How your brand can benefit from starting a podcast

The good news is that podcast consumption and online audio listenership continue to rise and are at an all-time high. Podcasts are estimated to reach more than 100 million listeners in the U.S. this year, and there are over 504.9 million podcast listeners globally. People are also spending more time listening to podcasts, and audiences are becoming increasingly diverse. 

Podcasts and streaming audio are great ways to reach people, share information and entertain. They can also help businesses develop and personalize their brand while reaching current and potential customers.

Here are some ways your brand can benefit from starting a podcast.

Podcasts can fulfill multiple motivations.

Podcasts aimed at consumers or other businesses can entertain, educate, and build upon personal, professional or organization branding. More than 40% of business decision-makers said they listen to B2B podcasts to enrich their professional expertise, a status previously reserved for owned channels such as newsletters, webinars and social media.

On the B2C side, audiences are more likely to remember and engage with a brand after listening to a podcast, both the business creating the content and those advertising on episodes. An Edison Research study, The Podcast Consumer, reported that 54% of monthly listeners were more likely to consider a brand after hearing it advertised during a podcast.

Podcasts enhance brand identity.

Podcasts allow your brand to reach audiences with more content on multiple platforms. Having a podcast for your business can draw in new customers and keep current customers engaged. Because it’s an owned channel, producing and publishing podcast episodes allows you to control your brand’s message, discuss industry topics, deliver company updates and share new initiatives.

Podcasts personalize brands.

Delivering regular, authentic updates to customers from a reputable and engaging host fosters brand loyalty. This approach shifts marketing from conventional polished materials to a more human-centric strategy. Podcasts can help you build relationships with listeners as they can connect with the host.

Generally, audiences only have so much time on their hands and want to dedicate it to those who seem credible, entertaining and whose ideas closely align with their interests. Hosts can draw upon their expertise to establish their business’s personal brand and credibility. Staying authentic to your business’s voice and message is key to creating a meaningful connection with your audience.

Podcasts are convenient for listeners.

Podcasts are experiential, so listeners can be immersed in the conversation with your brand’s representatives while going about their daily lives. People frequently tune in while multitasking at work, doing household chores, exercising, traveling, commuting or relaxing.

Podcasts position your business as an industry expert and thought leader.

Delivering top-notch, informative content fosters a dedicated following that will bolster your business. Listeners see hosts as experts on the topic of your business’s podcast, but they’re not the only auditory authorities. Inviting well-recognized guests on your podcast who are seen as thought leaders in your industry can improve your authority and grow your podcast’s audience. Building relationships with similar podcast creators and appearing on each other’s podcasts can also double your exposure.

Podcasts are excellent for repurposing content.

Using quality content across multiple owned channels reinforces your message and creates an integrated marketing approach. It also helps you reach new audiences. Podcast episodes can serve as a valuable template for blog posts, e-newsletters and social media content, maximizing the impact of your messaging across different mediums.