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Podcasting: The Salt to Content Marketing Success in 2023 & Beyond

podcast recording setup

In recent years, podcasting has emerged as an effective yet rather unexplored channel for companies looking to improve their content marketing strategies. Thanks to the rising popularity and expanding listener base of podcasts, businesses now are realizing the potential of leveraging podcasts to effectively engage with their target audience.

Why should businesses consider podcasting?

Over the past few years, there has been a notable rise in the podcasting ecosystem. Gartner, in their reports, estimates that there are more than 1.75 million podcasts available globally with more than 43 million episodes. Also, there are now 155 million per month listeners in the United States alone.

Building Deeper Connections With the Target Audience

One compelling reason for businesses to consider podcasting is its convenience. Podcasts provide a unique advantage, allowing listeners to consume content while being engaged in daily activities like commuting, exercising, or doing chores. This flexibility enables businesses to capture their audience’s attention during otherwise unproductive moments.

Podcasting facilitates the establishment of deep connections with listeners. Unlike written or video content, podcasts offer an intimate and personal experience. Moreover, the passive consumption nature of podcasts helps develop a sense of familiarity with the host’s voice and tone, over time.

Boosting Brand Visibility & Market Credibility

By consistently delivering valuable and insightful content through podcasts, businesses can establish themselves as trusted sources of knowledge and thought leaders. When listeners find value in the content, they are more likely to share it with others, expanding the brand’s reach and recognition.

Podcasts also provide companies with a platform to showcase their expertise by sharing industry insights, success stories, and practical tips. This helps to build a strong reputation and further solidify their credibility in the market.

Converting Listeners to Customers

As listeners become regular subscribers and loyal followers, they develop familiarity and trust with the brand. Podcasters seem to integrate call-to-action (CTA) seamlessly. By strategically placing CTAs within episodes, businesses can encourage listeners to take desired actions, such as visiting their website, signing up for newsletters, or exploring products/services. This direct engagement moves leads further down the sales funnel, increasing conversion potential.

Why is Podcasting a Valuable Asset Across Customer Journey Stages?

Podcasting is not only a powerful tool for content marketing but can effectively support businesses across all stages of the customer journey. From creating awareness and generating interest to nurturing leads and driving conversions, podcasts offer unique opportunities to engage with the audience at every step of the funnel.


Hosting podcasts that discuss industry trends and insights positions businesses as knowledgeable authorities, attracting potential customers seeking industry-related content. Inviting industry experts as podcast guests enhances exposure and credibility, engaging the audience with valuable insights.

For example, “The Marketing Mavericks” is a podcast hosted by a digital marketing agency. They discuss the latest trends, share success stories, and provide actionable strategies for businesses to thrive in the digital landscape.


Podcasts could help generate interest and maintain audience engagement after creating awareness. It enables businesses to forge deeper connections and unique perspectives.

Educational podcasts offer in-depth knowledge and insights on specific topics, attracting listeners genuinely interested in the industry or subject matter. By featuring satisfied customers or discussing successful projects, businesses establish trust and credibility, converting the audience into potential leads.

“The Success Stories Podcast” features interviews with entrepreneurs who have achieved remarkable success. By sharing their experiences and insights, the podcast inspires and educates listeners, demonstrating the possibilities and benefits of entrepreneurship.


Podcasts can play a crucial role in providing additional information and addressing potential concerns. They offer valuable insights to help potential customers make informed decisions

“Tech Talk Showdown” is a podcast that compares and reviews various tech gadgets. They discuss features, performance, and user experiences to help listeners make informed decisions when purchasing new technology products.

Conducting podcast episodes dedicated to answering listener questions and addressing common concerns is highly beneficial. By directly addressing doubts and providing clarifications, businesses can address hesitations listeners may have, helping them move closer to the conversion stage.

“Ask the Expert” is a podcast where industry experts answer questions from listeners about a specific field, addressing common concerns. This helps potential customers gain clarity and confidence in their decision-making process.


Businesses can use podcasts to offer exclusive discounts, promotions, or limited-time deals to the audience. By providing unique benefits to podcast listeners, businesses incentivize conversions and turn interested prospects into customers.

“The Insider’s Club Podcast” offers exclusive discount codes for its listeners, giving them access to special offers and savings on products and services.

Featuring customer testimonials and user stories on podcasts adds social proof and builds trust. Sharing the experiences and success stories of existing customers can motivate potential customers to take the final step and make a purchase.

“Success Stories Unplugged” features interviews with satisfied customers who share their journey and the positive impact of a particular product or service on their lives or businesses. This helps potential customers connect with real experiences and increases their confidence in making a purchase.

What are the Best Podcasting Practices for B2B and B2C Content Marketers?

As podcasting becomes an increasingly popular and effective medium, it only makes sense that content marketers employ the best practices to ensure success with podcasting in generating business.

Keep the Conversations Lively

Inviting industry experts, thought leaders, and influential guests on podcasts brings fresh perspectives and diverse insights to the conversation. Ensure that the conversation is engaging by asking thought-provoking questions and encouraging meaningful discussions.

Incorporate storytelling techniques to make episodes more captivating. Share anecdotes, real-life examples, and experiences that resonate with the audience and bring the content to life.

Experiment with different formats, such as interviews, solo episodes, roundtable discussions, or panel debates, to keep the podcast interesting and engaging. Adding more variety to the format helps cater to different listener preferences.

Stay on Top of Technical Challenges 

Creating a content calendar can help build a consistent podcast schedule. Plan episodes in advance, and batch-record whenever possible to ensure a steady flow of episodes.

Technical hurdles, such as audio quality, editing, and production, can be daunting for content marketers new to podcasting. Invest in good-quality recording equipment and consider outsourcing editing and production tasks to professionals.

Never Lose Sight of Growth

Building an audience from scratch requires time and effort. Collaborations with other industry influencers or podcasters to increase visibility and attract new listeners. 

Promoting podcasts has never been easier through social media- repackaging podcasts into short-form content like Instagram reels and YouTube shorts. They offer the same reach as paid ads would minus the pocket burn.

Track and Measure KPIs

To determine the podcast’s overall reach and audience engagement, track the number of downloads and listens and follow these metrics over time to spot trends.

Measure the growth in subscribers to assess the podcast’s ability to retain listeners and build a loyal following. A steady increase in subscribers indicates a successful podcast.

Engagement metrics like episode duration, and completion rates offer insights into how well the content resonates with the audience. Analyze comments, reviews, and social media interactions to gather valuable insights and make improvements.

Integrate With Other Marketing Channels

Use existing marketing channels, such as blogs, newsletters, and social media, to promote podcast episodes. Include episode highlights, guest interviews, or topic teasers to attract traffic and increase podcast reach.

Transcribe podcast episodes and repurpose the content into blog posts or articles. This improves information accessibility, and SEO, and allows for easy sharing and distribution across different platforms.

Leverage Multiple Hosting Platforms & Distribution Channels

There are several options to consider in the B2B space, platforms like Apple Podcasts, Spotify, and Google Podcasts are widely popular and have a large user base. By distributing your podcast episodes through these channels, you can reach a broader audience and increase the discoverability of your content. 

To name a few, marketers can use SoundCloud, MonoFM (Free), Stitcher, and AnchorFM to host their podcasts. It’s important to research and identify the platforms that align with your target audience and industry.

Additionally, there are some niche podcasting platforms and distribution channels that cater specifically to certain professional communities, choosing niche B2B distribution channels can help you tap into a highly relevant audience

For example, if you’re a marketing software provider, you can consider publishing your podcast episodes on platforms like MarketingProfs or Moz, which focus on marketing-related topics. By choosing niche B2B distribution channels, you can tap into a highly relevant audience and position yourself as an industry expert.


Podcasting offers significant benefits for businesses looking to enhance their reach through inbound content marketing channels. It enables businesses to increase brand visibility, establish authority, and nurture leads, ultimately converting them into loyal customers. The convenience and deep connection-building capabilities offered by podcasts provide a unique opportunity to engage with the target audience. 

Looking ahead, the future of business podcasts looks promising, with continued growth in listenership and evolving strategies to maximize their impact. It’s a valuable medium for businesses to establish thought leadership, foster customer relationships, and drive business growth in the digital age.

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