…and should your marketing company start a podcast?
Nowadays, it’s the digital equivalent of the water cooler conversation that is ongoing: the marketing podcast. From very technical SEO analysis to high-level brand strategy chats, the sheer volume of content available suggests a definitive ‘yes’ – there are too many. A quick scroll through any podcast app reveals a confusing amount of shows, each promising the answer to marketing success!
But does a crowded space create a problem, or is it simply a reflection of an industry hungry for specific, easily digestible marketing insights?
There’s no easy answer. But we can pick out some positives…
Specialisation is one answer. While there are countless general marketing shows, the successful ones carve out a niche. Listeners aren’t looking for just any marketing advice; they’re looking for subjects like guidance on B2B content marketing for SaaS platforms, e-commerce social media tactics, or growth hacking for small business.
The increase of podcasts, therefore, is a natural market response to the demand for sometimes hyper-specific knowledge. For the average marketer, the challenge isn’t the number of shows, but the ability to filter and find the one that speaks directly to them and their current professional pain point.
So – should a marketing company have a podcast in a risk of content overload?
In an age that seems saturated with audio and video, is it worth the investment?
The short answer is yes, with the right strategy, and here’s what you could get from it.
Benefits of a company podcast:
- Human-Centric Brand Building: Audio is an incredibly intimate medium. Hosting a podcast allows your company’s voice, personality, and expertise to shine through in a way that written content often cannot. This builds a deeper, more personal connection and trust with the audience.
- Networking and Authority: A podcast is a brilliant excuse to interview industry experts, clients, and thought leaders. These interviews not only provide high-value content for your listeners but also raise your company’s profile by association, positioning you as a central figure in the industry conversation.
- Content Repurposing Goldmine: Every episode is a multi-channel content asset:
- Transcripts become blog posts and articles (which are great for SEO).
- Snippets become promotional clips for social media.
- Key insights can be used in newsletters and presentations.
- Access to the “Earbud Audience”: Podcasts allow your content to be consumed during activities where screens are impractical—commuting, exercising, or doing chores. This lets you reach an audience that may be ‘screened out’ by the end of the workday.
- Thought Leadership and Niche Dominance: By focusing on a highly specific niche within marketing (e.g., “marketing for non-profits” or “advanced data analytics for lead-gen”), a company can become the definitive, go-to audio resource for that segment.
Ultimately, a marketing company’s podcast is not a replacement for its other content, but a powerful tool for brand connection, credibility, and convenience that converts casual listeners into highly engaged, familiar leads.
Learn about marketing strategies and more at marketingSHOWCASE – and event with a mix of inspirational talks and expert exhibitors, all sharing their experience and expertise – in an engaging exhibition environment.
Click here to find an event near you and to book your free tickets!