Episode 25 - Why Your Business Needs a Podcast in 2025

Episode guide

About this episode

In this episode, Chris and Helen Butler ask a simple question: why should a business consider having its own podcast in 2025? Recording from the newly built Two Krakens podcast and content studio, they reflect on what they have learned after roughly two years of creating their own show and how their view of podcasting has changed along the way.

Their podcast did not begin as a direct sales channel. The original aim was to speak candidly about running a business, share some of the harder realities and help other business owners feel less isolated in the experience. Over time, however, they began hearing from customers and people they had never previously spoken to who had been watching or listening. Some of those conversations went on to generate business enquiries.

That experience shapes one of the main arguments in the episode: a business podcast can build trust before a sales conversation ever takes place. For higher-value services, recurring relationships or purchases that depend heavily on confidence in the supplier, people often want to understand who they are dealing with. A podcast gives them time with the personalities, opinions and values behind a company, helping both sides work out whether there is a natural fit.

Chris and Helen also challenge the idea that a successful business podcast needs a huge audience. Their focus is on relevance rather than raw numbers. A company may not need millions of listeners if a much smaller group contains the right prospective customers, partners or collaborators. For a business podcast, commercial value can come from who is listening rather than how impressive the headline audience figure looks.

A major practical benefit is content repurposing. They describe how a single conversation can become an audio podcast, a YouTube episode, multiple short-form clips, social media posts, a blog article and additional videos that explore individual points in more depth. From their own recordings, they say they commonly find at least six or seven useful short clips and have sometimes produced as many as 20 from one episode.

The episode also looks at expertise and education. Rather than relying on hard selling or repeatedly claiming to be the best, Chris and Helen favour giving useful information away and allowing an audience to judge the quality of that knowledge for itself. They discuss how a podcast can be used to answer common questions, explain a service, interview customers, introduce different members of a team or explore specialist areas within a business.

Authenticity runs through the conversation. Chris and Helen argue that as businesses encounter more automated and AI-generated content, there is growing value in hearing real people speak naturally, including the pauses, humour and personality that make a conversation feel human. In their view, that helps a business attract people who connect with its style while filtering out relationships that are unlikely to be a good fit.

They also acknowledge the work involved. Recording a podcast can mean setting up cameras and lighting, testing sound, managing large files, editing the main episode, creating social clips and publishing the finished content. Their own experience is one reason they built the Two Krakens studio in the West Midlands, with the aim of making podcast and content production easier for businesses that do not want to build the entire process themselves.

The overall message is that podcasting should be considered as part of a wider business marketing system rather than simply as a route to becoming a large media channel. Used consistently, it can support trust, education, search visibility, content creation and relationship building while giving a company a more human way to communicate.