The importance of podcasts for MSPs and IT providers

With the first ever podcast launching a little over two decades ago, these on-demand audio shows have since become a go-to for millions across the country – listening on their daily commutes, during exercise workouts, while cleaning, cooking, eating, and beyond.

The statistics speak for themselves. 42% of UK adults now listen to podcasts on a monthly basis, while 30% tune in weekly. Further, the same research reveals that weekly listeners aged 15 and older spend 5.5 hours a week on average doing so.

For many, podcasts are convenient, comforting content companions that have been etched into daily routines. And clearly, they have captive audiences. But why exactly are podcasts resonating so widely?

Following the launch of Network Group’s Podcast – where MSPs and IT providers across the UK and Ireland continue to build on collaboration, trust and shared success via this digital hub – we explore five reasons why podcasts can be valuable tools for B2B tech brands.

Podcasts can form deep connections

Part of the reason that listeners can connect with podcasters so easily is down to their personal nature.

The informality appeals – themed yet candid conversations in which insights and anecdotes are shared. The authenticity of these discussions can quickly build familiarity and trust, something that isn’t so 1easy to achieve through other marketing methods.

For MSPs and IT providers, participating in podcasts can be a really great way to humanise a brand, giving insights into the faces behind companies that, by their very nature, are more product and/or solution oriented. In a competitive marketplace, that humanisation can make a significant difference.

There’s value in niche productions

For many, participating in podcasts might be something new, which will naturally raise questions about the value of doing so – if it’s not a leading podcast that has thousands of loyal listeners, is it really worth it?

To that, I would say there’s a reason that there are so many incredibly niche podcasts:

·       Empty Bowl: A podcast about breakfast cereal news and marketing

·       Containers: About shipping containers

·       Pen Addict: A weekly fix for all things stationery

·       Ship Hits the Fan: Covers various marine disasters

To those who listen, these aren’t niche. They’re interesting. And that’s the great thing about podcasting. It’s an ideal platform to connect with your specific audience.