An ongoing audio (or video) series produced by a brand, typically covering topics relevant to its audience, used to build awareness, trust, and thought leadership over a sustained format rather than a single piece of content.
Why it matters
A podcast builds a different kind of relationship with an audience than most other content formats — sustained, recurring attention over weeks or months — and can be a strong platform for thought leadership and relationship-building, though it also requires meaningful ongoing production commitment to sustain.
In a sentence
"The podcast has a smaller audience than our blog, but the listeners who do tune in consistently convert at a higher rate — it's a smaller, more invested audience."