Content marketing is becoming increasingly diverse across platforms, giving businesses various choices to reach their audience and expedite engagement and growth. Podcasts are an increasingly popular form of content, but will creating a podcast help your business?

The rise of podcasts as a content marketing tool

Podcasts have existed for years but have recently become a mainstream content marketing tool. In 2006, only about 22 percent of Americans knew about podcasts. The number increased almost fourfold to 84 percent in 2024.

In the content marketing world, video is all the rage. It is easy to consume, caters to shorter attention spans, and saves time. But it also has its disadvantages. Video content requires the audience to constantly look at the device while it plays, which could be troublesome for those who need to multitask.

When people need to listen to content instead of viewing it, podcasts come to the rescue. The video is usually redundant, so the audience can listen to the audio while working or driving. Podcasts are also conversational and personalized, with their audience usually opting to listen via headphones. Research shows that people who listen to audio via headphones can be more empathetic and convincible than those who listen via speakers, making the podcast a powerful tool for business development.

Can they benefit startups and businesses?

Podcasts can accelerate a startup’s growth via their ubiquity, simplicity, and versatility. Here are some ways they can aid businesses:

They are inexpensive

Many businesses do not realize the cost of good content, although the price reflects the potential engagement and revenue. For startups, a spacious budget for content creation may be a low priority. Even then, 89 percent of B2B businesses use social media as their primary tool. In that case, podcasts can provide a reprieve due to their cost-effectiveness because, at the most basic level, companies only need a script, a recorder, and some online software to start.

In addition, podcast content is multipurpose because a business can use the transcript as a blog post or video script and some excerpts for social media posts. Repurposing content saves time and money in content generation.

They improve engagement conversions

Podcasts’ convenience allows them to attract a large number of listeners. They also increase the number of repeat listeners and completed sessions. These metrics influence the connection between the creator and the audience because they allow brand recognition and loyalty. Simply said, podcasts can provide quantity and quality in engagements.

They empower authority

Podcasts can help a brand establish itself as a thought leader in an industry, even if the business is still nascent. Each episode can be rife with market insights, industry trends, opinions, and knowledge in the field, enabling the company to build credibility and authority in the niche. Providing helpful information to your audience can further build customer trust and push them further down the sales funnel.

They improve accessibility

Written and viewable content are great tools in content marketing, but they have a downside. They may not be accessible to everyone, particularly people with limited vision. Podcasts are an excellent way to address this. They are available for everyone and are downloadable on the go, especially in the age of mobile phones. There are ways to make podcasts more accessible and inclusive, like transcripts and close captioning, to make sure they reach across audiences.

They enhance networking

Podcasts usually feature industry experts, peers, and key opinion leaders as guests. These connection opportunities allow startups to build a resilient network in the industry, further opening doors to partnerships, collaboration, and recommendations. Podcasts can also expand a brand’s visibility to the audience and fellow entrepreneurs.

Five tips on launching a podcast

Launching a podcast is straightforward and beneficial. Here are five strategies to ensure a successful podcast:

1. Do some planning

Before a startup begins a podcast series, it should research and plan the foundation of the content, including the podcast’s goals, theme and topic, format, number of episodes, and name. Knowing the content you want to cover also allows for a simplified scriptwriting experience.

The brand can also narrow down its theme to suit its niche. For example, instead of a podcast on finance, a business may see more conversion on a podcast specifically targeted at fintech.

2. Invest in the right tools

A podcast is as good as the tools used. However, that doesn’t mean the equipment must be complicated and expensive. A startup would need a microphone, a recording device, and headphones to make a clear and focused sound recording. It can also invest in acoustic panels and learn about mic settings and placement to enhance the surroundings and reduce echoes. In addition, a podcast also needs online tools for editing, sound mixing, and hosting.

3. Write and record

Scriptwriting could help a podcast team prepare better for the session. The team can also rehearse for a smoother recording process. The script doesn’t have to be detailed. Instead, talking points would suffice to guide speakers through their allotted time.

Once the script is ready, the team can record the episode. Remember, errors in rerecordings can happen and are ways for the team to improve their skills.

4. Edit and upload

Post-production is vital to a good podcast because it allows the technical part to shine. It cleans the audio, adds jingles to build recognition and retention, and makes the recording enticing and seamless for listeners. The team can also use this time to create cover art for the podcast and start writing for the upcoming episodes. Once done, the team can upload the content to the hosting service and start marketing it via social media, website, and podcast directories.

5. Improve and evolve

The first episode is where podcasters learn from mistakes. Use it to empower subsequent episodes by rectifying the errors and creating better sessions.

Podcasts can be instrumental for startups if done right

Podcasts are a unique medium for businesses to reach their audience on the go, making an impact even when listeners are busy. Companies can leverage podcasts to ensure continuous and empowered success.

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