As content trends toward long-form storytelling, podcasts have become an ideal medium for marketers to share nuanced, informative stories with listeners looking for a deeper dive into their favorite topics.

If your friends, family, and coworkers are overflowing with podcast recommendations, they’re in good company: podcast listening grew 23% between 2015 and 2016 alone. Podcast aficionados aren’t afraid to branch out, either, with the average listener tuning in to five programs regularly.

For marketers looking to diversify their digital portfolios, this proliferation of auditory content presents exciting opportunities. From promotional ads during popular podcasts to in-house programming that underscores your brand’s thought leadership, digital strategists should consider capitalizing on this increasingly important channel of consumer engagement — especially since 64% of podcasts are listened to on smartphones or tablets.

Interested in learning more about how podcasts can fit into your online presence? Check out our insightful infographic for more.

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Author Jake Dawe

Jake works with our clients and L&T's content management team to create and publish cogent, effective marketing content. A recent graduate of Yale University with a B.A. in American Studies, Jake pursued independent research that traced the evolving voice of ``Shouts and Murmurs`` over ninety years. When he's not writing and editing, Jake is probably watching The Crown or making up for four years of lost pleasure reading. Thanks, college.

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