Why It's Almost Too Late For Businesses to Start a Branded Podcast

If the UK and US podcast industry was a nuclear arms race, we'd be at Defcon 3 now. The space isn't just expanding, it’s literally flopping out over the seams. It's full-on exploding.

Recent data from the organisers at the Independent Podcast Awards ( Independent Podcast Awards ) (of which I'm a judge and Podknows Podcasting is a category sponsor) indicates a significant increase in podcast submissions, with entries growing by over 20%.

Let's be clear, in real numbers, this is nearly 500 creators from across the UK who are actively making shows that the producers feel are strong enough to be award recognised, and some of those are business branded ones.

This surge reflects the ever-growing interest in podcasting and underscores a crucial point for businesses and corporations: if you’re not yet leveraging podcasts as part of your content strategy, you’re already behind.

Podcasts have evolved from a niche hobby of the mid-2000s (I remember the era well - I was one of the nerds creating back then!) into a mainstream medium with massive potential for brand growth, audience engagement, and brand credibility.

The rise in independent podcast entries in the business category signifies not just increased interest in producing the content, but also a sign that businesses recognise they can differentiate themselves in a way that's less crowded than YouTube, Google and even mainstream media.

Here's why now is the time for your company to dive into branded podcasting.

The Sheer Bloody Joy of Knowing You're Where Your Ideal Client Is

The digital age has drastically changed how consumers engage with content.

They don't have to wait anymore, and they absolutely won't.

If you're an author of books, a journalist publishing occasional articles, or even a YouTuber who has to spend several weeks at a time working on one short video every now and then, you're probably going to have to give some thought to adjusting your strategy.

Your audience wants what they want, on demand, and they want it in formats that fit into their busy lives.

This is where podcasts shine.

Unlike blog posts or videos, podcasts offer a hands-free, eyes-free way to consume content, making them perfect for multitaskers who want to learn or be entertained while driving, exercising, or doing household tasks.

Trust me, there's a world in which some men actually look forward to putting the bins out and doing their weekly chores, because it gives them an opportunity to catch up with their favourite podcasts.

So how does this help you and your business?

Well for one, it means meeting your audience where they already are - in their ears.

With millions of people regularly tuning into podcasts, it’s a platform that no forward-thinking business can afford to ignore.

When your ideal customers are already listening to podcasts, your brand needs to be part of that space. It’s not just about pushing your products or services but about providing valuable insights, stories, and information that resonate with your audience’s interests and needs.

The Urgency of Starting Now

The increase in independent podcast submissions this year is a clear indicator that more and more individuals and brands recognise the potential of this still relatively infant and unexplored medium.

As more voices enter the podcasting arena, the challenge for businesses is to establish a presence before the market becomes even more saturated by people who are willing to share their knowledge for free!

What I mean by that is the established norms of branded podcasting are as follows:

Brand launches podcast ⤵

Podcast acts as thought leadership and expertise platform ⤵

Brand sells services off the back of that ⤵

Rinse and repeat

And this process is largely accepted as a cost to the business, under the marketing umbrella.

But with more indies getting in the mix, and applying their sole trader vibes in a more intimate and relatable way, that model is eventually going to become more challenging.

Starting a branded podcast right now gives you a competitive edge.

There are fewer than 50,000 branded podcasts regularly releasing new episodes.

How long that continues to be the case has yet to be seen.

Early movers in the podcasting space have the advantage of setting the tone, establishing authority, and building a loyal listener base before the market gets even more crowded.

The longer you wait, the more difficult it will be to carve out a niche and stand out from the noise.

Moreover, podcasting offers long-term benefits that compound over time.

Episodes can continue to attract listeners long after they are published, and a consistent podcasting schedule helps build a relationship with your audience.

By starting now, you ensure that your business is not just part of the current conversation but is also positioned to lead it in the future.

And if you want some professional help getting started, you know what to do...