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Blogging Vs. Podcasting: What’s Better For Your Business?

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The current business landscape relies on global interconnectedness, and even the smallest of business owners and entrepreneurs can be operating via transnational as they entertain customers and clients from all around the world. On the one hand, this puts many businesses in competition with a bigger pool, but it also has the benefit of immensely increasing the potential growth rate and profit margin of small-scale operations.

As a result, most businesses, if not all, have turned to content creation and multichannel marketing to cover a broad audience in the most efficient way possible. And chief among these strategies include building their own blog and gaining readers or starting a podcast and creating a loyal listenership. But, which one’s a more worthwhile investment, a blog, or a podcast?

#1 Earning Potential

Firstly, we need to look at both their earning potential and compare whether we can earn more money through podcasts or have a much better success rate with blogs. And, before we get into the specifics, this is one of the amazing reasons why both are excellent options in their own right because they can generate an extra stream of income for your business.

In fact, it’s also a great way to build an audience, earn extra on the side, all the while keeping it as a hustle. Do note, though, that both mediums rely on effective and research-driven advertising, so be sure to appropriate your content to the demographic you want to reach. You might also wish to consult with a seasoned ad agency if you’re unsure which one is right for you.

  • Blogs: Like most well-established blogs and news boards, they monetize their reading content through advertising. All those banner ads you see on the side or while scrolling down either operate through a cost-per-click deal or cost-per-impression. They also utilize affiliate links, and whenever a reader purchases a product through their link, they get a small commission on the side.
  • Podcasts: Much like blogs, podcasts also rely on advertising to monetize their audio content and turn a profit. But, unlike cost-per-clicks, podcasts rely on a different scheme of advertising. Prominent titles rely on sponsorships where the host reads an advertisement in between topics as a short break, and others through a program where non-host read ads are played at different segments. Some also prefer creating merchandise, which is another separate stream of income.

person blogging

#2 Audience Interaction

Secondly, one of the most important aspects to consider is customer engagement and audience interaction. Blogs and podcasts are an excellent method of building long-lasting relationships with your reader-base/listenership, and each having its own unique flavor. Customers these days prefer connections over “just” information, and it’s high-time all business put on emphasis on experience.

  • Blogs: One of the best things about blogs is how easy generating leads and building an e-mail list can be, and if you streamline the process through a newsletter, it becomes all the more doable! Active readers will also post on forums that serve as a direct method of talking to your audience. You can also use the e-mail list to funnel them into your social media profiles like Twitter, Instagram, and Facebook.
  • Podcasts: A stark advantage of podcasts is the fact that you’re actually talking and conversing with people, which means you can dedicate episodes to interviewing or accepting calls from your following. And, apart from immediate connection with the listenership, you also introduce famous guests into your podcast and create even more interaction.

#3 Content Diversity

Thirdly, we also need to consider content diversity as this will influence the sustainability of a blog or podcast over the long term. Sure, there are merits to operating within a small niche, but it can be burdensome after you exhaust multiple topics and radiate the feeling of going in circles. You want your content to be fresh and engaging, not dried up and oversaturated.

  • Blogs: Any form of written content has the advantage of being able to cover a vast number of topics, regardless of the niche size. A business can easily divide articles into column posts and branches off related articles that provide support or get into the specifics. Connecting blogs and reads will help keep the reader engaged.
  • Podcasts: Instead of mass production, podcasts have the benefit of being well-paced in an episodic manner. You don’t have to worry about pumping out multiple content pieces to reach the top of the rankings. You need to stay on schedule and output quality. This gives a bit of breathing room on topics and ensures that there’s always plenty to cover.

Choose And Get Started

Overall, there’s no clear-cut winner between the two as that answer would depend on multiple variables and factors that are unique to each business. Weigh both options against each other so you can make a better decision.

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