Podcasting is Evolving, And It’s Driving Real Business Growth
Let’s be honest, podcasting isn’t just about sharing ideas anymore. It’s become a seriously powerful tool for generating leads, building trust, and growing your brand. Three recent moves in the podcasting world really highlight how far things have come, and why this matters for businesses in Glasgow and beyond.
1. Ads Just Got Smarter
Audacy, one of the biggest names in podcasting, has teamed up with Veritonic to bring AI into the mix. That means ad placements can now respond to the actual content of each episode. So instead of generic promos, listeners hear ads that match the mood, topic or even tone of the conversation.
For small businesses, this kind of targeting is a game-changer. It makes it easier (and cheaper) to reach people who genuinely care about what you’re offering. Source
2. Audiences Can Power Bigger Things
Take My Therapist Ghosted Me, the show’s pulling in 3.5 million listeners a month and packing out venues like the 3Arena. That audience didn’t just show up overnight, but it’s now fuelling big partnerships and new income streams.
If you’ve got a loyal podcast audience, even a small one, you’ve got options, live shows, sponsors, and collabs. It all starts with showing up consistently and sounding like you. Source
3. Podcasts Are Part of the Strategy Now
In the corporate world, long-form podcasts aren’t just side projects; they’re strategic tools. Shows like Decoder are helping firms build authority, connect with industry leaders, and even generate new business. Podcasts are being used to attract partners, spark investor interest, and give execs a platform that builds trust. Source
It’s not just chat, it’s strategy.
How Glasgow Businesses Can Tap In
Try smarter ads: AI ad tech is more accessible than ever, get your message in front of the right ears at the right time
Host your own live event: Even a small meet-up or live episode can build loyalty and buzz
Bring guests on: Thought leaders, clients, collaborators, turn your podcast into a relationship builder
Add a CTA: Every episode is a chance to drive action. Want bookings? Leads? Newsletter sign-ups? Just ask
Break it up for socials: Don’t just post your full episode, clip it up and share it across LinkedIn and Instagram
Pay attention to the data: What’s getting traction? What topics land best? Use it to shape your next move
Why It Matters to Us at Podcast Studio Glasgow
We’ve always said, podcasting isn’t just about sounding good, it’s about growth. With smarter ads, stronger content strategy, and a bit of planning, your podcast can do more than inform; it can convert.
We help brands at every stage, from first-time creators to companies ready to scale. If you're thinking about launching a podcast that drives leads (or just want to chat about AI-powered ads), drop us a line: hello@podcaststudioglasgow.com
Let’s make something that sounds great and grows your business.
