Why Podcasting Matters to Marketing

Podcasting offers immense marketing potential through building brand authority, thought leadership and loyal audiences. This article explores the benefits of podcasting for marketing and provides best practices, case studies, and a look at the future of podcast marketing.

Brodey Sheppard

Brodey Sheppard — 16 minute read.

Podcasting has taken the world by storm, captivating audiences with its immersive audio experience and engaging storytelling. Recently, it has emerged as a powerful tool for growing brand awareness, stepping beyond its primary role as an entertainment medium.

As the digital landscape continues to evolve, businesses and marketers recognise the undeniable impact that podcasting can have on their brand’s visibility, reach, and overall marketing strategy. This blog post will explore why podcasting matters to marketing and how this dynamic medium can be leveraged to connect with audiences, build brand authority, and drive business growth.

Podcasting Matters Marketing

So, if you’re curious about the transformative potential of podcasting in marketing, keep reading to discover why it has become an essential component of successful, modern-day marketing strategies.

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What is Podcasting?

Podcasting is creating and distributing audio or video files for online listeners. The term “podcasting” originated from a combination of “iPod” and “broadcasting,” reflecting its early association with Apple’s iPod and the subsequent creation of Apple Podcasts. Interestingly, journalist Ben Hammersley first coined the term’s origin in a 2004 article for The Guardian.

Listens Podcasts

Podcasting has witnessed a meteoric rise over the past decade, thanks largely to audiences who greatly enjoy podcasts. Recent data reveals the staggering availability of over five million podcasts, with more than 70 million episodes globally for individuals who thoroughly enjoy the chance to listen to podcasts.

This staggering growth is fueled by the increasing number of podcast listeners, expected to surpass 504.9 million in the United States alone by the end of this year.

As podcasting continues to gain traction, its significance in the marketing landscape becomes undeniable. Statistics indicate that, Remarkably, most podcast listeners, around 80% in fact, stay tuned for the entire duration of an episode, making them highly active listeners. Furthermore, 62% of podcast audiences take action based on the information presented in podcast ads or recommendations heard during the shows.

Next, let’s explore why audio, in particular, holds such power in the digital age.

The Power of Audio in the Digital Age

Audio has made a remarkable resurgence in an era dominated by visual content, thanks in part to the prevalence of smartphones and other mobile devices. The resurgence of this convenient medium is driven by its aptness for multitasking, allowing audiences to add podcasts to their daily routines like commuting, working out, or doing chores. It caters to the modern lifestyle, where time is precious and attention spans are limited.

Podcasting Popular Infographic

Audio content has a unique ability to captivate listeners’ attention. Without distracting visuals, it relies on the richness of storytelling, engaging soundscapes, and the power of human voices. It allows for a deep emotional connection that other mediums often struggle to achieve.

Audio is also incredibly versatile, making it an ideal medium for storytelling. Whether it’s a gripping narrative, an intimate interview, or an informative discussion, podcasts can effectively convey complex messages and ideas across different formats. This versatility enables marketers to craft compelling stories specifically tailored to meet the interests of their specific audience.

The Benefits of Podcasting for Marketing

This section dives into the benefits of apt podcast titles and the role of podcasting in marketing strategy.

1. Building Loyal Listeners

Podcasting offers a unique opportunity to build dedicated listeners. With each episode, you have the chance to connect with listeners on a personal level. Over time, this connection can evolve into brand loyalty, with listeners eagerly anticipating each new episode.

2. Establishing Authority and Expertise

Podcasting allows marketers to position themselves or their personal brand as industry authorities. By sharing valuable insights, expert interviews, and thought-provoking discussions, podcasters can establish themselves as trusted sources of information.

3. Amplifying Brand Visibility

Utilising podcasts presents an effective platform to build brand awareness and increase your brand visibility. When motivated listeners of your podcast audience share episodes, it expands your reach organically. Additionally, being featured on popular podcasts in your industry can introduce your brand to broader listeners.

4. Cultivating Authenticity and Trust

Podcasting enables a level of authenticity that resonates with listeners. Unlike scripted video content, podcasts often feature candid conversations, which can build trust and authenticity around your brand.

5. Fostering Community Participation

Podcasts create a sense of camaraderie among listeners, further strengthened through engagement on social media channels. When followers share a common interest or passion related to your podcast’s niche, they become part of a community centred around your brand. This interaction goes beyond passive consumption; it encourages active participation, such as discussions on social media or podcast-specific forums.

Benefits Launching Podcast

6. Expanding Content Repurposing Opportunities

Marketers, once they generate content through their podcast initiatives, can repurpose them across various marketing channels. Transcripts of podcast episodes can be transformed into blog posts or articles, allowing you to reach more comprehensive listeners through written content. Additionally, soundbites or highlights from your podcast can be shared on social media networks, boosting your brand’s reach and interaction.

7. Enhancing SEO and Online Presence

Podcasting can significantly impact your website’s search engine optimisation (SEO). Each episode creates new content and opportunities for relevant keywords, enhancing your website’s search visibility. Furthermore, show notes, hyperlinks, and episode descriptions can increase your digital presence and drive organic traffic to your website.

8. Building a Repository of Evergreen Content

Podcast episodes, once published, remain accessible indefinitely. The perennial nature of podcasting means that as people listen over time, your content continues to attract new listeners and provide ongoing value. Podcasts maintain their relevance, unlike some content that may need to be updated quickly.

9. Facilitating In-Depth Listener’s Education

Podcasts offer the space for in-depth exploration of complex topics. Marketers can use this to provide detailed educational content that addresses their market’s pain points and questions. In doing so, you establish your brand as a valuable resource for comprehensive information.

10. Measurable ROI and Monetisation Opportunities

Podcasting offers a measurable return on investment (ROI) through analytics that tracks listeners’ activity, downloads, and demographics. In addition, as your podcast grows in popularity, you may explore monetisation avenues such as sponsorships, mid-roll ads, affiliate marketing, or premium content subscriptions, turning your podcast into a valuable revenue asset.

Case Studies: Successful Podcasting in Marketing

Now, let’s move on to real-world examples of successful podcasting in marketing.


Hubspot Growth Show Podcast

HubSpot, a well-known inbound marketing and sales software company, launched “ The Growth Show” podcast. This podcast featured interviews with successful entrepreneurs, marketers, and business leaders.

HubSpot significantly increased its brand visibility and authority by providing valuable insights and content related to its industry. The podcast attracted a dedicated group of marketers and business professionals who later became potential customers for HubSpot’s software and services.


Mailchimp Presents Listen Podcast

Mailchimp, an email marketing platform, launched a podcast that follows the entrepreneurial journey of a tiny business owner per season. This storytelling approach allowed Mailchimp to connect with its intended listeners of small business owners and entrepreneurs on a personal level.

The podcast increased brand visibility and positioned Mailchimp as a trusted partner for small businesses looking to grow through email marketing. It, in turn, led to increased sign-ups and sales for their services.


Casper Sleep Channel Podcast

Casper, a mattress and sleep products company, launched “ The Casper Podcast,” which focused on the science and culture of sleep. By providing valuable content related to its core product offering, Casper enhanced its brand authority and educated listeners about the importance of quality sleep.

This educational approach helped Casper become a trusted resource in the sleep industry and contributed to increased sales of their mattresses and sleep-related products.


Making Squarespace Audio Series

Squarespace, a website building and hosting platform, has utilised podcast advertising as a primary marketing strategy. By sponsoring numerous podcasts across different genres, Squarespace has increased its brand visibility and positioned itself as a supporter of content creators.

It has positively impacted its brand perception, as podcast listeners often associate Squarespace with enabling creativity and entrepreneurship. The brand is seen as a reliable and user-friendly platform that empowers users and businesses to create their online presence, enhancing the perception of Squarespace as a facilitator of innovation and self-expression.

Blue Apron

Blue Apron Eat Eat Podcast

Blue Apron, a meal kit delivery service, has leveraged podcast advertising with its “ Why We Eat What We Eat” series to reach food-oriented and interactive listeners. By sponsoring cooking and food-related podcasts, Blue Apron has positioned itself as a convenient solution for consumers who want to cook delicious meals at home.

This approach has helped change the brand perception of Blue Apron from being solely a meal kit delivery service to an educational resource that promotes cooking skills and culinary exploration. Podcast listeners often perceive Blue Apron as a brand that supports culinary learning and encourages healthier eating habits.


Audible Podcasting

Audible, an audiobook and spoken-word entertainment service, has been actively involved in podcast advertising and production. Audible has strengthened its association with storytelling and literary culture by sponsoring popular podcasts and creating original podcast content.

It has enhanced the brand perception of Audible as a company that values the spoken word and encourages a love for books and narratives. Listeners often view Audible as a brand that promotes intellectual activity and a deeper connection with literature, contributing to a more positive brand image.

Podcasting Best Practises for Marketers

In this section, let’s discuss best practices for marketers venturing into podcasting and integrating it into their existing digital marketing strategies.

1. Content Planning and Strategy

The journey to developing a successful podcast capable of building a loyal following begins with a meticulously devised content plan and strategy. Define your intended market, outline episode topics, and establish a content calendar. Consistency is critical to building and retaining followers.

2. Production and Promotion

Invest in quality equipment to produce enhanced audio files to ensure a professional and engaging listening experience. Make sure to promote your podcast across multiple channels; don’t overlook social media, email newsletters, your website, and other platforms where your audience is likely to be active.

3. Building Relationships with Listeners

Interaction with your listeners is vital. Encourage feedback, respond to comments and emails, and consider incorporating listener questions or suggestions into your episodes.

4. Guest Collaboration and Networking

Collaborating with guests from your industry or related fields can add depth and variety to your podcast content. It also provides opportunities for cross-promotion, as guests will likely repost the episodes they appear on with their listeners.

Podcast Advertising Flow Diagram

5. Consistent Release Schedule

Regularity is vital in podcasting. Stick to a consistent release schedule, whether weekly, bi-weekly, or monthly, as this predictability matters to most podcast listeners. This predictability helps build anticipation among your listeners, keeping them active and returning for each new episode.

6. Quality Audio Editing

Invest time and resources in professional audio joiner and editor software. Clean, well-edited episodes enhance the listening experience and reflect positively on your brand’s quality standards. It includes removing background noise, ensuring precise audio levels, and editing out mistakes or unnecessary pauses. It’s also good to utilise tools such as M4A to MP3 converters to ensure your podcast is compatible with most devices.

7. Practical Show Notes and Transcripts

Accompany each episode with comprehensive show notes summarising key points, providing links, and highlighting valuable takeaways. Additionally, offering transcriptions of your episodes not only makes your content more accessible to all listeners but also provides search engine optimisation (SEO) benefits.

8. Community Participation and Social Media

Actively participate with your podcast community on social media platforms. Create dedicated groups or forums where listeners can discuss episodes and connect. Your presence on social media can help cultivate a feeling of belonging and loyalty among your listeners.

9. Guest Outreach and Preparation

When you include guests on your podcast, it’s crucial to prepare them well and make them understand the format, which might differ from other podcasts. Provide clear guidelines, topics, and expectations in advance. A well-organised and respectful approach to guests contributes to the overall quality of your show.

10. Feedback and Continuous Improvement

Continuously seek feedback from your listeners. Encourage reviews, surveys, or direct communication to understand what your listeners enjoy and what could be improved. Use this feedback to refine your content and podcasting strategy over time.

Podcasting as a Content Marketing Strategy

Next, let’s explore how podcasting fits seamlessly into a broader content marketing strategy, supplementing the overall digital marketing efforts.

1. Integrating Podcasting into the Marketing Mix

Strategising the production of your own podcast as an effective content marketing medium and having your own podcasts is a valuable addition. It complements written content, videos, and social media by offering a unique way to interact with your listeners.

2. Leveraging Podcast Analytics for Insights

Podcast analytics provide valuable insights into listener behaviour. Marketers can track metrics such as downloads, listener demographics, and activities. These insights can inform content strategies and refine focused listeners’ profiles.

3. Enhancing Brand Storytelling

Podcasting enriches your brand storytelling. It allows you to delve deeper into narratives, explore behind-the-scenes aspects, and humanise your brand. You can make a more immersive and emotional brand story through interviews and personal anecdotes.

4. Expanding Global Reach

Podcasts transcend geographical boundaries. They have the potential to connect with global listeners. By leveraging podcasting as part of your content marketing strategy, you can extend your reach beyond traditional marketing constraints, reaching diverse markets and demographics.

5. Establishing Thought Leadership

Thought leadership is a coveted position in any industry. Podcasts provide a platform to share your expertise, discuss industry trends, and offer innovative insights. Consistently delivering valuable content akin to a radio programme positions you and your brand as thought leaders, garnering respect and trust within your industry.

Creative Ways Promote Podcast

6. Nurturing Long-form Content

While short-form content has its place, podcasting allows you to explore topics in-depth. Using the engaging format of podcasting, marketers can dive into complex subjects, providing comprehensive information and value to their listeners. This long-form content cultivates interactions and loyalty, as listeners appreciate the depth of discussion.

7. Building Strategic Partnerships

Collaborations with industry experts, influencers, or complementary brands are a common podcasting strategy and an effective method to build brand awareness. By featuring guests or co-hosting episodes, you can build strategic partnerships that extend your reach and tap into new listeners. These collaborations also add credibility to your brand.

8. Enhancing Market Interactivity

Podcasting offers a unique opportunity to interact with your market actively. You can encourage listeners to submit questions, participate in polls, or even host live Q&A sessions through your podcast. This interactivity strengthens your connection with your market and keeps them active with your brand.

9. Diversifying Content Offerings

Podcasting allows you to diversify your content offerings effortlessly. You can create special series, thematic episodes, or bonus content that aligns with your marketing goals and caters to specific market segments. This variety keeps your listeners active and eager for fresh content.

10. Strengthening Brand Credibility and Trust

Consistency in podcasting and delivering valuable content can enhance your brand’s credibility and trustworthiness. When listeners repeatedly find value in your episodes, they are more likely to trust your brand and your expertise, which can lead to increased loyalty and positive word-of-mouth recommendations.

Furthermore, let’s peer into the future of podcasting in marketing.

Looking Ahead: The Future of Podcasting in Marketing

The future holds exciting possibilities for podcasting in marketing, from sharper content personalisation to wider monetisation options, including podcast-specific outro ads. Trends such as interactive podcasts, AI-driven content recommendations, and enhanced market interactivity techniques are on the horizon. Some others include:

The Role of AI and Data Analytics

Artificial intelligence and data analytics will serve an increasingly significant role in podcasting. AI can help personalise content recommendations for listeners, and data analytics will provide deeper insights into listeners’ behaviour and preferences.

AI-Powered Software Advancements

As podcasting evolves, AI-powered tools and software applications will become indispensable. Innovations like music visualisers and audio waveform generators will enhance the visual appeal of podcasts.

A music visualiser can turn audio segments into captivating visual displays, adding charm for video podcast viewers. On the other hand, Audio waveform generators can provide dynamic visual representations of audio content, making it more accessible to those with hearing impairments and enhancing the viewing experience.

Global Podcasting Market Growth

Rise of Video Podcasts

Marketers expect video podcasts to gain popularity, and AI avatars will play a crucial role in this trend. AI-driven avatars can replicate human-like expressions and gestures, making video podcasts more visually engaging.

These avatars can be customised to match a brand’s identity, allowing for consistent and unique representation across various episodes. This innovation opens up new possibilities for visually dynamic and immersive podcasting experiences.

Content Personalisation at Scale

AI is set to revolutionise content personalisation in podcasting, curating tailored content to cater to at least one specific interest of the listener. Algorithms will analyse listener behaviour, preferences, and past interactions to curate customised content recommendations. This level of personalisation will increase listener satisfaction and extend the reach of podcasters as content becomes more relative to each listener.

Amplify Your Brand!

In conclusion, rather than being just a fleeting trend, podcasting is a dynamic and influential medium that marketers should consider especially valuable for those planning to create their own podcasts. It allows brands to connect with listeners authentically and engagingly, build authority, and amplify their visibility.

As we look ahead, the future of podcasting in marketing promises even more exciting developments. It’s time for businesses to recognise the lasting impact of podcasting on marketing strategy and seize the opportunity to leverage podcasting as a powerful marketing tool.

Don’t miss out on the audio revolution—start podcasting today!

Brodey Sheppard

Brodey Sheppard

Brodey is the CEO of sitecentre®, leading his distinguished Australian digital marketing agency using data analytics and Artificial Intelligence in SEO and Paid Advertising. His adept use of machine learning and AI has gained industry-wide recognition, Brodey has received several industry awards for SEO, Web Design and business, including the Young Small Business Champion Entrepreneur 2023 award. With 15 years under his belt, Brodey is amongst Australia’s most influential digital marketers.

Find them on their website: sitecentre®.

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