Why Businesses Should Be Podcasting (Yesterday, if We're Honest)

In a world where we’re all scrolling mad and trying to out-shout each other on social media, podcasts are the quiet disruptors. And that’s exactly why they work. No overkill with flashy graphics. No dancing in front of a ring light. Just real conversations, real value, and a real chance to connect with your audience.

Here at The 32 Collective, we’ve helped all sorts of businesses. From solo entrepreneurs to full-on teams, we’ve turned the spark of an idea into a cracking podcast that actually builds their brand and brings in business. If you’re still on the fence, take a few minutes to have a quick read and see why getting behind the mic might be the smartest move your business makes this year.

1. People trust a voice more than a post

Podcasts are a brilliant way to show off what you know without sounding like you’re showing off. You get to chat through your expertise, share the latest trends in your field, and give your honest take without needing to type up a 1,000-word LinkedIn essay. You become the voice of authority.

But it goes deeper than just building trust. Podcasts give you the perfect space to sell without sounding salesy. You’re not shouting “buy now” you’re talking through real-life examples, walking listeners through how you solve problems, and naturally weaving in your services or products. When people hear your process and see the depth of your knowledge, the penny drops. They realise, “Ah right, they actually know their stuff.” And that’s when they reach out.

We’ve seen it firsthand. A client of ours in the wellness industry went from posting blogs that got a handful of views to hosting a podcast that now gets quoted back to them by their own clients. Listeners started booking discovery calls, saying things like, “You said something on the podcast that really hit home.” That’s what happens when you make people feel like they know you and trust that you can actually help them.

If you’re selling coaching, a service, a physical product or even an online course, your podcast becomes a space where people get to know your work inside out. It builds belief. It builds momentum and most importantly trust. And when it’s done right, it builds sales too.

2. It builds brand awareness without feeling like a sales pitch

Let’s be honest. People are getting pretty good at spotting ads and scrolling right past them. But with podcasts, you’re invited into someone’s ears. You’ve got their attention for 20, maybe even 40 minutes. And if you’re delivering something useful or entertaining, they’ll keep coming back.

Your brand becomes more than a logo. It becomes a tone of voice. A personality. A trustworthy sound in the background of their walk, commute, or cuppa break. And when they’re ready to buy? You’re already in their head.

3. You actually connect with your audience

There’s something about hearing someone talk that written content just can’t replicate. The awkward pauses, the laughs, the honest tangents. It’s so human!! That’s what builds connection. Podcasts allow you to talk to your audience, not just at them. You become a part of their week.

We helped one business owner who swore up and down she was not a podcast person fall in love with the format. Once she realised she could just talk the way she normally talks, with a bit of guidance and editing from us of course, she built a community around her show. Listeners became clients!

4. It freshens up your content strategy

Let’s face it. Writing another blog post or trying to come up with something new for Instagram every week can be a bit of a slog. Personally speaking it can drain the life out of your creativity and leave you feeling so unmotivated. Podcasts give you a fresh format that you can then repurpose into snippets, quotes, audiograms, reels, newsletters. The whole lot.

And the best part? You record one episode. We take it from there. We’ve built entire content strategies for clients off the back of a single recording. It’s all about working smarter, not harder.

5. You stay ahead of the curve

Podcasting isn’t a trend. It’s not the next Clubhouse. It’s growing and it’s here to stay. The businesses getting in now, before the space becomes oversaturated, are the ones who’ll benefit long term. You don’t need to be the next Blindboy or Stephen Bartlett. You just need to speak to your people.

Being early shows you’re innovative. It shows confidence. It shows leadership. And that matters, whether you're B2B, B2C, or somewhere in between.

Final Word (and a Little Nudge)

Podcasting isn’t just for influencers and big-shot CEOs. It’s for anyone who wants to build trust, authority, and real connection. And have a bit of craic along the way.

At The 32 Collective, we make it easy. We’ve helped brands go from having no clue where to start to launching polished, professional podcasts that land clients, spark conversations, and raise profiles. We can work with you whether you want to be fully hands-on or hand the whole thing over.So if you’re ready to stop shouting into the void and start speaking to the people who actually need to hear from you, give us a shout. We would love to bring your podcast to life!