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7 Powerful Reasons to Launch Your Podcast

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Why Your Organisation Should Start a Podcast (Or Level Up the One You Have)


1. Build Deeper Connections with Your Audience


Podcasts create an intimate space where listeners tune in regularly, often while doing everyday tasks. Listeners consume an average of 5 to 6 podcast episodes weekly, and over 70% of podcast listeners finish the majority or entirety of each episode. Your voice becomes familiar, trusted, and engaging, helping to build genuine loyalty over time. This isn't just background noise while people scroll their phones. This is sustained attention that builds real relationships.


For businesses: This means potential clients getting to know your expertise and approach before they ever book a meeting.


For cultural organisations: This means audiences feeling personally connected to your mission, artists, and programmes, building loyalty that translates to attendance, advocacy, and support.


For public sector: This means people engaging with your services and initiatives in a way that feels human, not bureaucratic, building trust in the communities you serve.



2. Position Your Organisation as a Thought Leader


Whether you're sharing expert insights, industry trends, behind-the-scenes stories, or community voices, a podcast is a powerful platform to showcase your knowledge and values.


For businesses: Demonstrate your expertise to potential clients and partners, positioning yourself as the go-to authority in your field.


For cultural organisations: Showcase your curatorial thinking, artistic processes, and cultural contribution, the kind of depth that builds respect within the sector and with funders like Arts Council England.


For public sector: Share policy insights, community impact stories, and service innovation, positioning your authority as a leader in community engagement and public service.



3. Reach New Audiences


Podcasts remove geographical barriers. With over 25 million monthly listeners in the UK, and that number projected to exceed 28 million by the end of2026, you can reach audiences far beyond your immediate region.


For businesses: Reach decision-makers at companies you haven't been able to connect with through traditional outreach.


For cultural organisations: Extend your reach far beyond your physical venue and geographical region, engaging audiences who could never attend in person due to distance, or other barriers.


For public sector: Communicate with residents who don't read council newsletters, attend meetings, or engage with traditional communications, reaching underserved communities in accessible ways.



4. Inform and Inspire Your Way


From tutorials and interviews to storytelling and case studies, podcasting gives you the freedom to communicate your mission, values, or services in creative, human ways. 74% listen for entertainment, 71% to learn, 61% for news, 51% to relax, and 47% to connect with others. Your audience is actively seeking content that teaches them something valuable.


For businesses: Educational content builds trust with potential clients who learn from you before they hire you.


For cultural organisations: Share the stories behind exhibitions, performances, and collections - educating audiences while building deeper appreciation for your cultural work.


For public sector: Make complex services and policies understandable, helping citizens navigate what you offer and understand why it matters.


5. Repurpose Content Across Channels


One podcast episode can be repurposed into blog posts, social media snippets, video reels, newsletters, and more, making it a super efficient content engine.


This works whether you're creating thought leadership content for business development, amplifying artist voices for cultural engagement, or communicating service updates for community reach. Maximum impact from a single investment of time.


6. Spark Conversations and Community Engagement


Podcasts are a great way to invite collaboration with team members, clients, experts, artists, community voices, or stakeholders. They also give your audience a reason to interact and respond. What gets us really excited is watching listeners become active participants in the conversation, not just passive consumers.


For businesses: Strategic conversations with potential clients, partners, and industry leaders that open doors and build relationships.


For cultural organisations: Platforms for artist voices, community stories, and cultural dialogue that amplify underrepresented perspectives and build inclusive engagement.


For public sector: Two-way dialogue with local people, community groups, and local organisations, genuine engagement rather than one-way communication.



7. Build Trust That Leads to Action


Unlike traditional marketing or formal communications, podcasting feels personal, not pushy. 77% of listeners are more likely to trust a brand they hear about on a podcast, and around 60% of podcast listeners report making a purchase influenced by a podcast ad. By consistently delivering value, you build awareness and trust, which leads to action over time.


For businesses: Trust that converts prospects into clients and clients into advocates.


For cultural organisations: Trust that builds loyal audiences, attracts new participants, and demonstrates cultural value to funders and stakeholders.


For public sector: Trust that encourages local engagement, service uptake, and community participation in local initiatives.


The reality? About 64% of podcast listeners report paying full attention to content while listening. Compare that to any other digital channel where people are scrolling, skipping, and multitasking. Podcasts earn genuine attention.


Ready to Launch (or Level Up) Your Podcast?


Creating a podcast is powerful, but creating one that truly connects and grows your audience, whether that's clients, cultural communities, or citizens, requires strategy, skill, and sector understanding.


That's where we come in. We don't just hit record. We help you shape your show based on what matters in your world:


For businesses: Strategic guest selection, business development focus, ROI tracking


For cultural organisations: Audience development, Arts Council alignment, cultural impact measurement


For public sector: Community engagement, accessibility, demonstrable social impact


We work with organisations across sectors who understand that podcasting, done strategically, creates conversations that matter.


Whether you're looking to build client relationships, engage cultural audiences, or connect with your community, we're here to make it sound brilliant and work hard for your mission.


We've been there before with organisations who thought podcasting was just about good audio quality. It's not. It's about strategic thinking, knowing your audience, and building content that actually delivers results.


Book a Strategy Call HERE


Marc Mason and Susanna Hornby, Founders

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