The Media Platform Every Local Business Is Ignoring

Why Starting a Community Podcast Is the Smartest Move You Haven’t Made Yet

Most businesses are missing out on one of the most lucrative, high-trust, and organic-reaching platforms available today.

I’m talking about podcasting.

In a world flooded with mindless scrolling and quick-skip videos, podcasts do something rare:
They make people stop, listen, and stay.

Now you’re probably thinking: “Great, another marketing channel to worry about. I’m already trying to keep up with Facebook, Instagram, and what feels like a hundred other platforms.”

But hear me out, this isn’t just another channel.

This is the missing link in your brand strategy, especially if you're in a local market.

Let’s look at the numbers:

79% of U.S. adults are aware of podcasts, that’s over 226 million people.

42% have listened in the last month, roughly 120 million active monthly listeners.

The average listener consumes 9 episodes per week, this is habitual behavior, not casual browsing.

69% say podcast hosts influence their buying decisions.

‍(Sources: Edison Research, Pew Research, Acast)

That’s real influence, real time, and real trust.

Don’t Make It About You, Make It About Them

One of the biggest misconceptions about launching a podcast is that it has to be about you.

It doesn’t.

In fact, it shouldn’t be.

The most effective community podcasts are built around other people, local leaders, business owners, nonprofit directors, real estate agents, teachers, creatives.

Why?

Because:

• They already have audiences.
• They bring their own credibility.
• They’ll share the content (which means free organic distribution).

When you give others the spotlight, they reflect it back onto you.

That’s the magic of podcasting done right.

Remember: “You don’t need to be the hero of your show. You just need to be the host of the room everyone wants to be in.”

Why Local Beats Global, Every Time

Everyone wants to “go viral,” but here’s the reality:

“Attention at home will always convert faster than attention abroad.”

That means someone recognizing your voice at the grocery store is 10x more powerful than 10,000 strangers liking your reel.

Local podcasting is high-impact, low-competition, and deeply scalable. You can be the person who connects your community, while building a brand that sticks.

Interview your mayor.

Talk to your favorite taco shop owner.

Shine a light on a teacher of the year.

These episodes become shareable gold and position you as a connector, not just a marketer.

One Interview = 30+ Pieces of Content

Here’s the kicker: Podcasting isn’t just about the episode itself.

One 30-minute podcast can become:

• A full YouTube video
• 10+ TikToks / Reels / Shorts
• Blog post summaries
• Quote cards & graphics
• Email newsletter features
• LinkedIn and Facebook video snippets
• Repurposed ad content

And with today’s AI tools, this is easier than ever:

• Opus Clip – auto-generates short-form highlight clips
• Descript – edit audio + video by editing the transcript
• Castmagic – pulls titles, quotes, and summaries from audio
• CapCut & Canva – add subtitles, logos, and brand visuals

This isn’t about working more. It’s about multiplying your content with less effort.

You Don’t Need to Be Famous, You Just Need to Care

Here’s your permission slip:

You don’t need to be a content creator.

You just need to be a community builder.

People want to hear from real people.

They’re craving authenticity over polish.

In fact, the more raw and real you are, the more trust you earn.

Vulnerability connects.

Real conversations create loyalty.

Remember, its all about Out Caring and Out Educating.

The ROI No One Talks About: Trust, Relationships, and Relevance

Podcasting builds relationships at scale:

1. It elevates your credibility by association.
2. It makes your business top-of-mind without being salesy.
3. It builds your referral network without cold DMs or hard pitches.
4. It turns every guest into a fan, advocate, and sharer.

You can’t put a price tag on trust earned at scale.

How to Start, Without Overthinking It

If you are like me, procrastination is probably something you suffer with daily. It is critical to not sit on the sideline for too long, or someone else will capilize on this opportunity.

Here’s the simple path:

1. Use your iPhone, Google Meet or Zoom to record.
2. Interview 5 local businesses to get started.
3. Upload to Spotify, Apple Podcasts, and YouTube.
4. Use Opus Clip or Descript to create clips.
5. Post 3–5 times per week from one episode.

That’s it.

Imperfect and published will always beat perfect and invisible.

Don’t Wait, Be the Voice That Brings People Together

Every day you procrastinate is a day someone else steps up and fills the space.

This is your chance to build something that matters.

Not just a marketing strategy, but a local movement.

When I launched The What's Up Podcast in the Emerald Coast, I didn’t start with big budgets or production crews. I started with a mic, a vision, and a belief that my community deserved a platform.

One of our first episodes featured Realtor Robyn Woodall, and the response was instant. People love seeing people they know doing great things.

So let me ask you:

What’s stopping you from starting a podcast in your community?‍

Because the sooner you start, the faster you become the voice people trust.

Let’s go.‍

SML