How to start a podcast for your business

Published on 17/12/2021 by Ojasvini

As per The Infinite Dial 2021 Australia —a research report on digital media trends— 91% of the Australian population is aware of podcasting. The report further goes on to say that 37% of Australians over the age of 12 listen to podcasts monthly. This data could indicate that podcasts are gaining popularity. 

There are potentially many ways to engage with your customers, a podcast being one of them. However —to start a podcast for your business— you should invest in adequate planning and the appropriate podcasting hosting software.

Starting a podcast for your business could have multiple benefits

This article discusses what a podcast is, followed by its benefits, types, and the steps to starting a podcast for your business.

What is a podcast?

According to Gartner, a podcast is audio content that users can download to their computer or mobile device or stream online for convenient listening. Podcasts are generally free and are usually available in a series of episodes. 

Users can usually listen to podcasts on mostly all devices that support audio playback, such as a tablet, mobile phone, Bluetooth music player, and other MP3 players. Every podcast is a combination of spoken words by a host, who aims to establish direct communication with the listeners. From a business point of view, podcasts could prove to be effective in strengthening your connection with current and potential future customers and enlightening them about your brand’s key message and offerings.

Are podcasts good for business?

Some users may prefer to listen to descriptive and informative podcasts over reading long articles or watching videos. A small business owner can potentially benefit from a podcast focusing on the brand’s establishment, growth, and relevance for the audience. There can be many advantages to starting a podcast, some of which are listed below.

Podcasts are usually conveniently accessible

Your customers can access podcasts via your preferred podcast hosting platform. They can download the audio files on their device or stream them online on channels such as Spotify, Apple Podcasts, and Google Podcasts, which could potentially make it convenient for listeners. 

They can help increase your brand’s awareness

Podcasts can work as a bridge between your company and potential customers. A podcast can help give an intimate voice to your brand, which may aid in garnering the listeners’ trust. For instance —if you own a small bakery business— you could start a podcast offering expert baking tips. 

They can enable direct engagement with the audience

Like any other form of content, podcasts can help you reach more potential customers in a more direct and personal manner. Podcasting can support you in building a following and maintaining a base of listeners as well as consumers.

What are the different types of podcasts?

There are many different types of podcasts. According to an article by Rachel Corbett, some of the more commonly used types could be an interview podcast, panel show, and solo podcast, among others. We explore some of these types below.

Commonly used types of podcasts

How to create a podcast for your business?

Podcasts could help you to establish a connection with your audience. They may help you reach even those users who may not have visited your website for long-form content such as blog articles. Creating a podcast for your business would need adequate planning. Hence, we have listed down some steps that could help you create your podcast.

Know your audience

The first step would be to know your target audience. What are their needs and concerns? For instance —if you have a health supplement brand— your target audience would be users interested in fitness and health. In that case, you should ideally shape your podcast content according to your audiences’ requirements. 

Create a detailed plan 

The next step would be to create a content plan. Your plan should ideally include all the details regarding your podcast, some of which are listed below.

  • Theme: You should decide on a topic for your podcast. Each season should ideally follow one particular theme.
  • Format: Choosing a format would mean selecting the type of podcast you would like your audience to listen to. It can be a monologue, an interview, or even a co-hosted podcast.
  • Length: According to an article by Hurrdatmedia, “Podcasts vary by format and therefore vary in length too. For instance, the majority of podcasts are in the time range of 30-70 minutes, which gives space for extensive conversations or interviews. However, podcasts which are recorded in series are typically in the 15-30 minute range”.
  • Name: The name of your podcast should be appealing to increase the likelihood that users would choose to click on it. The title should be descriptive, searchable (SEO-friendly), and ideally clearly communicate the intent of your podcast. 
  • The number of episodes: You can experiment with this aspect by choosing a different number of episodes for each podcast season and then analysing what works best. It is important to note that consistently uploading episodes is important for increasing your following base.

Write well-researched and engaging content

The third step would be to write content for your podcast. The words that would go live in the podcast should ideally represent the marketing intent of your company. You could also focus on making it SEO-friendly, which includes writing detailed and keyword-focused descriptions and adding thumbnails and transcripts. 

Invest in the appropriate recording equipment

You would require the appropriate recording equipment for your podcast. Make sure that you invest in equipment that would enhance the quality of your audio recording. Most likely, you will need a laptop or tablet, audio recording software, a microphone, and audio editing software. The sound quality should not be compromised and should be ideally clear for the audience to thoroughly understand the tone and essence of what you are trying to communicate. 

Start recording and work on post-production details

The next step would include focusing on recording the episodes, keeping in mind your podcast plan and the needs of your listeners. Once your episode has been recorded, you can then work on specific post-production details such as choosing the introductory and concluding music, the cover images for your podcast and each individual episode, as well as voiceovers. 

Choose the right channel/platform

After selecting the images and music, the next step would be to choose the right hosting platform for your podcast. Before choosing the appropriate platform, you should consider factors such as the cost (as not all platforms have free versions) and the accessibility of the platform (check whether the platform is easy-to-use).

In addition, some other factors to consider could be the bandwidth (to ensure there isn’t any limit on the number of downloads), storage capacity (so you can keep all the audio files without deleting them), reputability (to ensure that the platform is trustworthy), and free services (as some hosts offer a free website specifically dedicated to the podcast). 

Edit and upload the podcast

You can edit your recordings with the help of audio editing software. The next step would be to upload the podcast on your preferred hosting platform. Additionally, some hosting platforms could also potentially provide you with user data about your podcast and other marketing tools and perform as a bridge between you and other podcast creators. Once the podcast is uploaded, your podcast host platform can create a link or code which you can embed into your website for promotional purposes.

What’s the key takeaway?

Starting a podcast for your business can have potential benefits when it comes to gaining the attention of the audience. The important component here is consistency, and you should ideally be consistent regarding recording and uploading your podcast. Once you build a strong relationship with your audience, you may also promote your website and other products using your podcast which could help aid the growth of your business.

Looking for podcast hosting tools? Take a look at our catalogue!

This article may refer to products, programs or services that are not available in your country, or that may be restricted under the laws or regulations of your country. We suggest that you consult the software provider directly for information regarding product availability and compliance with local laws.

About the author

Content Analyst for Australia. Focusing on insights about software technolgies critical to SMEs. Insipred by growing tech trends and how these help SMEs to grow.

Content Analyst for Australia. Focusing on insights about software technolgies critical to SMEs. Insipred by growing tech trends and how these help SMEs to grow.


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