Did you get swept up in the Serial craze? It seems that everyone and their mother (actually, five million downloads and counting) have tuned in to the hit program. The inventive style of the format game-changer has made many people reconsider podcasts as a way of building intimate relationships with their audiences.

Some of this podcast growth might seem counterintuitive: in an age with viral YouTube videos, state-of-the-art video games and Instagram influencers, it may seem surprising that more people are turning to audio for their media consumption. But audio isn’t just a thing of the past – it’s a medium that many people have embraced as a way to get information quickly while they multitask.

Podcasts are not just a rising trend in entertainment: they can be useful for business purposes as well. Here are a few ways podcasting can be an asset to your business:

#1: It’s Inexpensive.

Depending on the type of equipment you use, a podcast can be relatively simple and inexpensive for you to produce. Most professionals have all the tools they need to record a podcast – a computer, microphone and editing software. Because you can do most of it on your own, podcasts are generally an affordable way to build awareness.

#2: It Connects You with Your Audience.

When your audience can hear your voice instead of just reading words on a webpage, it gives them a stronger sense of connection to your message. If you podcast regularly, your listeners will begin to become familiar with your voice, personality, and presentation style, which hopefully will keep them coming back for more. This sense of familiarity can help establish your company in your audience’s minds.

#3: It Builds Your Brand Presence.

Podcasts are a great format for sharing business tips and industry expertise. Audio allows you to use your speaking skills to add an element of authority. If you sound like you know what you’re talking about, your podcast can help build up your customers’ trust.

“We cover the intersection of marketing and technology so it’s an easy way to get information out there quickly,” says John J. Wall of the Marketing Over Coffee podcast, which he hosts with Christopher Penn. Indeed, while putting out a podcast will take more time than a quick tweet, it’s a relatively efficient way of building a strong brand presence.

#4: It Increases Your Web Traffic.

If you earn money from affiliate links or ad traffic, starting a podcast may not be a bad idea. “Every week I’m getting emails from people who are telling me they found me through the podcast,” says Pat Flynn of the Smart Passive Income Blog. Flynn notes that he saw a significant increase in his website traffic almost as soon as he started to podcast. Curious listeners will usually check out the website associated with a show they enjoy. If your podcast drives a steady amount of traffic, it can have a significant impact on your revenue from affiliates or ads.

#5: It Can Develop Relationships.

“Podcasts are great for capturing live moments, whether it’s an interesting conversation between two people, or perhaps a short lecture,” says Dorie Clark, the noted author and host of the Marketing Strategy with Dorie Clark podcast. In fact, if you decide to go with an interview format on your show, podcasting can be a vehicle for developing new business relationships.

Reaching out to industry insiders for podcast interviews is a great way to start conversations with influencers in your field. Whether or not you score an interview, you’re still getting the benefit of introducing yourself and your business to new contacts.

#6: It Can Lead to Speaking Opportunities.

The rigor associated with creating strong audio content on an ongoing basis is more likely to make someone an impactful public speaker. Many podcasters find that their conversation style, voice or personality translates well to public speaking engagements. As a result, business conferences and expos often tap popular podcasters to present their ideas at industry events. If you’re looking to expand your public speaking opportunities, creating a podcast can be a good way to prove your skills.


Many professionals have found that getting behind a microphone can be an optimal way to communicate with their audience as well as the business community. Would you give podcasting a try as a way to gain a competitive advantage? Why or why not?