There are many ways to measure your podcast’s ROI, and it mostly depends on your podcast goals, whether that is to increase brand awareness or connect with your audience. But the impact of your podcast goes beyond the traditional metrics.

While a marketing team may see the value in podcasting, they need their CEO also to see it before they can launch one. However, even after you have an executive on your side, there is a lot to do, as producing a podcast is more than pressing the record button. In fact, you need to first develop a strategy if you want your show to last long, deliver value, and grow.

Podcasts have become more popular with brands in the last few years. Companies use podcasts as a way to reach their audience on a different channel. By providing audio content, you can share information with customers and they can consume content while doing other things (walking their dog, washing dishes, etc.).But, a podcast is more than just an audio channel. It’s a powerful medium for tech companies and can fuel your entire content marketing strategy.

There’s no such thing as one size fits all in content creation. But regardless of your chosen format, two questions must be answered: who you want to make it for and for what purpose. From there, you can start experimenting and playing with different styles, and after publishing a certain number of videos or blog posts, measure their performance to establish what works.

Regardless of the stage your company is at, a podcast can be a valuable tool in helping you build a sustainable marketing strategy. For instance, an early-stage B2B company can benefit from podcasting — which can help them not only build brand awareness and credibility but also connect with potential customers, investors, and partners.

Thought leadership is a popular buzzword, and most companies start a podcast to position themselves as thought leaders in the industry. But what does it really mean to be a thought leader?