With more than 750,000 active podcasts to choose from, you would be forgiven for thinking there might be enough to go around already.

But if you’re looking to connect with clients, candidates or new starters for your own team then Podcasts have an immediacy and flexibility that other mediums cannot match.

You can talk about what you want, when you want and listeners will feel that you’re speaking directly to them.

Podcasts are ideal for busy people on the move

Unlike other mediums, you can listen to a podcast at any time.

After a hectic day at the office, your client may have a moment to sit down and stare at their phone, but you’re already competing with the Love Island final on catch up, the start of the new football season or a YouTube link of a cat playing the piano.

So many choices, so little time.

Meanwhile, on their commute they could easily have already listened to two episodes of a rival’s podcast.

Podcasts can build relationships with existing and potential clients

Podcasts give an opportunity to connect with clients by offering them exposure and asking them to share their knowledge. This will also help to expand your network and build your authority.

They also give you the opportunity to communicate your expertise in a medium that is becoming increasingly popular and your podcast can help position you as somebody other media can turn to when they need a view on a story too.

Podcasts on social media

Social media strategies can be built around podcasts, so as well as distributing the whole episode, you could release quotes, images or some “behind the scenes” pictures and you can also turn each podcast into a blog post for your own website or even create some video content from it.

Podcasts can be made anywhere

If you get the opportunity to present at a conference or event, podcasts can be recorded on site and released before the event is even over.

Podcasts can also feature content from contributors across the globe, all captured in high quality audio.

What a podcast can be used for?

Podcasts are great at reaching small targeted audiences and here’s a few more ideas to get you started:

Internal use

  • For new joiners to listen to before coming in for interview
  • An induction tool for new starters to give them the lowdown on life at your company
  • Another way of getting key information to the team, particularly if you have remote salespeople or regional and overseas offices
  • Bitesize training modules or a recap of the course material as an alternative to more traditional hand out notes

External use

  • High quality thought leadership content to increases brand awareness or boost your own personal brand
  • If you’re running a managed service programme or have a client with multiple roles you could have the hiring manager(s) give some insights to help paint a picture for the candidates
  • Investor updates from the board to support the publication of annual reports or the launch of a new product, service or business division
  • Motivational content – stuff for candidates to listen to on their way to interviews
  • “How to…” content including CV guidance, interview tips, dressing for success and so on…the sky’s the limit here!

They’re also great for showing other media (e.g. radio, TV) that you have spokespeople comfortable in front of a microphone which might lead to other opportunities.

If you go into podcasting expecting every episode to get thousands of downloads then you will probably end up disappointed. Obviously, that might happen, but it’s unlikely.

Ultimately though, if you aim to make any podcast you create informative, entertaining and of a high quality you’ll always have something you can be proud to share.

As you may expect if you’ve read this far, if you have a story to tell, the team at 438 would love to help you bring it to life.

Contact andy.brennan@438marketing.com or call 0203 9059 438.