Podcast Marketing is Necessary for Any Brand That Wants to Leave an Impact.
More than ever, as the landscape of digital marketing constantly continues to shift and develop, finding a clear strategy that helps you to stand out and connect with your audience must be THE main focal point. Not only for gaining attention, but for leaving an impact on businesses' bottom line.
But how exactly does podcast marketing do this? What makes it such an excellent strategy for your marketing team and a company at large? And maybe most importantly - how can it be done effectively from the start?
That's what we hope to answer for you in this article. So without further ado, Let's explore how other companies have effectively leveraged podcasting and how it may be the next big thing in your marketing plan for this next quarter.
But before we dive in, it may be important to answer:
What is Podcast Marketing?
Podcast marketing can mean a wide range - for the purposes of this article, it involves using audio content to promote your brand, engage with your audience, and drive business goals. Think of a road trip - when a family, a couple, a group of college friends are making the trip to visit family, and a playlist has lost its luster - what do they turn to? In the past, this may have looked like them choosing an Audio book - however, it can be a large commitment to choose an 8 hour long book, with attention spans on social shortening to only 8 seconds.
So when it comes to digestible audio content, what reigns supreme when music doesn’t?
Podcasting reigns. As of 2024, over 464.7 million people are listening to podcasts globally, with projections suggesting that number will reach over 504.9 million by 2025. Beyond this high amount of listenership, Podcasts more so than other mediums can offer a unique opportunity to connect with listeners on a personal and immersive level, making them a powerful tool for building brand loyalty and authority.
Like audiobooks, podcasts aren't just for entertainment's sake either; they've become a strategic asset for businesses looking to deepen relationships with their audience.
What Companies are using a Podcast-Focused Strategy?
Short answer, tons! Many companies leverage this medium to enhance their marketing strategies. Let's look at how various businesses, from tech giants to personal brands, are succeeding with podcast marketing:
- Duolingo – Building Community Through Language Learning
- Duo’s Strategy: With the most popular podcasting genre being society and culture, Duolingo threads the needle perfectly within this genre, using its two podcasts to complement its language-learning app, providing users with engaging stories in different languages. This content not only helps listeners improve their language skills but also deepens their connection with the brand by providing culturally enriching experiences.
- The Result: The Duolingo Spanish Podcast has become one of the most popular educational podcasts globally, consistently ranking high in the Apple Podcast charts for education, and society categories. Their podcast’s success has also contributed to increased user engagement and retention on the Duolingo platform, as listeners who enjoy the podcast are more likely to continue using the app to further their learning.
- HubSpot – Educating Through Expertise
- Podcast: The Growth Show
- Hubspot’s Strategy: In General, Podcast’s advertising has a large 71% brand recall rate, compared to other forms of advertising where the recall rate is 50%. Keeping this statistic in mind, hubSpot's podcast “The Growth Show” features stories of business growth and success, aligning perfectly with its brand mission of helping companies grow better. By featuring industry experts and thought leaders, HubSpot positions itself as a trusted resource for entrepreneurs and business leaders.
- The Result: "The Growth Show" has attracted a dedicated audience of business professionals, contributing to HubSpot’s reputation as a trusted resource and a leader within the CRM space. Knowing the above statistic The Grow Show’s success has also driven significant traffic to HubSpot’s website, leading to increased conversions and customer acquisition as listeners recall hubspot as supporting young business owners.
- Sephora – Engaging with Community Through Storytelling
- Podcast: #LIPSTORIES
- Sephora’s Strategy: Sephora’s #LIPSTORIES podcast is a masterclass in branded storytelling. With 45% of podcast listeners following brands on social media after hearing their ads on podcasts, Sephora shows how to make the most of this knowledge. #LIPSTORIES features candid conversations with influential women, discussing beauty, self-expression, and empowerment. By focusing on these themes that resonate with its core audience, Sephora strengthens its brand identity and deepens its relationship with consumers.
- The Result: Sephoras podcast has successfully engaged with it’smake up focused audience, with episodes often shared widely on social media - in turn, showcasing Sephora as THE make up brand for creators and individuals alike.
- Royal Bank of Canada – Thought Leadership in Finance
- Podcast: Disruptors
- RBC’s Strategy: though Society and culture is the most listened to genre, in a very close second place ( currently 39%) the business category ranks supreme. RBC’s "Disruptors" podcast explores the intersection of technology, innovation, and finance. Their podcast, “Disruptors”, discusses topics that are highly relevant to business leaders, positioning RBC as a forward-thinking institution.
- The Result: Disruptors" has become a go-to resource for business leaders interested in innovation. And this shows with their listeners, with monay saying they tune in to “learn new things”, by featuring expert guests and in-depth discussions. Through Disruptors, RBC strengthens its brand’s credibility and thought leadership in the financial sector, building a follower base of potential clients and stakeholders that will tune in weekly for new and inspiring insights.
So How Can Your Business Do Podcast Marketing Well?
With examples of the above mentioned successful podcastsin mind, you might wonder how your business can tap into this strategy effectively.
Here are three ways to get started:
- Create Podcast Content for Your Community
To create a podcast that truly connects with your audience, focus on content that addresses their needs, interests, and pain points. Whether you’re offering industry insights, sharing customer success stories, or providing educational content, ensure that each episode offers clear, tangible value. You can make sure you are doing so by regularly soliciting feedback from your listeners, helping you refine your content and keep it relevant.
- Promote Your Podcast Through Podcast Advertising
If creating your own podcast isn’t currently feasible (though with Podup’s tools, we try to help with that), consider advertising on established podcasts that your target audience listens to! If you're a new budgeting app, imagine being a sponsor on Disruptors, where you can reach their potential stakeholders and clients. This strategy allows you to reach a highly engaged audience with targeted messaging. Make sure however if your wanting to maximize ROI, to choose podcasts that align closely with your brand’s values and audience demographics. Additionally, track the performance of your ads to continuously optimize your approach.
- Leverage Tools to Streamline Your Production Process
Producing a podcast requires careful planning and execution, but the right tools can make the process more efficient. Having a tool that can record your audio/video well, software that can do the editing, as well as different software for aadverting, Distrubutiong, guest management - you need the right software! Having an all-in-one solution can save time and ensure consistency in your podcast’s quality.
PodUp: The All-in-One Solution
Enter PodUp—a comprehensive platform designed to simplify your podcast marketing efforts. Whether you're creating your own content or advertising on other podcasts, PodUp offers tools to manage everything in one place. PodUp ensures that your podcast marketing is as efficient and effective as possible, from recording and editing software to distribution and even ad analytics.
For entrepreneurs and CEOs, PodUp saves time and provides the insights needed to make data-driven decisions, helping you maximize your podcast's impact. As podcasting becomes an increasingly important part of the marketing mix, having a reliable, all-in-one solution like PodUp is essential for staying ahead of the competition.
To Summarize, Podcast Marketing is Necessary for Business Growth and Beyond
IAB Research says that Companies that engage in podcast marketing see a 14% increase in brand awareness within the first six months. What other forms of marketing can guarantee results in such a short span of time? With this in mind, as well as podcastings continuous growth, podcast marketing isn't just a trend—it's a powerful tool for businesses looking to connect with their audience on a deeper level. As we've seen from Duolingo, HubSpot, Sephora, and RBC examples, podcasting can drive engagement, build brand loyalty, and position your business as a leader in your industry.
And with the right tools, like PodUp or beyond, you can ensure that your podcasting efforts are both efficient and effective, helping you achieve lasting business success.
Looking for the all in one solution for Podcasting? Try a free frial of Podup and see how avoiding the software hassle can save you time.

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