Podcast Marketing for Professional Services
Grow your network, humanize your brand, and create endless content.
A conversational approach to marketing
✓ Differentiate your content strategy
There’s already enough “how-to” information on the web. The conversational nature of a podcast makes it easy for buyers to listen.
✓ Humanize your company brand
Inject personality and charisma into your marketing. With a podcast, prospective clients build familiarity with the host(s) and guests.
✓ Create a library of content assets
Turn one podcast episode into dozens of audio, video, and text-based content. Build an archive to fuel promotion cycles.
Create a Podcast Flywheel
There is no better source of content for professional services firms than a business podcast.
Watch the video below to learn more ↓
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"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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"I've worked with John for months and can honestly say he's 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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"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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"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
Learn how to launch your own business podcast
Have questions about business podcasts?
We have answers for these frequently asked questions.
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Some businesses understand the benefits of podcasting. According to Exploding Topics, “Business” podcasts make up 8.9% of all podcast genres, which is the 4th most common after Society & Culture, Education, and Arts. More marketers are catching on, too. According to a 2022 survey by HubSpot, 82% of marketers plan to continue or increase their investment in podcasts or other audio content.
Podcasts aren’t just for consumer companies either, podcasts are prevalent among B2B SaaS companies, and would benefit expertise-based businesses like professional services firms. In fact, consulting firm giant Deloitte has over 50 different podcasts under their brand.
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Let’s break down the numbers. According to Listen Notes, there are 3.1 million podcasts available for consumption in 2023. 60% are English speaking (1.86 million). According to Exploding Topics, “Business” podcasts represent 8.9% of all podcast genres. That brings us down to 165,540.
Here’s where it gets interesting. According to Podcast Industry Insights in Q3, 2023 less than 18% of podcasts were active, having released a new episode within the most recent 90 days. Apply that number to Business podcasts, and you have 29,797 active, English-speaking business podcasts spread across thousands of different niches.
Request an audit to see how crowded podcasts are in your niche.
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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. According to The Infinite Dial 2021, the average length of a podcast episode is 43 minutes. However, Market.us Scoop found a slightly shorter episode between 20 and 40 minutes is the most common duration — 30% of published episodes are within that range.
See what makes sense for your business podcast. Request a consultation today.
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