The Podcast, A New Way To Market That Is Never Dull

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Key Takeaways

• A podcast is a digital audio file released in episodes, which listeners can play online anywhere, at any time.
• Podcasting builds strong brand loyalty, because listeners pay attention, and most are working-age adults with spending power.
• Podcasts are no longer audio only. Video podcasts on YouTube let a brand cut short clips for Shorts or Reels.
• Beyond producing its own content, a brand can bring in a specialist or a KOL with an existing following as co-host, to grow the audience quickly.

Once the web became the main channel for marketing, the world filled with what we call content. Anything we scroll past on social media has become content, and the people making it grow more inventive by the day, producing every format going: long blogs, short posts, infographics, video and more, depending on how a brand wants to be promoted, what suits it, and who the audience is.

Beyond those formats there is now content that uses no images, no text and no infographics, only sound. It is called the podcast.

While almost every brand in the market competes on the same content formats, would it not be better to try a new one? A podcast is a strong candidate, because it uses sound alone, needs no reading and no long video, and can be played anywhere, at any time, much as music can, whatever the listener is doing.

Before getting to how to make one, it is worth knowing what a podcast is, to understand why podcasting has become one of the important marketing tools for an organisation today.

What Is A Podcast

Most people have heard the word. Some have listened, some never have, but there is no denying that podcasts keep growing in popularity, because they are easy to take in and can be played at any time, without reading a long text or sitting through a clip to the end.

As for what the word means, podcast is a blend of iPod and broadcasting. Podcasts arrived in the same era in which Apple created the iPod, and Apple was the first company to support them. In 2005 Apple released iTunes 4.9 with a podcast directory carrying more than 3,000 channels at no charge, and podcasts spread quickly from there.

A podcast is a digital audio file published on an online platform. A host tells stories, gives an interview, shares experience or teaches something, in a format close to a radio programme, and listeners choose the channel whose content suits them. Each channel divides its content into episodes, so listeners can play something short, which fits the hurried way people live now.

Surveys of listening behaviour find that most people play podcasts at home, while exercising, while working, and while travelling. That convenience has made podcasts enormously popular, and it would serve many brands to market through them, to reach a wider audience and to look current rather than dated.

What Are The Advantages Of Marketing With A Podcast

• It reaches a specific audience. Each channel has its own content category, and listeners choose by the categories that interest them, so anyone who comes to your podcast is genuinely interested in that channel.
• Podcasting costs little. It needs far less spent on advertising and PR than other platforms, because competition in podcast marketing is still light.
• It keeps growing. More people are turning to podcasts, because the format’s selling point is that you can play it anywhere, any time, without stopping to read or to look at an image.
• The audience has spending power. Figures from the GetTalks programme put its podcast listeners at 21 to 35 years old, working age, and mostly in Bangkok and the surrounding provinces.

Why Should A Thai Brand Invest In A Podcast

Commercially, a podcast is a way to build thought leadership and brand affinity that other media find hard to match. Two reasons to enter the field.

Turn Listeners Into Genuine Fans

Unlike a social ad, which people skip inside 3 seconds, a podcast listener is paying attention, and spends 15 to 45 minutes with the content on average per episode. The connection that forms through the voice builds trust, and that turns listeners into customers more easily.

Budget And Commercial Return

A brand deciding to podcast commercially has to weigh the resources it will spend against the long-term value it gets back, to see the return on investment before starting. Two dimensions.

• Starting budget. An audio-only podcast can start with a good microphone and editing software at no charge, for a starting budget of only 5,000 to 15,000 baht. Moving to a video podcast adds a camera, lighting and possibly a studio.
• Return. A podcast will not produce revenue on day one, but it builds an evergreen asset, content that holds its value for years and can be played back at any time. It can also be repurposed and cut down into dozens of social posts.

What Do You Need To Make A Podcast

Starting a podcast is not hard. You need no writing skill to draw readers, no polished graphics to stop scrollers, and no video editing skill to make a clip interesting. Speaking well, and genuinely knowing the subject, is enough.

Four things to prepare.

• A subject you want to talk about. Something new and not dull, to draw listeners in, then divided into episodes, around 10 or more.
• Recording equipment. Some assume a phone is enough to record, but the thing people overlook is that recording equipment matters enormously for audio content. Good equipment makes the voice loud and clear and pleasant to hear, and it cuts the surrounding noise that would otherwise get into the recording. For a podcast that sounds professional, it is not optional.
• Cover art. No infographics needed, but the programme does need attractive cover art that draws the audience in and, importantly, sits in the same mood and tone as the brand and the content.
• Distribution channels. With the audio finished, the next step is publishing to platforms, choosing the ones that suit the brand by looking at where the audience mostly listens. The popular ones include Spotify, Apple Podcasts, YouTube and SoundCloud, with Spotify for Creators (formerly Anchor) as the hosting and distribution tool behind many of them.

The Key Parts Of A Modern Video Podcast

A video podcast on YouTube or Spotify does not have to be complicated, but it does need a tight script structure to hold viewers from start to finish. An effective clip has three main parts.

• Hook and intro. The first 30 seconds matter most. Open with the best highlight or a question that makes people think, then introduce the programme and the points the episode will cover, so listeners know straight away what they will get.
• Main content. The discussion or interview. Alternate camera angles between the host and the guest, and put graphic bullet points on screen summarising the key points, so viewers take in the information easily and do not drift.
• Call to action and outro. At the end, summarise the key points briefly, ask for the follow (subscribe), and add a call to action inviting listeners to take part: comment with a view, or contact the brand for more information.

Techniques For A Podcast People Want To Hear

A successful podcast does not rest on expensive equipment alone. The heart of it is how the content is arranged and delivered, with direction, so it draws listeners. For a brand or a creator wanting a programme people follow and return to, five techniques to apply straight away.

Know And Understand The Audience

Start by defining the listener clearly. Whatever the approach, marketing begins with knowing the audience: who they are, their age, what they like and dislike. Podcasting is no different. Know who you are making the programme for. Do not cast a wide net with subjects meant to please everyone on earth, or broad topics you hope will suit every age. Choose something specific that lets the brand come through to the listener. That brings in listeners who are likely to become customers, and it shows the expertise you have in what you are talking about. A cosmetics brand talking about broad subjects with nothing to do with cosmetics will not read as credible.

Structure The Script Before Recording

Set the order of the story so the communication stays on point. Once you have the subject, the next thing to do is write a script, or an outline, to steer the programme and prevent slips during recording, particularly for a beginner not yet fluent at speaking off the cuff. Planning what to tell, how many parts to split it into, and how long each takes keeps every episode orderly. The host still needs to leave room for flexibility: a small piece of knowledge that comes to mind at the right moment, or a touch of humour in the voice, so the programme does not turn dull.

Edit The Audio For Rhythm And Interest

Add a dimension to the content by adjusting the sound. Editing audio for a podcast is nowhere near as hard or complex as editing video, so it needs none of a professional video editor’s skills to start. The recommended application is Spotify for Creators, formerly Anchor, because it is easy to use and suits beginners: add music, drop in a fun sound, or import audio you like, and it lets you record with a friend. For a video podcast, a video editing app on a smartphone does the rest.

6.4 Find A Co-Host Or A Guest To Bring Colour

Add variety and grow a new audience. So the programme does not turn out the same, bringing in a co-host or a KOL with expertise in each subject to talk it through, which keeps the podcast flowing and natural, like a conversation in real life. As for the benefit of using a specialist, or what a KOL is: it makes the content credible, and it brings the guest’s existing following across to meet the brand immediately.

Track And Measure Consistently

Grow the programme on real data. The last step, and it cannot be skipped, is evaluating each piece of content closely: views, listening time (audience retention), and the points listeners cared about, so the next episode’s content plan improves. For a beginner, a small audience at the start is normal in content marketing. Stay consistent, keep measuring and keep developing the programme, and steady audience growth becomes the proof of the brand’s success over the long term.

Adapt To The Age Of Audio Content And Turn Listeners Into Customers With Primal

Not many brands market through podcasts yet, so a brand that starts today will be among the first to promote itself and build an audience this way. If you can speak well, or you are already drawn to this kind of content, start now: podcasting costs little and reaches a specific audience precisely. Remember that a podcast does not suit a campaign with a fixed run, because listeners tend to play back later rather than live. Concentrating on evergreen content that can be played long after release gives the best long-term return.

And as search moves into AI search and voice search, structuring content and the systems behind it to be found matters more than ever. For a brand wanting its site and content easier to find, an AI Search service alongside planning with Primal, a leading SEO agency and marketing company in Thailand, lets us help on every side of the brand, for results beyond what you expect.

Speak with our specialists to start planning.

Frequently Asked Questions About Podcasting (FAQs)

References

1. BBC Sounds, What is a podcast?, retrieved 28 August 2026, https://www.bbc.co.uk/sounds/help/questions/getting-started-with-bbc-sounds/what-are-podcasts

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