Have you ever pitched an idea to your boss only to be met with a skeptical pause? Maybe a polite nod followed by, “Sounds interesting, but let’s revisit this next quarter.”

If you’ve been thinking about launching a branded podcast, you might be bracing for that exact reaction. Podcasts have proven to be a powerful tool for building thought leadership, brand trust, and deeper customer relationships. But getting buy-in from leadership? That’s a different challenge.

Executives don’t just want an interesting idea — they want a strategic one. One that aligns with business objectives, supports marketing goals, and delivers measurable results. They want to know: Will this actually move the needle?

The good news? A branded podcast isn’t just a trendy experiment. When done right, it’s a long-term strategy that drives engagement, boosts brand authority, and even generates leads. But to get a yes, you need to back up your pitch with data, clear business benefits, and a realistic execution plan.

This guide will walk you through exactly how to do that. We’ll break down the power of podcasts, address common executive concerns, and give you the tools to make a compelling, data-driven case for why now is the time to invest in a branded podcast.

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Why a branded podcast?

Compared to many other marketing tactics, branded podcasts require a lot of lift. From concepting and scripting to editing and promotion – it’s not as simple as whipping up a social media post or writing a blog post. 

For this reason, a lot of management teams are hesitant. They want to know if branded podcasts are really worth it.

Here are just a few reasons why we’d argue, yes:

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Boost brand authority and thought leadership

Nearly half of brands (46%) say podcasts are their most effective tool for building authority—more than any other marketing channel. And it’s no surprise why. With 76% of brands making thought leadership a priority in their podcast strategy, audio has become a go-to for establishing expertise.

Podcasts let brands dive deep into conversations that matter, creating engaging content that builds trust and credibility. 

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Connect with niche audiences

Podcasts excel at reaching niche audiences because listeners tune in based on passion and interest, not just popularity. This makes them a powerful tool for brands looking to connect with specific communities in an authentic way.

When a podcast speaks directly to a group’s interests—whether it’s developers, marketers, or industry experts — it not only strengthens brand affinity but also turns listeners into advocates.

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Brand affinity 

Branded podcasts don’t just inform — they build stronger connections. In fact, 86% of brands say their podcast has increased brand affinity, deepening relationships with their audience in a way few other channels can.

By delivering valuable, engaging content directly to listeners, podcasts create a sense of familiarity and trust. They offer an authentic way for brands to connect, fostering loyalty and long-term engagement. 

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Lead generation

Many brands start podcasts with the goal of building thought leadership and brand awareness, but after launch, they often discover an unexpected advantage: lead generation.

The Impact of Branded Podcast report found that before launching, only 28% of brands expected their podcast to drive leads. Post-launch, that number jumped to 72%, revealing the powerful role podcasts can play in attracting and converting potential customers.

This shift underscores how podcasts go beyond branding — they actively support business growth by engaging audiences, nurturing relationships, and driving conversions.

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Consider your brand’s goals and how they relate to podcasting

Now that you’ve jotted down why branded podcasts are so effective, let’s connect the benefits podcasts bring to the specific business objectives your company has. 

After all, there’s no use creating a podcast just for the sake of it. You want to ensure that your content is geared towards achieving your goals and KPIs, whatever those may be. 

This will, of course, take some strategizing on your part and some chats with your team, but if you’re looking for a starting point, here are some common goals for brands looking to audio:

• Thought leadership: 76% of brands aim to establish authority and expertise through their branded podcast. 
• Brand positioning: The second most common goal is brand positioning, with 64% of brands focused on shaping public perception
• Audience growth: Most brands also aim to attract new audiences through audio, with 60% seeking to increase reach.

Some other noteworthy mentions from The Impact of Branded Podcast include:

For marketers considering launching a corporate series, this underscores the strategic impact of branded podcasts — not only as a marketing channel but also as a powerful tool for driving meaningful engagement, building authority, and fostering deeper connections with audiences.

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Outline who you’ll be speaking to specifically 

A lot of brands fall into the trap of speaking for everyone, but as the saying goes, “If you’re speaking to everyone, you’re speaking to no one.”

If your management team is on the fence about launching a podcast, you’ll want to highlight exactly who your podcast will be targeting, why this is the best way to reach them, and the ways in which you’ll monitor how your show resonates with them (but we’ll come back to that last part later).

When you’re presenting this, the more specific, the better. Here are some factors to consider when creating your ideal listener persona:

• Age 
• Gender 
• Location 
• Industry and Occupation 
• Socioeconomic status
• Education
• Interests 
• Hobbies 
• Lifestyle 
• Social Causes 
• Pain Points
• Fears 
• Budget 
• Total Market (How many potential listeners there are that fit your profile. This metric will help you estimate your potential audience size)

Anticipate objections and formulate your rebuttals 

Like any new big project, there are going to be a few objections. Here are the more common ones we see and how you can push back. 

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“We don’t have the budget, time, or resources.” 

We get it – podcasts are a lot to take on. But there are a few ways to manage the workload. Plus, when you consider that 64% of brands are maintaining or increasing their podcast budgets, the benefits of podcasting are worth the effort and spend for the majority of companies. 

Here are some common avenues for podcast production:

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Work with a full-service podcast agency

If you want a high-quality podcast without adding to your team’s workload, an agency is the way to go. Full-service podcast agencies handle everything from strategy and production to distribution and marketing, ensuring your podcast is professional and aligned with your brand goals. While this is the most hands-off option, it does require a larger budget.

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Produce in-house

For companies with existing content teams, producing a podcast in-house is a cost-effective option. This gives you full creative control and keeps production closely aligned with your brand voice. However, it does require dedicated time and expertise in audio production, scripting, and promotion.

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Loop in contractors 

If a full-service agency feels too expensive but handling it in-house isn’t feasible, working with contractors can be a flexible middle ground. Freelance producers, editors, and marketers can help with specific aspects of production — whether it’s recording, editing, or promotion — allowing you to scale resources as needed.

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“Who would listen to a podcast about a business?”

A common objection we hear is that no one would want to listen to a podcast produced by a brand – but the numbers say otherwise. 

More than 40% of Americans 18+ say they would be likely to listen to a podcast about a favorite brand. That’s nearly as likely as people are to tune into a celebrity podcast. If a brand can offer real value — whether that’s expert advice, industry insights, or compelling stories — there’s an audience for it. 

The key to making a successful branded podcast that audiences want to listen to is making it a uniquely valuable experience that can only come from you – that means leaving corporate promo at the door. We explore this more in our webinar, From You, Not About You. 

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“Don’t we already have a blog?”

Beyond the unique benefits of podcasts that we’ve already explained above, podcasts provide a few more things that blogs (and most other mediums) cannot:

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The ability to multitask

71% of people tune into podcasts because they can multitask. Whether listeners are commuting, working out, or doing chores, they can engage with content without stopping what they’re doing – can you do this with a blog post? This, combined with the majority (79%) of listeners tuning in on their phones, make podcasts the ideal medium for an on-the-go lifestyle. 

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The audio advantage 

Audio has a unique ability to create emotional connections. Studies show that listening engages the brain in a way that visuals often can’t, triggering stronger emotional responses and enhancing memory retention. The combination of voice, tone, and storytelling draws listeners in, making the experience feel more personal and immersive compared to reading a blog or newsletter.

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Highlight the content ecosystem that comes along with podcasts

Something we always highlight to brands on the fence about audio is that podcasts don’t live in a silo. They help you create content for your wider marketing mix. 

The time, effort, and money you put into your podcast doesn’t just live on the airwaves. By adopting an omnichannel approach, your podcast content is transformed into blogs, social media posts, videos, audiograms, and even downloadable reports or webinars. 

This strategy allows you to engage with your audience across different touchpoints, catering to various consumption preferences while maintaining a consistent brand message. Plus, it’s a smart, cost-effective strategy that gives your podcast long-lasting value.

Here are some ways you can repurpose podcast content:

• Blogs: Turn your podcast episodes into blog posts by transcribing and condensing the key insights. This improves SEO, drives traffic, and gives listeners an alternative way to consume your content. 
• Video: If your podcast includes video, break it down into shareable clips for platforms like Instagram, YouTube, or TikTok. These highlight reels can draw attention and encourage followers to listen to the full episode.
• Social media: Leverage social media to share episode snippets, blog posts, quotes, or audiograms. In addition, encourage podcast guests to share their episode across their networks to expand your reach.
• Events and webinars: Host live Q&A sessions, panel discussions, or virtual events to interact with your audience in real time. These events can complement your podcast content, making your podcast experience more interactive and engaging.

To tap into more ways savvy brands are repurposing their series, check out CoHost’s downloadable, which showcases 80 different ways to repurpose your podcast content.

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Let’s talk podcast ROI

We’ll be the first to say it – measuring the impact of your podcast isn’t as straightforward as measuring the results of your latest ad campaign, report release, or blog post. 

Your boss probably knows this already, which means they’ll likely require a breakdown of how you plan to track your podcast’s performance against business goals. That’s where podcast ROI comes in. 

Podcast ROI is a way to measure the financial gain (or loss) you get from investing in a podcast, expressed as a percentage of this investment's cost. 

While this exercise will be done after you launch your show, you will want to have a good grasp on podcast ROI to show management where the investment is going and how you’re going to evaluate your return. 

But I know what you’re thinking – the impact of podcasting goes well beyond lead gen and sales – and you’re exactly right. A podcast offers loads of intangible benefits, like:

• Creating a deeper bond with your target audience
• Increasing your discoverability, visibility, and reach 
• Establishing your brand authority and positioning your team as industry thought leaders 
• Building brand affinity 
• Humanizing your company

Now for the challenging part: How do you quantify these things?

We break it all down in our guide to measuring podcast ROI. This process is extremely important for you to master and be able to present to management because it provides: 

• An objective evaluation of success: Measuring ROI provides quantifiable data to determine if the podcast is meeting your company's goals. This exercise will help you identify where your show is missing the mark and where it’s moving the needle.
• Insights into budget allocation: Based on the results of your podcast, you’ll be able to make informed decisions on where to allocate resources for future episodes and justify the continued investment in audio.
• Details about content strategy alignment: Determine if the podcast aligns with your overall content strategy and contributes to your communication and brand goals.

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Demonstrate how you’ll track podcast performance

As we mentioned above, managers want to track their ROI. In order to do this, you’ll need to have access to podcast analytics and be able to tell the stories behind them. There are a few different places to find the data you’ll need:

• Listening apps: Podcast listening apps like Apple Podcasts and Spotify will have their own built-in analytics. These dashboards will include basic metrics like downloads, subscribers, and platform-specific consumption rates. 
• Podcast hosting platforms: These are the platforms that will automatically distribute your show to podcast apps like Apple and Spotify. Your analytics will vary depending on the platform you choose. 
• Podcast analytics tools: If your podcast hosting platform doesn’t provide you with the data you need, you can use specific analytics platforms or prefixes to get advanced podcast analytics and audience insights. For instance, CoHost’s Prefix provides brands with Advanced Audience Demographics, B2B Analytics, and Tracking Links – no matter their hosting setup.  

Once your podcast is up and running, you’ll want to track key data points like:

• Cost of listener attention: How much effort, time, and financial investment it takes to hold a listener’s focus on your podcast.
• Drop-off rate: At what points are listeners dropping off? If you notice a pattern, refine your segments and see where you can incorporate more value or cut clutter.
• Consumption rate: Track how much of your episodes are actually listened to. The closer to 100%, the better.
• Returning listeners: Monitor how many people keep coming back. High return rates signal strong, engaging content.
• B2B Analytics: Get a detailed look at the companies that are tuning into your podcast, including their industries, seniority level, job role, average company size, and average revenue breakdown.
• Advanced Audience Demographics: Find your audiences’ age, location, interests, social media habits, income, interests, and more, so you can tailor your episodes to align with your listeners’ preferences and needs. 

By showing your management team how you’ll track the performance of your podcast off the bat, you’re not just telling them about its potential — you’re giving them a clear, data-driven framework to measure success and demonstrate the value of the podcast over time. 

By continually refining content based on insights into your audience's behavior, you can prove that podcasting is not just an experimental marketing effort, but a strategic, measurable channel that aligns with business objectives and contributes to your bottom line. 

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Cite some examples of branded podcasts

If your boss still isn’t convinced, referencing some examples of branded podcasts that are moving the needle is a great way to show your boss the tangible impact of audio.

We suggest finding some examples of podcasts from brands similar to yours to best illustrate this point. That’s brands in the same industry/sector and of similar size. If possible, you may also want to see how they produce their podcast (with an agency or in-house) to better benchmark your anticipated results. 

If you’re looking for a good place to start, we have use cases dedicated to various industries in branded podcasting. We also have a Branded Podcast Study where we surveyed 6 Quill clients on the impact, lessons, goals, and next steps of their podcasts. These resources will help you find brands like yours that have tapped into podcasting and the impact it’s had. 

It’s time to tap into branded podcasts

There you have it – our complete guide to persuading your boss that it’s time to launch a branded podcast. 

To get leadership on board, focus on aligning the podcast with key business objectives, whether that’s lead generation, thought leadership, or brand awareness. Address common objections upfront by showcasing industry success stories, data-driven insights, and the long-term value of repurposable content.

Most importantly, be ready to prove ROI. With podcast analytics and attribution models improving, you can track performance, audience growth, and impact on key marketing metrics. When framed as a scalable, multi-channel asset, a podcast becomes an easy sell.

If your company wants to stand out and build deeper relationships with its audience, branded podcasts are the right choice.

For branded podcast tips and tricks, subscribe to our bi-weekly newsletter, The Branded Podcaster. And if you’re considering working with a podcast agency to bring your brand’s series to life, don’t hesitate to reach out to Quill.