Are you thinking about starting a podcast but not sure where to begin?
You’re not alone. With more businesses, brands, and creators launching podcasts than ever in 2026, it can feel overwhelming to know what actually matters.
In March 2016, Pacific Content conducted three surveys with podcasters and their attitudes to advertising in podcasts. The research showed that 49.2% of the surveyed listeners skipped ads placed in podcasts “all the time” and 31.9% skipped them “most of the time”.
If you’re an individual who wants to be recognised as an authority in your field, and want your expertise to be sought after and rewarded*, what can you do?
How does podcasting, as a form of content marketing, help brands build deeper engagement and awareness in a saturated market? We ask one of Australia’s leaders in content marketing, Janine Pares, what makes podcasting special and how to tie it in with your overall marketing strategy.
Despite it being around since 2004, it’s now that businesses are really starting to discover how powerful podcasting can be as a marketing strategy.
That’s according to Evo Terra, podcaster, broadcaster, consultant, and co-author of the original Podcasting for Dummies.
As more Australians listen to podcasts, a greater number of companies are trying to figure out how to get involved with this new medium.
First, we should understand why people listen to on-demand audio content.
“Discipline is the bridge between goals and accomplishment.” – Jim Rohn
Brands are embracing podcasting like never before. They understand they can engage more deeply with their audience, educate the market, and provide a voice for their brand.
Kuuki yomenai is wonderful Japanese phrase which loosely translates to “cannot read the atmosphere”.*
In a social or business context, it’s often attributed to Westerners who are unable to decipher cues from the people they’re talking to.