Why I Started a Podcast and 5 Tips to Help You Start Yours

Podcasting has emerged as a significant force in the digital landscape, with over three million podcasts out there and 460 million listeners worldwide. This vast audience spends anywhere from 20 minutes to two hours per episode diving deep into subjects they find compelling. That kind of engagement is fertile ground for meaningful brands and thought leaders to connect with audiences and grow relationships. Notably, Millennials constitute half of this demographic, with Gen-Z and Generation Alpha not far behind. 

Despite shakeups in the industry, such as the Spotify layoffs last year due to overspending during the pandemic, the fact remains that podcasts are on track to become a $4 billion industry this year. 

My venture into podcasting was sparked by a desire to shift away from performance marketing’s short-term focus toward building deeper audience relationships through storytelling. Having been an avid podcast listener and co-host, I launched my podcast Actual People this year, marking a return to insights-driven storytelling.

With the stage set for podcasts to play a crucial role in content marketing strategies, here are five recommendations for integrating podcasting into your marketing.

1. Examine your brand pillars.

Where would you like to earn the trust of your audience? With the answer to that question in mind, identify and focus on where your brand excels, whether it’s product, customer service, or audience pain points. How could you go deeper on any of these topics to engender dialogue and connection? What thread could you pull on first?

2. Leverage existing content.

Whether your content strategy includes technical white papers or hilarious TikTok skits, review your past year’s content to identify themes that resonated with your audience. Use these insights to craft a series of episodes that take it a step further. Can you think of customers, stakeholders, or experts who could interview that would help you expand your reach and trust on these themes?

3. Look at the cultural context.

Pay attention to the buzz within your industry or audience. Use your podcast as a platform to position your brand and guests as thought leaders who can provide valuable insights into these trending topics.

4. Feature insightful conversations with leaders.

A compelling podcast often features engaging discussions with knowledgeable figures, such as your company’s CEO. Treat these sessions as journalistic interviews to uncover deep insights and stories that captivate your audience.

5. Don’t be salesy.

Avoid making your podcast feel like an extended sales pitch. Focus on delivering genuine, valuable content that entertains, informs, and engages your audience without pushing your product or services. Those things will come with time and through other channels. Let this one be about trust and longevity. 

By adopting these strategies, finding the right partners, and getting some help from AI to balance the workload, you can seamlessly integrate podcasting into your marketing mix and produce valuable content that builds a real connection with your audience.