7 Ways Your Clients Benefit from Starting a Podcast

1. Podcasts help to reach a new audience

The podcast audience is growing. 71% of Americans knew what podcasting was in 2019. That’s up nearly 20% from the year before, and while there’s some overlap it’s different from the “read blogs” audience. 

Because podcasts are super portable, they can be consumed when blog posts can’t – at the gym, in the car, while mowing the lawn, doing house chores, and anything else that doesn’t require you to sit down and read. 

As your clients podcast more, they will gain a loyal following of people – hopefully potential customers – that will feel a special connection to them.

This one might seem like an obvious point, but as Seth Godin says, “podcasting is the generous act of showing up.” Your clients can show up, give some advice that they’ve learned, and they will hopefully help their listeners.

The best part about podcasting is they don’t have to be lessons that build upon each other. This isn’t a classroom. Your clients can plan and pre-record content, but if they’re experiencing something they want to share with their audience, they can. It’s totally up to them. 

That said, while podcasts can have discrete episodes (known as an episodic show), it can also be a series, meant to be listened to in order (known as a serial show). It’s up to your client, based on the type of show they want to have!

4. Podcasts can help to repurpose content

This is a great, quick win for a lot of people. Your clients might already have a blog, or even a YouTube channel with lots of great content. Well, they can easily move that content over to the podcast, allowing them to update it and re-release it.

For blog posts, they’ll want to proofread it for outdated information. Then they can read it like a script – adding in new information or ad libs as they see fit.

For YouTube videos, it can be even easier! Using a service like Repurpose.io, they can add their YouTube channel, and have it automatically publish to their podcast feed (or vise versa). 

5. Clients can make new connections 

If your client opts for an interview show (or even does the occasional interview), they can grow their network and make a good connection! 

I’ve connected with lots of fantastic people over the 5+ years I’ve been podcasting. People are always willing to share their story to those who listen. A good interview can form a good connection that expands their network.

6. Podcasts can grow business

As a result of making new connections and growing their audience, they’ll very likely grow their business. With a podcast, you’re lending your voice to a field and becoming an expert.

Your clients will establish themselves as an expert in their field, again, through the generous act of showing up. That generosity will pay off through more leads and hopefully more sales/contracts.

7. Featuring hosts build a community

Finally, having a show to rally around means your clients have the opportunity to build a community. They can make it so listeners can submit questions, or even call in. They can highlight customer success stories on the show, and build a camaraderie between listeners.