With the adoption of smart devices in the last 2 decades, in a few touches of a screen you can be consuming podcast content. Listenership of podcasts has increased yearly in the UK, reaching 15.5 million listeners in 2025. But the scope of podcast content can reach far further than your listeners – let’s discuss the importance of podcasts and how they are versatile assets in your marketing strategy.
Why use podcasts in a marketing strategy?
Including podcasts within your marketing strategy can help build brand loyalty. 27% of customers state that belonging to a brand influences their decision to purchase from them. Brands are an important arsenal in a marketing mix – those that can create a trusting relationship with their buyers will succeed in retaining them. Podcasts offer a personable way of engaging with a brand – it’s generally more difficult to break the illusions that a social post or a billboard has been written just for you solely. But a podcast immediately feels intimate and like you’re having a personal conversation or a chat, encouraging brand patronage as listeners feel directly spoken to.
Does your content speak to your audience?
Your success markedly relies on content relevance and if it’s relatable to your audience. In order to build a following, it’s imperative to understand your listeners key issues and topical interests to shape your podcast discussions. Failing this consequently will severe your audiences’ trust and loyalty. Ensure you identify the core aim and tone of voice of your brand. Are you a brand sharing knowledge? Or you a brand that can engage in humorous content? Perhaps you don’t know? Not to worry – at Kensa we can help identify the appropriate content and your brands tone of voice to match your business objectives.
Show your stuff and build affiliates
A podcast is a platform where you can really promote your brand as an expert in your industry. It’s a space where you can demonstrate knowledge and invite customers to share there’s too. Climbing the podcast ranks by building up avid listeners also allows you to leverage its success to secure guest appearances. Moreover, affiliating with these guests, your brand can tap into their audience growing your listenership and brand presence, making a podcast a versatile asset in networking.
Podcast repurposing
Another podcasting benefit allows the content to be cut in to segments that are perfect for social platforms. Providing an additional platform where listeners can continue the conversations presented and engage continually with the brand. It can really help bring a social content strategy altogether, whilst also acting as marketing content – showcasing a little of what your podcast has to offer to prospective listeners – and buyers.
There’s also the flexibility of transferring your spoken words into written content. Adapting your podcast content into long form or short form content on your website can not only help you reach an online audience who might not have a penchant for podcasts, but it can also support your digital marketing strategy. Content on your website that’s rich in keywords supports SEO (and PPC if you’re running ads), but with AI powering search results, this type of content can also help you stay ahead of your competitors.
How Kensa can help
Has podcasting piqued your interest? We can help with your entire podcast production, thanks to our in-house video studio in Shropshire. Our team includes specialists who can look at your brand strategy and how to position your podcast content, tone of voice and even conduct that all-important research. Once we know the angle, our production team can help with the technicality’s ensuring your podcast sounds and looks professional, editing it so it’s ready for publishing.
Ready to get started? Get in touch with us to learn more about our Podcast recording services.
