As per podcast marketing statistics by Semrush, 28% people prefer hearing podcasts instead of any other audio media. Companies are utilizing this growing popularity of podcasts to market their products. “The sauce” by McDonalds, “Open for business” by eBay, “Innovation” by Johnson & Johnson are some examples of popular podcasts.

This image is taken from

Advantages of podcasts

1) Podcasts are a more convenient medium of communication

Podcasts can be viewed on any computer or mobile device. Also, unlike written articles and videos which require complete attention, podcasts can be heard while multitasking. This makes the podcast experience less stressful for the audience. Also, if users subscribe the podcasts, the podcasts will be downloaded automatically. Podcasts are also beneficial for B2B businesses.

2) Podcasts are a less costly way of marketing

To create podcasts, one requires only a good quality microphone, headphones, a device to record and an internet connection. One can upload the files on the website using a good WiFi connection. This makes podcasts an inexpensive way of marketing.

3) Podcasts traffic results in loyal customers

Hearing podcasts makes the audience feel that they know the person.  This aspect helps organizations build long lasting relationships with customers. Hence, the chances that customers will buy your product increases.

4) Podcasts can generate extra income

If the podcasts become well known, you can get more opportunities to monetize your episodes. In this way, podcasts help to gain good investment returns.

5) Podcasts can create brand awareness

Hosting podcasts at regular intervals helps to create brand awareness. One good practice is to mention the name, the nature and values of the brand in the podcast. This helps to strengthens the brand and ensures brand visibility.

6) Hosting podcasts regularly improves public speaking skills

Hosting the podcasts at regular interval increases the speaker’s confidence and speaking skills. The podcast host learns to speak in a fluent and natural way. These traits help the speaker promote his company’s services at other forums.

This image is taken from

How to use podcasts as a marketing tool

 1. Find an audience for your podcasts

Podcasts cater to a niche audience and it is important to find an audience for the podcasts. One can do this by searching for groups of people with related interests on Facebook, Twitter, Instagram etc.

2. Recruit audio producers who produce a variety of content

If you want to ensure that your podcasts are of very high quality, you can recruit audio producers.  Otherwise, you can assign people from your who possess the required skills to create podcasts.

3. Create a strategy for podcast content and podcast marketing

  • Research content and podcasts similar to your podcast to create unique podcasts.
  • Decide keywords which you can use as topics for your podcasts.Keep one keyword related to the brand in the podcast title.
  • Ensure that the podcast is of optimum length.
  • Keep the content easy to understand. Avoid the use of jargons. Include jokes, interesting incidents so that the audience can relate with the content.
  • Create a page or a short blog post for every new podcast. Add the title of the podcast, a short introduction, a relevant image or a video and a link to the site where the podcast will be posted. One can also add a trailer of the podcast to create excitement about the podcast.All these factors help in podcast marketing. The company’s digital marketing team plays a vital role here.
  • You can also hire a podcast marketing agency that offers podcast marketing services to market your podcasts.

4. Make the podcast easily accessible

Users must be able to easily access the podcast website. There should be a transcript for all images in the podcast. The users must be able to use the options to start, pause, stop and share the podcast. The users should also be able to use the options to adjust the volume of the podcast.

5. Be a guest and get featured on other platforms

Getting featured on other podcasts and shows helps to promote the podcast better. One can do this by   searching for podcasts which are at a similar stage of development as your podcast. Once you find such podcasts, you can approach the podcast host. You can also search for podcasts or shows related to your topic looking for a guest and approach them.

6. Organize live streaming events

Through live streaming, you can reach out to new audiences. Live streaming also helps to build relationships with the existing audience. Make sure that the live streaming begins on time and that you have a proper structure for the segment. Begin the live streaming by introducing yourself and asking the audience questions. Then, start the segment. Later, end it after answering the audience’s questionsure Ensure that the conversation is polite and respectful throughout the segment. Also, make sure that a friendly discussion doesn’t turn into a heated debate.

7. Rent an RSS Feed

Describe the files in the RSS feed and specify the file locations for download. Then, distribute your podcasts to iTunes (Apple Podcasts), Google Podcasts, Spotify, Sticher and other podcast forums. RSS feed provides podcast directories information about your podcasts. This enables listeners to tune in to watch your show. One can also rent an RSS feed of other, popular podcasts in the same category. This can help to increase the outreach of your podcast. It can also increase your podcast rating on podcast charts. 

8. Launch a podcast at specific intervals

It is important to regularly update the podcasts to increase the followers for your podcast.

9. Review the content

It is important to review the content of the existing content and make it more interesting if required.

10. Analyze the response to your podcasts

It is important to analyze the response to your podcasts to create a podcast marketing strategy. One can analyze the web traffic, the number of customers increased due to the podcasts, the services which are getting more response etc.

11. Use different podcasts for different purposes

For example- one could use one podcast for brand promotion and another podcast for building relationships with clients.

Top 6 Podcast hosting platforms

1. Podbean

Podbean offers four different plans for users which includes a free plan. The free plan includes 5 hours of content, a 100GB per month, RSS feed and iTunes Support. Unlimited uploads, unlimited bandwidth are some features of the paid plans. The ability to host video podcasts, a custom domain to upload and publishing tools are some other features of Podbean. It also has an app of its own. Podbean also provides analytics.

2. Buzzsprout 

Buzzsprout users can easily post their podcasts on iTunes (Apple Podcasts), Spotify, Google Podcast and Sticher and other podcast directories.  A multi-episode player, chapters within each episode and audio transcriptions are some of its other features. The free plan allows users to upload 2 hours of fresh content and also provides a 250GB per month. If you choose a paid plan, podcasts are never deleted. Using Buzzsprout, one can also create video snippets for social posts.  Buzzsprout offers an affiliated marketing option for monetization. It also provides statistics of your podcasts users that help in podcast marketing.

3. Transistor

Transistor offers private podcasts, live chat support and a flexible pricing based on downloads per month. It allows users to have an unlimited number of shows. It also provides detailed analytics which includes statistics for total subscribers, listener trends and average downloads per episode. Transistor also has an embed code feature which allows you to easily add each episode to your WordPress posts. It can also integrate well with marketing services like MailChimp, ConvertKit and Drip. 

4. Simplecast

Simplecast allows the hosts to create separate login accounts for every podcast listener. It also has a special feature called Recast. The audience can use this feature to make their own audiograms for sharing their favourite parts of the podcasts. Simplecast allows you to post your podcasts to Apple Podcasts, Spotify podcasts, Google podcasts, Sticher and many other podcast distributors. Simplecast also provides detailed analytics. 

5. Captivate

Captivate provides private podcasting, a default schedule time, WordPress integration and analytics. The analytics are IAB (Interactive Advertising Bureau) certified, which means that they provide accurate insights. Captivate also has an AMIE (Audio Mastering & Integration engine) which enables users to dynamically insert their ads. AMIE also helps podcasters improve their sound quality using automatic audio processing. Also, unlimited team members can be added to Captivate.

Frequently asked questions

1.What is the optimum length of a podcast?

Ans- The optimum length of a podcast should be 20-30 minutes.

2.What are the advantages of private podcasts?

Ans- Private podcasts can be used for internal communication in the organization. For example, one can use private podcasts to provide audio training to new employees, have secure conversations with shareholders etc.

3.What are the ways in which you can structure podcasts?

Ans- You can narrate information or an imaginative story which is character driven. Otherwise, you can keep an interview format for your podcast.


Podcast marketing has many benefits. Proper creation and marketing of podcasts can help to increase brand awareness.