Podcast: The New Hand of the King

If you are reading this blog, you have more than likely heard the quote from Bill Gates – “Content is King”. If this is true then the new Hand of the King is Podcast. Adam Curry broadcasted the first podcast back in 2004 and in 2020 you can find podcasts for pretty much any thematic you could think of.

If content is king, content is the new hand of the king

Podcasts are easy to consume, with no format restrictions like radio programs have and you can listen to your podcast at your convenience. Back in the ‘80s, The Buggles released the hit song “Video Killed the Radio Star”. This song today would have been called “Podcast Killed the Radio Star”.

This type of content is getting more and more popularity with numbers growing continuously. Stats by Oberlo are showing that “There are currently 850,000 active podcasts and over 30 million podcast episodes.” Even streaming platforms are starting to make moves to secure popular podcasters for exclusivity like Spotify reportedly paying $100 million to lock one of the most popular podcasts – The Joe Rogan Experience.

There are currently 850,000 active podcasts

Being such a popular media format podcast naturally turns to a great platform for marketers to promote products and services. Here are some reasons why I believe podcasts are a great way to promote a product or service.

It’s easy

The tech part is fairly easy to operate and there are plenty of apps to make the process even easier. Creating content is also easier than writing. No video will also mean no make-up, lightning, and camera need.


A lot of the software and apps are often free, and equipment can be cheap


With having a podcast, you can always invite leaders and influencers in the industry as guests. Everyone loves attention.

Retaining your audience

Reading blogs and email marketing newsletters is time-consuming and requires more attention from the audience which we know is a hard thing to obtain. Podcasts users can consume content while they drive, shop, shower, exercise, etc. With streaming platforms like Stitcher and Spotify, the delivery of the content is organised and on time. Quality of the content is pretty much the only hard work a marketer needs to do. Easy right?

Building trust

We know trust is built over a long period of time. Someone who listens to you week in and week out has a better idea of your company, mission, products, service, etc. and has a better chance of building that trust. An online ad will never do that and blogs are not as regularly consumed.


Yes, they exist in the audio world. Most marketers think of CTA as a big green button on a landing page. In podcasts, they are usually in the form of a promo code that can be announced at any time during the broadcast


Every marketer knows the five stages of the consumer decision-making process. The first is probably the most important and most difficult – awareness. Podcasts make this process a bit easier. Marketers have the opportunity to inform their customers about the product or service they offer in a clear and detailed message without losing the attention of their listeners.

Word of mouth

Being the new popular media format people are sharing more and more about the latest great podcast they have just listened to. The buzz is mighty, and people are loving it.

Even though podcasts are not new by any means this does not mean they will not gain even more popularity. I would even bet on the opposite. Similar to Tyrion Lannister (Game of Thrones), podcasts have been in the picture long before becoming Hand of the King.

I believe podcasts are here to stay and will help marketers in a new and innovative way. It is a great tool to keep in touch with your audience and gain new grounds. It is unique in a way no other form of content is.

Unlike any other form of content, podcasts are not time or length confined

Unlike any other form of content, podcasts are not time restrained. We all hear about how “short” a text or a video should be in order to keep the attention of a user. With podcasts it seems to be the opposite, the longer they are the better and more popular they are. The more time a marketer has the attention of their audience, the bigger chance of building a relationship with them it is. Relationships are built on trust. Trust drives revenue. So, all hail the new-old Hand of the King and may it reign a long and prosperous life.

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