Consider the company podcast
A funny thing about podcasts: they’ve been around for two decades, yet most companies still treat them like side gigs — something to sponsor, not something to own. That’s a missed opportunity.
Podcasting today is big and getting bigger. Nearly half of Americans over 12 listen monthly, and a third tune in weekly. Among 12–34-year-olds, that number jumps to 66%. That’s a massive, engaged audience. And yet, not enough companies use podcasts to deliver their own messages directly, in their own voices.
We get why. Launching a podcast can feel like opening a time sink. Who’s going to host it? Who writes it, records it, edits it, promotes it? What if no one listens? What if it turns into another half-baked corporate content effort that drains your team? Those are fair questions. But they’re not dealbreakers. A company podcast doesn’t have to be a daily grind. In fact, it can become one of your most efficient — and enjoyable — communications tools.
Done right, a podcast helps teams sharpen their messaging and delivery. Putting a founder or subject matter expert in front of a mic regularly forces clarity. It’s great practice for media interviews and keynote talks. And once an episode is recorded, it becomes a hub for other content: blog posts, social clips, even internal training material.
There are business benefits, too.
Podcasts can boost your visibility in search by creating fresh, keyword-rich content — especially when you include transcripts and show notes. Guests you feature may also invite you onto their shows, creating a virtuous cycle of visibility and backlinks, which Rephonic notes can support broader marketing goals.
And no, this doesn’t have to take over your calendar. With a focused plan and the right support, producing a monthly podcast is manageable. Some companies record multiple episodes in a day and release them over time. Others rotate internal hosts or limit episodes to short, digestible segments. There’s room to experiment.
If you’re already spending time and money developing messaging, training spokespeople, chasing media coverage, and building trust — a podcast can amplify all of that. And it gives your audience something rare: a chance to hear you think in real time.
Serious fun.
So if you’re podcast-curious, take it seriously. You don’t need to be the next SmartLess or Serial. You just need to be real, relevant, and ready to commit to something worth listening to. Having fun doesn’t hurt, either.
Curious how it could work for your team? Drop us a line or give us a call at (408) 395-5500. Sterling Communications has helped companies find the voice, hone their message, and launch shows that sound sharp and support real business goals.