In 2025 I’ll be focusing on building podcasts and home grown content for brands. Clients with podcasts have dramatically outperformed clients focused solely on earned media. In fact, I think EVERY brand should start a podcast ASAP.
I know you think the podcast landscape is too saturated… but you’re thinking about this the wrong way.
Starting this year, podcasts have the potential to drive your entire marketing engine due to changes in AI-search and how multi-media converts new business.
I’ll unpack this for you.
Podcasts help you do better as AI-search takes over
ChatGPT is already creeping in on Google’s search dominance due to its ability to give faster, more accurate, and clean answers. In 2025, if your website has low-quality or recycled content you will quickly become obsolete. AI craves unique fresh content, and it’s smart enough to know what is just recycled. Now that ChatGPT is citing sources with direct links, if you feed it, it will feed you. One great podcast can generate two or more fresh, unique posts for your site. And because your podcast will be entirely fresh, and not simply a copy/paste job, you dramatically increase your chances of AI serving you traffic.
Podcasts are human, and humans like other humans
As people rely on ChatGPT and AI-search to find answers, your overall traffic will decrease as fewer people land on your site that aren’t in your tribe BUT that means your visitor quality will increase. That means you need to build that relationship fast. A podcast does that, especially if you have a video component. Your podcast goal shouldn’t be 10,000 subscribers, you need to think of a podcast as an extension of your website and YOU! In a world of fake content, nothing attracts your fellow humans like another human. Authenticity is 2025’s secret weapon says Allison Braley of Bain Capital Ventures. (Check out my interview with Allison about how PR is changing!)
Video headlines are the new SEO play
As SEO matters less and less, and competition gets more fierce, what’s the new way to scale relationships? According to digital marketing pro Ryan Doser, who was kind enough to have me on his show, it’s short form video. Today, marketers and founders need to think in terms of headlines.
YouTuber Mike Russell echoed this idea on my podcast. Before he records a new video, he actually plans out the headline and thumbnail! The more high quality videos you produce, the more findable your brand and podcasts are a great way to churn out incredible content.
