The podcasting truth nobody tells you (and why it changes everything!)
- Podtalk Team
- 8 hours ago
- 5 min read
We have produced podcasts for many years, working with cultural organisations, educational institutes, and a range of commercial enterprises. At first, we thought podcasting was good audio, clear strategy and professional production. But the more we worked across sectors, the more we realised: podcasting serves fundamentally different purposes depending on what you're trying to achieve.
This matters because the tactics that work brilliantly for business development might completely miss the mark for cultural engagement. And the approach that builds community trust looks nothing like the one that generates B2B leads. Here's what we've learnt about how podcasting works and why it changes everything!
For Business: Podcasting as a Relationship Engine
When we work with businesses, the brief is usually some version of: "We need to reach decision-makers at companies we want to work with. "Fair enough. But here's what we've learned works: Consider a hypothetical podcast with approximately 100 listeners per episode. On the surface, these numbers appear modest. But imagine if those 100 listeners included CFOs at 12 target accounts that a company had been trying to reach for 18 months through traditional channels. If three of those decision-makers became clients within six months, that wouldn't simply be a content marketing success, it would represent a genuine business development breakthrough.
This illustrates why podcasting isn't about download volumes; it's about reaching the right ears. Quality of audience trumps quantity every time.
Guest selection is everything. Your podcast guest list should look like your business development target list. We help clients identify decision-makers at ideal client companies, craft outreach that offers genuine value, and turn 60-minute conversations into long-term relationships. The conversation doesn't end when recording stops. The real value comes from what happens after the episode: promotion collaboration, referrals, ongoing dialogue. We've seen podcast guests refer £50k+ worth of business without ever becoming clients themselves. Strategic podcasting for business isn't "content marketing with audio." It's relationship building at scale, with full attribution tracking and measurable pipeline impact.
For Cultural Organisations: Podcasting as Mission Delivery
Consider a theatre company where a show runs for six weeks and attracts an audience of 2500 people before closing. Traditionally, that would be the end of the story. But imagine if they created a podcast about the production, featuring artist conversations, exploring the creative process, and capturing community response. If that podcast reached 200 people per month and continued attracting new audiences a year or more after the show closed, the production's impact would extend far beyond those six weeks.
The value multiplies in unexpected ways. The podcast becomes an indirect promotion for future shows, keeping the theatre front-of-mind for listeners who become familiar with their artistic vision and values. It demonstrates a genuine investment in the creative work itself, not just the ticket sales, which builds deeper audience loyalty.
It's inherently accessible, reaching people who might never be able to attend in person due to geography, mobility, or financial constraints. It acts as ongoing advocacy for the kind of work they create, articulating why theatre matters and what goes into making it. Most importantly, it converts casual listeners into committed audience members who feel connected to the organisation's mission and are more likely to book tickets, donate, or spread the word when the next production launches.
Here's what matters for cultural podcasting: It's about amplifying voices that deserve platforms. Not just promotional content. Real artistic insight. Curator thinking. Community stories. The conversations that reveal the depth of cultural work. Accessibility isn't an afterthought, it's fundamental. Audio removes barriers that physical venues can't: geography, mobility, timing, cost. We've worked with organisations reaching audiences who could never visit. Theatres connecting with communities across the country. Cultural value and commercial value aren't the same thing. Arts Council England wants to see audience development, diversity, community engagement, cultural impact. We help cultural organisations demonstrate all of that, not just download numbers, but who you're reaching, how you're serving underrepresented communities, what cultural conversations you're contributing to.
Cultural podcasting isn't marketing. It's an extension of your mission. It's demonstrable cultural work that reaches beyond your building and your run dates.
For Public Sector: Podcasting as Community Connection
Let’s say a council communications team published a 45-page community engagement report. If only 17 people downloaded it, all those hours of research, consultation, and careful documentation would essentially disappear into the digital void - despite containing valuable insights about what the community actually wants and needs.
Here's why audio works for public sector: It removes so many barriers to participate. Traditional council communications require people to show up at 7pm on a Tuesday, navigate complex websites, or read lengthy documents. Audio meets people where they already are: walking the dog, commuting, doing household chores, caring for children. 59% of UK podcast listeners tune in at home. 13% while walking. You're not asking people to rearrange their lives, you're fitting into lives as they're already lived.
Trust is built through authentic dialogue. Local residents can get tired of bureaucratic language and one-way communication. Podcasting creates space for real conversation - with council staff, community members and local organisations. Human voices. Honest dialogue. Transparency through authentic connection.
Public sector podcasting isn't just more efficient communication (though it is cost-effective). It's fundamentally more equitable, more accessible, and more likely to reach the communities who are typically underserved by traditional engagement methods.
What This Means for How We Work
We've learnt that podcasting isn't one thing, it's a medium that serves different purposes brilliantly when applied with sector understanding. That's why we work differently depending on what you're trying to achieve:
For businesses, we focus on strategic guest identification, relationship nurture systems, and tracking business outcomes. We help you turn conversations into client relationships and measure actual pipeline impact.
For cultural organisations, we focus on amplifying diverse voices, demonstrating cultural value, supporting Arts Council priorities, and reaching audiences beyond physical barriers. We help you extend your cultural impact to gather evidence that matters to funders.
For public sector, we focus on accessibility, community reach, citizen engagement, and demonstrable social impact. We help you communicate effectively with diverse communities and build genuine trust.
Same technical excellence. Same professional production. Completely different strategic approach.
If you're considering a podcast for your organisation, the first question isn't "Should we do a podcast? ", it's "What are we actually trying to achieve?"
We've spent years figuring out what works in different contexts. We've seen what succeeds and what fails across sectors. We know the different questions each sector needs to answer, the different evidence each sector needs to gather, the different ways success gets measured.
We'd love to explore whether strategic podcasting could serve your goals.
Book a chat with us here
About Podtalk
We create strategic podcasts for organisations across sectors: from professional services firms building client relationships, to cultural organisations engaging audiences and demonstrating impact, to councils and public bodies connecting with their communities. We bring over 35 years of combined experience in digital media, strategic marketing, and sound production.
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