Should You Convert Your Blog into a Podcast?

Branded podcasts are on the rise. Not just terms of active listeners, but also in the number of shows being created and shared. Currently, 6.5 million adults in the UK are listening to at least one podcast a week. This means that if you’ve been sticking to blogging up until now, you might be missing out on one of the best ways to tell the world about your brand or business – podcasting.

But is it as simple as turning your blog into a podcast series? And what would this involve? In this article, we unpack what you need to know to ensure a smooth transition blogging to audio.

5 top reasons to convert your blog into a podcast

 

1.     Repurpose for smart and efficient content production

If you’ve already got your content production down in words, you’ve got the material you need to get started. Why not make more of your knowledge and insight, and repurpose? It’s an efficient way to take your content and stretch it further.

Using existing blog posts as a basis for a podcast comes with a few caveats, but it can be a great way to start fielding ideas that you know your audience is interested in. It’s also a great way to get more engagement from your existing content as research show that 80% of listeners will complete an entire episode, or most of an episode. This means that if you’re struggling to get readers to the end of an article, it could be a good alternative.

2.     Expand your audience in new directions

Appealing to a wide range of people means tapping into different channels to reach them. By the end of 2025, it’s predicted that there will be over 144 million monthly podcast listeners in the US, with an average listening time of 23 minutes a day.

Listeners are diverse, but almost half of all listeners in the US are under 35 years old. This is great news if you’re looking to target a younger audience. Equally, half of all listeners have a full-time job and an income between US$100-150k. They have the purchasing power to really make an impact on your business.

3.     Increase brand recognition and accessibility

While blogging is straightforward, it’s only one way of telling the world about your brand. Not only is audio more accessible for many who may not have the time or desire to read through long texts online, but it also adds a far more personal touch. When we hear a voice, we have an opportunity to connect in a more friendly, intimate way. Personalise your brand’s offering through a branded podcast that will create opportunities for your audience to really get to know the people behind the name.

Many podcast listeners also enjoy their favourite episodes while doing other tasks – like commuting, or household chores. Podcasts are easy to listen to while completing other tasks and are totally portable, making them a great medium to improve the accessibility of your message. Offer your audience a branded podcast that fits in with their everyday life. 

4.     Explore new storytelling possibilities

While a blog can be easy to access and create, there’s only so much you can do when it comes to telling your brand’s story in words. What new storytelling options might you unlock with a podcast?

With a variety of formats and genres out there, branded podcasts open up space to consider what new stories you’ve got to offer the world. We’ve talked before about the various formats you might consider for your branded podcast – including the solocast, the documentary, the interview and even the fictionalised podcast. There are no limits to the creativity you can use to share memorable stories.

5.     Create more memorable content

And speaking of memorable, did you know that audio is 36% more memorable than video? This means that investing in audio can offer a far more memorable message for your listener, over investing in other media. If you’re wanting to send a message to your audience that will stick with them, turning your blog into a podcast can be a great way to go.

The sticking points: What to be aware of when converting your blog into a branded podcast

Keep it professional

Because of the sheer number of podcasts out there, anything that doesn’t sound slick and put-together is going to stand out – for all the wrong reasons. A third of listeners will stop listening if they detect a podcast is low quality. That means there’s no room for bad sound quality, dodgy editing or disjointed episode structures.

An experienced producer can make all the difference. We have the knowledge to ensure your podcast passes the quality test.

Take a look at our branded podcast production packages to find out more about how we can help give you a consistent, quality result in audio format.

Know the medium

If you’ve never made a podcast before, you might struggle to create something that really maximises the medium. While your audience might be excited by the pivot, podcasts and blogs appeal to different people in different ways. In other words, you can’t just read out your blogs and call it a podcast!

If you have tried to dabble in podcasting from a blog already, but are noticing that your output isn’t quite translating, you might not be maximising the new medium.

Our Power Up package is here to offer your branded podcast the boost it needs to really make sure it reaches your audience in the right way.

All in all, we’re biased when it comes to the power of the podcast – but the stats are here to back us up! Though podcasting is an effective medium for telling your brand’s story, it’s also a crowded marketplace.

Make sure your podcast stands out from the crowd with the right production, strategy, and delivery methods in place.

Get in touch to learn more about how we can help turn that blog into a whole new listener experience.