Why Local Podcasting Could Be the Next Big Leap for the Industry
James Cridland, editor of Podnews, recently spotlighted the growing potential of the podcast:location tag — now able to indicate not just where a podcaster is based, but what location an episode is actually about. “Imagine a website capable of showing podcasts made about wineries near Adelaide—or cathedrals in France,” he wrote.
If you’ve spent more than five minutes talking to me about podcasting, you’ve probably heard me champion this exact idea: Local is the future of podcasting.
The Local Directory I’ve Always Dreamed Of
For years, I’ve dreamed of building a passion project: a directory that connects listeners to creators who are focused on their immediate surroundings. Open the app, and boom—relevant content tied to your location appears. Not generic trending topics, but rich, place-based media.
Maybe it’s a food lover who highlights meals from independently owned restaurants across nearby towns. Or a YouTube duo of aspiring sportscasters breaking down the local high school’s shot at a championship. Or two ex-journalists podcasting about what actually happened in last night’s city council meeting.
That same app could also serve state-level content: public health alerts, updates from transportation departments, election information. It might even account for your Designated Marketing Area (DMA), helping surface major-league sports updates, severe weather warnings, or region-wide events—no matter which side of a state line you’re on.
The tech is finally catching up to this idea. With the podcast:location tag and OpenStreetMap integration, the infrastructure for a new generation of location-aware podcasting is falling into place.
Why Local Matters (Because Local Matters)
The collapse of local media has created massive gaps in community coverage. Decades of media consolidation led to layoffs of reporters, anchors, and producers—cutting off vital community storytelling in favor of bottom-line savings.
But today’s tools flip the script. Anyone with a mic and a message can share stories that matter to their neighborhood. The barrier to entry is lower than ever—but guidance from experienced media professionals can help turn that access into powerful, valuable local content.
The Real-World Advantages of Local Podcasting
When your niche is your neighborhood, everything about podcasting becomes more accessible, effective, and rewarding.
1. Guests Are Everywhere Need interviews? Just step outside. There’s no shortage of compelling stories, and being able to meet guests in person often leads to more natural, engaging conversations.
2. Real-Life Marketing Opportunities You don’t need an ad budget the size of NPR’s. Hand out flyers, post QR codes around town, or talk to people in line at your local café. (A tool like the Conntap Podcast Beacon makes these in-person connections even smoother—tap to share your show instantly.)
3. In-Person Events Become Viable Want to host a meetup, live recording, or listening party? Your audience is nearby. No flights, no logistics nightmares—just community.
4. Local Businesses Can Advertise Your neighborhood pizza shop isn’t sponsoring The Daily. But they would support a show with listeners in their delivery zone. Local podcasting opens up better-aligned, higher-value sponsorships that make sense for both creator and advertiser.
What Content Professionals Can Do Right Now
I plan to walk this talk. I’m launching a podcast focused on local business leaders in my community—not just to serve listeners, but as a tool to attract clients to our content studio. It’s a win-win: I grow my network, offer value, and help amplify stories that matter locally.
If you’re not ready to jump behind the mic yourself, consider how doubling down on your local presence—whether in your networking, marketing, or service offerings—could unlock a new stream of opportunities.
The Future Is Just Around the Block
The tools are coming. The demand is there. And the audience? They’re already next door.
It’s time we start podcasting like it.
