Build Your Brand: Podcasting with WordPress

Podcasting goes as far back as the 80’s where it was labeled audioblogging. It did not start catching on till around 2004. But over the last few years, the growth has been exponential.

Today podcasting is a medium that is growing in leaps and bounds. Consider this:

70% of Americans are familiar with ‘podcasting’

165 Million people in the US have listened to a podcast

32% of Americans are monthly podcast listeners 

22% of Americans listen to podcasts weekly

I am guessing you are now asking how many podcasts are out there. With this kind of popularity, it must be saturated. According to one statistic:

The number of podcasts in the Apple Podcasts directory reached 770,000 on Nov. 6, 2019.

Let’s put that number into perspective. How about comparing it to the number of blogs out there?

There are roughly 500 million blogs

Guess what?

Only 35.3% of podcasts have produced four or more episodes and have published an episode in the last 90 days.

The fact is this. People are still starting blogs. The variety of mediums are making content more dynamic and accessible. And podcasting is on a path for steady growth.

Building Your Brand with Podcasting

We all talk about branding. There are so many pieces to it that it’s important to find the right medium to help us with building our brand—whether you are an individual or a company, no matter your size.

Podcasting brings three unique benefits to the table. They reinforce what you may already be doing when it comes to your branding.

Building Your Brand Through Authority

This seems like an obvious benefit as it aligns with other media. But it isn’t all about what’s in your head. Sure, as a single narrator on a podcast you can share your knowledge and expertise. But consider what happens when you have guests on your podcast.

Take my WooCommerce podcast. The fact that we bring on some very smart people to share their expertise helps me as a host to build my brand in the WooCommerce space.

You can become known as an authority in a specific field or subject by bringing all that knowledge to your listeners via your guests.

Your Brand Audience

As with any medium, it takes time to build your audience. That is a simple fact.

Podcasting gives you an entirely new audience. There is much more connectivity between you and your listeners. They become familiar with your voice, your intonations, and other elements that only audio carries with it. Your brand becomes more personal as you talk directly to your audience.

A Direct Aim at Your Target Market

We spend a lot of time finding our target market. Because of the nature of podcasting, you can learn more directly from your clients and customers.

Think of the topics you can use from questions that you have been asked or problems you can solve.

The best part is that you can have the opportunity to talk with your customers or clients on your podcast and learn about their needs. This is a perfect way to get ideas for new services or products that you can introduce down the road.

Hitting the Barriers

As with anything we do when growing our brands, we can all make excuses. I have heard them all when it comes to blogging. And to be honest, podcasting may not be your cup of tea. Or, maybe you hit one of these barriers.

Comfort Level – Let’s face it. Not everyone is comfortable with talking online, whether it’s audio or video. Do it because if feels right and not because some content coach said you will be left behind if you don’t podcast. On the other hand, it may be a perfect opportunity to step out of your comfort zone.

Time – Podcasting is not easy. It takes time to do a good episode. If you are interviewing, you need to line up guests. You need to create show notes and content. There isn’t just a recording and it’s all done and said. There is post-production as well. If you want to do this yourself, you will need to carve in that time.

Money – If you cannot some of the things that come with podcasting, you may need to outsource that. And that takes money. In addition, there is the equipment. You don’t need to get that top-of- the-line microphone, but you need something that sounds decent. And if you are a tech geek, look out, you can easily overspend in an attempt to make your podcast sound ‘perfect.’

How WordPress Can Help You Build Your Brand with Podcasting

Having your podcast on your WordPress site has so many advantages. That is why I started this site and podcast.

5 Reasons to Use Your WordPress Site for Podcasting

Owning Your Content

You have complete control over all your content: from your podcast itself to your show notes, transcripts and everything else. Although podcasting platforms may seem much easier to create and maintain, you will have more limitations when it comes to marketing your podcast. Also, be aware of their terms of service as you may not own your content as much as you think you do.

Flexibility of Site Layout

There are thousands of themes in WordPress you can use to build a robust and professional site for your podcast. There are also themes that built specifically with podcasts in mind. And if you want to get real creative, you can use a page builder like Beaver Builder to create a site exactly as you envision it. That’s what we have done with our podcasting sites.

Market and Promote Your Podcasts with Plugins

There is a plugin—both fee and paid—that will do just about anything when it comes to WordPress. Some plugins are related to helping you set up your podcast for feeds and organization like Seriously Simple Podcasting Plugin or PowerPress Podcasting Plugin by Blubrrry. Others can help you with your podcasting calendar, sharing and subscribe buttons and hundreds of other things that help to get your podcast out to the world.


WordPress, as a content management system, is built for search engine optimization. Whether it’s your show notes, transcripts or other content you repurpose from your podcast, if you follow the basic rules of SEO and provide good content, Google will find you. There are several plugins that can help you, including my favorite, Yoast SEO.

Content Creation and Repurposing

WordPress is a powerhouse when it comes to content. The more valuable your content, the more listeners you will have. On podcasting platforms you are limited, but with WordPress, creating additional content, whether it compliments your podcast or is repurposed from your podcast, is limitless. For example, repurposing your audio for YouTube can be done pretty easily.

Of course, these five only touch the tip of the iceberg. You will find much more about what you can do as our site grows here.

Links and Resources from WordCamp Seattle 2019 Presentation

Hosting for Podcasts


Production Software

Audio to Video Services


Remote Recording

Podcasting Experts Sharing Their Wisdom

WordPress Plugins and Themes