Should Your Business Have a Podcast?

Podcasting has exploded in popularity—and for good reason. Everyone loves good storytelling and the comfort of hearing another human voice or engaging conversation about interesting topics. For many businesses, launching a podcast can be a game-changer, building brand authority, deepening customer relationships, and potentially unlocking new revenue streams. And then, there’s the potential for fame. But is starting a podcast—whether audio-only or video—the right move for your business?

When it comes to podcasting, 58% of listeners still prefer audio-only podcasts for their portability and the ability to listen passively on mobile devices while driving, exercising, or even at work or home. Video podcasts are gaining traction but require more focused viewer attention. Getting an uninterrupted listening experience on apps like YouTube often requires a premium subscription; otherwise, video podcasts may be interrupted by ads, which can impact listening time, subject-matter focus, and storytelling momentum. Let’s break down the lay of the land when it comes to podcasting.

The Business Benefits of Podcasting

• Builds Brand Authority & Thought Leadership – Podcasts offer a unique platform to showcase your expertise and position your brand as an industry leader. By sharing insights, stories, and expert interviews, you become the go-to source in your field.
• Strengthens Customer Trust & Engagement – The conversational, personal nature of podcasts helps foster a deeper connection between your audience and your business. When listeners feel like they know you personally and can relate to you, trust grows, and so does likeability and loyalty to the business you represent.
• Expands Your Reach – Podcasts aren’t limited by geography. With a potential global audience and the ability to reach new markets, your brand can connect with listeners you might never reach otherwise.
• Cost-Effective Content Creation – Compared to video or large-scale ad campaigns, podcasting is relatively inexpensive to get started.
• Long-Term Value – Podcast episodes can continue attracting new listeners and generating leads long after they’re published. Each episode becomes a lasting asset in your content library, which can be shared with new audiences multiple times over the years.
• Direct and Indirect Revenue – Podcasts can sometimes generate revenue through sponsorships and ads. Or they can increase brand awareness, lead generation opportunities, and community growth. Businesses can also leverage co-op dollars through vendors, so there are significant opportunities as a podcast grows.

Potential Challenges to Consider

• Significant Time Commitment – Consistent content creation takes time and effort, from planning and recording to editing and promotion. Without a regular publishing schedule and a marketing plan, building a loyal audience will take longer, perhaps longer than your patience will bear.
• Technical Skills Required – Producing high-quality audio (and video, if you go that route) requires significant technical know-how. The real magic comes from the skill and experience of the podcast editor. We offer all these services at CMOco.
• Does Your Host Have Star Power? – If you’re shy, lack confidence, or feel like you don’t have a well-spoken or personable presence, that will come through and can impact your potential for podcast success. It may be better to hire a host and let them coach you as the guest. If you’re nervous about being on camera, perhaps start with an audio-only option and build your comfort and confidence gradually. Overall, it may take a few trial runs to become comfortable, so allow yourself to be coached for the best possible results. You don’t want to lose your authenticity, but you also don’t want to be the deer in the headlights.
• Success Is Not Guaranteed – The podcast landscape is crowded and growing. Building an engaged audience takes time, consistency, a clear niche, a point of differentiation, and a content strategy, as well as a plan for building awareness and enticing your well-defined target audience to listen.

Is Podcasting Right for Your Business?

Before you decide to hit record, ask yourself:

• Does a podcast align with my business goals and aspirations (brand awareness, lead generation, authority building/thought leadership, etc.)?
• Do I know my target listening audience and what kind of content will resonate with them?
• Can I commit the time and resources needed for consistent, ongoing high-quality content production?
• Do I have a public-facing, knowledgeable voice and face (myself or on staff) that can represent my company publicly in the way I want it presented?
• Am I prepared to promote my podcast and analyze results to refine my content strategy?
• If you can answer “yes” to these questions, a podcast could be a powerful weapon in your business’s arsenal. But if you’re short on time, resources, or a clear content strategy, you might want to start small and scale up as you learn, and your business grows.

Pro Tips for Getting Started

• Start with a clear plan: Define your goals, target audience, and content strategy.
• Focus on quality over quantity: Engaging, valuable episodes will win loyal listeners and have greater longevity, helping you build your following.
• Use the right tools: Skill and creativity in the final presentation matter more than the fancy, expensive equipment used to capture it.
• Promote your podcast: Use all your social channels and connections to maximize reach and have a plan developed to reach all the fringes of your target audience.
• Be patient: Building an audience takes time, but the long-term payoff can be significant. Ask Joe Rogan. Or some guy named Ted.

Podcasting may not be the right platform for every business, but for those willing to invest the time, dollars, and effort, it offers a unique way to connect, engage, and grow.

Ready to give your brand a voice (and/or a face) through a podcast? CMOco can help you record, produce, launch, and market a podcast for your business—and make it sound and look the best it possibly can. Reach out to us to find out more.

Bruce P. Thiem
Director of Integrated Media, CMOco Marketing and Advertising