Brand Building in the Digital Age: How Startups Can Leverage Podcasts to Grow 

Today’s world doesn’t wait for anyone, making it essential not to fall behind. Unfortunately, the constant hustle and bustle of daily life can make it hard to read the news, watch lengthy videos, or access other types of content. As such, it is not surprising that podcasts have become increasingly popular around the world, offering people an easy way to access information on the go and for brands to reach a new audience.

With over 100 million active users in the US alone in 2022, the podcast ecosystem grew by over 18 million when compared to last year. With such an audience, an increasing number of content creators and brands have started launching their own podcasts, hoping to capitalize on the trend. This has resulted in a feedback loop between supply and demand that has kept the ecosystem growing. 

When it comes to entrepreneurship, podcasts have become a major source of information for those looking to get their businesses off the ground and to better connect with their customer base. Entrepreneurial podcasts are a valuable tool for both novice and experienced business owners as a means to build their personal and business brands, all while offering value to their listeners by facilitating the explanation of complex topics.

As podcasts are an intimate medium, brands can also develop more personal connections with their listeners, fostering brand loyalty and increasing engagement in the long term. Many brands have launched their own podcasts to capitalize on the opportunity, with some even partnering with established podcasters to reach new audiences. 

“Podcasts provide an opportunity to engage with your audience and create a sense of community around your brand,” says  Sebastian Rusk, founder of Podcast Launch Lab and Host of Grit Daily’s podcast. “Business owners who are not already taking advantage of this powerful marketing tool should start a podcast today and see the benefits it can bring to their business.”

Ever Gonzalez, Founder of Outlier magazine, sat with Claire O’Neal, Texas House of Representative Primary Candidate; Drew Ryn, Founder & CEO of Newchip Accelerator; Eric Mitchell, President of LifeFlip Media; and Jaclyn Schiff, CEO of PodReacher to talk about how brands can better use podcasts. Titled “Podcasting as Brandbuilding”, the panel took place as part of this year’s edition of Grit Daily House at SXSW.

If you want to learn more about how successful entrepreneurs and startups are using podcasts to better build their brands, best practices to follow, and even when not to launch a podcast, this is a panel you won’t want to miss.