Podcasting is now becoming one of the fastest-growing mediums for brand storytelling and marketing, and that’s why Canadian Business is tuning in. In partnership with Quill Podcasting, we’re going beyond headlines with The Moment—a podcast where Canada’s top founders share their stories, especially the ups and downs of what it takes to shape the country’s leading innovators.

We spoke to Quill founder and CEO, Fatima Zaidi, about why podcasting is the future of marketing, how companies can leverage audio to grow their audience and why consistency (and a good mic) matters. 

Canadian Business: Why do you believe audio is the future of marketing?

Fatima Zaidi: Podcasting offers something that other mediums don’t: intimacy. There’s a level of trust that comes from hearing someone’s voice regularly. For brands, it means you can build a real connection with your audience that drives conversation—beyond a 30-second ad or a social post. Plus, audio is accessible; you can tune in while driving, cooking or working out. The convenience factor, paired with deep storytelling, makes this an incredibly powerful marketing tool.

CB: While working with major brands every day, what trends have you seen in how businesses are using podcasting for engagement and growth?

FZ: We’re seeing brands recognize that podcasting has moved from a niche channel to a powerful storytelling tool. Podcasts are now being used to establish thought leadership, strengthen brand loyalty and explore topics that resonate deeply with target audiences. The longer format allows brands to foster more meaningful conversations, building trust and connection. 

Another key trend is data-driven podcasting. At Quill, we created CoHost, a platform that functions like Google Analytics for branded podcasts. It provides brands with audience insights, tracks growth and refines content strategies. This data-centric approach is what really differentiates successful podcasts—it ensures brands are not just producing content but creating shows that deliver measurable impact.

CB: Looking ahead, how do you see the podcast landscape evolving?

FZ: The space is definitely more competitive than when Quill started in the middle of lockdown. Post-pandemic, everyone jumped on the podcasting bandwagon. But that competition has driven innovation. I think we’ll see more brands focusing on data-driven strategies and investing in a higher production value. Shows that will stand out are those that offer something fresh—whether it’s the narrative style, the guests or the insights.

There’s also a misconception that the podcasting market is oversaturated. While there are around three million around today, only 18 per cent of them are active—fewer than a million. Compare that to other content channels: over 600 million blogs, more than 30 million YouTube channels and 500 hours of video uploaded to YouTube every minute. Podcasting is still in its early growth stage, with plenty of room for brands to make an impact and build substantial audiences.

CB: The Moment features interviews with some of Canada’s most innovative entrepreneurs. What do you hope listeners will take away from these stories? 

FZ: I hope listeners walk away feeling inspired and informed. We feature entrepreneurs who are doing incredible things in Canada’s business landscape, especially within the Toronto tech community, which has been a huge part of my own journey. But I also hope that listeners walk away understanding that not every entrepreneurial story ends in success—and that’s okay. 

CB: What advice would you give to entrepreneurs who are considering starting a podcast? 

FZ:  Don’t cut corners on production—quality matters. Invest in your production. You won’t have returning listeners with bad audio or recording episodes on Zoom. Podcasts are perfect for building loyalty because they create consistent touchpoints. But you can’t just launch a podcast and expect people to listen. The key is consistency—pick a posting schedule and stick to it.

New episodes of The Moment are released bi-weekly. Click here to listen.