Building Podcasts to Run the Media for Tomorrow

On the Brink with Andi Simon

On this episode of On the Brink with Andi Simon, we explore the fascinating world of podcasting—its past, present, and potential future. Joining me are two extraordinary guests: Chad Parizman, founder of Adder Communications and a podcast consultant with years of experience helping brands harness the power of audio, and Mark Schaefer, a renowned marketing expert, author, and podcaster. Together, we delve into the transformative role of podcasts in today’s rapidly evolving media landscape.

Meet our Guests: Mark Schaefer and Chad Parizman

Podcasting’s Emergence and Growth

Podcasting has exploded, with over 4.2 million podcasts worldwide and a steadily growing audience. Chad’s journey began at Pfizer, where he introduced podcasting as a tool for internal and external communications. His experience revealed podcasting as a medium with endless possibilities for storytelling, marketing, and engagement. He emphasized that podcasts aren’t one-size-fits-all—they can be interview-based, documentary-style, seasonal, or entirely unique. The key, according to Chad, is to let the content dictate the format, not the other way around.

Mark’s introduction to podcasting stemmed from curiosity and a desire to expand his expertise beyond blogging. His strategy? Start small and sustain joy. “To stand out,” he explains, “you’ve got to be great and passionate about what you’re doing.” Over 13 years, Mark’s podcast evolved with rotating co-hosts, reflecting his belief in relevance—matching passion and skills to the needs of the audience.

Why Podcasting Works

Both guests agree: podcasting is about authenticity, trust, and human connection. Unlike polished social media or video content, podcasts offer a raw and personal experience. As Mark points out, “A podcast is one of the last bastions of truly human, authentic, and trusted content.” Chad adds that technology, including AI tools, is making it easier than ever to focus on creating compelling content while automating time-consuming tasks like editing and research.

The Future of Podcasting

Relevance and purpose remain at the heart of successful podcasts. As Chad notes, listeners are increasingly drawn to niche content tailored to their interests, often willing to pay for it through subscription services. Mark believes podcasting will remain a critical medium for building authentic relationships, both for individuals and brands.

AI also looms large in podcasting’s future. While tools like voice synthesis can assist with production, Mark and Chad agree that the human element will always be essential for building trust and emotional connections.

Key Takeaways

1. Podcasting’s Personal Connection

   • Podcasts thrive on authenticity and human connection. Great podcasts make listeners feel like they’re part of a meaningful conversation, not just an audience.

2. Creative Formats for Great Podcasts

   • Break away from traditional weekly interviews. Experiment with formats like solo episodes, seasonal releases, or well-researched documentary-style series.

3. The Future of Podcasts is Niche

   • Listeners are seeking content that resonates deeply with their interests. Building a small but loyal audience is often more impactful than chasing mass appeal.

4. AI Can Enhance Podcasting

   • From editing to show notes, AI tools streamline production, freeing creators to focus on storytelling and delivering value. However, authenticity remains key.

5. Monetization Through Passion and Purpose

   • Podcasts with clear goals and dedicated followings are increasingly supported through subscriptions and direct listener funding. Be top of heart, not just top of mind.

6. Podcasting’s Future is Bright

   • With a growing listener base and its unique ability to build trust, podcasting is poised to remain a dominant medium for content creation and marketing.

Final Thoughts

Podcasting is no longer just a hobby; it’s a powerful medium for storytelling, brand building, and connecting with audiences on a deeper level. Whether you’re a podcaster, a listener, or considering starting your own show, this episode offers insights into how to thrive in this exciting and ever-changing space.

Let us know your thoughts—where do you see podcasting heading next?

Other Podcasts you will enjoy include:

407: Shaping the Future: Dr. Emily Springer on Responsible AI in Business

396:Mark Schaefer: The Customer is Changing. How Can We Build a Community Through Marketing?

406: The Greatest Journey of a Woman Entrepreneur in Mental Health: Dr. Barbara Brown’s Story

Additional resources for you:

• My two award-winning books: Rethink: Smashing The Myths of Women in Business and On the Brink: A Fresh Lens to Take Your Business to New Heights
• Our latest book, Women Mean Business: Over 500 Insights from Extraordinary Leaders to Spark Your Success, coauthored with Edie Fraser and Robyn Freedman Spizman
• All of our white papers, particularly those on Blue Ocean Strategy
• Our website: Simon Associates Management Consultants

Reach out and contact us if you want to see how a little anthropology can help your business grow. Let's Talk!

From Observation to Innovation,

Andi Simon, PhD

CEO | Corporate Anthropologist | Author Simonassociates.net [e-mail] @simonandi LinkedIn