August 12, 2025

Are you a fan of podcasts? Whether you listen to podcasts for entertainment, information or education, today more than half of Australians now tune into a podcast every month - up from just 25% in 2020. [i]  

That’s a massive shift in how people consume information. Why? Listeners choose the topic, the timing and the format that fits their lives. That’s precisely why podcasting should be on your radar if you want to build trust, authority and positive visibility in a competitive market.

At Capital Outcomes, we know that trust and credibility are the cornerstones of lasting client relationships. And that’s why we believe podcasts are fast becoming a powerful medium helping financial services firms strengthen their PR strategy.

When illustrious media publications like the Australian Financial Review started asking fund managers in interviews, “What are you listening to?” it signalled a change. Suddenly, the industry recognised that podcasts weren’t just for true crime fans or wellness seekers, but they were a legitimate way to share insights, personalise brands and reach audiences in a trusted, intimate format.

Podcasting emerged in the early 2000s out of the disruption caused by the internet and particularly the ability of users to generate and share content. The lack of time constraints compared to radio as a way of listening to interesting information meant podcast episodes could go for any length.

Podcasts can bypass the rigid confines of traditional media campaigns. There are no strict time or space limits but just an open mic for valuable conversations. And because listeners have actively chosen your conversation, you are already starting with an engaged audience.

But before diving headfirst into creating your own branded podcast channel, you should take advantage of what’s already out there. Established industry specific podcasts have curated loyal audiences. By appearing as a guest on these shows, you tap into that trust instantly without the slow burn of building a community from scratch.

When you join a respected host for a conversation, you’re borrowing their credibility. Just like being quoted in a trusted publication, a well-placed podcast appearance can validate your expertise in a way paid opportunity never could.

Once you’ve built a track record of guest appearances, consider launching your own podcast. This shifts you from earned PR to owned PR. It’s your microphone, your topics and your editorial control. That freedom lets you position your brand and your people as thought leaders while inviting other high-profile guests to share the stage.

Done well, a branded podcast isn’t just a marketing exercise but becomes an intellectual hub for your clients and prospects.

But don’t stop at the recording

Whether you appear on an industry podcast or produce your own, the real PR value comes in how you leverage the content afterward.

• Promote it across your social media channel.
• Embed it on your website to give visitors another reason to trust you.
• Include it in newsletters to spark client engagement.
• Use it in future podcast pitches to show your style and expertise.

Every episode becomes a reusable asset that can strengthen your brand presence over time.

The way we connect with audiences is changing and successful financial services firms a readapting. Podcasts allow you to speak directly to the people you most want to reach, on their terms, in a format that fosters trust and builds authority.

Together with our clients, we help our clients explore innovative PR channels like podcasting to complement traditional strategies, ensuring their message is heard by the right people in the right way.

There’s power in your words and podcasting delivers them straight into your audience’s ears.

‍Sources: 

[i] The Infinite Dial 2025, Edison Research.