According to HubSpot's 2025 State of Marketing Report, the continued growth of podcasts and audio content highlights their importance in marketing strategies moving forward. As the trend grows, marketers are embracing podcasts as an essential tool for engaging and influencing audiences in meaningful ways.

Podcasts and audio content are rapidly becoming an essential format for both B2B and B2C brands. With over 100 million people tuning in weekly, podcasts are a powerful mix of education, entertainment, and engagement. In fact, the average adult listens to about eight hours of podcasts per week, and as of 2024, podcast listening is at an all-time high.

Edison’s research shows that podcasts aren’t just popular—they’re influential. Around 46% of weekly podcast listeners have made a purchase after hearing about a product or service on a podcast, underscoring their ability to drive consumer action.

In response, 91% of marketers plan to maintain or increase their investments in podcasts and audio content in 2025, recognizing their significant role in marketing strategies.

To create a standout podcast for your brand, consider these tips for curating an editorial strategy that connects with your audience:

1. Choose the right guests: Select guests who align with your brand values.

2. Deliver value: Aim to teach something new or valuable in every episode.

3. Tell engaging stories: Craft stories that captivate and resonate with your audience.

4. Show personality: Encourage hosts and guests to be authentic, creating an environment for honest and engaging conversations.

Chris Savage, co-founder of Wistia, exemplifies how to connect with listeners through his podcast Talking Too Loud on the HubSpot Podcast Network. Featuring insightful guests like Wade Foster (CEO of Zapier) and Kipp Bodnar (HubSpot CMO), Talking Too Loud is a prime example of how curated, valuable conversations can engage and inspire marketing leaders.

Listen to Talking Too Loud on Spotify here: Talking Too Loud on Wistia