top of page
  • Writer's pictureConor Woodhall

The power of podcasting – and how to launch your own

Today, the number of active podcast listeners sits at over 504 million globally and this number seems like it is only set to grow. From Sports to Business, these days, there's a podcast for practically everything, and there’s no limit on what a series might cover. Take ours – Connected Communications – a go-to-resource that delivers the latest trends and tactics to leading thinkers in the B2B technology space.

With new niche and branded podcasts popping up every week, expect this number to keep climbing as more marketers see the value in investing in this popular on-demand content stream.

Why podcasting is powerful for brands

Podcasts are incredibly special; they allow brands to connect with their audience in a far more engaging and intimate way than ever before. By leveraging podcasts, brands can not only connect but establish themselves as thought leaders in their industry. This unique opportunity to develop touch points, increase audience by providing valuable content, and achieve significant brand lift through a unique and impactful experience with their ideal customer profile is why so many companies are moving towards the podcast scene.

A podcast however is not an AD. It should not be treated like one. Embrace the slow build, define a clear identity and let podcasts become a steady force in your marketing output.

Who Listens to podcasts?

In 2022, Edison reported that 50% of monthly U.S. podcast listeners are aged between 12-34, 43% between 35 and 54 years old, and 22% are aged over 55. Despite the explosive growth from 2019 to 2022, podcasts continue to pull in considerable impressive audience retention numbers year-on-year.

Interestingly enough the competition within the tech sector is considerably low compared to other genres, taking just 2.48% of market proportion, meaning the opportunity to take ownership of a unique topic is really there for the taking.


Is a podcast right for your brand?

Podcasts are not a replacement for traditional marketing, but an addition. Before deciding if a podcast is right for your marketing goals, you will need to define your audience and research your competition. We’ve created a list to help you define your podcast and decide if it’s the right move for you:

  • Podcast Identity - What is the problem your podcast is going to solve?

  • Ideal Listener - Who do you have in mind for the content? What is your ideal customer listening too and where do they consume content?

  • Value Proposition - Why would your audience spend time listening to you?

  • Type of episode– What type of episode will you choose: interviews, storytelling, or featured guest speakers?

  • Frequency – How frequently will you put out episodes? Make sure you can commit to a regular schedule.

  • Episode length – Episodes vary from show to show. There’s no number to work to, if you’re providing value then time, isn’t a factor.

  • Content strategy – It’s important to plan out your episodes so you can clearly create a focus for each discussion and ensure you’re creating a connection and deeper value with your audience.

It’s cruical to consider key factors such as these.

Throughout this process be mindful of the listener’s needs above yours as you bring your podcast to life. Take time researching and understanding how a podcast can serve your marketing goals. Above all else, remain patient; it’s a slow build. Having the right content and marketing tactics which fit with your audience will create a successful podcast with a clear picture and a voice to bringing it to life

If you’d like to get in touch with us to talk about starting a podcast, click here: book a meeting with our Marketing Director Jade Hush.

If you’re interested in listening to our podcast, you can catch the latest episodes here. Join your hosts from across the Proactive International PR team to hear their insights, learnings, and recommendations for those looking to enhance their communications strategy.


Commenting has been turned off.
bottom of page