Why your business needs a podcast

Two microphones against a white wall

The popularity of podcasts has skyrocketed over the past few years. Spotify, one of the go-to destinations for podcasts, has over 250 million listeners across more than 75 countries

More and more businesses are tapping into this pool to connect with their audience, personalise their brand, and grow their business. 

In this post, we’ll cover 4 reasons by your business needs a podcast.

Podcasts are personal

There is an authenticity to podcasts that resonates with their listeners. Unlike traditional media that’s heavily edited, podcasts are raw and unfiltered. Even when following an outline, podcasts often go off-script. 

Podcasts allow you, the host, to express your personality and passion for your business. There is almost an intimacy to it as you’re speaking directly into the ears of your customers. 

Podcasts are also great for recurring consumption as they seamlessly slide into people’s routines. 

Morning commute? Listen to podcasts. 

Walking the dogs? Listen to podcasts. 

Cleaning the house? Listen to podcasts. 

Relaxing on the sofa after work? Listen to podcasts. 

Podcasts are an opportunity to become a part of your customer’s daily routine, creating value for them whilst they become ambassadors for you. 

Podcasts build authority

Podcasts are excellent platforms for you to talk about key topics in your industry and share your expert knowledge. Eventually, you will be regarded as an industry leader attracting new customers because of your unique insight shared on your podcast. 

One of our favourite podcasts at Story Ninety-Four is The Futur with Chris Do

On his podcast, Chris Do, award-winning designer, shares candid conversations with interesting and inspirational people from all walks of life on topics including design, technology, marketing, and business. 

With almost 100 episodes (as of July 2020), Chris talks with other industry leaders, such as bestselling author Blair Enns, and establishes himself as a credible voice in their industry, creating meaningful content to inspire others

The Futur with Chris Do is the perfect example of how sharing your story and your expertise can both give customers an entertaining entry point to discover your business and build valuable authority and trust for your business. 

Podcasts go deep

In today’s world, customers are inundated with flashy, snappy, short-form content designed to quickly grab their attention and get to a call to action. By refreshing contrast, podcasts are slow, detailed, long-form content that digs down into a deeper message. 

Podcasts have far fewer restraints. There’s no time limit, no character count, nothing to stop you from exploring a topic in detail. Podcasts provide an opportunity that other forms of entertainment and media cannot. The opportunity to invite your audience into your world.

Talk to your listeners about relevant news, recent projects, and your business growth. Interview other industry leaders. Provide an insight into your industry that keeps listeners engaged and returning each week. 

Podcasts are content pools

When producing content for clients, we refer to certain types of content as content pools. Content pools are pieces of content that can be broken down into smaller, shorter content and shared online. 

Podcasts are excellent content pools. Throughout recording a 30-minute podcast, you will be able to pull out multiple 30-second quotes and sound bites to turn into social media posts. 

These posts will not only be valuable and insightful, but they will also drive interest and listeners back to your podcast. 

An excellent example of this is again The Future with Chris Do. They take sound bites from their podcasts and turn them into short videos for Twitter, highlighting key moments from the podcast. 

Starting a podcast can seem like a daunting task, but the benefits are worth the effort and investment. 

At Story Ninety-Four were developing our services to include podcast production. If you’re interested in us producing your podcast, please get in touch.

Last Updated:
April 2021
Matt Eastland-Jones
Matt Eastland-Jones
Director & Founder of Story Ninety-Four

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