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Why a business podcast could be your next marketing gold mine: Content trends every marketer should know.

Welcome to the audio revolution!

From daily news digests to hobbyist chats, true crime sagas to self-help advice, the podcasting landscape is diverse and thriving. But here’s the kicker: as a business, you’re sitting on a potential gold mine.

Here are some statistics to prove it…

  • At the end of 2022, Buzzsprout reported an almost 30% increase in podcast listeners over the previous 3 years. 
  • New statistics from the US from the Interactive Advertising Bureau (IAB) forecast that podcasting revenue will increase from $2 billion in 2022 to $4 billion in 2024. 
  • Edison Research reported that 56% of listeners surveyed said they considered buying something after hearing about it on a podcast.

Overlook podcasts, and you may be missing out on a massive marketing opportunity.

Intrigued? We bet you are! Let’s explore why podcasting might just be your next marketing game-changer.

This article will give you an overview of:

  • Why podcasts are a popular form of marketing
  • Podcasting trends that are happening right now
  • Benefits for marketers using podcasts
  • How to get started with your own podcast

Why Podcasts?

The last few years have seen an extraordinary surge in a once-underappreciated medium: the podcast. No longer confined to niche audiences, podcasts have broken into the mainstream culture and grabbed our attention in a big way.

You might be wondering, with all the various content formats available – blogs, videos, social media posts, why choose podcasting? 

It’s simple: podcasts offer a unique mix of benefits that other formats can’t quite match.


Podcasts are beautifully easy to consume. While reading an article or watching a video demands a certain level of active engagement, podcasts give your audience the freedom to multitask.

They can listen while commuting, exercising, cooking, or simply relaxing. In today’s fast-paced world, this ability to “passively” consume content is a significant marketing advantage for businesses.

Personal Connection

The audio nature of podcasts promotes a personal connection that’s hard to replicate in written or visual content. When listeners hear your voice in their ears, it cultivates an intimate relationship.

It’s like having a conversation with them, making your brand more relatable and human. Want another bonus? Unlike videos that require users to have a stable internet connection, podcasts can be downloaded and enjoyed offline, enhancing their accessibility.

Enduring content

Podcasts offer longevity that’s rare in the world of digital content. A great podcast episode remains relevant and enjoyable for years, providing evergreen content that continually draws in new listeners.

Podcasting Trends

Podcasting as a medium – and a marketing tool – is THRIVING. You can thank an array of interesting trends for shaping that dynamic digital landscape.

Getting niche

Today, there’s a podcast for almost every interest, hobby, or industry you can imagine. Listeners love this tailored content because it feels like it’s made just for them.

For businesses, this is a gold mine. By creating content that specifically appeals to your target market, you can attract a highly engaged and loyal audience.

For instance, a surf shop in Mooloolaba could run a podcast discussing surfing tips, gear reviews, and local surfing spots. This would naturally attract an audience of surf enthusiasts who are likely to become customers.

Local Focus

With the influx of podcasts on the global scene, there’s a rising interest in content with a local focus. Podcasts that discuss local news, events, or culture can resonate with local listeners.

For example, a Sunshine Coast business could produce a podcast that reflects the local lifestyle can help foster a strong connection with the community. You could then cast a wider net and focus on the greater Queensland or Australian population.


Podcasts provide an excellent platform for collaborators between like-minded creators and businesses. You could consider co-hosting episodes, exchanging guest spots, or discussing topics of mutual interest.

This will help you reach a whole new audience and strengthen your professional network.

Value-Added Content

Listeners are increasingly looking for podcasts that offer more than just entertainment. Educational content, industry insights, practical advice – these are all in high demand.

By offering valuable and informative content, you can build your reputation as experts in your field and attract a loyal audience.

Benefits for Marketers

Podcasting can be a powerful marketing tool for your Sunshine Coast business. By incorporating podcasting into your marketing strategy, you can reap some enticing benefits.

Brand Awareness

Podcasts can significantly enhance your brand’s visibility. When you host a podcast related to your business, you position your brand at the forefront of listeners’ minds.

You’ll reach potential customers who might not have discovered you through traditional advertising channels.

Here’s an example: heard of Bumble? This global dating app has an Australian-based podcast featuring people discussing personal stories of their love lives. The episodes attract singles who are looking to date or hook up, promoting the app to their exact target audience.

Audience Engagement

Podcasts allow for a deeper level of audience engagement than most other marketing mediums. Regular episodes create anticipation and can cultivate a loyal listenership.

What’s more, the conversational tone of podcasts fosters a sense of connection and trust with your audience.

For instance, Blue Apron, an ingredient and recipe meal kit company, has successfully used their podcast, “Why We Eat What We Eat”, to engage their customers.

By discussing food and recipes, they’ve deepened their relationship with their customers and created a loyal community of culinary explorers.

Lead Generation

A well-produced, relevant podcast can be an excellent lead magnet. By providing valuable content to listeners, you attract potential customers to your brand.

From there, you can encourage them to visit your website, subscribe to your mailing list, or check out your products and services.

Direct sales

Over time, a podcast can even drive direct sales. You can use episodes to introduce new products or services, discuss their benefits, and direct listeners to where they can purchase them.

You can also run special promotions or discount codes exclusively for your podcast listeners to incentivise purchases.

Getting Started with Podcast Marketing

Starting a podcast might sound like a daunting task, but with a little planning and the right tools, your business can be recording a podcast in no time. Here are some steps to get you started.

  1. Define Your Podcast

Before you hit the record button, take some time to define your podcast. What topics will you cover? Who is your target audience? What’s your unique angle?

Don’t forget to consider the format: will it be solo, interview-based, or a panel discussion?

  1. Plan Your Episodes

Start with a list of at least 10 episode ideas. This will not only give you a head start but will also help you identify whether you have strong enough material for ongoing content.

  1. Get the Right Equipment

Good audio quality is crucial for podcasting. However, you don’t necessarily need a professional recording studio to get started (although it’s HIGHLY recommended).

A decent USB microphone, a pop filter to reduce noise, and a pair of headphones for sound monitoring should suffice initially. Although if this is unfamiliar territory, getting some help with your recording is well worth the investment!

  1. Choose Your Software

You’ll need software for both recording and editing. Audacity is a popular, free option that’s great for beginners.

Ideally, if you’re using a podcast recording studio, this should be taken care of for you!

  1. Recording and Editing

Record in a quiet, echo-free environment. For editing, cut out mistakes, long pauses, and any unnecessary content to make the episode concise and engaging. If your podcast is lengthy, make sure you’ve either got a producer taking notes for you or you keep track of these edits to make the process easier. 

  1. Hosting and Publishing

Once your podcast episode is ready, you’ll need a podcast host to publish your podcast to platforms like Apple Podcasts, Spotify, and Google Podcasts.

You may find podcast studios (like ours!) will take care of this for you, making the process simple.

Podcasting: Your Next Big Marketing Move

In the world of digital marketing, trends come and go, but the rise of podcasting doesn’t seem to be fading away anytime soon.

Podcasts offer a unique and powerful way to connect with audiences, build brand awareness, and drive growth for your business.

Now that you understand the immense potential of podcasting, it’s time to take the leap. But where to start? Right here on the Sunshine Coast, at All In Creative’s brand-new podcast recording studio.

Book a Sunshine Coast Podcast Studio & Start Marketing Your Business

We offer a professional, fully-equipped space where you can bring your podcast vision to life. With high-quality recording equipment and a comfortable, inspiring environment, creating a podcast will be an exciting new adventure for your business.

At All In Creative, we’re dedicated to helping local businesses on the Sunshine Coast shine in the digital realm. Let us help you launch your podcast, engage your audience, and elevate your brand.

Why wait? Get in touch with us today, and we can get started on turning your business into the next podcast sensation.