Let’s be honest! Marketing is loud these days. Ads are everywhere. Social media feeds are noisy. Attention spans are shorter than ever. So how do brands cut through the chaos? 

They whisper. 

Well, not literally. But they do something more intimate, more focused, more personal. They speak directly into people’s ears, with podcasts. 

Yes, podcast marketing is no longer a fringe strategy. It’s mainstream, powerful, and, when done right, an incredible brand-building tool. If you’re still on the fence, let this blog walk you through the “why,” “how,” and “who’s already doing it brilliantly.” 

The Rise of Podcasting: Why You Should Tune In 

Let’s start with some eye-popping stats: 

• As of 2025, over 504 million people globally listen to podcasts. [Statista] 

• 80% of podcast listeners listen to all or most of each episode, that’s insanely high engagement. [Edison Research] 

• Podcast listeners are highly educated and affluent: 45% have a college degree, and 37% have an annual income over $75,000. [NPR + Edison Research] 

• Listeners are more likely to take action after hearing podcast ads. In fact, 63% of listeners said they bought something a host recommended. [Midroll] 

In a nutshell? Podcasts reach a dedicated, affluent, and action-ready audience. And unlike ads that get skipped or scrolled past, podcasts are often consumed in full, during a commute, workout, or while doing chores. You’ve got uninterrupted attention. 

Why Podcast Marketing Works for Brand Awareness 

It works because it feels genuine. 

When a brand creates or sponsors a podcast, it isn’t just shouting a message, it’s telling a story. It’s adding value. It’s building a relationship. 

Here’s what makes podcasting so effective: 

• Intimacy: You’re literally in someone’s ears. That closeness builds trust. 

• Long-form storytelling: Unlike a 15-second ad, podcasts allow brands to share their vision, values, and voice in depth. 

• Loyalty: Podcast audiences often subscribe and come back weekly. That builds consistency. 

• Niche power: You can cater to hyper-specific audiences, e.g., “Crypto for Artists” or “Parenting for Startup Founders.” 

Let’s break that down further. 

Step-by-Step: Creating a Podcast That Builds Brand Awareness 

Starting a podcast doesn’t mean just pressing “record.” Like any marketing effort, it requires clarity, strategy, and consistency. 

1. Find Your “Why” 

Ask yourself: 

• What does your brand really want to say? 

• What kind of conversation does your audience want to hear from you? 

Example: 
If you’re a sustainable fashion brand, a podcast on “Ethical Style Stories” featuring changemakers in the industry can subtly align your brand with purpose without ever pushing product. 

2. Define Your Audience 

Not everyone will tune in, and that’s okay. Identify your niche: 

• Are you targeting startup founders? 

• Busy parents? 

• Fitness freaks? 

Tip: Speak to one, not everyone. The narrower your focus, the stronger your connection. 

3. Craft a Compelling Format 

Will it be: 

• Interviews? 

• Solo storytelling? 

• Industry news? 

• Behind-the-scenes episodes? 

Case Study: HubSpot’s “The Hustle Daily Show” 
HubSpot didn’t go “all about HubSpot.” Instead, they launched a snappy, informative business news podcast, tying back to their core audience, entrepreneurs and marketers. The result? A loyal daily listener base, and a powerful brand lift. 

4. Invest in Good Production 

Quality matters. Poor audio = poor perception. Even basic gear (a USB mic and noise-free space) can work wonders. And yes, professional editing helps, there are agencies and freelancers who can help polish each episode. 

5. Make It Visual 

Wait, what? It’s an audio medium, right? 

Yes, but visuals drive discovery. Teasers, audiograms, episode cover art, and quote cards can be gold for social sharing. 

Promoting Your Podcast: Making Sure People Actually Listen 

Creating a great podcast is half the job. The other half? Making sure it gets heard. 

Here’s how to boost visibility and get discovered: 

1. Leverage Your Existing Audience 

Got a mailing list? Social media following? Website traffic? 

Embed episodes, tease upcoming guests, or run giveaways for reviews. 

Pro tip: Always end your emails with a subtle podcast CTA, “️ Have you heard our latest episode?” 

2. Be Everywhere Podcasts Are 

Distribute on Spotify, Apple Podcasts, Google Podcasts, Amazon Music, and YouTube (even if it’s just audio + visuals). 

The more places you’re present, the higher the chance you’ll be discovered. 

3. Collaborate with Other Podcasters 

Podcast swaps are powerful. You appear on theirs, they on yours. Cross-promotion helps grow audiences fast. 

Stat: 43% of listeners find new podcasts through word-of-mouth and guest appearances. [Edison Research] 

4. SEO Your Show 

Yes, SEO works for podcasts too. 

• Use searchable titles (e.g., “How to Build a Brand from Scratch” > “Episode 7”) 

• Add show notes with relevant keywords 

• Create blog versions or transcripts 

5. Paid Ads & Influencer Boosts 

If budget allows, test targeted ads on Spotify, Instagram Reels, or even other relevant podcasts. Just like influencer marketing, a well-placed promo can drive thousands of new listens. 

Brand Case Studies: How Real Brands Are Winning at Podcast Marketing 

Let’s look at a few inspiring examples that prove podcast marketing isn’t just hype, it delivers. 

Slack: “Work in Progress” 

Slack launched a podcast that explored the meaning and future of work. Rather than talk about their app, the podcast dove into human stories about careers, teams, and culture. 

Result: It humanized Slack. It connected with HR heads, team leaders, and tech founders, aka their core B2B audience. 

McDonald’s: “The Sauce” 

After the viral Szechuan Sauce fiasco (remember that from Rick & Morty?), McDonald’s launched a mini-podcast called “The Sauce” to tell their side of the story. 

Result: It was part PR cleanup, part brand-building, and it worked. Listeners appreciated the transparency and creativity. 

Sephora: “#LIPSTORIES” 

Sephora created a podcast featuring stories from bold women around the world. The goal? Inspire and connect, without pushing products. 

Insight: It tied beautifully into Sephora’s brand of empowerment and beauty inclusivity. 

The ROI of Podcast Marketing 

You might wonder, can we measure results from podcasts? 

Absolutely. Here’s how: 

• Brand lift studies: Run listener surveys or use tools like Chartable or Podsights to measure brand recall and affinity. 

• Promo codes or landing pages: Trackable CTAs (“Go to [yourbrand].com/podcast for 10% off”) help attribute conversions. 

• Audience growth over time: Podcasts often have a compounding effect. Episode 1 may get 500 listens. By episode 20, people binge back through the archive. 

Fun Fact: According to Nielsen, podcast ads drive 4.4x better brand recall than display ads. That’s not just effective, that’s memorable. 

Final Thoughts: Should Your Brand Start a Podcast? 

Let’s wrap this up. 

If your brand: 

• Has a story to tell 

• Wants to build deep trust 

• Serves a niche community 

• Is looking for a low-interruption, high-intimacy marketing channel 

…then YES. You absolutely should consider podcast marketing. 

It’s not about being the next Joe Rogan. It’s about showing up consistently, offering value, and becoming a voice that your audience genuinely wants to hear. 

TL;DR – Your Podcast Marketing Checklist 

Here’s your starter kit: 

• Define your niche and audience 

• Choose a unique and engaging format 

• Invest in decent production and storytelling 

• Promote like a pro: SEO, socials, collabs, and platforms 

• Measure what matters: brand lift, listens, actions 

• Stay consistent and stay real 

Real Talk 

Still unsure if it’s worth it? 

Try a 6-episode pilot season. Learn, adjust, and decide from there. Even if it doesn’t go viral, the authority, trust, and connection you build could be worth more than any paid ad campaign. 

So go ahead. Hit that record button. Your brand has something worth saying, and someone out there is ready to listen. 

How Deepsense Digital Helps You Create Podcasts That Truly Connect and Grow Your Brand 

At Deepsense Digital, we love helping brands and individuals create podcasts that really grab attention and connect with people. Whether you’re a thought leader wanting to build your personal brand or a business looking to make your voice heard in a crowded market, we’ve got you covered from start to finish. We start by getting to know what your brand stands for and who your audience is, so we can come up with a podcast strategy that fits just right. Our team of writers, audio pros, designers, and marketers work together to craft stories that are not only engaging but sound super professional.  

But creating a great podcast is just the beginning, we make sure people actually find and listen to it. That means optimizing your episodes for search engines, creating catchy social media snippets, and sharing your podcast on all the top platforms like Spotify, Apple Podcasts, and YouTube. We also help you grow your audience with smart collaborations, guest appearances, and email marketing so your podcast reaches the right ears. Whether it’s launching a series for a health tech founder to build authority or producing a branded show that tells your product’s story in a natural way, we tailor everything to meet your unique goals.  

Plus, we track how your podcast is performing so you can see the real impact. In today’s world, where people crave authentic stories and real connections, Deepsense Digital helps you step into the spotlight with confidence and creativity, one episode at a time. 

Need help crafting your brand’s podcast strategy, content, or promotion plan? Let’s talk. From storyboarding to scripting, we’ve helped brands create binge-worthy audio content that drives real results.  

FAQs 

1. What is a podcast in marketing? 
    

 A podcast in marketing is an audio series that brands use to share stories, insights, interviews, or discussions related to their industry, products, or values. It’s a way to engage and build trust with an audience by providing valuable content, rather than just promotional messages, helping to boost brand awareness and loyalty. 

2. Is a podcast a good marketing strategy? 
    

 Yes! Podcasts are a highly effective marketing strategy because they offer deep engagement with a loyal audience. Listeners often tune in regularly and trust the hosts, which creates strong brand connections. Plus, podcasts let you tell longer, richer stories that other formats can’t, making them perfect for building authority and community. 

3. How can I promote a podcast? 
    

 To promote a podcast, start by sharing episodes across all your social media channels and email newsletters. Optimize episode titles and descriptions with keywords for better search visibility. Collaborate with other podcasters for guest swaps, run targeted ads on platforms like Spotify, and encourage listeners to leave reviews. Creating visually appealing snippets or audiograms can also help attract attention on social media. 

4. What is podcast full form? 
    

 “Podcast” doesn’t actually have a full form. It’s a combination of “iPod” (Apple’s portable music player) and “broadcast.” Essentially, it means a digital audio program that you can listen to anytime, anywhere. 

5. What is a podcast example? 
    

 A popular podcast example is “The Daily” by The New York Times. It delivers daily news stories and deep dives into current events. For brand marketing, HubSpot’s “The Hustle Daily Show” is a great example, it shares business news and insights relevant to entrepreneurs and marketers, helping position HubSpot as a thought leader. 

6. How to create a podcast? 

 To create a podcast, start by choosing your topic and defining your target audience. Plan your episode format: whether interviews, solo talks, or panel discussions. Get decent recording equipment (a good microphone is key), record your episodes, and edit them for clarity and flow. Then, publish your podcast on platforms like Spotify and Apple Podcasts using a podcast hosting service. Finally, promote your podcast to grow your audience.