How Podcasts Can Help Your Business Grow

News & Trends
Anastasia Zavershinskaya
Anastasia ZavershinskayaSupport Manager
Updated: 07 August 2023
How Podcasts Can Help Your Business Grow

Podcasts have taken over the world - and that's no exaggeration. There are over four million podcasts and the average person listens to eight podcasts weekly! And this instrument can become your great marketing tool in promoting your business or product.

What is a podcast?

Podcasting is pretty much similar to radio but much more convenient because the broadcasts are available at any time and on various devices.

The term "podcasting" emerged from journalist Ben Hammersley's 2004 article for The Guardian, blending "iPod" and "broadcasting." Although Apple did not invent podcasts, the iPod was one of the MP3 players for audio file consumption.However, the actual podcasting explosion occurs in the 2020s and gives benefits not only for listeners but also for businesses.

Ben Hammersley

Ben Hammersley

Let's check what a podcast will give your business:

1. A strong brand

A podcast can become a platform to discuss your company's values, create a story, and describe a mission. Podcasts can make your customers fall in love with you!

2. A well-developed corporate culture

The podcast is the voice of your team, which unites and inspires. This format can firstly please the team and attract new talented employees.

3. Podcast platforms have their promotion algorithms

Through a podcast, people can learn about your business. Why buy podcast advertising if you can make your own and get the pluses described above for free? 

How to Determine if Podcasts are the Right Communication Channel for You?

If you're considering using podcasts as a communication channel, there are a few factors to consider:

Firstly, assess whether a podcast complements your brand and its existing ecosystem. It can seamlessly fit into various parts, such as the warm-up or marketing segment. It allows the podcast to become a profound touchpoint with your company or product.

Secondly, if your intended topic hasn't been covered extensively in podcast form yet, it presents a unique opportunity to establish yourself as a leading voice in that domain.

Lastly, consider the networking aspect. A podcast can be a powerful tool for building connections with individuals you might not easily meet for a casual chat over coffee, providing a platform to engage and learn from them.

Now, let’s also check the advantages and disadvantages of podcast format:

Advantages and disadvantages of podcast format

How Marketers Can Use Podcasts

Podcasting is a great additional marketing tool that can:

Expands a brand's target audience: People discover podcasts based on their interests or through recommendations, leading them to learn more about the company behind the episodes. As a result, listeners are enticed to visit the company's website, generating new leads.

Increases loyalty: Podcasts often show the informal side of a company, which humanizes the brand. Sharing live stories from employees and discussing internal affairs creates a sense of empathy and connection with the audience. Listeners feel a genuine presence during the podcast, leading to a stronger bond between customers and the company.

Natively promoted: During the conversation, participants can mention the company's products in the context of other stories and tell their examples and cases. It offers a seamless way to promote a company's products. 

Types Of Podcasts That Work As Marketing Tools

1. Company-Branded Podcasts

 This format represents the company's voice and message. It may either replace traditional brand media or complement existing blogs. These podcasts revolve around topics relevant to the target audience and directly linked to the company's products, covering cases, news, and industry trends.

2. Partner Podcasts

In this approach, company experts collaborate with other podcasters on topics related to their brand, creating joint projects or recurring columns. This strategic partnership allows the partner's audience to discover the company's brand while driving additional traffic to the company's website.

3. Podcast Sponsorship

Here, the company funds the creation of a podcast project, and, in return, the hosts regularly promote and advertise the brand. One significant advantage of podcast advertising is that the audience tends to be more receptive and loyal to ads than other mediums, like videos. The seamless integration of ads in podcasts ensures listeners are less likely to skip through them, as is often the case with video ads. Moreover, this form of advertising proves beneficial in situations where users may find it inconvenient to engage with visual content, such as while driving and listening to an audio broadcast.

How To Create A Podcast

Podcast Creation


Step1: Choose a Compelling Topic

 Select a topic that aligns with your brand and product but goes beyond mere advertising. Consider offering valuable content that benefits your audience. For instance, if you sell fitness apparel, your podcast could feature interviews with trainers, nutritionists, and other experts, discussing sports and healthy eating. It's essential to narrow down the focus and be specific about the subject matter.

Step 2. Determine the Format and Create an Outline

Decide on the podcast's format, whether it will be a classic interview style, a single-narrator show, or perhaps a captivating audio series with a detective theme and music. Create an outline that includes the number of episodes and the names of potential guests. Decide if you'll include welcome music and sound effects. Consistency is vital, so consider whether your podcast will have a limited number of episodes, be organized by seasons, or have regular releases every week or month.

Step 3. Write a Script 

Preparation is key, even in live conversations. A script or a structured plan on how the conversation will be moderated ensures a smoother flow and engaging content. If your podcast follows a narrative format like a TV series, precise scripting becomes even more important.

Step 4. Record the Episodes 

The recording process depends on available resources and capabilities. If participants are in different locations, remote recording through calls is acceptable. Some podcasters prefer recording in professional studios with high-quality microphones in a quiet environment. In the beginning, even a basic dictaphone can suffice.

Step 5. Edit and Enhance Audio Quality

A well-edited audio file is crucial for maintaining audience interest. Clean the recording by removing pauses, sighs, background noises, and speaker filler words. Ensure the audio is pleasant to listen to. Use editing software like Audacity to fine-tune the episodes. You can also add a jingle or short audio intro to give your podcast a unique identity. Free resources or self-recorded music can serve as suitable options.

Step 6. Publish on Podcast Platforms

To reach a broader audience, upload your podcast to a website or a dedicated podcast hosting platform that utilizes RSS technology. This will automatically distribute your episodes to various podcasting platforms. Make sure to include engaging podcast covers and compelling descriptions. Popular podcast platforms such as Apple, Google, Castbox, and SoundCloud are great places to share your content.

How to Promote Your Podcast

Consistency is key when it comes to podcasting. Regularly posting new episodes will keep your activity visible to platform users. Establish a schedule for releasing new broadcasts, whether it's once a week, every two weeks, or any other frequency that works for you.

Here are some effective promotion methods:

1. Use Podcast Platforms: Take advantage of podcast platforms that highlight new and interesting broadcasts. Familiarize yourself with each platform's rules and guidelines. Some may offer advertising options, while others may require you to demonstrate why your podcast deserves attention.

2. Use Social Media: Promote your podcast on various social media platforms. Share the podcast link on both your personal and brand accounts. Encourage your audience to listen, rate, and share the episodes. Social media advertising can also be a powerful tool to boost the visibility of your podcast and reach a broader audience.

3. Engage with Media Outlets: Reach out to relevant publications and media outlets that align with your podcast's topic and your business. If your podcast interests the editors, they may feature your podcast and talk about it, providing valuable exposure free of charge.

The "People Talk" format includes:

  1. Guest Podcasts (Interviews): These episodes feature guest interviews, providing diverse perspectives and insights on specific topics.
  2. Regular Hosts Discussing Topics: In this format, two, three, or more hosts engage in conversations about particular subjects, offering their viewpoints and opinions.
  3. News Podcasts:This format focuses on delivering news content, keeping listeners informed about current events and trending topics.
  4. Reality Shows:Similar to reality TV, reality shows in podcast form involve real-life scenarios, interactions, and experiences.

The "People Tell Stories" format encompasses two subtypes:

  1. Narrative Podcast: Each episode is intricately connected to the previous one, creating a continuous storyline akin to a TV series. Crafting a compelling narrative requires a skilled editor and copywriter who can weave an engaging and captivating story from the podcast's content.
  2. Single-Host Storytelling: In this style, the host narrates a standalone story in each episode, providing the audience with a unique and self-contained experience.

Examples of Popular Crypto Podcasts

There are thousands of excellent podcasts available on the internet, and while the selection is more limited when it comes to crypto topics, there are still some fantastic options to discover:

"What Bitcoin Did" is a captivating podcast hosted by Peter McCormack, which delves into a diverse range of predominantly Bitcoin-related subjects, including development, adoption, technology, and macroeconomics. Each episode presents interviews with prominent cryptocurrency experts. 

"The Breakdown" is a great podcast hosted by Nathaniel Whittemore, where he analyzes the most recent developments in macroeconomics, bitcoin, and geopolitics. The show's primary goal is to explore significant shifts in the economic landscape and how alterations in monetary policy and global politics have the potential to impact the economy.

"The Pomp Podcast" - Anthony "Pomp" Pompliano, a highly influential figure in crypto finance, has interviews with guests from cryptocurrency, business, and finance. Through these conversations, Pomp sheds light on the latest and most pertinent topics in the crypto space while delving into broader developments within financial markets and economics. 

Once you get the hang of the podcast-creating process, making it can be both gratifying and fun. Sometimes, we can get stuck in the rut of the same old, same old with our businesses. By creating a podcast, you can simultaneously elevate your enjoyment and amplify your business!

Read more about marketing strategies in our Complete Crypto Marketing Guide. 


What are podcasts, and how do they relate to crypto marketing?

Podcasts are digital audio or video episodes that can be streamed or downloaded online. They are typically created by people, organizations, or businesses and cover various topics, such as news, entertainment, education, and interviews. You can find podcasts on platforms like Apple, Spotify, Google, and other podcast directories.

In the context of crypto marketing, podcasts can play a crucial role in promoting and educating the audience about cryptocurrencies, blockchain technology, and related products or services. Crypto-focused podcasts allow companies and individuals to reach a targeted audience interested in cryptocurrency. They can use podcasts to discuss industry trends, share insights, interview experts, and showcase their products or projects. Podcasts can also help build a strong community around their brand and establish thought leadership in the crypto market. Additionally, companies can use podcasts as an advertising tool to increase brand visibility and reach potential customers in the crypto space.

Why should I consider using podcasts for crypto marketing?

Podcasts are an excellent way to boost brand awareness, showcasing your crypto products or services to potential customers. They also facilitate community building, creating a loyal following and potential brand advocates. The convenience of the podcast format enables users to stay informed about the latest crypto news and insights while on the go, making it a practical and valuable marketing tool.

What are the different ways I can promote my crypto project on podcasts?

You can choose one or several ways to promote your crypto project on podcasts, such as: 

1. Guest appearances

Reach out to existing crypto podcasts and offer to be a guest on their show, where you can share insights about your project, its goals, and any unique features.

2. Host your own podcast

Consider starting your own crypto-focused podcast where you discuss industry trends, innovations, and updates related to your project.

3. Sponsorships

Find opportunities to sponsor existing crypto podcasts that align with your project's target audience. 

4. Ad Placements

 Many podcasts offer ad placements during their episodes. Choose this option to advertise your crypto project directly to the podcast's listeners.

5. One more way is a collaboration

Partner with influential figures in the crypto community to co-host special episodes or participate in cross-promotional activities. 

6. Organize Q&A Sessions

Organize live Q&A podcast sessions, allowing listeners to ask questions about your project and receive direct answers. 

What should I consider when selecting podcast hosts for guest appearances or collaborations?

Firstly, ensure that the podcast's content is relevant to cryptocurrencies, blockchain, or related topics, as this will attract an audience interested in your project's niche. Evaluate the size and engagement level of the podcast's audience, aiming to collaborate with hosts with a significant and active listener base for maximum exposure.

The reputation of the podcast host within the crypto community is very important. Partnering with hosts with a positive and credible reputation enhances your project's image and trustworthiness. Listen to previous episodes to understand the host's tone and style and ensure it aligns with your brand's communication approach.

Look for podcasts that frequently feature guests and experts, indicating the host's openness to collaborations and diverse perspectives. Consider the interview format employed by the host, and check that they provide a space for guests to share their expertise freely. 

Finally, analyze the podcast's listener demographics to determine if they match your project's target audience. 

More About Crypto Marketing: 

Influencer Marketing For Crypto Projects 

Crypto ICO Marketing: Strategies for Success in the Crypto World

Content marketing for crypto projects

A Step-by-Step Guide to Direct Messaging in Crypto Marketing 

11 Innovative Methods to Boost Engagement through Social Media

Top 10 AI Products for Marketing and Management to Boost Efficiency

How To Create A Perfect LinkedIn Page For Your Business.

Successful Email Marketing For Crypto Projects.

What is a crypto Press Release and how to write it?

SEO Strategies For Your Crypto Business.

Neural Networks in Marketing: A Comprehensive Guide to the Latest Tools and Techniques


Edison Research: "The Infinite Dial 2022,"

Nielsen: "Podcasting Today,"

The Guardian: "Audible revolution,"

Harvard Business Review: "Podcasts Grow More Popular. So Do Podcast Ads,"

Forbes: "Why Podcasting Matters For Entrepreneurs And Their Brands,"

Entrepreneur: "How Podcasting Helped Grow My Business by 550% in 1 Year,"

Background image
Background image
Also read related articles
Background image

Get more paying customers

  • CPD, CPA and Revenue sharing models
  • Global audience coverage
  • Payments using various cryptocurrencies
Become an advertiser

Earn crypto on your website

  • Simple HTML code embeddable in any website
  • We don't collect your users' personal data
  • Transparent payouts and live statistics
Become a publisher