Podcasting Takes Prominent Place In Content Marketing

podcasting content marketingeMarketer projects that growth will continue for the U.S. podcasting audience through 2013 – 37.6 million people will download podcasts monthly, more than double the 2008 figure of 17.4 million. Podcast downloaders are expected to grow from 9% in 2008 to 17% in 2013.

I have been a huge fan and supporter of the radio podcast since it emerged in the media mix several years ago. I spent twenty plus years in broadcast radio sales and management because I love radio and media that requires “listening.” There is something about listening that engages my emotions, thought process and comprehension, more than others.

The popularity of podcasting over the past 18 months is a trend that has been building and growing steadily and this year the podcast takes it’s prominent place in the content marketing mix.

I wrote an article on the growth of podcasting and was intrigued by the impressive metrics. I have been using the medium since 2009 and have seen more small businesses, companies and professional consultants embrace and use it.

Whether your a big, small, mainstream or a niche entity, podcasts are easy to do, listen to, learn from and return to.

There are so many sound and sensible reasons to podcast for business, learning and branding. Listening took a bit of a back seat to visual and video the past few years, but it is back as an iconic, mature effective way to engage people more personally to think and enjoy learning. Recorded audio and internet radio are growing in popularity and effectiveness, as evident in listening to e-books (Amazon), music (iTunes) and sportscasts (ESPN), which have put audio back on a growth track.

What Are They Podcasting About?

The mix of what people are podcasting about is limitless. You can find any podcast subject, topic or content including music, sports, medical, entertainment, business, marketing, professional services, science, cooking, political and kids to name just a few.

Who is Podcasting?

Rachel Ray on cooking, Ted Talks, NPR’s Fresh Air, Blogtalkradio.com on a range of subjects, ESPN on sports, and the Wall Street Journal on business are just a few.

Go to iTunes, one of the largest podcast directories, and get some ideas about what you could be podcasting about. They have featured providers like the  BBC and NFL and several featured collections on movies, music, gaming and fantasy football and much more.

Download the Podcast App on your smartphone, get yourself a killer set of headphones and enjoy listening to podcasts just about anywhere you are or want to be: on your porch, in your car, on the train, in a plane, at the beach, or at your favorite café.

I signed on to BlogTalkRadio in 2009 and radio podcast segments have over 160k downloads and page views and continue to grow nationally and internationally. This format has been an amazing way for me to share, inform and tell the story in my own voice, featuring some of the top thought leaders in small business, marketing, careers and media.

Ready to make this the year you launch your podcast or take it to the next level?

It’s on the rise, easy to do, requires very little equipment and integrates easily and seamlessly with social media, email marketing, YouTube and blogging.

Podcasting as a content marketing vehicle can brand you for who you are and what you want to be known for in a very personal way. It’s you speaking to and about things you are knowledgeable and passionate about. Personal branding, charisma and magnetism in action.

Consider these 4 simple guidelines to help you launch your podcast.  Go for it and welcome to the family!

Podcast Listening Photo via Shutterstock


Deborah Shane Deborah Shane has been recognized as a Top 100 Small Business Champion and Top 50 SMB Influencer (Dunn and Bradstreet 2015). She is a career transition author, personal branding and social media specialist. Deborah's book "Career Transition: Make the Shift" is available through all major book sellers.

28 Reactions
  1. Great piece, Deborah. Podcasts are definitely on the rise this year as well as video. Visual and audio marketing are becoming mainstream and from what I’m seeing, is the preferred method of info consumption.

    I’ve begun to implement video marketing in my strategy and my audience seems to be receiving it well. I may decide to delve into podcasts later on down the line as I realize that audio is easier to consume on the go.

    I appreciate you sharing your insights on this topic with the community.


    • Thanks Ti..I find a very unique quality in “listening”, as it is true theater of the mind. It is easy to consume and use. Most prominent companies and pro consultants are adding podcasting to their mix.

  2. Hi Deborah,

    Listening to podcast really helps us improve the way we do things as these are usually informative in nature. I also believe that podcasts really helps promote and market your business.

    Personally, I’m still trying my best to prepare for my own podcast but I realized that it takes more than just speaking and recording your ideas and thoughts for everyone to hear. 🙂 It definitely needs more thought, time and organization.

  3. Deborah,

    This article is very timely and the growth in podcasting is truly staggering. Thank you for your kind words about BlogTalkRadio. We feel lucky to have you as a host on our network and proud that you are using our platform to build your personal brand. It’s hosts like you that make coming to work everyday so delightful!

    BlogTalkRadio, Director of Marketing

    • Chitra, thanks for all your support and the great work you are helping Blogtalkradio do for their hosts!

  4. Hi Deborah,
    thank you for the great info and list of resources. I also wanted to point you out to our platform, Spreaker (available both on the web and on mobile). We are mainly a tool for podcast producers and allow them to easily create and share on iTunes, Facebook, Twitter, YouTube, ecc… but of course we have a growing library of original episodes on our website. Check it out!


    • Thanks Francesco for sharing this with us. Amazing how this is gaining so much traction. The old is new! Please come back!

  5. Thanks Scoop.it for supporting us here on Smallbiztrends.com!

  6. Deborah: I want to talk with you about a new site that I will set up during this year. In today’s Metro newspaper in Gothenburg, they talked about the increased popularity in podcasting in Sweden. Much thanks to the smart phones.

  7. Sure Martin, send me an email off my website DeborahShane.com with yours!

  8. I am the Director of Marketing for a Podcast Network. We are building a subscription-only model with shows offered daily. Not only am I using podcasts to market, but I am marketing podcasts! We are doing something that no one else is doing and offering commercial-free content,while integrating sponsors. Our leader, Steve Dahl, is changing the face of the industry and pioneering this type of format.

    • Erica, monetizing our new media is an ongoing opportunity and challenge. How to get around so much “free content” is changing and new ways to deliver enough value so people will pay for it is growing. Thanks for stopping by and please come back.

  9. Love this! I started podcasting last August and it’s quickly become a favorite part of my weekly business tasks. There are so many uses for the content that ends up being developed that I find it’s making me more productive rather than simply adding another level of “to do”.

    • Kalynn, so many interesting and intangible benefits and outcomes with podcasting. Amazing how this media has exploded and I only see it continuing. Something about the spoken word and listening, yes? Thanks for your take and keep pod-rockin!

  10. Was interested in this article until seeing that it relies on podcast audience data/projections from an eMarketer post from Feb. 2008. Isn’t there something more recent available?!

  11. Thanks for Scoop-ing it to your site!

  12. Thanks for sharing! Love all the positive response!

  13. Thanks for posting this on your site!