Podcasting
Podcasting: Marketing’s Quiet Frontier in 2017
Podcasting has quietly grown into one of the most loyal and attentive audiences in media. People listen on commutes, at the gym, and while they cook, giving brands something rare in 2017: minutes of undivided attention with no feed to scroll past.
Why audio earns deeper trust
A voice in your ears feels personal in a way a banner ad never will. Regular listeners build a relationship with a host, and that trust carries over to the brands and ideas the show talks about. For a small business, a single well placed episode can do more than a month of display ads.
Ways brands are using podcasts
- Sponsoring an existing show whose audience matches your customers.
- Hosting a branded show that teaches or tells stories around your field.
- Appearing as a guest expert to build authority and reach new listeners.
- Repurposing episodes into blog posts, clips, and email content.
Start small and stay consistent
You do not need a studio. A quiet room, a decent microphone, and a clear point of view are enough to begin. The shows that win are the ones that publish reliably and respect the listener’s time.
Key takeaways
- ✓Podcasts offer rare, undivided attention from a loyal audience.
- ✓Audio builds a personal kind of trust that transfers to brands.
- ✓Consistency and a clear voice matter more than expensive gear.
Nadia Hoffmann
Social Media & Content Lead
Nadia Hoffmann leads social media and content at ThisCom, helping brands build audiences and community across social platforms, podcasts, and crowdfunding campaigns.
All articles by Nadia Hoffmann →Frequently asked questions
Do podcasts work for small businesses with limited budgets?+
Yes. Sponsoring a niche show or guesting on relevant podcasts can be very affordable, and starting your own show needs little more than a good microphone, a quiet space, and a consistent schedule.
How do you measure podcast marketing results?+
Use unique promo codes, dedicated landing pages, and listener surveys. Download numbers tell you reach, but codes and links tell you what actually drove action.
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