow to reveal key insights that guide people to delve into those topics and get inspired to learn more.

4. Nurturing Community Engagement

Hosting podcasts allows us to foster a sense of community among our listeners. By covering topics relevant to our target audience, we create a space for like-minded individuals to connect, share experiences, and engage in discussions. This community-building aspect strengthens brand loyalty, encourages word-of-mouth promotion, and opens avenues for valuable feedback and suggestions.

5. Amplifying Brand Awareness

Podcasts provide a dynamic platform to amplify brand awareness. Through engaging conversations, we can communicate our brand values, mission, and unique selling propositions effectively. Each episode acts as an opportunity to highlight different aspects of current developments related not only to our company, but also to other Armenian companies and startups. This is a great opportunity for the local and foreign listeners to become more familiar with the Armenian companies and startups, their challenges and success stories. With this, we spread more awareness not only about our company but also those companies.

The latest episodes of the podcasts are available on Spotify, Google Podcasts, Youtube and company's official website.

In the digital landscape where attention spans are short and competition is fierce, hosting podcasts has become an essential strategy for businesses like Viva-MTS. By leveraging the power of this captivating medium, we can build authentic connections, expand our reach, showcase expertise, nurture community engagement, and amplify brand awareness. As the podcasting industry continues to grow, embracing this form of communication is crucial to staying relevant, establishing thought leadership, and forging meaningful connections with our audience.