The short-form podcast launched with zero paid promotion in its first year and has reached over 100,000 people and had over 160,000 views and listens.
With around 30 episodes released across Apple Podcasts, Spotify, YouTube, Facebook, Instagram, and LinkedIn, the MASONRY STRONG Podcast has generated more than 160,000 total views and listens while reaching over 100,000 unique individuals in the masonry industry. The average episode garners approximately 6,000 views, with no paid promotion whatsoever.
"We wanted to come out with something different and unexpected," said Jeff Buczkiewicz, MCAA President and CEO. "The MASONRY STRONG Podcast draws its inspiration from media like Lucille Ball's old short-form radio show to make it about the people. As we wrap our first year and are in pre-production on our second season, it's clear the format has been a hit."
According to industry research, the average podcast receives approximately 27 downloads per episode. B2B podcasts, the category most comparable to MASONRY STRONG, typically average between 138 and 321 downloads per episode depending on their maturity and promotional efforts. The construction industry specifically averages 2,671 downloads per episode, one of the highest-performing sectors in B2B podcasting.
The MASONRY STRONG Podcast's 6,000 average views per episode more than doubles even the construction industry's strong performance without any paid promotion.
"These numbers have exceeded what we thought was possible in terms of an all-organic podcast," said Dan Kamys, MCAA Director of Content. "We haven't spent a dollar on promotion. Every single view, every listen, every share has come from genuine audience interest and word-of-mouth within the industry. It validates that we've tapped into something the industry was hungry for: authentic conversations with the people who make masonry strong."
The podcast format itself, short-form episodes averaging 20 minutes, was intentionally designed for an industry audience juggling job sites, meetings, and tight schedules. Each episode features intimate conversations with contractors, suppliers, and industry leaders, covering the human side of the industry like unexpected hobbies and passions that drive them outside of work.
A Concept For The Future
The podcast's success has laid the groundwork for an even more ambitious expansion, which will take shape in 2026. The MCAA is developing the MASONRY STRONG Network, a comprehensive content platform featuring approximately a dozen original streaming shows designed to serve every segment of the $41 billion masonry industry's 230,000 companies.
The Network, anticipated to launch in 2026, will continue the association's digital-first content strategy while maintaining the authentic voice that has made the podcast resonate so strongly with its audience. More information about the broader content initiative is available at masonryalliances.com.
Join the Conversation
The MASONRY STRONG Podcast will begin production on the second season at the end of 2025. MCAA contractor members interested in appearing on the podcast can reach out to Justin Stengel at justins@masoncontractors.org. Industry suppliers who participate in the Masonry Alliance Program at certain tiers have the opportunity to appear on the podcast as part of their partnership benefits.
Episodes are available on
Apple Podcasts,
Spotify,
YouTube, and promoted across the MCAA's social media channels, website, and print publications.