Podcasts have exploded in recent years, not just as a hobby, but as a mainstream channel for education, entertainment, and connection. For service-based businesses (coaching, finance, education), they’re a goldmine for establishing authority, building trust, and attracting clients.

The stats speak for themselves, and it’s no wonder more businesses are leveraging them in their marketing.

Podcast Growth & Popularity

• Globally, there are over 584 million podcast listeners as of 2025. Podcast Statistics
• There are about 4.5 million podcasts registered around the world. The Podcast Host
• In 2024 and into 2025, the podcasting market is forecast to grow significantly, with ad spending, listenership and creator numbers all increasing. Whop
• Many listeners tune in monthly. In some countries, nearly half of the population listens to podcasts in a given month. WPBeginner

These numbers tell us that podcasts aren’t a fad. They’re becoming a staple of how people consume content, especially “on-the-go” content, such as during commutes, chores, or exercise. For businesses, that means there is a large and growing audience listening, looking for valuable content, and most importantly, trusting what they hear.

How Podcasts Play a Role in Content Creation & Marketing

Podcasts are more than audio episodes. They’re versatile content engines. Here are some ways innovative businesses are using podcast content to fuel their marketing:

1. Long-form relationship building
   Podcasts let you dive deeper than social media or blog posts. You can tell stories, interview experts, and discuss case studies, all of which help build trust and show your expertise.
2. Repurposing & content multiplication
   Every episode can be turned into multiple marketing assets:
   • Transcripts → blog posts or articlesKey quotes → social media postsClips or audiograms → videos/Reels/TikToksShow notes with resources → email content
   This means your investment in each podcast episode can generate a lot more content for your website, social media, or newsletters.
3. Improved SEO and discoverability
   Publishing transcripts and show notes helps with search engine optimisation. When people search for topics you cover, a well-optimised podcast episode can help your site show up. Listings in podcast directories (Apple Podcasts, Spotify, etc.) also expose you to a larger audience.
4. Audience loyalty and community building
   Listeners often feel a personal connection to podcast hosts (because of the voice, tone, and regular rhythm). That connection builds loyalty. Over time, loyal listeners can become subscribers, clients, and advocates who share your content or refer you.
5. Credibility & thought leadership
   By becoming consistent with podcasting, you show you know your stuff. You’re not just saying you’re an expert—you’re creating content that demonstrates it. Guest interviews or bringing on experts in your field also add credibility.

Podcasts as Tools for Getting More Customers

If you’re running a service-based business (coaching, education, finance, etc.), here are ways a podcast can directly help you attract clients:

• Lead generation: Offer freebies / resources in show notes or in the episode itself (e.g. “download your guide”, “book a free consult”) to capture emails from listeners. Don’t forget to tell people how they can work with you both within the episode and in the show notes.
• Niche segmentation: You can target very specific topics or audiences, meaning you’ll attract people who are already interested in what you do.
• Interviews & collaborations: Inviting guests with their own following exposes your show and business to new listeners.
• Trust building: Hearing your voice, tone, and personality builds trust more deeply than text alone. When people feel they know and like you, they are more likely to reach out or buy from you.
• Social proof & visibility: Featuring guests, showing your work, and discussing case studies all show your experience. Also, being found in podcast searches helps widen your visibility.

Things to Consider & Best Practices

To make sure your podcast actually helps you attract clients, not just create content, here are some tips:

• Be consistent: Regular episode releases keep listeners engaged
• Choose Topics Carefully: Align your topics to your product or service offering, make working with you an easy next step
• Know your audience: Pick topics they care about; use language they use
• Promote well: Share each episode on social, in your email list, and on your website
• Use good audio quality: Clear sound makes a difference
• Measure success: Look at downloads, listener retention, clicks to your offers, and how many leads you get

Need help making a podcast a reality? At Creative Desk, we help clients edit and publish their podcasts with our podcast management services. We can also help you promote an existing podcast to grow your audience. Get in touch with us today.