The Rise of Podcasting: How to Use Podcasts to Build Your Brand

Tara Figg
 Posted on 16, Mar 2023

Podcasting is a powerful and cost-effective way for companies to enhance their public relations efforts. In today's digital age, podcasting has become a popular medium for sharing information, telling stories, and building relationships. Podcasts are accessible, informative, and entertaining, and they can be a great way to connect with your audience and showcase your brand's personality.

Wireframe (Adobe)

So how can podcasting help your company with PR? Let’s take a look at Adobe’s example. The company launched a podcast called Wireframe in 2018, which focuses on the user experience (UX) design industry. The podcast features interviews with UX designers and experts, discussing various topics related to the field.

The podcast not only showcases Adobe's expertise in UX design, but also positions the company as a thought leader in the industry. It also helps to build a loyal following of listeners who are interested in UX design, who may also be potential customers for Adobe's design products.

In addition, Wireframe has helped Adobe to build relationships with designers and other industry experts. By featuring them on the podcast and promoting their work, Adobe is able to connect with potential partners and collaborators in the industry. This can lead to new business opportunities and collaborations for the company.

The podcast has also generated positive PR for Adobe. It has been featured in various media outlets, such as Forbes and Fast Company, which has helped to increase visibility for the podcast and the company. In addition, the podcast has won multiple awards, including a Webby Award in 2019 for Best Podcast in the Technology category.

Adobe's Wireframe podcast is a great example of how a company can use podcasting for PR. By showcasing their expertise, building relationships with industry experts, and generating positive media coverage, the podcast has helped to position Adobe as a leader in the UX design industry and has contributed to the company's overall brand image.

TGIM (Shopify)

Still not convinced? Let’s examine another real-life example: Shopify's podcast, "TGIM: Thank God It's Monday." Shopify, an e-commerce platform, created the podcast as a way to connect with their audience and provide valuable insights and advice for entrepreneurs and small business owners.

The podcast is hosted by Shopify's Chief Content Officer, David Cohen, and features interviews with successful entrepreneurs and industry experts. The guests share their experiences and offer practical advice on a range of topics, from marketing and branding to product development and customer service.

By offering this valuable content, Shopify is able to position themselves as a thought leader in the e-commerce industry and establish themselves as a valuable resource for entrepreneurs and small business owners. The podcast has also helped to build a strong community around the Shopify brand, with listeners tuning in each week for new episodes and engaging with the brand on social media.

In addition to the podcast, Shopify also uses other forms of content marketing, such as blog posts, webinars, and videos, to connect with their audience and promote their brand. By using a variety of content formats, they are able to reach a broader audience and appeal to different types of learners and content consumers.

Shopify's podcast is a great example of how companies can use podcasting for PR. By providing valuable content and building a community around their brand, they are able to establish themselves as a thought leader and connect with their audience on a deeper level.

Where do I begin?

The first step in creating a podcast is to define your target audience and the purpose of your podcast. Who do you want to reach with your podcast, and what do you want to achieve? Are you looking to establish yourself as a thought leader in your industry, build brand awareness, or promote a new product or service?

Defining your audience and purpose will help you determine the content and format of your podcast, as well as the tone and style. Once you have a clear understanding of your audience and goals, you can start planning your content and recording your first episode.

Build brand awareness

Podcasting is a great way to build brand awareness and establish your company as an authority in your industry. By creating informative and engaging content that speaks to your target audience's needs and interests, you can help your audience better understand your company's mission, values, and unique selling proposition. By sharing your expertise, you can demonstrate your company's knowledge and thought leadership, which can help you stand out from your competitors.

Create deeper engagement with your audience

Podcasting offers a unique opportunity to create deeper engagement with your audience. Unlike other forms of content, podcasts allow you to connect with your listeners on a more personal level. By sharing your stories, opinions, and experiences, you can create a sense of intimacy and build a more personal relationship with your listeners. This can help you establish a loyal following of customers and advocates who feel connected to your brand and are more likely to become repeat customers.

Provide a platform for storytelling

One of the key benefits of podcasting is that it provides a platform for storytelling. By sharing stories about your company's history, culture, and values, you can create a more emotional connection with your audience. Storytelling can help you humanize your brand and make it more relatable to your audience. By creating stories that resonate with your listeners, you can build a stronger emotional connection with your audience, which can help you establish trust and loyalty.

Generate leads

Podcasting can also help you generate leads for your business. By sharing valuable information and insights with your listeners, you can position your company as a trusted advisor in your industry. This can help you attract potential customers who are looking for solutions to their problems or challenges. By including calls-to-action in your podcast episodes, such as offering a free trial or consultation, you can encourage your listeners to take the next step and engage with your company.

Improve your search engine rankings

Finally, podcasting can also help improve your search engine rankings. By creating high-quality content that is optimized for keywords related to your industry, you can improve your company's visibility in search engine results. Podcasting also provides an opportunity to build backlinks to your website, which can help improve your website's domain authority and search engine rankings.

Podcasting can be a powerful tool for enhancing your company's public relations efforts. By creating informative and engaging content that speaks to your audience's needs and interests, you can build brand awareness, create deeper engagement with your audience, tell compelling stories, generate leads, and improve your search engine rankings. If you're not already using podcasting as part of your PR strategy, it's time to start exploring this powerful medium and take your brand to the next level.

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles. 

For more information about Imperium Group, please see


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