The podcast is a relatively new digital medium. But how does it compare to blogging in building a brand? This really depends on your audience. For example: Someone who prefers reading might not be interested in consuming video or audio; and someone who listens to a podcast on the go might not want to sit down to watch a video.
So which one is better for content marketing, brand building and making money?
Podcasting
Podcasts are available in both audio and video formats. Shows can fall into a wide range of categories, from news and science to arts and comedy. Many podcast hosts have turned their shows into actual money-making tools, by doing things like asking for a subscription fee or including paid ads in the episodes.
But a podcast can also be helpful in building your brand. The medium is considered more personal, so that is an advantage if you’re trying to connect to your customers or audience. The popularity of podcasts is growing, and it’s not that difficult to start one with cost-effective equipment and software.
Blogging
A blog is an older medium. It dates back to the 90s but has become more advanced and popular over time. Blogging can also be effective in brand building. In terms of generating revenue, ads on your site can provide you with the income you need (if your blog has a large following).
A written post usually takes less time to read than listening to a podcast episode. If you are a good writer, this might be the option to look into. In addition, setting up a blog is likely to cost less than setting up a podcast.
So which one is right for you? The key is to know your audience/customers very well. Would they want to subscribe to a blog or to a podcast?