How Podcasting Builds Brand Trust, Boosts SEO, and Engages Your Audience

Published On: October 15th, 2024Categories: UncategorizedBy

In an age where we are endlessly exposed to a limitless amount of information and entertainment online, it’s understandable to see why so many businesses are turning to podcasting and digital content as another dimension of marketing.

The BBC recorded that there was growth of 139%* in the number of hours Britons spent listening to podcasts between 2018 and 2023. The report stated that 40% of people in the UK, over the age of 15, have listened to a podcast. 68% of those people will listen to a podcast at least once a month and 52% are weekly listeners.

Podcasting and digital content are often seen as entertainment-focused, but they’re gaining traction in professional industries. Advances in technology, changing consumer habits, and easier access to content mean we can now reach audiences in a more personal, flexible, and cost-effective way, making these tools more relevant in modern marketing.

Podcasts enable meaningful discussions on a variety of topics, tailored to specific audiences. They allow for more detailed exploration than social media posts or blog articles, with the added benefit that listeners can tune in while commuting, exercising, or during downtime.

Why would your business benefit from having a podcast?

Here are several reasons why a podcast could be valuable for your company:

  • Humanise your brand – The conversational nature of podcasts makes your brand more relatable and trustworthy. Regular episodes can build a loyal audience, leading to stronger customer connections and engagement. Potential clients may also view your team as more approachable after hearing open discussions on advice or updates, giving you an advantage over competitors.
  • Cost – Podcasting is a relatively low-cost marketing tool compared to traditional advertising but can still be highly effective.
  • SEO ranking – Publishing podcasts on your website can increase traffic and improve search rankings. Search engines favour multimedia content, so uploading podcasts and videos can boost your SEO.
  • Advertising – Podcasts allow you to highlight your services, events, and training in a conversational format that engages your audience.
  • Repurposing content – Each podcast episode can be turned into blog posts, social media content, videos, and more, maximising its reach and boosting SEO further.
  • Expanding your network – Hosting a podcast gives you the chance to invite industry experts, employees, and potential partners as guests. This helps build valuable relationships and expand your network.
  • Brand reputation – Podcasts are growing in popularity and can position your company as forward-thinking. Consistently providing insightful content can enhance your credibility and reputation as a thought leader.
  • Recruitment – Podcasts also give potential job applicants an inside look into your company, showcasing its values and culture.

If you’re interested in starting your own podcast, get in touch with alec@black-vanilla.co.uk to learn how we can support you.


*BBC (BBC Sounds). (2023) ‘Quater 3 2023’. Available here.

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