# What is Podcast Marketing? How Brands Build Deep Audiences… > Podcasts build deep audience relationships through long-form audio content. This guide covers podcast marketing for UK businesses. Source: https://elitedigitalagency.io/blog/what-is-podcast-marketing/ Format: Markdown mirror of the HTML page (text/markdown). Content is identical; the canonical, citable version is the HTML source URL above. --- Content Strategy # What is Podcast Marketing? How Brands Build Deep Audiences Through Audio Podcasts build deep audience relationships through long-form audio content. This guide covers podcast marketing for UK businesses. By Kaiser Khan · 7 August 2026 · 7 min read Last verified: 7 August 2026 what is podcast marketingbusiness podcast strategybranded podcastpodcast SEO Direct Answer Podcast marketing refers to a brand creating and distributing a podcast as a content marketing channel — producing regular audio episodes that provide valuable information, insight, or entertainment to a target audience. Unlike advertising on existing podcasts (podcast advertising), podcast marketing involves owning and operating the podcast as a brand-owned content asset. Podcasts build deep, loyal audience relationships through the intimacy of audio — listeners often commute, exercise, or work while listening, creating sustained attention that no other content format achieves. UK podcast listenership has grown significantly — approximately 20 million UK adults listened to a podcast in the past month in 2024, with business and professional podcasts among the fastest-growing categories. For brands targeting professional audiences who commute, branded podcasts offer a channel with significantly longer dwell time than any other content format — a 30-minute podcast episode is consumed in full by engaged listeners. ## When podcast marketing makes sense - Long decision cycle B2B — professional services, consulting, and software where buyers research extensively before purchasing - Thought leadership strategy — founders and senior practitioners building personal brand alongside company brand - Interview-based lead generation — inviting ideal prospects as podcast guests creates relationship without overt selling - Community building — creating a gathering point for a professional community around a topic your brand champions - Content repurposing hub — transcripts become articles, quotes become social posts, clips become short videos - Established content team — podcasting requires ongoing commitment; only viable if existing content discipline is in place Content strategy consultation Do podcasts help with SEO? Podcasts have limited direct SEO value — audio files are not indexed by Google for their audio content. However, podcast episode pages (with transcripts and show notes) can rank organically. Guest appearances on other podcasts earn backlinks from show notes. Podcast content distributed as articles, social posts, and videos generates additional SEO-relevant content. The primary value of podcasting is audience-building and thought leadership rather than direct SEO performance. What does it cost to produce a business podcast? Podcast production costs range from minimal (a decent USB microphone at £80-200, free recording software, and a free distribution platform) to professional (studio recording at £200-500/episode, professional editing, and distribution platform subscription). Most UK business podcasts start with a basic home setup and upgrade as audience growth justifies the investment. The largest cost for most businesses is time — researching guests, recording, editing, writing show notes, and distributing typically takes four to eight hours per episode. ### Ready to improve your Content Strategy? Get a free consultation from our expert team. Talk to us ### What to do next ### Tags what is podcast marketingbusiness podcast strategybranded podcastpodcast SEO KK Kaiser Khan Founder & Director · Elite Digital Agency Kaiser Khan is the founder of Elite Digital Agency (Elite Digital AI Solutions Ltd). He specialises in SEO, Answer Engine Optimisation, and AI search strategy for UK businesses and charities. Author page · mrkaiserkhan.com ↗ Keep reading ## Related articles Content Strategy ### Repurposing vs Republishing: What's the Difference and Which Should You Do? 6 min read · Kaiser Khan Content Strategy ### What is a Content Calendar? Planning and Managing Your Editorial Schedule 7 min read · Kaiser Khan Content Strategy ### What is Podcast SEO? Getting Your Podcast Discovered Organically 7 min read · Kaiser Khan Want expert help with your digital marketing? Our team of SEO, AEO, and performance specialists are ready to review your strategy. Get a free consultation See our services