Eric Siu argues podcasting is an underutilized marketing channel with high engagement and retention. Ad CPMs run $30 to $100, and it builds relationships at scale, though growth is slow. Treat it as a long-term weapon, not a quick traffic play.
So the interesting thing about podcasting as a marketer, it's by far the hardest channel we've ever grown. So the reason I love podcasting so much is because when you go to the gym or when you're working out or you're doing something, you're actually fully engaged and you usually will listen to a big chunk of the podcast. So the retention rates are really high. And to be able to build relationships at scale, like it's one of the best channels to do that because you can say, oh well, I can post a podcast to YouTube, but yeah, like I'm going to take out my phone, I'm going to start doing other stuff, I might pause it or whatever. So that's why I think podcasting is continuing to get larger and larger. And the CPMs that people are paying to advertise Right now, they're paying like $30 to $60, sometimes even $100 CPM. So I think podcasting is crazy, crazy good, and I think it's a very underutilized channel because what we want to do as marketers, we want the easy way out, right? We want like what works, what's really fast, we want quick traffic, right? Podcasts aren't like that, but if you use it correct, definitely a weapon to add to the repertoire.
