The Powerful Impact of Podcasting

Podcasting has evolved from a niche hobby to a mainstream marketing powerhouse. Here’s how brands are using it as a tool to build deeper connections with audiences, offering valuable content and fostering trust through storytelling.

Whether it’s to break the ice or find common ground, asking “what’s your favourite podcast?” has become a standard conversation starter. Since the term “podcast” was first coined in 2004, the medium has seeped into the cultural mainstream, creating an insatiable appetite for content on topics ranging from the mundane to the hyper-niche. Over the past decade, the average time Americans spent listening to podcasts increased by 450 per cent, and companies want in on it. Increasingly, brands see podcasts as a powerful addition to their marketing toolbox. 

In our world of information overload, podcasts offer businesses a refreshing opportunity to connect more deeply with audiences through a medium that relies on good old-fashioned storytelling and shuns the hard sell of more traditional marketing tactics. 

“Unlike traditional ads, podcasts aren’t inherently sales-driven. They provide value first, whether through education, insight or inspiration,” says Fatima Zaidi, Founder & CEO of award-winning podcast agency, Quill Podcasting, “Brands that focus on providing value without an immediate ask build the strongest relationships.” Listener loyalty tends to grow organically through podcasts that can be perceived as thought leaders in the topics they cover. This, in turn, can translate to sales

In a study by Quill, 44 per cent of Americans say they have purchased, or considered purchasing, a product or service they heard about on a podcast.

Building Deeper Connections Through Storytelling

This year, Canadian Business joined forces with Quill to launch The Moment–a podcast that dives deep into the pivotal moments that define Canadian entrepreneurship. Guests share hard-earned lessons from their biggest challenges and describe how their failures turned into learning opportunities.

“The Moment pulls back the curtain, highlighting the raw, defining moments that shape an entrepreneur’s journey,” says Zaidi who co-hosts the podcast with Canadian Business Publisher, Jason Maghanoy. Positioning both brands as thought leaders in the Canadian business landscape, the 30-minute podcast provides unique insights and expert guidance via conversations with guests that include Wattpad co-founders, Eva and Allen Lau, as well as Satish Kanwar, who co-founded design studio Jet Cooper which was acquired by Shopify and where he played a transformative role in the e-commerce giant’s growth

With lengths typically ranging from 30 minutes to an hour, podcasts such as The Moment, offer unmatched depth compared to other marketing tactics. “Podcasting fosters trust because it offers something rare in modern marketing—authentic, unfiltered conversations,” says Zaidi. “This extended time builds stronger connections and brand affinity.” 

The Power of Brand Authenticity and Strategy

Canada has a captive audience for companies ready to join the airwaves: In 2023 Canadians listened to an average of 8.2 podcast episodes per week, according to a report by Triton. But launching a podcast doesn’t guarantee success. With authenticity at the heart of any good podcast, the host plays a pivotal role guiding discussions without overshadowing guests while fostering organic, engaging conversations. 

“Many companies assume their CEO or executive leadership should automatically be the host of a branded podcast, but that’s not always the best choice,” says Zaidi, noting there’s a growing movement toward employee thought leadership that highlights rising voices in an organization, rather than defaulting to senior leadership.

The Moment is delivered in a casual Q&A style, but brands can experiment with more creative formats, such as storytelling, narrative arcs or docu-style. Many companies are even repurposing their podcast content into blog posts, newsletters, PR campaigns and more to further leverage each episode. A more recent trend is a shift toward video, from short promotion clips to full episode production. 

Companies that decide to invest in podcasting should take a long-term approach in their strategy. The most successful branded podcasts continuously analyze listener behaviour, retention rates and engagement data to measure real impact and refine content accordingly.

“Podcasting is a marathon and not a sprint,” says Zaidi. “The brands that treat podcasting as a long-term investment—not just a marketing experiment—see the strongest ROI in trust, credibility, and audience connection.”