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Will Podcasting Work For Your Business?

by | May 21, 2019

It seems just about everyone is starting podcasts at the moment and with good reason. They are great for business! It’s been over a month since we began recording weekly episodes for our new podcast, ‘Codebreak – Break It Down’.

If you’re thinking, “Podcasts are a load of claptrap and can’t help me,” here are some quick UK stats sourced from Ofcom:

6 million adults tune into a podcast weekly.

The number of weekly listeners has doubled in five years.

Half of listeners are under 35.

26% of listeners tune in because they want to learn something new.

Which is why Codebreak started one!

Actually, Andy joked to the team that he wanted to start doing podcasts “to work you all harder”. But, in reality, podcasts have been one of the easiest marketing pillars we have ever implemented.

Our first couple of podcast sessions only hit the one issue of finding time to get everyone involved. But we soon realised, as much as it would be nice to have every member of the team included – you don’t always have to.

A podcast can be anything you want it to be; an interview with a client, a rant with another team member or something as simple as explaining a new service or event coming up in your work calendar. It really can be anything!


What’s all the fuss about?

You have already seen the stats, but let’s look at why podcasting has become so popular.

There are many reasons; from the simplicity of production to the ease of listening. Podcasts used to be considered amateurish with the production levels basic and the audio quality being quite low.

However, as technology has advanced, so has the things you can do with it. You can now record podcasts on the go and upload them to a streaming site via your smartphone. We have a mic that plugs into our phone and an app – that’s it!

Which leads into the next reason why they’ve become so popular – the smartphone.

It has never been easier to access nearly anything you want so conveniently. Podcasts can be streamed and listened to while you’re commuting, on your lunch or even on holiday sunbathing. Convenience is something that everyone loves!
But podcasts won’t be successful if they are just convenient, they also need to be relevant and frequent.

What are the benefits?

If you’re on the fence about incorporating podcasts into your business, below are some benefits to consider. The caveat is that, like any form of marketing, it ain’t going to be for everyone. All you can do is make an informed decision then test the waters.

Podcasts are personal
Rather than emailing your audience with a newsletter, try a podcast. It allows you to share news and information in a more intimate manner.

Convenient and easy to consume
Your listeners don’t have to keep going in and searching for your podcasts once they subscribe. It instantly downloads each episode for them to listen to so that it gives you more of a chance to be heard. Whether that’s on phone, tablet or laptop; they can consume your podcast anywhere at any time.

There is no need to print or post any information you provide when you record your podcast or how you store it. You don’t even need to buy a fancy microphone or expensive programme to get started, you can use the microphone on your laptop and a free programme like Audacity.

A great alternative to video
Not everyone is comfortable with shooting videos or have the equipment available to do so. There are so many obstacles to face when you decide to film a video such as lighting, sound etc. Podcasts are much easier and a lot more natural, it’s just like having a conversation with a colleague!


They build a relationship with your audience
Even though a podcast is a one-sided medium, it indicates to the audience that they are being spoken to rather than just told something. People will listen to your podcast because they want to hear what you have to say. They trust your judgement and knowledge. Talk in your podcasts just as you would if you were telling them in person.

No time constraint
A podcast can be five minutes or 30-minutes – it’s completely up to you. 

A networking goldmine
Invite other businesses to record an interview. Not only do you help promote their business for free, but you could also reach a larger audience.

Team building
Inviting your team member to participate is also a great way to build your dynamic as a business. Let them share their skills and knowledge to your audience. Not only will your audience enjoy something new, but your team will also appreciate that you asked them to get involved.

There is no right way to do it
You can make podcasts however you like and however suits you best.

Whether you have never considered creating podcasts before or always wanted to start but weren’t sure how – now could be the time to give it a go. Podcasts are one of the easiest ways to position you as an expert in your field and have fun, all from the comfort of your chair!

Get more marketing tips and tricks. Subscribe to Codebreak’s weekly podcast. We’re on Spotify, Apple Music and Google Podcasts!

If you have any marketing questions, feel free to contact us. We’re always happy to chat.

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