The Value of Building a Podcast

The Value of Building a Podcast

Another growing trend in the world of marketing is podcasts. Let’s dive in and discuss the value of building a podcast, as well as some tips to help you get started. 

Estimated reading time: 4 minutes

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Podcasts have seen a surge in popularity in the last few years. In the world of multitasking, this is an excellent way to consume information while completing other tasks. Check out the stats:

  • 57% of Americans have listened to a podcast, with 41% listening monthly
  • Monthly podcast listeners have grown 61.5% in three years
  • 39% of 35-54 year-olds listen to podcasts monthly

Some may think that the growth was in part due to the pandemic. While this might be true, humans are inherently creatures of habit. So it stands to reason if they were listening during the pandemic, they will –  for the most part – continue. 

In addition, by having a podcast as part of your distribution plan, you ensure that your content is consumable in multiple formats and gives your audience a choice that best suits their needs.

Podcasts – Marketing Value

Podcasts are also a fantastic way to increase your company’s visibility. Google is starting to register them individually in search results which means that you can increase your ranking when coupled with your other SEO practices. It’s just one more way for people to find you. 

A podcast also adds value by personalizing you. Your audience is hearing your voice and can interpret and empathize with your topics based on this. Remember, you need to be patient. Growing an audience and creating a rapport takes time. Results will not be seen overnight. You need to ensure that you have quality content that is of interest, provides value to your listeners and is consistently delivered. Building that trust factor will have long-lasting benefits. 

Building a Podcast

While not as labor-intensive as creating video content, you still need a few key pieces to get your podcast going so you can extend your reach and tap into the audio-preferred consumers. You will need the following to get started:

  • Good quality microphone
  • Editing software
  • Hosting platform

Regarding the microphone, you do not need to break the bank! There are plenty of mid-range models that offer features like condensing capabilities and clarity. Next is your editing software, ranging from simple to more complex software, depending on how creative you want to get with your intros/outros or any other effects you plan on adding. Finally, there is your hosting platform. There are many out there, so you will need to do your research to make sure which one is the right fit for your company’s needs. 

Believe it or not, that is basically it. Start planning or repurposing your content and dive in.  Remember that you are going to make mistakes. That is part of learning. Take a deep breath and remember to have fun.

Podcasts – Tips from the Host

Guest Speakers

Guest speakers can increase interest and let your listeners hear more than one perspective. Another added benefit of having guest speakers is the opportunity to engage with their community and grow yours.

Tech Check

Testing, testing, one two three. Make sure all mikes and internet connections are ready to go. Also, double-check that everyone’s notifications are on mute. These minor hiccups can be distracting and add to already heightened nerves.

To Script or Not to Script

Now it’s time to determine the level of formality you are expecting. You want to have an outline, but we advise against over-scripting. Talking points vs. scripts allow you to maintain that human element and let personalities shine through.


What if somebody gets tongue-tied or if Sparky decides to bark at the Amazon delivery guy? Will this need to be edited, or can you roll with it? Our podcasts tend to be less formal, but if you need a more polished finish, we advise you to make a clear break along with a written reminder with the time stamp. Doing this will make editing faster and easier.

Podcasting can be a fun and fulfilling part of your marketing repertoire. Still on the fence? Check out a few yourself to see the value they can bring, and then jump in and join the podcasting revolution!

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