Let Your Voice Be Heard: Podcasting for Marketing

Have you considered creating your own podcast? It’s a fun and effective way to regularly reach an audience with your message.

Podcasts can be audio or video. The advantage of audio is that listeners can be doing something else with their eyes and bodies while enjoying the podcast. The advantage of video podcasts is their ability to illustrate and show what they are talking about.


  • Conversational
    The nice thing about a podcast is that you can keep it casual in tone, and that makes it different from other kinds of marketing. You can make it feel like people get to eavesdrop on your coffee conversation. They can learn from your business expertise—and hopefully laugh at your jokes. The dialogue is what makes the message engaging and accessible.“Conversational” describes the tone of our own podcast, WorkWise. Most episodes are a dialogue with Ken and Mike, but sometimes we mix it up with a guest.
  • Fresh content automatically
    Subscribers conveniently get your podcast right on their phones, and they can listen whenever they want. This is your chance to get in front of them on a regular basis. They want to hear from you.
  • Redeem time
    What do people usually do while they’re driving, exercising, or doing chores? Chances are they’re listening to something. With audio content, you’re giving them the opportunity to enrich their time with your message.
  • Cost-effective
    The production cost for a podcast is relatively low because you’re just recording a conversation. All you need are standard tools like computers and microphones, and you can self-publish a podcast. One of our clients produces Leading in the City by just getting a few people in a room with some microphones.
  • Repurpose other content
    There’s no need to create something from scratch for a podcast. For example, you could make a podcast from audio versions of your articles, like we did for Clinical Laboratory Sales Training. Or you can use recordings from events, like STORY Podcast does.
  • Unique style
    A podcast gives you a platform to get your unique voice heard. As with any form of marketing communication, think about what style is best to connect with your audience. Make sure your podcast feels like you.


  • Marketing
    According to Naresh Vissa, author of Podcastnomics, “Podcasting is now entering into its true golden age of mass adoption.” Many companies, such as our client Maroon PR, use podcasts as part of their marketing strategy. Similar to blogging, podcasting is another way to regularly create fresh, value-added content. You can make it available on your website and/or other platforms like iTunes to reach more people.
  • Later this year, Apple’s iTunes will be making it easier to track analytics for your podcast, so you can tell how many people are listening and how much of each episode they played.
  • Education
    Some companies are using podcasts primarily for internal purposes, to educate their own team. It can be hard to schedule time for the experts in the company to train other staff. But if you record a series of their presentations or interviews, then you can use it to educate anyone at any time. For example, our client Inolex is creating an internally published podcast to educate their sales team on their technologies and sales strategies.

Speak Up

If you’re interested in starting a podcast, get in touch with us. We have the professional equipment and experience, and we can help you craft a podcast that projects your unique style.