106/12 Cato Street
Hawthorn East
Vic 3123


Why podcasting should be part of your content marketing strategy


Whether you’re talking with clients or other stakeholders, voice provides your brand with personality that the written word can’t replicate. First impressions count and creating an ongoing podcast series gives you repeat opportunities to engage your audience.


The on-demand nature of podcasting means listeners can tap in when and where they like, allowing you to capture those segments of your audience who are time-poor but not necessarily engaged enough to watch or read content.


Podcasting gives you an effective and affordable channel for interviewing experts within your industry as well as building your business network. Capturing guest expert content is far easier and a more compelling listening experience than crafting blogs or transcribing interviews.


Listeners can learn from the information you provide whilst engaging in another activity such as driving or exercising. This learning opportunity is maximised when the calls to action are concise, memorable, clearly articulated and produced with a soundscape that provides context to the narration.

The podcasting process – from concept to distribution



  1. Strategy – we collaborate with you to develop a concept for your podcast
  2. Pre-production – research, scripting and scheduling interviews for your podcast episodes
  3. Production – your podcast episodes will be recorded using our state-of-the-art facilities and equipment
  4. Post production – we apply film and television quality editing to your podcasts for a professional sound
  5. Distribution – creating the podcast is just the start. We want you to be heard.
Podcast Preproduction

What brands are saying about podcasting

General_Electric logo

 “As a brand you need to have an audio strategy. It provides a channel for brands to engage with audiences on a deeper and more intimate level.”

– Joanne Woo, GE Australia

mamamia logo

“The way we’ve seen our women embrace podcasting is phenomenal. What’s great about podcasts is that they are really intimate.”

– Kylie Rogers, Mamamia Women’s Network

bongiorno logo

“I’ve always been a strong advocate for using audio as a key component of our marketing and communication strategies.”

– Tony Bongiorno, Bongiorno Group

Frequently asked questions


1. How long should my podcast be?

One of the biggest myths about podcasting is that it should be a certain length; and that length for many people is an hour long, simply because it reflects a lot of other podcasts. Problem is, it’s so difficult to keep audiences engaged for any length of time.

The simple answer is that a podcast should be as long as you think it needs to be and no longer.


2. What kind of equipment should I use?

These days you don’t have to spend a king’s ransom on high quality equipment. You will need:

  • A reasonable microphone, like Rode
  • Interfaces to get your audio onto your computer (some portable audio recorders, like Zoom devices, double as audio interfaces)
  • Audio software for recording and editing (like Audacity or Hindenberg or the higher-end, Pro Tools); and
  • Other software to record from Skype or a phone.


3. How do I get people to listen to my podcast?

Marketing your podcast is as important as producing it — after all, if no one knows about it, what’s the point in making it? You need an amplification strategy around your content.

Things you can do to promote your podcast is limitless, for example: create a digital media campaign; regularly promote your podcast through social media channels, like Facebook and LinkedIn; write blogs from the content of your podcasts; advertise in media your target audience already consumes; create fliers to be handed out at events.


4. How do I get my podcast on to iTunes’ New & Noteworthy?

Keeping in mind that this shouldn’t be your goal, there are certain things Apple looks out for when promoting podcasts.

Firstly, the cover art must look professional and the quality of the podcast must be reasonably high. Apple will look at the popularity of the podcast – so, if there is a spike in audience numbers for any particular episode, Apple will take notice of those algorithms. Finally, it doesn’t hurt to flag your podcast by sending an email to Apple with why it should be featured.


5. How often should a podcast episode be released?

It depends on your audio strategy. For a long-term content marketing plan, the more frequent, the better, so long as it’s consistently released on the same day each week, fortnight or month, so that it becomes a habit for your audience.

Ensure your episode remains consistent and high-quality. To ensure your episodes remain consistent and of high quality, releasing your podcast fortnightly or monthly might be more manageable than weekly.


6. How do I upload my podcast to iTunes?

First, ensure you have an iTunes account. If you have created a podcast (at least the first episode or trailer/promotion), created artwork for it, and written a description, you can submit to iTunes directly.

Alternatively, we recommend using a podcast hosting platform, like Omny Studio, Whooshkaa or Libsyn, which not only submits to