We all have something to say. We want people to hear about our brand, to know our unique spin on a product, and recognize the value we add to the world. Yet, we all face the same problem: rising above the noise. And it’s insanely noisy out there.

So, what do we, as entrepreneurs, as leaders, to rise above the noise? Read one more marketing book? Look at one more strategic plan? Or worse, add one more platform to our never ending list of ways we communicate? Great! Just what I need, one more activity that will take time from my family or presently eroding sleep allocation (Five hours of sleep is enough, right?).

That’s not what this post is about. My goal is not to complicate your life further. Actually, the opposite. I want to tell you about podcasting—why it’s become so popular (50% of American households are podcast listeners according to Neilson) and the value it could add to your business. It just might be the tool to streamline your work and give time back to your life.

I run a company called Blue Sky Podcasting. I’m in the podcasting world all the time, and still, the fact that podcasting is so powerful honestly baffles me. With everything around us screaming about the new technology—VR this, bots that—podcasting, at its core, is an old technology. It’s essentially on-demand radio. So why is it such a powerful platform for listeners? Why is it growing so fast, and how can it help you?

– On Demand. There’s been a major shift in the way we consume content. Over the last 15 years, we’ve all grown fond of entertaining and educating ourselves when we want to.

– Multi-Tasking. Podcasting is one of the only ways to safely educate and entertain yourself while doing something else.

– Connection. In our ever-connected world, consumers want to feel connected to the people they work with and buy from. Now, with Millennials (arguably the most-connected generation yet) representing 1/3 of the workforce, that desire for connection hasn’t even reached its peak.

– Trust. Connection made through audio is a powerful one. Hearing is one of our first senses to develop in the womb. There has never been another time in history when you could be piped directly in the ear of your customer (and pre-customer).

– Evergreen. Generally speaking, most podcast are evergreen. Once they are produced and distributed, the content has an extremely long tail. There’s actually a show I have that has been dormant for four years, and it still receives 25-30 monthly listens. Without any work on my part, that’s 25-30 people hearing my voice, my message. Unlike a social media post, the residual benefits of podcasting are lasting.

– Non-disruptive. So many marketers are disrupting our lives. Podcasting doesn’t do that. You’re not trying to grab someone’s attention while they’re scrolling at the speed of light or grabbing something from the kitchen in between their favorite shows. Listeners are choosing you. Taking their valuable time to listen to you.

I know I’m probably getting a little ridiculous, but it’s simply to show you that this platform is for real. (I also had to delete three more reasons because this post is getting too long. Ha.) Podcasting may be called something else in five years, but on-demand audio is here to stay. Much like social media 10 years ago, we’re beginning to see more and more brands look up and say, “Hey! Everyone has a podcast, we should probably do that.”

Let me wrap up with the last big benefit of podcasting—time. It can give you back a large chunk of time. Some of our clients have a perfect storm—a thriving business and a small marketing team (or no marketing team at all)—and they need to participate in multiple platforms of communication. For those clients, we take the audio content and transcribe it to text. Then we pull out 1-2 blog posts and quotes for social media (pairing it with hi-res pictures). That’s right, one podcast creates a month’s worth of content on multiple platforms.

The big-picture impact is two-fold. First, obviously it literally adds back hours to your month. And if you’re like me, toiling away over every word in a tweet, it may even add back days. Secondly, it takes away that frustration of having to constantly teach your social media director how to speak in your tone of voice. You don’t have that frustration, because it’s literally pieces of content you’ve already said being disseminated on other platforms. It’s you. Your voice.

You really shouldn’t sleep on podcasting. It can change your business in a big way over the next year. Or you can choose to keep using legacy platforms and miss the first big wave of podcasting for brands. We all want other to see our brand as cutting edge, innovative, and impactful. Podcasting can do that for you.

Post by guest blogger:

Casey Combest

Blue Sky Podcasting


Casey Combest runs Blue Sky Podcasting in Jackson, MS. If you would like to reach him about general questions, producing a podcast for your brand, or consulting — you can reach him at casey@blueskystudios.org . You can also hear his show about Mississippi Entrepreneurs by searching on any podcast app, Made In Mississippi.