In 2025 creating a successful podcast requires more than a Blue Yeti mic. Research shows that 47% of the U.S. 12+ population listened to a podcast in the last month, and everyone's trying to get their attention. There are more than 4.5 million podcasts (and counting!) registered around the world, and that doesn’t include off-the-grid podcasts distributed behind paywalls. Looking at you, Patreon.
But in a crowded podcast feed, can these rabid listeners even find you? It’s no wonder so many podcasters lose their motivation—44% of podcasts have fewer than three episodes. Put another way, nearly half of all podcasts are essentially abandoned projects. Producing a podcast is brutally difficult and establishing authority takes years, not months. Leveraging podcasts effectively requires an honest assessment of your capabilities and a serious production commitment.
So how do you know if podcasting makes sense for your brand—and if you and your team are ready?
You have stories worth telling
Podcasting thrives on narrative and conversation, which means it's not for every industry or business model. But if your work naturally generates compelling stories—whether that's client transformations, industry insights, or glimpses behind-the-scenes—you already have the raw material for engaging episodes.
You have time to tell them
In 2025 the average podcast episode is between 20 and 40 minutes long, but that’s a fraction of the time it takes to produce a single episode.
“Finding the right guest, scheduling, researching what it is that makes them interesting, that’s half the work,” Andrew Iden, executive producer at Cold Open Media, says about podcast production. He’s the producer behind Deviant, Down the Hill: The Delphi Murders, and The 2180.
“Before you’re even recording, plan on at least three hours of work,” he said. “Once you’ve got the episode recorded, between post production and social content, it’s another couple hours. “Making a podcast takes time. Making a good podcast, that can be a few full day’s of work.”
You have technical expertise
Podcasting requires technical know-how. Professional audio recording demands understanding room acoustics, microphone techniques, and audio mixing. You'll need reliable recording software, potentially separate cameras if you're adding video, and the expertise to troubleshoot when things inevitably go wrong. Plus, there's a whole list of technical validations, specific artwork requirements, and platform review processes before you can even publish your first episode. And if you decide to outsource any part of the production process, you're looking at ongoing monthly expenses that can easily run into the thousands.
Your audience actually wants audio content
Just because podcasting is popular doesn't mean your specific audience wants audio content in your niche. Do your homework before you invest. Edison Research's 2024 report "The Podcast Consumer" provides baseline insights for podcast listeners segmented by age, ethnicity, gender, and household income. But you need to dig deeper than just your demo.
Find existing podcasts in your space and do some detective work. Look at their social media engagement, read through listener reviews, check if their audience demographics match yours. Are they people you’re trying to reach actually consuming this type of content, or are you making assumptions based on assumed trends and generalized data?
You can commit to consistency
Attracting subscribers requires showing up regularly, and savvy listeners will notice when you don't. In practice, consistency is more demanding than most people realize.
“Committing to a fixed show schedule is one of the things people neglect the most,” Andrew Iden says. “But in practice, there is nothing more vital to making your podcast work than making sure you show up for the audience when you’ve said you will. They depend on you and will let you know when they can’t. ”
You need the budget for equipment and the staff time to produce episodes on a sustained schedule. You need time to research topics, book guests, record, edit, and promote—and you need to deliver all of this in a timely manner without sacrificing quality. If you’re having trouble executing your existing content strategy, adding podcasting will only compound your problems.
How Monigle gets podcasting right
There are few overnight success stories in podcasting, but there are shining examples of strategic execution done right. Take Monigle, one of the most recognized branding agencies in the U.S. Their podcast Brand Enabled: The Human Stories Behind Branding dives deep into the art and science of brand enablement with marketing leaders from household names like Nike, FedEx, Lyft, and Intel. So what’s their secret?
They have access to experts. Podcast creator Gabriel Cohen is a recognized leader in his field with a vast network of industry connections he’s made through his work with Monigle. There’s no shortage of high profile guests, many with their own established followings. Cross-promoting episodes with guests gives each episode a reach boost.
They evolve. Monigle knows not to set it and forget it. After Season 2, they assessed Brand Enabled’s performance and launched the next season with a refreshed visual identity and a new co-host, Holly Osborne. Monigle also introduced long form video episodes and YouTube Shorts, meeting audience demand for video content and giving them a new distribution channel.
They identified a niche audience. Gabe and Holly cover topics exclusively for marketing leaders interested in learning about brand enablement. Taking the time to understand their audience means they can feature the most engaging guests to discuss hyper-relevant topics—ultimately keeping listeners’ fingers off the skip button.
They build community. Monigle created an exclusive online community for loyal listeners they call Brand Enablers. They even invited them to a Brand Enablers Forum in Washington, D.C., where they could hear from industry leaders and sit on a podcast recording. Brand Enabled has become a gateway to deeper engagement, not just another content channel.
Monigle's success didn't happen by accident—it's the result of strategic planning, consistent execution, and the resources to sustain long-term growth. Before you launch your own podcast make sure your brand has a robust strategy and thriving content operations.
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