Are Leaders Considering Starting a Podcast for their Business?

Considering a podcast for your business? Read what 11 industry leaders have to say about brand connection, marketing strategy, and audience engagement through podcasting.

11 Business Leaders Weigh In: Is a Podcast Right for Your Company?

Wondering if a podcast could be the next big move for your business? We’ve gathered insights from eleven Founders, CEOs, and marketing experts to weigh in on the decision. From the benefits of fostering brand connection to considering being a guest instead, explore the diverse perspectives on starting a business podcast.

Here’s what they said:

Foster Brand Connection

Starting a podcast offers significant value for your business. It builds a loyal audience and fosters deep connections with listeners. Podcasts provide a platform to share expertise and engage with the community personally. They humanize your brand, making it relatable and trustworthy. 

Establishing yourself as an authority in your field can lead to networking and collaboration opportunities. However, creating a podcast requires time and resource investment for planning, recording, editing, and promoting. If you are passionate and can consistently deliver valuable content, a podcast is a powerful business strategy. — Valentin Radu, CEO, Founder, Blogger, Speaker, and Podcaster, Omniconvert

Examine Pros and Cons Before Diving In

In my capacity as the “Politics Podcast” host, here are some tips on whether starting a podcast for your business is a good idea or not.

Interesting Content: Podcasts are an avenue through which you can disseminate detailed information and stories that will keep your target audience engaged.

Developing Expertise: By hosting a podcast, you position yourself as an industry authority, thus instilling credibility in the eyes of your audience.

Reaching Out: Podcasts also allow you to reach out to audiences around the globe who prefer audio content over print material.

Growing Connections: Frequent listeners often feel personally connected with the presenter, fostering brand loyalty.

Inexpensive Advertising: Compared to other forms of content creation, podcasts are among the least expensive to produce.

Reasons for Wavering

Time Consumption: The podcast-making process requires significant time input.

Regularity: Maintaining a consistent publishing schedule can be challenging at times for successful show producers.

Technical Hurdles: Besides learning how to record, edit, and export files, you may also encounter some technical issues at first, especially if you are new to this field.

Content Planning: It requires great planning skills to consistently create fresh and interesting material.

Measuring Success: Determining the impact of such audio content on your company can be difficult.

Creating engagement and establishing expertise are some of the advantages of using podcasts as a marketing tool. However, it is only possible when one has adequate time, maintains regularity, and possesses the necessary technical skills. If you are aware of these challenges, you may decide to launch your own podcast.

— Chuck Warren, Host, Breaking Battlegrounds Politics Podcast

Enhance Marketing Strategy

Having worked as a software engineer on Amazon’s Fulfillment Technology team, I highly recommend starting a podcast for your business. 

Podcasts are a cost-effective way to build brand authority, connect with your audience, and increase website traffic. They offer a unique platform to share your expertise, engage with industry leaders, and reach new audiences. 

Given their growing popularity and ease of production, a podcast can significantly enhance your marketing strategy and business growth.

— Peter Wang, Founder, Exploding Insights

Think of Family First, Podcast Maybe Later

A podcast is a fantastic way to connect with potential clients and share our expertise in UI/UX design. However, with a new family member on the way, family takes priority. Podcasts require significant time and effort—from research and recording to editing—and right now, my focus is on my growing family.

Our priority remains delivering high-quality design work for our clients. We stay updated with industry trends through design blogs and events, and I believe guest appearances on established podcasts are a great way to share our knowledge without the commitment of hosting our own.

For now, it’s all about creating exceptional user experiences for our clients while balancing the new responsibilities at home. Maybe someday we’ll start our own podcast, but for now, family and outstanding design come first.

— Juan Carlos Munoz, Co-Founder, CC Creative Design

Repurpose Content With Podcasting

We are considering starting a podcast for our business. We’ve previously utilized podcasting as a method to transcribe our articles into AI, which has resulted in a significant number of downloads. 

Additionally, we’ve noticed considerable SEO benefits from podcast RSS pages. Podcasting allows us to tap into a community that we haven’t reached through our other content, providing a valuable avenue for content repurposing.

— Victor Hsi, Founder, UGC Creator Community

Engage and Educate Audience

I believe starting a podcast for your business can be incredibly beneficial. In my experience, a podcast offers a fantastic platform to engage with your audience on a deeper level. It allows you to showcase your expertise, share valuable insights, and build a loyal community. Additionally, podcasts can provide an intimate way for listeners to connect with your brand, fostering trust and authenticity. 

My journey with Reefertilizer has shown me that educating and sharing knowledge through various channels makes a significant impact. A podcast can open up conversations, highlight your unique perspective, and create a dynamic presence in your industry. Whether discussing gardening tips or the benefits of plant-based living, a podcast can be an innovative tool for extending your business’s reach.

— Mike Drouin, Co-Founder, Digital Marketing Director, Gardening and Home Improvement Expert, Reefertilizer

View Podcasts as Marketing Tools

Absolutely, starting a podcast for your business can be a highly effective marketing tool. Podcasts allow you to engage with your audience in a more intimate and personal manner, fostering a deeper connection with your brand. They provide an excellent platform to showcase your expertise, share valuable insights, and tell compelling stories that resonate with your target audience.

With the increasing popularity of podcasts, they present a unique opportunity for brand differentiation and building trust with your audience. However, it’s essential to commit to producing high-quality and consistent content to maintain the interest and engagement of your listeners.

— Austin Benton, Marketing Consultant, Gotham Artists

Podcast for Storytelling and Engagement

In today’s digital age, where attention is the new currency, podcasts have emerged as a powerful tool to connect with our audience on a deeper level. With over 155 million podcast listeners in the United States alone, the potential reach and impact are undeniable.

As we delved deeper into the idea, the reasons to start a podcast for our business became crystal clear. Not only does it offer a unique platform to share our brand story and values, but it also allows us to engage with our customers in a more personal and authentic way. 

Through the power of storytelling, we can create a loyal community of parents who resonate with our mission of spreading joy and creativity through our products. In the words of Seth Godin, “Marketing is no longer about the stuff that you make, but about the stories you tell.”

By harnessing the storytelling potential of podcasts, we have the opportunity to differentiate ourselves in a crowded market and build lasting relationships with our customers.

So, to answer the question—yes, we are wholeheartedly considering starting a podcast for our business. Because in the world of children’s fashion, where imagination knows no bounds, why not embrace a medium that allows us to inspire and connect in a whole new way?

— Nikhil Soni, Founder, The Tribe Kids

Build Authority and Provide Value

We are considering starting a podcast for our business due to its potential to reach a wider audience and establish thought leadership in our industry. Podcasts offer a unique platform to share insights, interview industry experts, and discuss relevant topics in-depth, providing value to our audience beyond traditional marketing methods.

The decision to start a podcast stems from our desire to engage with our community in a more personal and conversational manner. It allows us to showcase our expertise, share success stories, and address common challenges faced by our customers. Additionally, podcasts can enhance our brand’s visibility and credibility, as listeners often perceive podcast hosts as authoritative voices in their fields.

However, we are also mindful of the commitment required to produce high-quality content consistently. It’s crucial to have a clear strategy, dedicated resources, and a strong understanding of our audience’s interests to ensure the podcast’s success.

Overall, the benefits of starting a podcast—enhancing engagement, building authority, and providing valuable content—make it a compelling addition to our marketing strategy.

— Matt Phelps, Founder and CEO, InkGen

Start a Podcast to Showcase the Buyer Experience

100%. We sell and ship flooring directly to customers. Buying a floor can be complex and is usually overwhelming. You’ll probably buy more cars than floors in your life, so where do you find out how to do this, how to know specifically what you need? There are blog articles, but one would be too simplistic. Many might be too poorly organized and hard to navigate. Right now, the only things we can listen to about flooring are business insider shows, which even most insiders don’t want to spend too much time with. 

So we’re starting a show about the floor-buying journey, from the very beginning (“I guess we need one, now what?”) all the way to post-installation care, as much from the novice’s perspective as we can get ourselves to be. People can listen while they drive or do dishes, and pick whichever topics they need, so they can shop intelligently and armed, wherever they happen to go for their flooring.

It’s not the kind of podcast designed to compete with “Conan O’Brien Needs a Friend,” to generate millions of immediate listens or a boatload of subscribers; it’s just going to be available. One benefit we have is that flooring doesn’t change all that much, so once these exist, they’ll be pretty evergreen, and always around for whomever needs whichever discussion or article (I’ll also be reading in some original, written posts on things like “Which floor is best for ____”). We’re going to have a dedicated website to allow (and respond to) listener feedback, because there’s no avoiding that we are flooring insiders, so try as we might, we still could have a blind spot on some important topic or step in the process for the new shopper.

The thing is, nothing like this exists right now for people faced with such a big, odd purchase. I looked for it and couldn’t find it. So I’m going to make it.

— W. David Lichty, Podcast Creator, Producer, Host and Editor, The Goldsmith Odyssey

Consider Being a Guest Instead

I’m not considering starting a podcast for our business, mainly because I don’t think every business should have one. Specifically, for us, it’s because our target audience—military personnel and soldiers—probably wouldn’t align well with podcasts as a form of content. I believe they are less likely to consume podcast content.

Additionally, it’s 100% easier to be a guest on a podcast than to host one. As a guest, someone else guides the conversation, handles all the technical aspects, and takes care of the marketing. Although you should also help market episodes you guest on since they’re great for building credibility, that’s a topic for another time. 

But I genuinely love being a guest on other shows. It always gives me a bump in listenership on my own platform. Universally, there’s always an increase in my own audience whenever I go and hang out on other people’s podcasts.

— Lydia Valentine, Co-Founder and Chief Marketing Officer, Cohort XIII LLC