Frequently Asked Questions About Podcasting

A podcast is one of the most effective ways to connect with your audience, build brand authority, and drive long-term business growth. Unlike short-form content that gets lost in the noise, podcasts provide deep, meaningful engagement that keeps your brand top-of-mind.

Podcasts also offer a strong potential return on investment. When done strategically, a podcast can generate 150%–2,000% ROI on a single new customer within the first year, with even higher returns over time as your influence grows.

Whether you’re looking to establish thought leadership, nurture leads, or create a content engine that fuels multiple marketing channels, a podcast is a long-term asset that keeps working for your business—long after each episode airs.

Absolutely! Research shows that about 44% of C-suite executives listen to podcasts. (And this number is growing.) These leaders view podcasts as an important channel for B2B marketing and information-gathering. C-suite executives prefer to listen to podcasts about business, education, news, and technology. And they listen regularly, often daily.

B2B podcasts help your company:

• Increase brand awareness

• Develop thought leadership

• Strengthen relationships 

• Support lead generation and sales

More and more, people are choosing listening to a podcast over reading articles or watching videos. Consider these statistics:

• The average time spent on a single webpage is 53 seconds.

• The average time spent on a blog post is 96 seconds.

• The average time users spend on YouTube is 19 minutes — the whole day, not on a single video.

In contrast to these dismal statistics, 80% of podcast listeners listen to an entire podcast episode — no matter the length of an episode.

How much would you have to pay to get visitors to spend 20 - 40 minutes on your website? That’s how long they’re listening to your podcast episodes!

Imagine a potential client whose company needs what you’re selling (maybe transportation software, oil and gas refining equipment, or unique building supplies). They listen to your podcast and get valuable information on their own industry. They hear interviews you do with happy customers. They get to know, like, and trust you and decide to reach out when they’re ready to buy. That’s the power of a B2B podcast.

A podcast is more than just content—it’s a business growth tool. Here’s how:

Build trust & credibility – Regular episodes position your company as an industry leader.

Expand brand awareness – Podcasts reach new audiences on platforms like Apple Podcasts, Spotify, and YouTube.

Attract high-quality leads – Valuable content naturally nurtures prospects through the buyer’s journey.

Strengthen client relationships – Gives current clients insights into your expertise and company culture.

Support sales & marketing efforts – Repurpose episodes into blog posts, social media content, and email marketing.

A B2B podcast creates brand affinity, nurtures leads, and supports long-term business growth—all while reinforcing your company’s authority.

Launching a successful podcast starts with strategy—not just recording. At Podcat Creative Consulting, we help businesses:

• Develop a podcast concept that aligns with business goals

• Create a content roadmap & launch plan

• Define target audience & positioning

• Ensure seamless integration into existing marketing efforts

Business podcasts are built to support brand authority, audience engagement, and strategic growth—not just storytelling or entertainment. A successful branded podcast:

Serves a business purpose – Thought leadership, lead generation, or brand loyalty.

Aligns with marketing strategy – Integrates with content marketing, PR, and social media.

Has a long-term vision – Designed to be sustainable and provide ROI.

A business podcast isn’t just a show—it’s a strategic asset that drives measurable impact.

Thought leadership isn’t just about what you say—it’s about how consistently you contribute to industry conversations and how your conversations resonate with your audience. A podcast gives you a platform to:

Share insights & expertise – Position your company as an innovator in your field.

Engage in industry trends – Lead discussions on the topics that matter most to your audience.

Reach the audience that matters – Provide insights to other people in your field and to your potential clients.

A well-planned podcast turns your brand into a go-to resource for valuable insights, helping you stay ahead of the competition.

Being a guest on other podcasts is a powerful way to expand your reach, increase credibility, and attract new business opportunities. When you appear on a podcast:

You gain instant credibility by being positioned as an expert in your field.

You reach a highly engaged, targeted audience aligned with your industry.

Your insights get heard by decision-makers who are already interested in your expertise.

You build relationships with podcast hosts, opening doors to partnerships and future collaborations.

By guesting on strategic, high-quality podcasts, business leaders can increase brand exposure, generate leads, and establish themselves as industry authorities.

When you consistently appear on industry-relevant podcasts, you:

Expand your influence – Your voice reaches new audiences who value expert insights.

Gain credibility through association – Being featured on established shows boosts your authority.

Position yourself as a leader – Listeners see you as a go-to expert in your field.

Leverage evergreen content – Podcast interviews live on forever, continuously reinforcing your brand.

Appearing as a guest isn’t just about visibility—it’s about positioning yourself as the expert that people trust, follow, and want to work with.

Both strategies help grow your brand, but they serve different purposes:

Launching a Podcast → Builds long-term brand authority, strengthens relationships with your audience, and creates an owned content channel for marketing and sales.

Being a Guest on Podcasts → Gets you in front of new, highly engaged audiences without the ongoing commitment of running your own podcast.

The best strategy? Doing both. Your podcast gives you a home base for brand storytelling, while guesting expands your reach to new audiences and industry influencers.

To get featured on top industry podcasts, you need:

A clear guest positioning strategy – Define what makes you a valuable guest.

A curated list of target podcasts – Research shows that align with your expertise.

Compelling outreach messages – Professionally written pitches that increase booking success.

A follow-up system – To maximize placements and maintain relationships with hosts.

We help business leaders secure guest opportunities on the right shows with a strategic, targeted approach.

Success depends on your business goals, but common metrics include:

Audience Growth – Number of listeners, downloads, and subscribers.

Engagement Rates – Listener retention, episode completion rates, and social shares.

Lead Generation – Website traffic, inquiries, and conversions from podcast listeners.

Brand Awareness – Increased media mentions, speaking invitations, and social engagement.

We can provide quarterly analytics reports to help your business optimize your podcast strategy for ongoing growth.

We’d all love to have tens of thousands of listeners and downloads for every episode. But will more listeners get you more business?

Not if your listeners aren’t your a clients.

In other words, if just anyone is listening to your podcast, that’s not helpful. But when actual potential clients/customers listen, that drives business growth.

With more listeners who aren’t your potential clients, your conversion rate will be very low. With fewer listeners who are your potential clients, your conversion rate will be high.

Would you rather have more listeners or more customers/clients?

Don’t worry about the number of listeners and downloads. Instead focus on understand who your listeners are and what they want to hear.

We know you want a specific number—and we wish we could give you one right here on the website. The reality is that you shouldn’t decide to work with us based on what we charge. You should decide to work with us based on what we can do for you and how we can get you results.

At Podcat Creative, we don’t charge by the hour. We charge for the project. This ensures transparency and aligns with your business goals.

What’s the potential ROI?

Depending on your business size, pricing model, and podcast investment, the ROI on a single new customer acquired through the podcast in the first year could range from 150% (if your products or services or lower-priced) to 2,000% (if your products or services are higher-priced).

And that’s just the first year. Over time, your podcast becomes a long-term asset—unlike paid ads, which stop delivering the moment you stop paying. You won’t need a new podcast strategy or new equipment each year, meaning your ROI should improve as your audience grows.

If these kinds of returns make sense for your business, let’s talk!