Fatima Zaidi is the founder and CEO of Quill, a podcast agency that has worked with brands including BlackRock, Expedia, and Walmart to develop, launch, and grow branded podcasts.
Are there any misconceptions about your industry that you’d be eager to correct?
That you’ll become famous overnight, or there’s such a thing as instant gratification. Podcasting (like building your business) is a marathon, not a sprint!
Do you think we’ve reached “peak” podcast?
Let’s look at other content mediums. There are 1.5 billion websites, 600+ million blogs, and 60+ million YouTube channels with over 500 hours of content being uploaded every minute. In comparison there are only 4 million podcasts, and only 18% of them are active. So no, I do not think it’s a saturated space. If anything, I think we’re at the beginning of the hype cycle.
What are the elements of a good podcast?
Knowing who you are creating a show for. It’s better to be something for someone, rather than trying to be everything to everyone. If you cannot articulate how your show is going to be the first, the best, or different, then you shouldn’t be podcasting.
Why should businesses consider having one?
Ninety-three percent of people who start a podcast episode end up listening to the entire episode. In comparison a 30 minute video only has a 12% completion rate. You can be commuting to work or walking your dog and listening to a podcast, but you cannot be reading an article or consuming other forms of content. It’s the only medium where brands can reach their audiences without any competing priorities, and being actively engaged in another activity actually increases engagement. It’s one of the best ways that brands can build a better relationship with their audiences, and increase their brand awareness.
Recent data from Quill and Ipsos shows a high level of trust from podcast audiences. How do you interpret that data?
With the increase in mistrust with some media outlets these days, people are looking for more authentic forms of communication and information sources. Podcasting is a great way to have authentic conversations, without it sounding key messaged or polished. People trust podcast hosts and their recommendations.
Do you think podcasts will play a central role in Canadian campaigning efforts?
Podcasts have become a crucial platform for political campaigns in the 2024 presidential race, and as we saw in the States candidates know exactly where to find young voters: on podcasts. It's about tapping into real conversations, meeting voters where they are. Gen Z cares deeply about social issues, but they want to hear it in a way that feels genuine. By leaning into podcasting's raw, relatable format, candidates are creating personal connections with voters, not just delivering messages. This shift could define how politics is communicated in the years to come. I do think this trend will extend into the Canadian elections, with many candidates already appearing on notable podcasts, for example David Eby, John Rustad, and Sonia Furstenau.
Can you tell us about a podcast Quill is working on now?
Quill is actually launching an original show called The Moment next month in partnership with Canadian Business. The show will speak to notable Canadian entrepreneurs on the defining moments in their founder journeys that led them to fail or succeed.
Is there a podcast that you’d recommend?
I can’t choose a favourite podcast; I’d sooner pick my favourite cat. But I am listening to The Shrink Next Door right now, and it’s a doozy! Highly recommend.