Nowadays, every small business is told it must have a podcast or blog to succeed. But is that true? The pressure to follow these trends often leads small business owners to invest time and energy into creating content no one consumes, becoming another burden on an already busy schedule.
So, let’s break it down: Do you need a podcast or blog for your small business? The short answer is no, not always. For some, it’s a valuable tool. For others, it’s an unnecessary distraction. In this post, we’ll explore when investing in a podcast or blog makes sense—and when you’re better off staying in your lane.
Myth: You Must Have a Podcast or Blog to Succeed
It’s easy to see why this idea has gained traction. Marketing experts tout the benefits of content creation: it builds authority, increases visibility, improves SEO, and helps you connect with your audience. All of these things can be true—but they aren’t guaranteed.
The reality is not every small business needs a podcast or blog. For some, it’s a waste of time. A podcast with no listeners or a blog without readers does nothing but drain your energy and distract you from what matters: running your business.
“Effective marketing isn’t about doing what everyone else is doing; it’s about doing what works for you and your customers.” – Rick Slark, Business Strategy Advisor.
Stat to Consider: Did you know that 75% of small business podcasts fail to reach 100 listeners per episode? Without a clear audience and strategy, it’s easy to get lost in the noise.
Who Should Consider a Podcast or Blog?
Before deciding whether to start a podcast or blog, consider these key factors:
1. Your Business Type
- Great Fit: If you’re in a field where trust and expertise are crucial—like consulting, coaching, or professional services—a podcast or blog can help establish you as a thought leader.
- Not Ideal: If your business relies primarily on local, in-person customers (e.g., a coffee shop, dry cleaner, or landscaping service), a podcast or blog might not be the best use of your resources.
2. Your Target Audience
- Great Fit: Are your customers likely to consume content online? If your audience listens to podcasts during their commute or reads blogs while researching solutions, this could work for you.
- Not Ideal: If your audience isn’t engaging with content online or prefers direct, personal interaction, this may not be the right tool.
3. Your Goals
- Great Fit: Are you looking to build brand awareness, nurture long-term relationships, or educate your audience? Content marketing can help.
- Not Ideal: If you’re focused on immediate sales and don’t have the time or patience to grow an audience, skip it.
4. Your Resources
- Great Fit: Do you have the time, skills, or budget to create high-quality content consistently? If so, a podcast or blog could be a good investment.
- Not Ideal: If you’re already stretched thin, the stress of managing content creation may outweigh the benefits.
How to Determine If It’s Worth It
If you’re still unsure, ask yourself these questions:
- Why Do I Want a Podcast or Blog?
- Is it because you think you have to? Or do you have an apparent, strategic reason, such as connecting with your audience or improving SEO?
- What Value Will It Provide?
- Will your content solve a problem, answer a question, or entertain your audience? If it doesn’t provide value, people won’t engage with it.
- What’s the ROI?
- How will you measure success? Will it generate leads, improve brand recognition, or bring in sales? It may not be worth it if you can’t identify a measurable outcome.
- Am I Ready to Commit?
- Content creation requires consistency. If you’re not ready to commit to a regular schedule, it’s better not to start.
A Quick Case Study
Sarah owns a boutique accounting firm that caters to small businesses. She launched a podcast, spending hours recording episodes and hundreds of dollars on production equipment. But her audience wasn’t listening. Why? Her clients—busy small business owners—weren’t interested in podcasts. They preferred quick, actionable advice delivered through email or short blog posts. Once Sarah shifted her efforts to a monthly email newsletter, her engagement and leads skyrocketed.
Visual Summary
When to Stay in Your Lane
For many small business owners, focusing on what you already do well is the best decision. If your business thrives through personal referrals, excellent service, or direct marketing, a podcast or blog may add unnecessary complexity.
There’s no shame in skipping the trend and doubling down on what works. A clear mind and focused energy often produce better results than chasing every new marketing fad.
When to Dive In
If you determine that a podcast or blog aligns with your goals and resources, here are some tips to get started:
- Start Small: You don’t need to produce a weekly podcast or write 2,000-word blog posts. Focus on quality over quantity.
- Know Your Audience: Tailor your content to your ideal customer’s specific needs, interests, and preferences.
- Repurpose Content: Use blog posts as scripts for podcasts or turn podcast episodes into shorter social media snippets to maximize your effort.
- Measure Results: Track engagement, leads, or other metrics to ensure your content delivers value.
Relief for Those Who Don’t Need One
If you feel pressured to start a podcast or blog, take a deep breath. You don’t have to. Not every business needs a podcast or blog to succeed. Focus on what works for your unique business and audience.
Encouragement for Those Who Want One
For those ready to commit, a podcast or blog can be a powerful tool when done strategically. Remember, it’s not about keeping up with trends—it’s about creating something that genuinely supports your business and serves your audience.
Final Thought: Make the Right Choice for Your Business
Don’t let the noise of “must-have” marketing trends distract you. Whether or not you need a podcast or blog depends entirely on your business, audience, and goals. Choose what’s right for you—and let go of the rest.
Ready to decide? Let’s talk it through.
At Slark Consulting Group, we specialize in helping small businesses make smart, strategic decisions that drive growth.
Contact us today to schedule a consultation and focus on what matters for your business.