Well according to Forrester Research, only 1 per cent of people are actually listening to your content. A blogger from within the company suggests this:

My caution is that companies shouldn't be
dashing out to create expensive original content for a small audience –
unless they gain value from being seen as innovative.

So is it a good idea to invest time and resources within your organization to deploy a podcast? I don't know, that's your decision. I would have to say that if you have a target group that is technologically savvy and the organization can put forth the resource that can devote time and produce high quality content that will peak listeners interests, then go for it. Otherwise, do not waste your time moving forward now. Don't worry though, they estimate people will be listening in the future:

Forrester is projecting that the number of households using podcasts
will grow from 700,000 to 12.3 million over the next four years in the
US alone.

I know for one, I have listened to a handful of them and nothing has been able to really keep my interests. Take that as you may and proceed with quality content!

Written by

Zachary Wilson

I enjoy reading & writing about the web and digital marketing. My day-to-day focuses on ensuring our clients have big wins. That begins with extraordinary website design and UX. The real exciting stuff is helping develop strategies to drive traffic (on-site page optimization) and help conversion rate optimization (getting new sales and / or customers). With all my “other” time, I enjoy exploring new adventures with my 3 daughters and wife.