In this blog, we explore the growing trend of business podcasts, their unique benefits to brands and companies just like yours, and why they’ve become an indispensable tool in the broadcast PR space.
In recent years, especially post pandemic, podcasts have grown from niche audio shows to one of the most influential digital communication channels. Businesses, big and small, have embraced podcasts as a powerful marketing and PR tool. With millions of active listeners able to listen on demand, where and where they want every single day, podcasts present a unique opportunity for companies.
Podcasts allow a company to connect with audiences on a deeper level and grow brand awareness along with reputation. In fact, research states over 60% of podcast listeners may be inclined to buy products or services recommended on a podcast show. This demonstrates their effectiveness as a platform for businesses to amplify their voice and build trust with their target audience.
What Is a business podcast and how does it differ from a standard podcast?
A business podcast is essentially a specialised audio programme created to educate, inform, or engage with a specific audience such as a customer base, potential customers, or industry peers. Unlike general podcasts, which often focus on entertainment, storytelling, or niche hobbies, business podcasts are strategically designed to align with a company’s objectives, such as building brand authority, promoting products or services, or strengthening customer relationships.
Here’s how business podcasts stand out:
- Purpose-driven content: Business podcasts focus on delivering value that supports company goals, such as thought leadership, industry insights, or customer education.
- Targeted audience: They are tailored to attract and engage a specific demographic, often aligned with the company’s customer base or industry.
- Strategic integration: Business podcasts are typically integrated into a broader marketing strategy, complementing blogs, social media, and video content for example.
- Professional tone: While many business podcasts maintain an approachable and conversational style, they often feature polished production, expert guests, and a professional tone to align with brand standards. Here at Shout! Communications, we can help make your business podcast stand out from the crowd!
10 benefits of business podcasts
- Establish a Personal Connection With Your Audience
Unlike written content, podcasts allow brands to communicate directly through voice, creating a more intimate and authentic connection with listeners. A conversational tone, personal stories, and interviews with company leaders can humanise a brand, fostering trust and relatability. For instance, hearing the CEO or a key employee share first-hand insights can make the company feel more approachable and genuine.
- Reach New Audiences
Podcasts are an excellent way to expand your reach to new audiences who may not engage with traditional marketing channels. Platforms like Spotify, Apple Podcasts, and Google Podcasts make it easy for potential customers to discover your content through recommendations, keywords, or categories. They too can then share to other potential customers, thus increasing potential organic leads.
- Cost-Effective Marketing
Compared to video production or large-scale advertising campaigns, podcasts are a relatively low-cost marketing channel. All you need is a good microphone, editing software, and a distribution platform to get started. Outsourcing podcast production to professionals such as the team here at Shout! Communications also ensures high-quality output without stretching your budget.
- Build Brand Awareness
Creating valuable, engaging, and consistent podcast episodes helps establish your business as an authority in your field. Over time, listeners will associate your brand with expertise and reliability. This recognition can drive increased website traffic, social media engagement, and customer loyalty.
- More Interactive Than Other Channels
Podcasts allow for two-way engagement. Features like listener Q&A sessions, feedback surveys, and live recordings create a sense of community and interaction. Encouraging listeners to participate or submit questions helps build rapport and strengthens brand loyalty.
- Enhance Thought Leadership
By sharing expert insights, industry trends, and innovative ideas, your business can position itself as a thought leader in your industry. Inviting guest speakers, such as influencers or industry experts, further boosts credibility and expands your network.
- Increase Content Repurposing Opportunities
Podcasts can provide a wealth of content that, with the right strategy, can be repurposed into other formats, such as blog posts, social media snippets, or video highlights. This maximises the ROI of your podcast and keeps your marketing content pipeline full.
- Drive Traffic and Lead Generation
Including calls to action within your podcast episodes, such as directing listeners to your website or offering exclusive resources, can drive traffic and generate leads. Providing valuable content encourages listeners to take the next step in their customer journey.
- Build a Loyal Community
Podcasts create a sense of intimacy and familiarity, which can help build a dedicated community of listeners. Regularly publishing episodes ensures that your audience returns for more, fostering long-term engagement and brand loyalty.
- Stand Out From Competitors
The great news is that even though podcasts are on the rise, in 2025, not every business has a podcast, which presents an opportunity to differentiate your brand. By delivering high-quality and relevant content, you can establish a unique voice in your industry and stay ahead of competitors who rely solely on traditional marketing.
Reasons to launch a business podcast
If you’re still not sure about starting a business podcast, it may be beneficial to consider these compelling reasons:
- Increased brand visibility:With millions of active podcast listeners worldwide, there’s a vast audience ready to engage with your brand.
- Develop deeper customer relationships:Podcasts give you the chance to speak directly to your audience, addressing their pain points, interests, and needs.
- Adapt to changing consumer preferences:As more people turn to on-demand content, podcasts provide a convenient way for audiences to consume information while multitasking. For example, listeners can engage with your content during their commute, workout, or household chores.
- Enhance your storytelling:Podcasts allow you to craft a narrative around your brand or products. You can share behind-the-scenes stories, success case studies, or detailed explanations of your solutions, which can be more compelling than other formats.
- Showcase expertise:Hosting a business podcast enables you to position your company as an industry leader. By tackling industry trends, challenges, and innovations, you’ll solidify your reputation as a go-to resource for valuable information.
- Foster loyalty among customers:A consistent podcast schedule can keep your audience engaged and coming back for more. This regular touchpoint fosters a sense of loyalty and connection that can translate into long-term customer relationships.
Your spokesperson is crucial to the success of your television campaign and, in order to maximise coverage, it helps to have more than one. Broadcasters have a bigger appetite than ever for live interviews and PR generated stories are more likely to happen earlier in the day than later. So having multiple spokespeople means you can facilitate simultaneous interview requests. For example, once guests are fully welcomed back into studios, if you have interest from BBC Breakfast we would recommend having one spokesperson in London and another in Manchester. This means you’ll be able to accommodate both Breakfast and other national television opportunities.
Before committing to a spokesperson, it’s important to make sure they are happy to be as flexible as possible. Will they commit to live interviews as well as pre-recorded ones? This is an issue that can often come up, so it’s good to check beforehand.
Will they get up early and stay up late? As we’ve said, PR generated stories have a better chance of getting on air earlier on in the day, when there’s less competition for news stories – but if the story is strong it may last all day. As with anything, better to warn a spokesperson ahead of time.
Sometimes the perfect spokesperson does not work for the brand you’re promoting, but is a paid-for brand ambassador, sometimes known as a third party spokesperson. For more about how we can help source a celebrity or brand ambassador, click here.
Shout! Communications’ Podcast Production and Broadcast PR Services
At Shout! Communications, we specialise in creating high-quality, impactful business podcasts tailored to your brand’s needs. Our end-to-end podcast production services include:
- Content planning and scripting to ensure your episodes align with your business objectives.
- Professional recording, editing, and sound design to deliver polished, engaging episodes.
- Strategic distribution to maximize reach across popular podcast platforms.
- PR support to promote your podcast and drive audience growth.
Our team of experienced producers and media professionals work closely with you to create a podcast that captures your brand’s voice and resonates with your target audience.
Contact Shout! Communications today
Business podcasts are a unique way to expand your broadcast PR efforts giving your business a human face and voice that resonates with your audience. This can massively impact awareness and return on investment in a positive way. It also allows on-demand listenership, opening up audiences which may not be available via other more traditional broadcast platforms.
At Shout! Communications we offer all elements of corporate podcast production: from creative ideas and scripting, to professional recording and editing. We create engaging content, tailored to the people you want to hear it. This can include music, sound effects, voiceovers, the design of the podcast thumbnails and any graphics.
Corporate podcasts can be produced in a studio in London or beyond, or we can bring one of our portable, pop-up studios to you.
Are you ready to create your very own business podcast and stand out from competitors? Contact us today and let’s get started!
