Podcasts and Business: The Perfect Alliance to Boost Brand Visibility

The phrase “I have a podcast” is now more common than ever. Anyone with some tools and computer knowledge can start a podcast. It’s an upgraded form of content: easier to digest than written articles, more engaging, suitable for multitasking, and, above all, providing greater value to the listener.

This audio trend has been rapidly growing in recent years. The Spanish audio industry experienced a 75% growth in 2023. In the business world, this phenomenon has also had a considerable impact. Corporate podcasts and branded podcasts have become a trend and a recurring marketing strategy to establish a direct and meaningful connection with their audience.

Corporate podcasts

A corporate podcast shouldn’t simply serve as a platform for advertisements. Most corporate podcasts aim to communicate their message, promote their brand, and engage with their audience. In other words, they seek to convey the company’s brand, products, or services in a less intrusive advertising manner. Major corporations like Netflix, Channel, EY, or KPMG use podcasts to give listeners an insider’s perspective on their company: showcasing tasks, discussing how sector trends affect their business, and featuring insights from their experts.

At first glance, some companies may not seem well-suited for this format based on their sector or type of business. However, corporate podcasts don’t necessarily have to align with the company’s core operations. A prime example of this is B3TTER. This healthy snack company hosts the B3TTER Pódcast, where they interview influential figures from diverse sectors every Monday, sharing inspiring and uplifting stories.

Another standout example is Nude Project, a clothing brand founded in 2018 by two friends, Bruno Casanovas and Alex Benlloch. In several interviews, these young entrepreneurs have credited their podcasts as a key factor in their success.

“We’ve created a podcast that appeals to a wide range of listeners — our shows have featured everyone from singers like Quevedo to CEOs of Spain’s largest companies. We wanted a platform reflecting Nude Project’s identity and voice, and I believe we’re achieving that”

Full interview

Why should companies start their own podcasts?


  • Diverse content: It’s one of the distinguishing features of podcasts and one of their keys to reaching a larger audience. A podcast can cover any topic, making it suitable for both leisure and entertainment content, as well as educational and informative topics.
  • A new way to connect: Corporate podcasts engage with customers by highlighting the brand’s values and more human aspects. This can be achieved in two ways: by offering industry-related insights beyond the company’s products or services (for instance, a hotel could create podcasts featuring travel tips or destination highlights, while a supermarket chain could discuss food facts or seasonal recipes) or by sharing the company’s principles, operations, locations, employees, and more.
  • Cross-brand: One popular podcast format is interviews, where you can feature relevant figures from the industry, ultimately increasing visibility and exposure for both parties.
  • Customer attraction: One of the primary reasons why podcasts should be considered in a company is their ability to attract new customers. A podcast that demonstrates expertise and serves as a reference can help customers try out the company’s products or services.

How to start a podcast


Before jumping into recording the first episode of a podcast, there are many factors to consider. It’s ideal to begin by conducting a podcast sector benchmarking to understand what the competition is doing.

Establish your audience

Developing a podcast content strategy is about more than considering your buyer personas. Your podcast’s target audience doesn’t have to be the same as your business — that depends on your goals, whether you’re acquiring new customers, retaining existing ones, or appealing to any type of audience, as is the case for Nude Project. 

Choose the topic for your podcast

When selecting the central theme for your podcast, consider the following:

  • Make it relevant to your target audience: Identify your ideal listeners and the topics that interest them the most.
  • Ensure it provides value: A podcast should offer something unique and valuable to stand out in a saturated market.
  • Make it broad enough not to limit the number of episodes: The theme should be broad enough to cover various subtopics without losing coherence. This will help keep the podcast engaging and avoid repetition.


Plan out the format and publishing schedule

The duration of a podcast can vary from episode to episode, but setting an average from the beginning will help you establish your goals. Your podcast can range from a few minutes (10-15) to hours.

The publication frequency is also crucial. You should not only determine how often episodes will be released, but also specify the exact days and times. This way, your followers will know when to expect new content.

Choose the right format: You can go for a conversational style, fostering open and natural dialogue between two or more individuals, or opt for interviews, allowing for a deeper exploration of specific topics with experts or relevant personalities. It’s also important to decide who will lead the podcast: Will it be a single narrator guiding listeners through each episode, or will you have multiple hosts or guests providing diverse perspectives?

Another fundamental aspect is having the right equipment. Anyone could start a podcast with just a laptop, but having quality equipment —professional microphones, sound insulation, etc.— and software will make a substantial difference in ensuring clear audio.

Podcasts have emerged as invaluable tools for companies, offering many benefits. They provide a unique and personal platform to convey a company’s values and culture to a global audience. This intimate approach fosters trust and connection with listeners, humanizing the brand. The adaptable format allows seamless customization to suit different content types and audiences. Also, podcasts have a broad reach, yielding significant returns through heightened engagement and enhanced brand recognition. In essence, podcasts serve as effective marketing and communication strategies, enabling companies to connect with their audience and solidify their market presence.

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