Why Podcasts Need to be in Your Marketing Strategy

By Alison Osborne

If there’s one thing that all marketers know, it’s that audiences love rich media. A.k.a - anything that isn’t boring, whether that be images, videos, or audio.

Today, I want to talk about an up and coming medium that has grown in popularity since 2014.


Podcasts have opened a convenient medium for marketers to reach audiences in a new and convenient way. In fact, podcasts are projected to have over 100 million listeners by 2021 in the US alone (Statista).

Yeah, sign me up. *cue hand up emoji*

If their audience size didn’t convince you, here are four more reasons to integrate podcasts into your marketing strategy.

1. Convenience is Key

To put it simply, podcasts are easy to consume. Listeners can listen whenever, wherever. Today, people are out of time - everyone is too busy to sit down and digest information. Podcasts are zero commitment. You can listen in the car, on a walk, at the gym, or even in the shower.

Can you do that with videos or blogs? Hell no.

As consumers move towards mobile devices, podcasting becomes even more effective. Podcasts are made for when your customers are on the go and give them the ability to multitask. Think about the engagement time - it’s basically a marketer’s dream.

2. It’s Time to Stand Out

In today's landscape, companies need to focus on what makes them different. Podcasts are a great way to achieve this.

If you’re producing high quality content that provides value to your audience, then you can build a trustworthy relationship with your customers. Specifically for technology companies, this can help you educate your audience about the value your innovation brings.

Podcasts also give your company a voice.

Here, it’s all about showing off your brand personality. Your podcast can show who you are, your values, and cultivate a distinctive image amongst a hyper targeted audience. If you’re producing high quality content that your audience wants to listen to, your podcast will help you become a thought leader in your industry.

3. Conversion Central

Ah, conversion. The term that we love to hear and the goal we want to hit.

Podcasts can even increase your conversion rates. Seth Greene, CEO of Market Domination LLC.com, states, “there’s a shift with money leaving TV and radio; for the next three to five years, it’s like the new ground floor of podcasting” (MarTech Today).

To break that down, Greene is saying that your customers are listening to podcasts, which means that they provide an opportunity to get in front of them.

At the end of the day, it’s the information age. Your audience is researching information, so why don’t you deliver it in an engaging format? Produce content that can answer all of their questions, while making your product/service their solution.

Quick Tip: Remember to add effective CTAs at the end of each episode. Test what language works best with your audience and then plug it into every recording. Check out this article for some great CTA examples.

4. Connect and Build Trust

Podcasts are a great source to build brand awareness, grow your company’s reach, connect with your audience, and build trust.

It’s basically a content superstar.

As the number of podcast listeners increase, it opens a unique opportunity to have conversations about specific industries or topics. That means you get to build credibility as a podcaster. In 2018, 6 million more Americans listen to podcasts weekly versus 2017 (ConvinceandConvert). So it’s time to hop on the podcast bandwagon.

Building a great podcast can also transfer over to other platforms. Companies who podcast have a unique advantage since 94% of podcast listeners are active on at least one social media channel and are also more likely to follow companies or brands on social media (Podcast Insights).

Your podcast audience can cultivate a community that will carry across platforms, boosting engagement. This is key. If people know who you are and what you, you have the upper hand over your competitors.

So, in conclusion...

Bet on podcasts. They are an incredible opportunity for marketers.


Podcasts give you the ability to conveniently connect with audiences, stand out from your competition, convert potential customers, and build trust. Not to mention, their listenership is only increasing.