Podcasting for Your Business: Top 5 Benefits

a woman recording a podcast from an office space
By Pace Editor |

Podcasts are so hot right now.

Just a few years ago, many people weren’t even familiar with the term “podcast,” but that’s all changing. Within the last year, podcast listenership has grown significantly. According to an annual podcast study from Edison Research51% of Americans 12 and older have ever listened to a podcast, with 32% having listened in the past month and 22% in the past week.

  1. Build relationships.
    Podcasts are an awesome way to build relationships with your consumers. Regular listeners become familiar and grow to love your brand and podcast personality. This connection helps to build trust that can increase conversions. Not only that, but we know the podcast listeners are an engaged audience. Fifty-four percent of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts. Putting the time into a podcasting for your business can yield big returns. 
  2. Connect whenever, wherever.
    Much of the popularity of podcasts can be attributed to their convenience. Unlike videos and written content, which require full attention, podcasts can be consumed anytime. Mowing the lawn? Washing dishes? Driving to work? All great times to tune in. The ease of podcasts allows you to reach your audience at times when other content cannot. 
  3. Reach new audiences.
    A successful podcast can help generate new audiences and potential customers for your brand. A loyal listener is likely to share your podcast within their circle of friends, getting you instant access to new audiences. The potential reach is endless as podcast listenership continues to grow. As of 2019, there were an estimated 86 million podcast listeners in the U.S.” in the U.S., a number that is forecast to grow to around 132 million by 2022.Another great perk of podcast audiences is that they are diverse, spanning a wide range of age demographics. Forty percent of Americans 54 or younger listen to podcasts monthly. Podcast audiences are also pretty affluent: in the U.S. overall, 29% of households earn $75,000 per year or above, but among podcast listeners, it’s 41%.
  4. Share your story.
    Different from a television spot or Facebook ad, the podcasting format is perfect for sharing a bigger brand message or sharing content in a series. The average length for podcasts is 43 minutes, giving you a good amount of time to share your story, and the episodic nature of the platform lends itself to a series format. Be thoughtful about what you share—people don’t want to talk about your brand, your products or services. What does your brand stand for? What are you passionate about? What stories can you tell that offer a unique perspective? This should drive the messaging behind your podcast.
  5. Build credibility.
    Podcasting for your business helps to build your brand’s authority within your industry. Share your expertise and understanding. This will help to build credibility with your audience, position you as a thought leader and differentiate your brand from competitors. People are more likely to do business with brands that have provided them value.

While kicking off and maintaining a podcast isn’t easy and takes time, it can be very beneficial to your audience and your business. Just remember to stay consistent and be authentic. Happy podcasting!

Sign up for our monthly newsletter to get more content like this.