In recent years, podcasts have become one of the most powerful formats in the digital communication landscape. No longer just content to listen to in your free time, but a real marketing tool, capable of building relationships, authority, and brand awareness in a natural, non-intrusive way.
Podcasts have shifted from being a niche format to becoming one of the most strategic tools for building credibility, generating authentic connections, and creating value for a community.
According to major industry studies, podcast listening in Italy increases by 15% to 25% every year. Over 11 million people listen regularly—often during the “empty” moments of their day: in the car, at the gym, while walking, or even while working.
This means podcasts enter people’s routines without demanding active attention, yet still earn it. The reason is simple:
➡️ the voice creates a direct, emotional, personal connection
➡️ the format allows for depth, explanation, real storytelling
➡️ people listen while doing something else, doubling consumption time
➡️ audio is one of the most trusted media: it builds more credibility than social posts.
For companies, this is a tremendous opportunity.
Why is a podcast useful in a marketing strategy?
Unlike written or video content, a podcast builds a direct, almost intimate relationship with the listener. The voice generates trust and credibility—two essential pillars in any client-acquisition process.
1. It increases authority
People hear a professional speaking, explaining, sharing insights. It is far more powerful than any written format.
2. It builds trust
The voice conveys emotions: empathy, confidence, vision. And trust is the true engine of modern marketing.
3. It reaches people during unguarded moments.
While they drive, walk, cook. You’re not competing with the noise of social feeds: you become part of their quality time.
4. It has a very high completion rate
Podcasts have an average listening rate above 70%. No social platform comes close.
No social platform comes close.
5. It strengthens personal and corporate branding
A podcast allows you to showcase:
- vision
- method
- values
- stories
- processes
- case studies
The interview Daria De Marchis and RoxPay
On 22 November in Bologna, Daria De Marchis – founder of Line2Lead – was invited by Tomaas Vento Starrantino of Rox Payto record a podcast interview at the studios of Story Time - Radio Canale Italia. Rox Pay is the technology partner specialising in online payment solutions that The Big Town and ConnyLine.
During the recording, Daria shared in a direct and practical way:
- what Line2Lead’s core business is
- why a marketing strategy works only when built on data, analysis, and clear objectives
- the most common mistakes companies make when trying to build a strategy on their own
- how tools like email marketing, SMS marketing and audio content can become levers to automate, retain customers and improve business performance
Where should companies start?
1. Analysis of corporate identity
Before editorial plans, campaigns or social media, the question is always: “Who are you, really?” Many companies skip this step and start communicating without a clear identity. The result? Inconsistent and ineffective messages.
2. Strategy development
A strategy must be: clear, measurable, sustainable over time, and aligned with values, market context and business goals.
3. Dynamic Marketing Manager
A strategy without execution does not work. This is why Line2Lead becomes the external Marketing Department for SMEs: coordinating activities, suppliers, campaigns, content, messaging and KPIs with flexibility and continuity.
It was a concrete and valuable conversation designed to help entrepreneurs and professionals understand how marketing can become a simple and effective lever—if managed with method.
👉 You can watch or listen to the full interview here
Added value & direct experience
Daria’s words:
“Taking part in this podcast wasn’t just a moment of professional exchange—it was a real opportunity to experience first-hand what I recommend to my clients every day: putting the voice at the centre of the relationship.
Sharing Line2Lead’s vision, talking strategy, explaining mistakes and opportunities, and exchanging insights with a partner like RoxPay… all of this reminded me how powerful a podcast can be in combining expertise with authenticity. It’s a format that doesn’t impose but accompanies. It doesn’t disrupt—it brings you closer.”
This is why more and more brands include podcasts in their strategies. The added value?
- Accessible: all you need is a microphone and a good idea
- Flexible: you can present a project, explore technical topics, interview partners or clients
- Authoritative: it positions you as a reference point in your sector
- Differentiating: very few SMEs use it effectively—making it a real competitive advantage
Line2Lead: your strategic partner for business growth
If your company needs clarity, direction and concrete results, Line2Lead is the right partner to transform marketing into a true engine of growth.
From strategy to day-to-day operations, we support you step by step—acting as an external Marketing Department fully integrated into your business.
Vuoi scoprire come possiamo aiutarti a far emergere il vero potenziale della tua impresa? Get in youch and let’s build the line to your next customer.
👉 Want to know where to start? Request your MirrorCheck and get a clear picture of your company’s communication today.
Rox Pay is the Italian Payment Gateway with fees starting from 0.5%.
Podcast: a strategic tool for companies