Marketing has a TRUST problem
…and AI is making it worse
Connect with ideal buyers, create endless content, and humanize your brand
Build a media brand powered by personality
✓ Differentiate your expertise
Bring your authentic voice directly to your ideal buyers where they hang out: LinkedIn, YouTube, conferences, and other live events.
✓ Humanize your brand
No one can replicate your stories and lived experiences. Share your personality to build familiarity and trust with your buyers at scale.
✓ Create a content flywheel
Fuel multiple marketing channels with efficient workflows. Turn episodes into articles, white papers, newsletters, video clips and more.
Business Podcasting Today
Our research on 147 hosts and listeners of business podcasts shines a light on the benefits, challenges, and opportunities for business podcasters today and how you can attract and retain quality listeners.
Watch the video to learn more
Podcasts By Red Cedar
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![Cover art for Ground Transportation Podcast featuring illustrations of a bus, SUV, and van in black with gold accents, with logos for Driving Transactions and Professional Training.]()
Ground Transportation Podcast
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![Digital graphic advertising a professional services marketing event called 'Spiraling Up,' featuring three diverse professionals with highlighted borders, the event is presented by Hinge, and has a dark blue background with yellow and white elements.]()
Spiraling Up
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![Podcast artwork for 'Breaking BizDev' which beats up, breaks down, and redefines business development for the professional services firms of tomorrow.]()
Breaking BizDev
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![Cover image for a podcast titled 'The Scalability Code' with a headshot of Matt Haney, featuring a dark background, torn paper design, and text in bold white and orange fonts.]()
The Scalability Code
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On The Lake with James Pitropov
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School District Superheroes
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![Headshot of a smiling middle-aged man with dark hair, a beard, wearing a blue suit jacket and a checkered dress shirt, against a plain white background.]()
“[Red Cedar] did an incredible job of giving direction on topics we should be covering. They did research on what would be most specific and relevant. Highly recommend if you're ready to start creating content.
Matt Haney, Founder, Sinclair Ventures
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![A young man with blond hair and a beard standing outdoors near water, wearing a white shirt.]()
"[Red Cedar] was really helpful in getting us to shift into gear and get our podcast initiative started."
Austin McNair, Senior Marketing Manager, Hinge
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![A young woman with blonde hair smiling, standing in front of a colorful wall background.]()
"I can honestly say John is one of the best marketers I've worked with. He has a rare balance of strategy and in-the-weeds implementation and follow-through. 5 stars.”
Callie Murray, Co-Founder, Same Page HR
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![A smiling man with short red hair, blue eyes, and light skin, wearing a gray sweater, standing against a plain white background.]()
"It's not often that you find someone who provides deep insights into your field AND understands how to improve workflows. John delivered for us on both levels. I can't recommend him enough."
Greg Mischio, Founder, Winbound
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![A man with dark brown hair and a beard, smiling and wearing a green shirt, indoors in front of white doors and patterned wall panels.]()
"John is great at making the complex simple. With a unique background in research and B2B marketing, John is built to help marketing leaders stand out in complex sales cycles."
Neil Welsh, CEO, Silverback Strategies
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![Portrait of a man with dark hair and a beard, wearing a blue blazer and white shirt, smiling against a plain background.]()
"John has one of the most creative marketing minds I've had the pleasure to work with. He is great at coming up with the 'big idea' then boiling it down to a clear gameplan."
Kurt Lambert, VP of SEO & Content, Silverback Strategies
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![A woman with long dark hair smiling, wearing a light gray sweater, sitting indoors with green plants in the background.]()
"Quality work, great communication & excellent professionalism! "
Amanda Ziadeh, Director of Content, WashingtonExec
Weekly insights for business podcasters & professional services marketers
Frequently Asked Questions
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Even if you have 0 followers, a podcast can accelerate your network growth and flip the power dynamic, unlocking strategic conversations you normally wouldn’t be able to have. Here’s how:
Nail Your Niche Point of View
Use the Podcast to Accelerate Your Networking
Publish 2-3 Episodes at Launch
Distribute Through Platforms You Already Use
Read more in this article, How to Start a Podcast With No Audience.
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Let’s break down the numbers. According to Listen Notes, there are 3.6 million podcasts available for consumption. According to Exploding Topics, “Business” podcasts represent 8.9% of all podcast genres.
Here’s where it gets interesting. According to Podcast Industry Insights, less than 25% of podcasts in the ‘business’ genre were active, having released a new episode within the most recent 90 days.
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People listen to podcasts for a variety of different reasons. According to a December 2022 survey of 5,132 U.S. adults (18+) by Pew Research, 60% cited “entertainment” as the most common “major reason” for listening to podcasts. Some 55% say that learning is a major reason for listening, and 52% say a primary reason is to have something to listen to while they do something else.
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Professionals are people, too. According to a survey of over 2,700 users by LinkedIn, 44% of department heads, VPs, owners, and C-suites listen to podcasts. The same study showed 39% of LinkedIn users in the U.S. listen to podcasts.
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According to Podcast Insights, 49% of podcast listeners tune in from home, while 22% listen in the car. Research from Demand Sage shows that 79% of podcast listeners in the U.S. tune in from their smartphone. More than 60% of all podcast media consumption happens on Spotify or Apple Podcasts.
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Your ideal podcast length may vary based on a number of different factors. However, take into consideration that the average commute is 25 minutes, the average time to mow a lawn is 45 minutes, and the average workout duration is 20 minutes. These are all activities frequently associated with podcast consumption.
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Many podcast listeners discover new shows on YouTube, and subscribe on Apple/Spotify. Incorporating video into your production process (without degrading the audio experience) enables new ways to promote your show.
Business Podcast Examples and Insights
