Unlike a social media post that disappears in 24 hours, a podcast episode lives on. One good recording can keep attracting listeners years later. This advantage alone makes podcasts a lucrative space for marketing your brand.
In 2025, podcasts have become a popular and often trusted source of information. Brands, entrepreneurs, high net-worth individuals, and investors alike use this medium to find their audience, explain their mission in a simple manner and market their products. Though this mode of infotainment might feel crowded and the returns may not be immediately obvious, podcasting provides easy access to customers, which makes it hard to ignore.
With advancements in AI and recording technology, starting a podcast or appearing as a guest has become easier than ever. The real challenge lies in being clear about your aim and staying consistent with your messaging.
In today’s age of ever-expanding social media, digital marketing need not limit itself to conventional formats. Podcasting is one such tool that remains under-used, despite its ability to create a direct, memorable narrative between brand and audience.
Why Should Someone Try Podcasting for Marketing?
Podcast marketing works because listeners deeply trust hosts, making endorsements sound more genuine than traditional ads. With shows covering every niche, you can target highly specific audiences already interested in your product’s category. Unlike social media where distractions are constant, podcast listeners give their full attention during commutes, workouts, or downtime, increasing message retention. Ads often take the form of personal recommendations, creating an authentic connection that builds credibility. Episodes remain available long-term, allowing your brand exposure to grow as new listeners binge older content. Combined with lower costs than video ads, podcasts deliver both reach and lasting impact.
Building a Podcast for Marketing
Starting a podcast can seem really easy but building a meaningful podcast for your brand requires proper planning and strategy. Here is a step-by-step breakdown of how to go about building your very own podcast from scratch.
- Define your goal – Decide if your podcast is for brand awareness, customer education, or lead generation.
- Know your audience – Understand who you’re targeting and tailor content to their needs and interests. BrewDog, a craft beer brand, partnered with the legendary footballer Peter Crouch’s podcast to co-create and launch its new drink Laout. They sold out the first batch in under 2 hours, with 55% of orders coming from new customers!
- Pick a clear theme – Choose a niche that aligns with your brand while offering consistent value. Ulta Beauty, launched a branded podcast series “The Beauty of” that connected with beauty enthusiasts, leading to a 95% uplift in brand awareness and a 45% jump in purchase consideration.
- Design the brand – Your podcast’s name, cover art, and tone should clearly reflect your brand identity. A well-designed look makes it recognizable and leaves a strong first impression.
- Make it informative– The audience should get some insights,information or entertainment from your platform which makes them come back again. Thermo Fisher Scientific uses podcasts like Science With a Twist and Bringing Chemistry to Life to share real-world science stories and position itself as a trusted thought leader.
- Plan engaging content – Mix storytelling, expert interviews, and product mentions in a natural way and Encourage feedback, Q&A, or community interaction to build connection. Cambrian Bioworks runs a podcast featuring expert voices in molecular diagnostics and genomics, building credibility and authority in its niche field.
- Be consistent – Consistency is key when it comes to any type of content, including podcast episodes. Release episodes regularly to build trust and loyal listeners.
- Promote everywhere – Share episodes across social media, email, and your website for maximum reach.
- Track performance – Monitor downloads, demographics, and conversions to refine your strategy.
Choosing an Existing Podcast for Marketing
If starting a podcast can feel overwhelming, appearing on an existing podcast is the best alternative. This is the best option for brands to market their products through podcasts without the hassle of establishing your own. But how does one know which podcast to choose for advertising?
When selecting a podcast for brand promotion, it is important to prioritize audience alignment. It is essential to ensure that the show’s listeners match the target demographic For example, Raj Shamani can be a good choice for a deep tech product but not for a tool related to meditation or spirituality.
Moreover, researching download numbers and engagement rates gives a good idea about the success rates of podcasts. However, it’s important to not overlook niche podcasts with smaller, highly engaged audiences that often convert better than mega-shows. For example, Decode age founders were guests at The Therapy Diariez– a mental health awareness podcast.
Finally, it is essential to evaluate brand safety by ensuring the content aligns with your company values. Hosts who are open to custom content or long-term partnerships are also more preferable, since building trust with podcast audiences requires repeated exposure and authentic relationship-building over time.
Conclusion
Podcasting can turn out to be the most effective and cost-efficient way to market your product. Proper research on how you want to create a narrative around your product can help with identifying your space in the podcasting sphere and building something valuable for your brand. The perfect blend of quality content with strategic audience targeting and consistent engagement can position your brand as a trusted voice, making podcasting not just a marketing channel but a long-term asset for growth and credibility.
At Diverge, we are always open to expanding across different marketing channels, to maximize the gains from content marketing. Curious to explore the podcasting sector but unsure about where to begin? Get in touch today so we can help you strategize and achieve your podcasting goals.
