What was the last podcast you listened to? How about the most recent podcast a friend or colleague recommended? We’re tuning in more than ever, but few professionals are taking advantage of the medium’s branding power.
With more than 4.5 million podcasts registered on Podcast Index and 158 million listeners in the U.S., that’s more than half the country; the popularity of podcasting is undeniable. The question is: How can you leverage this powerful storytelling tool to amplify your brand and reach new audiences?
Go back to the basics
Who is your audience? What do they care about?
If you’re going to test the waters with a podcast, understanding who and why is essential to developing a product with purpose. Whether you’re the agent of choice for first-time buyers or the top seller’s agent for empty nesters, your content and guest choices should be audience-informed.
For example, if an ultra-luxury 55+ community is breaking ground and your target audience consists of boomers and empty nesters, they may appreciate hearing from the developer. Similarly, if young families make up the core of your client base, episodes focused on school quality, community amenities and your market’s family-friendly lifestyle may lure in the most listeners.
Relevance is the heartbeat of retention. Simply put: Know your audience. Understand what motivates them. Laser in on providing relevant information, insights and value that your target market can’t easily find elsewhere.
Focus on the right format
Think about the commuters who take the train and then walk the rest of the way to work. The parents who may be tuning in from the car line. The folks who bring you along on their daily run. Most importantly, consider the people in your target audience. What attributes and lifestyle habits influence how and where they consume content?
Nearly 1 in 3 podcasts is between 20 and 40 minutes in length, while just 16 percent run over an hour, according to Buzzsprout. A growing number of listeners are showing a preference for watching podcasts, and many podcasters drop new episodes weekly. Yet, while data may encourage you to produce 30-minute episodes every week, the reality is that the length, format and distribution channels need to be the right fit for your specific audience.
It goes without saying that the format and frequency must be sustainable. It’s all too common for podcasts to launch with good intentions only to lose momentum after a few episodes. It’s far better to commit to a more modest frequency and publish high-quality content than to fall into an unpredictable pattern of episode drops with inconsistent quality.
Consistency builds trust, and trust in turn builds an audience.
Build your promotion plan first
Even the most brilliant content can go unnoticed without visibility. Have you heard the phrase “billboards in the desert”? It’s an age-old marketing adage reminding us that it doesn’t matter how beautiful, powerful, or strategic something is if it doesn’t reach the right audience. You need a marketing plan in place for your new podcast to make sure it doesn’t suffer the same fate.
Key elements to consider for your podcast marketing plan
- Compelling guests who can help amplify reach by sharing their episode within their own networks
- Existing marketing channels where you can promote the podcast (social media, email, website, etc.)
- Events you’re sponsoring or speaking at where plugging the podcast makes sense
- Maximizing episode value. What’s hot in Fall 2025 may still be strong in Spring 2026, and there’s nothing stopping you from resurfacing relevant content to reach new audiences
As you build your audience, consider:
- Re-engaging past clients
- Creating content that attracts and engages referral sources
- Incorporating client or partner feedback to inspire new episode ideas
- Collaborating with strategic partners who can promote the show to their own audiences
- Encouraging listeners to “share with a friend” to enjoy future episodes
Ask yourself the right questions
If you’re looking at your existing marketing program and wondering if you can really fit in one more thing, ask yourself this: Is podcasting an opportunity you can afford to miss out on? Further, is there an underperforming tactic in your marketing toolkit that a podcast could replace more effectively and impactfully?
Stats and facts to keep in mind
- YouTube is the most popular place to tune into a podcast, with a 33 percent share of podcast listeners (Edison Research)
- The audience is fairly evenly split, with 57 percent of men and 52 percent of women tuning in (Edison Research)
- People between the ages of 12 and 54 are a prime podcast audience — 66 percent of listeners are between 12 and 34, and 61 percent between 35 and 54 (Edison Research)
- 86.1 percent of podcast listeners prefer to tune in on a mobile device (Buzzsprout)
Remember, podcasts — like any other tool in your marketing mix require a clear focus, compelling content and a strong promotional machine behind them. Your voice is your brand; it’s time to let it be heard.
Will 2026 be the year you drop your own podcast?
Stacey Ross Cohen is CEO of Co-Communications, a branding expert and the author of Brand Up. Follow her on Instagram and LinkedIn.
