Your brother has one, your sister has one, your neighbour was somehow a guest on one… podcasts are everywhere. Whether they are discussing the news, marketing food or sleepwalking a generation into the clutches of the far right; podcasts are inescapable. For businesses, this landscape can be a minefield, and beyond the allure of reaching the Holy Grail of becoming ‘viral’, what are the actual benefits for businesses of creating a podcast? So, join me as we explore three of the often-overlooked benefits of podcasts for businesses.
Feed the Content Machine
In 2024, the Oxford Word of the Year was ‘brain rot’, a colloquial term for a perceived type of cognitive degradation often attributed to social media addiction (and backed by research). As attention spans wane, social media feeds have become an attention battlefield. Podcasts are a modern marvel, a long-format entertainment package increasing in popularity in an age where everything is getting shorter, faster, and more frenetic. However, podcasts are increasingly consumed through shorter, more digestible clips. This was largely driven by the emergence of Tik-Tok, but now podcast video clips are prevalent across social media platforms, including Instagram, X and Bluesky. The reach of these video clips massively outperforms the reach of full podcast episodes. Where a 45-minute podcast might reach thousands, clips can reach millions. It’s important for businesses to leverage this and ensure that they create video clips of their podcasts that are short, snappy, and slickly presented. Avoid using waveform or graphics where possible – let the people see your team sharing their insights, it’s more personal, trustworthy, and interesting to look at!
Thought Leadership
Positioning your team members as thought leaders in their respective specialisms is beneficial for several reasons. From building organisational credibility, to attracting clients and shaping industry conversation. Podcasts, when combined with the aforementioned video clips, allow your team the opportunity to showcase their expertise. It’s common for events to contact speakers they have heard on podcasts to join in-person panel events at conferences. Just make sure they aren’t reading from a script; audiences can tell, and it saps credibility. I can easily read a script about the molecular structure of DNA, but trust me, I really don’t have a clue. So, make sure your podcasts are conversational and let the expertise shine.
Building Relationships
While it might not be immediately obvious, podcasts are a powerful tool for strengthening professional relationships. When businesses select their guests strategically, inviting suppliers, partners, key stakeholders, or even potential clients, they create a unique opportunity to connect on a deeper level.
An invitation to appear on a podcast is flattering and often seen as a mark of respect. More than just a conversation, it opens the door for meaningful networking, shared storytelling, and future collaboration. It’s a subtle yet effective way to build rapport and grow your professional network, on and off the mic.
With these tools leveraged and skills honed, your next podcast is sure to be a marketing hit. As specialists in podcast production and promotion across a number of sectors (health, education, science and technology, and innovation) PLMR’s digital team is the perfect partner for your podcast project. Get in touch.
