This article was conceived and written in collaboration with Federica Morichetti, copywriter and content manager at GreatPixel.
The year 2020 marked a turning point for podcasting: COVID restrictions meant that more people were producing, sharing and listening to podcasts than ever before. And this trend hasn’t stopped growing since.
Podcasts are now the medium of choice for millions across the planet, and brands are increasingly turning to this format to reach new audiences.
The flexibility of podcasts, which let users listen while doing other things like commuting or exercising, is a key factor in their spectacular growth. Podcasts are also a valuable resource for businesses and marketers who want to keep abreast of the latest developments in their industry.
In this article, we dig into the big trends in the podcast market, analyse the format’s appeal and recommend five must-listen marketing shows.
Podcasts in numbers
Studies show that the number of people listening to podcasts is still growing. According to Edison Research’s “The Infinite Dial” survey, which analyses digital media consumption in the United States, 2024 was another record-breaking year.
- 192 million Americans have listened to a podcast at least once, a number that keeps growing year-on-year (up 3% on 2023)
- 98 million is the average number weekly podcast listeners
The audience for podcasts continues to grow worldwide in all ages groups. But while listener numbers are rising among the over 55s, the biggest fans remain Gen Z, who particularly value the convenience that podcasts offer.
So why have podcasts got listeners hooked?
Well, there are a number of factors at play.
First and foremost, producing and distributing a podcast today has never been easier. The equipment needed is affordable and accessible, and in many cases the post-production work needed is minimal. That’s why, according to Statista, as of October 2023 over three million podcasts and some 180 million episodes had been produced globally.
Formats and genres run the gamut: from comedy to current affairs and everything in between.
Which raises a question for any would-be podcaster: in this sea of content, how do you stand out?
Why make a podcast?
Cutting through in such a saturated market is tough: you need a good idea and a charismatic host – preferably both.
Podcasts can be an extremely effective channel of communication, but holding listeners’ attention for a whole episode is challenging. People often listen to podcasts while they’re doing other things, like driving, jogging or washing up: this means they’re not always fully focused on the episode and can quickly lose interest.
That said, podcasts are a powerful marketing tool when produced intelligently. They provide an opportunity for brands to show a different side of themselves and to tackle new subjects in interesting ways. Their greatest strengths are:
- Intimacy and engagement: with a podcast, hosts can easily break the fourth wall and address listeners directly. In doing so, they build trust and rapport that other media struggle to match.
- Accessibility and convenience: because they can be listened to anywhere, anytime, podcasts are accessible to a wide and diverse audience.
- Targeting: podcasts can be targeted at a specific niche, making any advertising they carry more effective.
Five must-listen podcasts for marketing professionals
1. Marketing School
Created by Neil Patel and Eric Sui, two giants of digital marketing, this daily podcast offers bite-sized chunks of marketing wisdom dispensed clearly and straightforwardly. With each episode lasting around 10 minutes, Marketing School is ideal for people commuting or looking to dip their toe into podcasts for the first time.
2. The GaryVee Audio Experience
Hosted by entrepreneur, investor, content creator and public speaker Gary Vaynerchuk, this podcast offers a mix of motivational talks, interviews and Q&A sessions on topics including social media marketing, personal branding and entrepreneurship. The language is more technical and the format longer than Marketing School, with episodes between 15 and 45 minutes in length.
3. The Copyblogger Podcast
A podcast on how to succeed at content marketing as explained by creatives, entrepreneurs and key players in the industry. Somewhere in between an interview and a chat, each episode varies from 45 to 60 minutes in length and can also be found on YouTube.
4. Marketing Over Coffee
Marketing Over Coffee is hosted by John Wall and Christopher Penn, and “meets at the intersection of marketing and technology”. These 30-minute conversations are recorded in an actual coffee shop and feature hitters from the world of marketing. The pod covers everything from SEO strategy to analytics.
5. WSJ Tech News Briefing
Our last recommendation focuses on technology rather than marketing, because you can’t communicate effectively if you’re not up to speed with the latest tools of the trade. This podcast from the Wall Street Journal brings you the hottest trends in tech in short and sweet daily episodes.
The future of podcasts
Podcasts are here to stay because their unique appeal – a blend of radio’s intimacy with streaming’s convenience – is hard to rival.
But we shouldn’t get carried away: just because podcasts offer seemingly endless possibilities, it doesn’t mean that everyone should make them. The greatest risk is investing time and money in producing a show only for it to sink without a trace. So, before going down the podcasting route, make sure that it’s the right fit for your marketing strategy.
Ask yourself:
- What do I want to say?
- Why do I want to say it?
- What added value can I bring to a crowded marketplace?
And a great way to answer these questions is to listen to what’s already out there.
Happy listening!