Key Takeaways:
- International Podcast Day celebrates the global growth of podcasts, a trend that’s redefining content marketing, PR, and media relations strategies.
- Podcasts have evolved into a powerful marketing and PR tool, shaping how brands engage with audiences and media.
- Avocet Communications integrates podcasts into PR, media relations, thought leadership, and branding strategies by hosting our own, producing podcasts for clients, and leveraging guest appearances to pitch client stories to new audiences.
- Learn how podcasts can elevate your brand and transform your marketing and PR strategy.
A Revolution in Your Ears: The Rise of Podcasts in Marketing
Podcasts are no longer just a form of entertainment—they’ve become a cornerstone of modern marketing and public relations. What began as niche content for tech enthusiasts has grown into a vital channel for storytelling, brand awareness, and thought leadership. As we celebrate International Podcast Day on September 30th, it’s clear that podcasts are a tool every brand should be using to deepen connections with their audience and expand their media presence.
A Brief History: From iPods to Multi-Million Dollar Industry
Podcasts started humbly in 2004, but today, they’ve grown into a multi-billion-dollar industry, with more than 464.7 million listeners worldwide in 2023. As of 2023, there are approximately 5 million podcasts worldwide, with over 70 million episodes across various platforms. This figure includes podcasts in multiple languages and covers a wide range of topics, from entertainment and education to niche industries and hobbies. From news and current events to true crime to celebrity interviews to self-help to entrepreneurship, the growth of the popularity of podcasts continues to accelerate as the medium gains popularity with both creators and listeners, fueled by the convenience and on-demand nature of the content.
The appeal lies in the on-demand, highly engaging nature of the content. For businesses, this provides a golden opportunity to break through the noise, delivering messages directly to their audience in a format that fosters trust and loyalty.
The evolution of podcasts has also opened up a new frontier for public relations and media relations, allowing brands to bypass traditional media channels and directly reach listeners who are engaged and ready to act.
How Podcasts Have Changed the Marketing and PR Landscape
The shift toward audio content has dramatically transformed both marketing and public relations strategies. At Avocet Communications, we see podcasts as more than just an opportunity for content creation; they are a vital part of our PR and media relations toolbox.
Podcasts offer an authentic, engaging platform for brands to share their expertise while controlling their narrative in a way that other media often can’t provide. This ability to bypass traditional media and speak directly to an audience has proven invaluable for brands looking to establish authority and trust in their industries. Whether hosting a podcast or being a featured guest, companies can create deeper connections and gain visibility like never before.
StrategyCast: Avocet’s Formula for Success
At Avocet Communications, we recognized the power of podcasts early on. That’s why we launched StrategyCast, hosted by Lori Jones. This podcast has not only been a platform for exploring the latest marketing trends and tactics, but it’s also become a core component of Avocet’s PR and media relations strategy.
StrategyCast gives host Lori Jones the opportunity to feature industry experts and thought leaders, reinforcing Avocet’s role as an industry leader. It also allows Avocet to directly connect with CMOs, CEOs, and entrepreneurs, creating conversations that matter. Guests are innovators, disruptors, and visionaries who are scaling businesses through bold marketing approaches. The show showcases marketing transformations and the strategies behind them to an audience of business leaders from various industries who are seeking out advice and inspiration.
StrategyCast is listened to by marketers, communicators, and business leaders from around the world. The podcast has had over 500 guests, 140,000 downloads, and is listened to in 33 countries.
By integrating podcasts into our broader PR strategy, we’ve been able to increase our agency’s visibility and position Lori Jones as a trusted voice in the marketing industry.
Guesting on Podcasts: A Whole New Avenue for PR and Storytelling
Podcasts don’t just offer value to brands hosting them—they provide an incredible opportunity for guest appearances. At Avocet, we understand the growing importance of podcast guesting as part of a comprehensive PR strategy. By getting our clients featured on relevant podcasts, we’re able to pitch their stories in ways traditional media outlets simply can’t match.
Pitching clients as guests on top industry podcasts opens up new, highly targeted media opportunities. These appearances often allow for deeper, more authentic conversations, helping brands establish thought leadership and grow their audience base. Podcast guesting has become a powerful tool in amplifying client stories, especially as listeners tend to trust and connect more with podcast hosts and their guests.
At Avocet, we craft customized pitching strategies to land our clients guest spots on podcasts that align with their goals, ensuring they reach the right audiences with the right message.
Why Podcasts Are a Must-Have in Your Marketing and PR Toolkit
For any brand looking to make a lasting impression, podcasts are a powerful tool. Here’s why:
- Direct Access to an Engaged Audience: Podcast listeners are highly engaged, often spending more time consuming this content than traditional media, giving brands the opportunity to communicate at length.
- A Core Element of PR and Media Relations: Podcasts offer a unique opportunity to pitch stories in an authentic, compelling format, both as hosts and as guests.
- Authority and Thought Leadership: Hosting or guesting on podcasts builds credibility and positions brands as experts in their fields.
- Brand Loyalty: The personal, conversational nature of podcasts helps build strong connections with audiences, fostering long-term loyalty.
Start Your Podcast Journey with Avocet
As International Podcast Day reminds us, there’s no better time to leverage podcasts for your brand’s success. Whether you’re looking to launch your own podcast or secure guest appearances on top industry shows, Avocet Communications can guide you through every step of the process—from concept and production to integration into your broader PR and marketing efforts.
At Avocet, we’ve seen how StrategyCast has elevated our agency and built Lori Jones’ reputation as a trusted industry leader. We can do the same for your brand, helping you navigate the world of podcasting to reach your target audience and amplify your message.
Tune in to StrategyCast for the latest in marketing insights, and when you’re ready to take your brand’s podcast journey to the next level, contact Avocet Communications to launch a podcast that will elevate your brand and drive real results.
