Well-conceived podcasts are an effective, portable, convenient and intimate way to deliver and produce content, keeping an ongoing relationship with your clients, employees, and constituents.

Miscommunication and lack of communication have been long-standing problems and a source of frustration for business both large and small. The desire to expand communication has allowed podcasting to lead within businesses and the marketplace.

To understand in greater depth how you can use your podcast as an effective communication tool, here are 5 elements to discuss.

1. Marketing

Everyone wants to get their message across, but traditional marketing isn’t always a reliable option. Potential clients don’t want to be badgered with ads and marketing content. Podcasts allow you to subtly convey your marketing message by combining it with value-packed content that will appeal to your target audience. Positioning yourself as an educator for your customers enables you to be seen as an authority in your niche and will build trust with potential clients.

2. Authenticity

The authenticity provided through a podcasting platform is a way that can help you improve audience engagement. The human voice is an effective way to engage your audience that can augment traditional face-to-face, print, and online media content. It is an excellent platform to communicate product news, new services available, client outreach, and more. It allows your audience to engage with you in a way they can’t through static web pages. The more you engage with your audience, the more likely they are to become your clients, and even create a word-of-mouth referral system for your business.

3. Reaching New Potential Clients

Podcasting can be an effective social networking strategy. Your podcast subscribers are the core of your community. As time goes on, your audience members will become your best prospects for building relationships and future clients or referrals. Combining your podcast with social media allows you to strengthen your proposition and spread your message to a wider audience.

4. Clearly Communicate Your Message

Podcasts go beyond just the audio. Show hosts can prepare a well-written communication plan – the writing behind the show. Skilled communicators understand the planning required in order to pull off a clean final product.

It is a great way to go through content and see what can be repurposed. Most businesses have a wealth of information and content that exists within their organizations that can be redirected to a greater audience through the podcast show.

5. Makes Communication Personal

Podcasts, whether video or audio, provide a much more intimate way of getting information than reading it from an email or document. The information becomes portable, and transferable. The information is on-demand and listeners can decide when and where they want to listen to the information. By making your podcast a discussion panel or round table you can create a much greater flow of information. These open dialogues create a sense of community that your audience will feel when they are listening to your podcast.

Marketing on your own can be intimidating, but as long as you have a grasp on the basics of what works and what doesn’t, you’re sure to reach people who will be interested in the message you’re trying to get across.