I hear it almost every day now. 

“Erin, I love to start a podcast…” 

And that’s typically followed by a big sigh and the words 

“…but not right now” or 

“I’m not sure I want the commitment” or

 “I feel like I don’t have time” or 

“I don’t think I’ll have enough to say”.

So let’s take a hot minute and break down these fears and beliefs about podcasting. 

Because the reality is that 

  • 2022 is the year to start podcasting
  • You don’t need to ‘commit’ to doing it the ‘weekly way’
  • If you don’t have to do it weekly, then you definitely can make the time for it
  • I guarantee you have enough to say, as soon as you figure out exactly who you want to talk to

If you are a creative or service based entrepreneur and you are podcast curious, read on – because this is 100% for you. 

Why 2022 is the year to start your podcast 

Well, the gurus in the room would say the best time to start a creative project is yesterday. 

But I will tell you the real reason this is the year to start dipping into audio on demand is because the data is showing how effective it is for growing businesses. 

I have been in the audio space for my entire life. From radio to television to digital and podcasting, I have been doing this and embodying the act of engaging an audience via a microphone for more than two decades. 

I’ve always known how effective audio can be at getting people to buy, act, donate or do something. 

But now, the data is finally catching up. 

Here are some snippets of rather convincing data from the most credible industry report around (The Edison Infinite Dial 2021 and from the CUMULUS/Signal Hill 2021 Report

The fastest growing demographic of podcast listeners in North America is women 35 and older.

What does this mean for you as a podcaster? Well, if you’re trying to attract women over 35 (which is most businesses), then you have a shot at reaching her via a podcast.

39% of ALL podcast listeners engage with the entire episode and most will continue to listen to the preceding or next episodes.

What does this mean for you as a podcaster? Well, that your listeners actually LISTEN. They hear everything you say and then ask for more.


This cannot be said for masterclasses, webinars, social media or even your email list – where attendance rates, engagement and open rates are plummeting thanks to the various algo and operating system updates. 

Podcast listeners are way more likely to be ‘cord cutters’ – meaning they are actively removing themselves from cable television, mainstream media and even popular social media apps. 

What does this mean for you as a podcaster? It means that, if marketed correctly, your podcast has the potential to reach a currently ‘unreachable’ audience that your paid ads, earned media and social media cannot get to right now. Your podcast will increase your reach. 

Of those who listen to podcasts, a vast majority of them (40+% on average) not only listen to host read ads, but trust them more than any other form of advertising. 

Whoa. This one is big. What does this mean for you as a podcaster? It means that when you craft and produce your podcast effectively as a sales tool, your listeners will be more receptive to the message and more likely to activate on your invitation to the sale. This is precisely why I know my podcast is the biggest revenue generator for my business. 

This is just a snapshot of the current scene in podcasting from the data perspective. But all of it is encouraging for anyone who feels ready to jump in. 


Written by

Erin Trafford

Co-Founder, Story Studio Network

Read more about Erin here.

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  1. […] the podcasting pool. You’ve done the smart thing and read Erin’s thoughtful blog on how and why starting a podcast in 2022 makes sense, especially if you’re in the business of growing your […]

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