Ecommerce or online entrepreneurship are highly competitive fields. Traditionally, businesses with physical stores have the luxury of focusing exclusively on rivals in the same area and niche. Unfortunately, circumstances are a lot different in the world of online business. 

It is tougher to engage an audience and attract potential customers with e-commerce since you are competing with every other business in the same market, regardless of location. Taking this into consideration, digital marketers need to be creative in their marketing tactics and strategies. Thus, this is where newly developed campaigns, such as content marketing, come into play. 

To give you a better idea, here is a quick overview as well as a guide on content marketing and the slow rise to fame of podcasts as a content marketing tool.


Content Marketing: History and Trends


Content is an extremely powerful and valuable marketing tool for online businesses. Digital marketers use content to engage with their target audience, boost their online presence, build their brand identity, connect with their market, and generate leads and sales. However, it is important to understand that not all types of content can effectively do this for ecommerce businesses.

Throughout the years, there has been a number of content types used for online marketing. Previously, the most used content in the ecommerce and marketing industries included the likes of blog posts, online articles, infographics, listicles, and e-books. It is only recently that digital content has leaned towards more engaging content, such as videos and social media posts.

However, one crucial element has made these types of content somehow limited in their reach. As more mediums for content consumption came to light, digital marketers discovered one factor that has made it difficult for videos and other textual content to reach certain audiences.

The problem is that these types of content are mainly visual. People need to pay close attention to understand the blog posts or articles they are reading. In the same way, viewers need to focus to understand the video they are watching completely.

This becomes a problem because there are people who don’t have the time or attention span to dedicate several minutes of undivided attention. Others simply don’t like watching or reading. This is where podcasts as a marketing tool come in.


Podcasts: What Are They?

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Podcasts have long been a type of content used for entertainment. They are audio-only content that people consume by listening to, much like radio shows or audiobooks. However, it is only recently that digital marketers have discovered podcasts and podcasting as a new marketing tool.

Unlike other popular types of digital content, podcasts are primarily consumed through listening. While there are some podcast shows that include video as part of their podcast content, the majority of podcast creators still stick to audio recordings solely. The most popular podcast platforms include Spotify, Apple Podcasts, and Google Podcasts.

The audio-only element of podcasts is key to the marketing strategy. This characteristic of podcasts makes it convenient and accessible to consume for a variety of people, such as those who don’t like watching or reading, as well as those who don’t have the time to commit several minutes of absolute focus to watch a video or read a blog.

This solves the problem mentioned earlier that some people seemly don’t or can’t focus completely to consume content. With podcasts, listeners have much more freedom and flexibility in the manner they consume the content.

They don’t have to stick their faces in front of the screen to read or watch. All they need is a loudspeaker or a pair of headphones, and they are free to do anything else. Studies even show that most podcast listeners consume content while doing something else, such as driving, commuting, or doing chores. Thus, listening to podcasts as a form of entertainment allows them to continue moving.


Effective Ways To Use Podcasts For Marketing

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Now that you have a better understanding of what podcasts are and their unique advantages for digital marketing, here is a guide as well as some tips on how to leverage podcasting as an online marketing tool.


Target a new audience demographic

Podcasts are not as mainstream as other types of digital content. The latest statistics put the number of podcast listeners worldwide at roughly 460 million. This is nothing compared to social media, with nearly 3 billion active users globally. 

Research also shows that podcast listeners have a different demographic than mainstream digital channels. According to the latest reports, roughly 47% of the average monthly podcast listeners are 12 to 34 years old, followed by 32% aged 34 to 55. 

Another study reports that a majority of 85% of podcast listeners have a college education. In addition, 45% of listeners have an average household income of at least $75,000, with 63% of them enjoying full-time employment. These statistics shed light on the different markets and audiences of podcasts. 

Therefore, digital marketers can use podcasts to target a relatively new and unique demographic that is not as present in other online platforms such as social media and search engines. 


Include product or brand promotions

According to recent reports, 81% of podcast listeners pay closer attention to ads they hear on podcasts. In addition to this, 63% mentioned that podcast ads are significantly more engaging than traditional forms of advertising, such as TV commercials, pop-up ads, and the like. 

A supporting study also found that 60% of podcast listeners have successfully purchased a product they learned from a podcast ad. Therefore, digital marketers must take advantage of the fact that podcast marketing has favorable click-through and conversion rates.

To do this, brands can include short and quick product ads, much like commercial breaks in between podcast segments. Digital marketers can also use podcasting as a channel to promote their products or services by discussing their features, benefits, and more. Doing this can also help in establishing the brand’s reputation as an expert and a reliable source of valuable information.


Establish a brand reputation and community

Podcasting is a highly versatile medium to interact and engage with audiences. Depending on the format or style of the podcast, brands can find ways to engage with their audiences and build a strong community with their listeners. 

One way for podcast creators to use their content to build a community is to create a brand image that listeners can connect with. 

Take for example, Joe Rogan and his podcast. Joe Rogan is a renowned personality and commentator who appears in public, whether it’s traditional media or online. He works as a host and presenter, a role that requires him always to act formally and professionally.

However, Rogan shows a different side of himself whenever he is on his podcast. In the Joe Rogan Experience, Rogan appears more at ease, casual, and conversational with his guests. He appears more like himself, allowing listeners to connect with him and his personality more. 

Because of this, the Joe Rogan Experience is one of the world’s most favorite podcasts, even ranking #1 in 2021. Most of his listeners are those who like his personality, follow his ideas and philosophies, and enjoy the interactions made during his podcasts.



Podcasting has become an increasingly popular marketing tool for brands and digital marketers to promote and advertise. However, there is still a lot to learn about using podcasts as a marketing tool as well as effectively leveraging podcasting marketing strategies. 

But more than using podcasts to reach new audiences, establish a brand, and more, it is critical for digital marketers to pay attention to their content creation process to ensure positive ROI. Hire virtual assistants for support in the tedious process of creating podcasts for digital marketing. 


Want to know more about the benefits of podcast marketing? Sidekicks is an on-demand virtual company, and we’re eager to help visionaries and entrepreneurs like you. Get a free ebook and learn more about how we can help you by signing up for our newsletter. We also offer a free 30-minute consultation if you prefer something more personal.