There are more than 546 million podcast listeners worldwide, so it’s no surprise that podcasts are giving businesses an upper hand. Famous brands from around the world, including Sephora, Selfridges, Expedia, Soho House, and Duolingo, have already jumped on the podcast bandwagon to stay ahead of their competitors and connect with their audience in a different way.
Podcasting provides a valuable opportunity for businesses to connect in an intimate, human way, especially in a world where consumers are bombarded with so much impersonal, short-form content. So, not only can podcasts help expand your reach, but they’re also a fantastic tool for boosting your SEO, sharpening team skills and building brand awareness.
This blog explores what a podcast is, how it can benefit your business and how to get started.
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What’s in this article:
- What is a podcast?
- 10 ways podcasting can benefit your business
- How to start a podcast for your business
- Podcast guesting
- Key takeaways
What is a podcast?
Podcasts are essentially audio shows, similar to a good old fashioned radio show. You can tune in to them on various platforms like Spotify, Audible, or even YouTube. While they're primarily audio-based, a lot of podcasts now have visual elements too, usually showing the podcaster(s) and any guests chatting, which can make it feel a bit more personal and engaging.
When it comes to podcast topics, the sky's the limit! Whether it’s true crime, tech, food, motoring, agony aunt style content, politics, wellness, or industry insights, there’s a podcast out there for everyone – literally. Listeners often tune in at their leisure, whether it be to learn something new, have a good laugh, or to simply unwind and relax.
So, why should your business start one? What’s in it for your brand?
Well, in this busy world, where many people struggle to find the time to sit down and read, podcasts offer a convenient way to stay informed. With headphones in, listeners can engage with topics that interest them whilst on the go. As your podcast gains traction over time, consumers will naturally begin to make connections, helping to drive business growth. This is a long-term marketing strategy that will require ongoing attention for the best results.
10 ways podcasting can benefit your business
Podcasts have seen a significant surge in popularity, with the number of yearly listeners increasing to 77.2 million since 2023.
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Creating content that encourages a sense of community amongst listeners can lead to a long-lasting customer loyalty, as well as offering a range of benefits – from increased website traffic, SEO benefits, all the way to establishing yourself as a thought leader in your industry. With such a huge audience tuning in each week, why wouldn’t you want to give podcasting a go if it has the potential to grow your business?
Here are ten ways that podcasting can benefit your business.
Low cost and low risk
Unless you say something outlandish that could lead to negative PR, podcasts are generally low-risk. They require a low budget and can easily be recorded at home, in the office, or even outdoors. This flexibility makes podcasting an accessible and cost-effective way to engage with your audience and build your brand.
Enhance trust
Podcasts allow your audience to connect with you on a more personal level. Giving listeners a chance to hear the voices behind your brand and the values driving your business, you can develop a stronger bond with your audience. Unlike static images or written content, which can feel distant, podcasts create a more human experience. The transparency you can create through a podcast demonstrates that you’re genuine and real, not just another impersonal or ‘spammy’ business.
Creates community
In today’s world, where we have an unusual contradiction between being the most connected we’ve ever been, yet the most lonely, audiences are looking for a deeper sense of connection, so building a community with your audience can increase the likelihood of people following along. Video content can create a sense of familiarity for your viewers, allowing them to see you, hear you, and feel connected, enabling you to create community through your brand. Viewers see your journey and feel more inclined to engage.
Jamie Laing and Sophie Habboo’s NewlyWeds podcast has shown how a loyal community can accelerate a brand’s performance, since their former “NearlyWeds” show gave them the momentum to continue with podcast episodes post marriage. The couple’s community showed its strength recently through the astounding support Jamie received during his Comic Relief challenge, completing five ultramarathons in five days and raising 2 million pounds for charity.
Podcasts can also cultivate a sense of belonging by featuring a variety of guests, which increases its relatability. Interview style podcasts like The Louis Theroux podcast and Vogue’s 73 Questions give the listener a point of interest (the guest) who they feel connected to and want to engage with.
Increased profits
Podcasts not only provide your brand with another fantastic content outlet, but they also offer the opportunity to generate revenue. Through advertising and sponsorships, your podcast can boost your business profits while enhancing its credibility – depending on the sponsors and ads you secure. Well-established podcasts that are sure to attract views can also introduce a paywall subscription, allowing you to monetise from listeners who want to tune in regularly. For example, Patreon is a platform that many podcasters use to share exclusive work and build community with their biggest fans.
SEO
SEO (Search Engine Optimisation) is possibly one of the most important factors for your business online. The benefits it offers can be the difference between being a little-known brand and becoming a trending industry leader. Podcasts are a brilliant way to boost your SEO. Not only can they drive traffic to your website and enhance your online presence, but they also provide an excellent opportunity to include keywords and generate backlinks.
Search engines favour multimedia content, so another effective way to make the most of SEO is by creating a page for each episode, and adding a transcription or a round-up of each episode to strengthen your website’s authority and increase its chances of ranking higher.
Creativity
Podcasts offer another creative outlet, allowing you to tap into the full spectrum of digital creativity. Whether you have a basic audio podcast or a visual one, it can complement your branding and take various directions. Whether informative or entertaining, a podcast is a great way to subtly market your business in a natural, engaging way.
A great example of this is influencers Sophia and Cinzia, hosts of The Girls Bathroom podcast. They tend to capitalise on key occasions like Christmas and Halloween, donning prosthetics and costumes that spark online discussions within their target audience. This strategy not only entertains but also keeps listeners engaged and excited.
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Content stockpile
Creating weekly episodes can leave you with a wealth of content, from behind the scenes footage to podcast outtakes or short clips. This allows you to repurpose content across various media outlets, creating shorts, reels, or image screenshots for use on other social media platforms, this approach can even lead to viral meme content or video sounds. Many online personalities take snippets from their podcasts and share them across different channels, driving click-throughs and media exploration. This not only engages your audience but also boosts your brand's authority as more people interact with your content.
The Rest is Football hosted by Gary Lineker, Alan Shearer, and Micah Richards is a great example, where snippets are posted on their Instagram and TikTok accounts, making up a good chunk of their short-form content. These short snippets pull in their audience, encouraging them to click through and listen to the full episodes. This strategy will also save time on creating extra content for each platform.
Increase traffic
As your podcast grows and your reach expands, you'll likely drive more traffic to your website or social media. If you include a clear call to action (CTA), like a link in the podcast notes or mention your social media handles, it’ll spark natural curiosity and lead to more clicks. As your listeners begin to trust you and your brand, that traffic will continue to grow. Podcasts offer value to both your consumer and trade audiences, driving not only customer traffic but also helping you connect with others in your field.
Public speaking
Podcasts not only create a valuable marketing asset for your business, but they also offer amazing personal development benefits for you and your team. By enhancing people’s comfort with speaking publicly and in front of a camera, you can help build a stronger, more confident team over time. As your team’s public speaking skills grow, it could lead to more opportunities for your business to attend events and speak publicly. This, in turn, can be a fantastic asset for building your brand and expanding your reach.
Thought leadership
Talking about topics within your industry will enhance your authority and position you at the forefront of conversations on relevant subjects. You will engage people interested in your brand and allow them to see your expertise and competence. As you remain consistent with your podcast, its authority will reflect on your business, strengthening your position within the industry.
How to start a podcast for your business
Now that you know how much a podcast could benefit your business, we won't leave you feeling lost and confused about where to start.
Remember, quality beats quantity with podcasting, this is long-form content which requires consistency and content that will make listeners want to tune back in.
Podcasting is a long-term marketing strategy that you can expect to take at least six months before seeing solid growth and downloads, so stay patient! Engage with other podcasters, create episode trailers, and leverage your existing audience by sharing valuable content that encourages them to spread the name, and don't forget to post your podcast across your social media platforms regularly.
To help you get started, here are five key points to consider when launching a podcast.
Set a purpose
First, you need to consider why you want a podcast for your business. Is it to build a community, establish yourself as an industry leader, or use it as an additional marketing strategy? Reflecting on the purpose of your podcast will help you determine the type of content that best aligns with your goals.
Choose an angle
Once you've defined your purpose, you’ll need to choose your angle. Will the podcast be informative, or fun and lighthearted? Brainstorm some episode ideas and think about the themes, content, or stories you want to share, as well as potential guests you could invite on. But don't worry if you don't quite get it right at the beginning, over time, you'll find what works best and a natural tone of voice – it can be ever evolving.
Get the gear
Once you have a clear understanding of why you're starting the podcast, you can begin thinking about investing in the necessary equipment. High-quality microphones will make a significant difference to your audience's experience. Also consider which editing software you'll use and the podcast platforms where you'll publish your episodes. Where is your target audience? You might need to conduct some market research to determine this.
Choose a name
It’s important to choose a name that stands out. While it doesn’t necessarily have to relate to your business, it should reflect the content of the podcast. If you feel that incorporating your business name works, then go for it. Just ensure it’s short, catchy, and memorable. When people hear your podcast name, will it be memorable and easily shareable with others?
Record
Now that you've got the basics down, the best thing you can do is start. Don’t spend months waiting for everything to be perfect. You’ll become more relaxed in front of the microphone or camera as time goes on. Waiting for months to start could mean missing out on valuable time to build your podcast audience and reach new customers. It’s okay to learn as you go.
Podcast guesting
If you’re unsure whether launching your own podcast is the right fit for your business or struggling to find the time, don’t worry. There’s another way to reap the benefits.
Being a guest on established podcasts can be just as valuable for your PR and marketing strategy. It allows you to position yourself as a thought leader, give your brand a more personal touch, and drive website traffic – all while boosting your SEO.
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Think about where your business fits into the podcasting landscape. What shows does your target audience listen to? Who in your industry would you love to have a conversation with? Answering these questions will help you identify the best podcasts to reach out to and the right hosts to connect with.
If appearing as a guest sounds more up your street, start by establishing leads and building strong connections. You can use tools like LinkedIn or MatchMaker.fm, a platform that helps podcasters find guests and vice versa. Because while guests want podcasts, podcasters need guests!
Once you’ve identified the podcasters you'd like to collaborate with, connect with them and build up a rapport before creating a pitch that is targeted, polite and straight to the point. After a few podcast appearances you'll begin to build trust and credibility – you may even find that opportunities begin to come your way.
Being the guest on a podcast can ease the pressure of planning, editing, and remaining consistent. You may just find that your growth surges and dips rather than steady, reliable progress.
But remember, evergreen marketing is real! And once an episode is live, it’s there forever, meaning your next client, customer, or service user could stumble across your interview months down the line. With 80% of listeners able to recall a brand advertised in a podcast, a few hours of prep and a guest spot could bring long lasting benefits.
Key takeaways
- Podcasting will create trust and transparency with your consumer. Open conversation and visual elements allow your consumer to connect with your brand.
- Staying consistent can position you as an industry leader. Talking about your industry, sharing thoughts and opinions whilst gaining an audience can position you as a thought leader.
- There are many SEO benefits. Search engines favour multimedia content and can help your brand rank higher in Google.
- Podcasts are a low-risk venture. The investment costs are low; time is the biggest investment.
- Podcast guesting can be just as effective as hosting. Although it might be less consistent, you have the advantage of reaching a wider audience through an established show.
Need help with your podcasting strategy? Contact us today for expert guidance on growing your brand online.
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