Why I Love Podcasts for Marketing (And Why Most Businesses Give Up Too Soon)

In a world saturated with quick-hit content and social media noise, podcasts offer something different — space. Space for deeper conversation, space to build trust, and space to connect with an audience in a meaningful way.

As someone who works across podcast production and marketing, I’ve come to really believe in the value of podcasts — especially when they’re used strategically. But I’ve also seen how often they get abandoned before they ever have a chance to deliver results.

So here’s a breakdown of what makes podcasts work — and what usually leads them to fail.

What Makes Podcasts Work

1. Consistency is everything
The most successful podcasts are those that show up regularly. Weekly, fortnightly, even monthly — it doesn’t matter as long as there’s a rhythm. Your audience builds trust through consistency, and so do your guests and collaborators. An erratic publishing schedule does the opposite.

2. They’re interesting to listen to
This might seem obvious, but you’d be surprised how many business podcasts lack a hook. A podcast needs to either inform, entertain, inspire, or challenge the listener — ideally more than one of those. If the content isn’t genuinely useful or enjoyable, it won’t cut through.

3. They feature more than one voice
Solo podcasts can work, but they’re the exception, not the rule. Having guests or a co-host brings variety, energy, and different perspectives. It also gives the host someone to bounce off, which almost always makes for better conversation.

4. They’re recorded on video
Recording podcasts on video opens the door to so much more. You can pull short clips for social media, create YouTube content, and build a visual brand presence. People also trust you faster when they can see your face and body language — it makes a difference.

What Doesn’t Work (And Why Most Podcasts Fail)

1. People give up too soon
It’s the most common story: a podcast launches, gets a few episodes in, doesn’t go viral, and quietly disappears. The truth is that podcasting is a long-term strategy. Growth is often slow and steady — but the results are real if you stick with it.

2. It becomes a solo slog
Without guests or another presenter, the host can burn out quickly. There’s also less accountability to keep it going. Having someone else involved creates momentum and makes the process more enjoyable.

3. Every episode feels the same
If each episode covers similar ground in a similar format with the same type of guest, listeners will tune out. A good podcast evolves over time. It stays fresh by taking on different angles and being responsive to what the audience enjoys.

4. There’s no clear purpose
Sometimes podcasts are created because someone said “we should have one.” But without a clear reason for it to exist — whether that’s showcasing franchisee success, building trust with customers, or educating a niche audience — it ends up floating with no direction.

Podcasts Build Trust — But Only If You Let Them

The real power of podcasting lies in what it builds over time: a connection between your brand and your audience that’s built on familiarity, insight, and value.

When done properly, podcasts give you content that can fuel every part of your marketing — long-form video, short clips, audio content, blog material, social posts, even email series.

But it starts with a mindset shift: stop thinking of podcasts as short-term campaigns, and start treating them like ongoing conversations.

Need help getting a podcast off the ground — or turning an existing one into something more strategic?
I work with brands and franchises to plan, produce, and promote video podcasts that actually support business goals.