The 'Sound' of money: Why Podcasts are becoming
a must-have in a communications portfolio


If you've been wondering whether to add podcasts to your communication strategy, here's a quick lowdown on why these are becoming essential for a brand's marketing arsenal.

With traditional print media readership shrinking and TV mostly caught in a never-ending loop of 24/7 'breaking news', podcasts have gained relevance in reaching large, segmented audiences.

Subtly marrying content with entertainment, podcasts are among the easiest and most effective new digital tools of communicating to a demographic that's always on the move. The on-demand nature of podcasts allows listeners to tune in to topics they can relate to, narrated by people they want to listen to.

Podcasts work, because they are:

Efficient, inexpensive, on-demand

What makes podcasts so effective? For one, they are very easy to produce, without the need for extensive or expensive equipment. They may cover a wide range of topics from politics to the economy, food, travel, history and contemporary pop culture, among others.

Once companies see podcasts as a useful platform for continuous engagement with their target group, whether it is their own employees or clients/consumers, they can further customise the content to meet audience expectations.


By not being dependent on internet connectivity, podcasts are more accessible than most other digital media. They also attract a different demographic — listeners who tune in to podcasts are a different group from those who read company blogs. The accessibility of podcasts means that listeners can tune in during their commutes, in their gym, or while prepping their meals.


Podcasts allow companies to communicate knowledge and expertise, offer advice and insights, and build both relatability and credibility. In this way, podcasts triumph over traditional marketing techniques, helping to grow not only business revenues but also brand image, networks and customer relationships.

These aspects work very well for podcasts, especially in a cluttered media environment. Potential customers or clients, wary of the constant barrage of advertising and marketing communication, are more than willing to consume brand messaging when it is packaged as infotainment.


Studies show that people have a deeper emotional and cognitive connection to the spoken word. Podcasts lend a personal touch. This, combined with the storytelling format that many podcasts follow, allows listeners to be engaged with the content and the creator on a deeper level, than through many traditional platforms.


Podcasts are also a way for companies to foster mutually beneficial relationships with their other stakeholders. By bringing in industry experts or professionals, a company can not only avail of their subject expertise to further listener experience but also provide additional exposure to their guests.

For instance, the topics in Nike's podcast 'Trained', range from mental health to fitness. Guests include professional athletes, motivational speakers, psychologists, physicians, fitness trainers – all chosen to help listeners lead the best life they can. These open discussions help create a feeling of community that encourages listeners to become unwitting brand ambassadors.


Recasting podcasts as blog posts, interviews or Q&A sessions also helps increase footfalls to the corporate website. Additionally, posting links to your latest podcast is an effective way to grow your social media presence, while repurposing podcast content for white papers or power point presentations can add heft to the corporate marketing strategy.

The familiarity and regularity of podcasts help cement a brand's image in the mind of consumers in a more enduring manner. Done right, podcasts will only add to a company's/brand's digital presence and reach. Embedding links to your podcasts on the corporate/brand website and providing links to research articles or a photo gallery, can help drive more traffic and improve SEO for your website.

To know more about how podcasts can add value to your existing strategy, and how to produce and distribute your organisation's podcasts, get in touch with us.

Take a minute to check out Subtext, our newsletter for communication professionals. Read now
Chat with us