How and why you should start a podcast 

When it comes to cementing your industry credibility, increasing brand recognition, and growing your business, launching a podcast is your secret weapon. It’s also a great tool for networking and gaining access to industry contacts too. And most importantly, with a bit of creativity and passion, it doesn’t have to break the bank.

Who cares about podcasts?

Millions and millions of people. According to Ofcom, an estimated 1 in 8 people in the UK regularly consume an average of seven podcasts a week.

And from a business marketing point of view, the make-up of the podcast audience is particularly relevant. Research suggests that 72% of larger business owners listen to podcasts, alongside 39% of SME owners.

In short, the podcast is the preferred listening format for busy professionals to dip into, whether it be for entertainment, buying inspiration, or niche insights and expertise.

And after they have listened, they take action, the same research suggests, pointing to a 14% increase in user purchase intent after listening to a business-related podcast.

That’s as good a reason as any to launch a podcast, in our view, especially when you consider the low overheads, and high potential for reward. But it’s also just the start of the benefits a podcast can bring to your brand.

Other benefits? Tell me more.

While the likes of the BBC have become renowned for their polished podcasts that go far and wide all over the world, they miss out on one key thing that podcast audiences are eager for… authenticity.

You don’t have to be live from a BBC studio, have a celebrity co-host, or super star guests to make an impression. You just have to be yourself. In fact, a podcast is the perfect way to humanise your brand.

If you can show the ‘face’ behind the company, and communicate your passion, ideas and expertise for what your brand stands for, this is the lasting impression people will come away with, rather than the odd misspoken word, or wonky adlib.

I’m interested, where do I start?

First of all, set out your core objective. What do you want to gain from your podcast? The chance to reach a larger audience? Use it as a way to strengthen and create new industry connections? Establish your authority and knowledge within your niche?

Or all of these and more?

What do listeners want from a podcast?

If you’re asking someone to download and listen to something that lasts for maybe 30-40 minutes, they’re implicitly trusting you to not waste their time.

If you can offer them any of the following, you’re off to a good start:

  • Expert advice or knowledge
  • Interviews with relevant figures within your niche
  • Humorous or leftfield takes on the received assumptions and sacred cows within your industry
  • Inspiration and ideas
  • The latest news in the field
  • The simple opportunity to laugh and forget about the real-world for half an hour.

How do I find guests for my podcast?

You’re passionate about your industry, and your likely audience share will be too. So, write down the names of people you admire, and would enjoy talking to. Most likely, your audience would like to hear from them too.

Remember to factor in the goals you set out for yourself with the podcast, and make sure what they might be able to offer that fits in with those objectives. For example:

  • A happy, long term client.
  • A prominent name within your industry.
  • Someone who has an existing platform, or public profile, that might offer interesting insights or opinions that would appeal to your audience.

When you approach potential guests, think of it as brand networking. Not everyone will say yes, but it is still a great way to make contact, start conversations, and form relationships that could benefit you in the future.

Oh, and one small pro tip: Make sure you get your guest pinned down ahead of time, ideally with interviews completed a few weeks before each podcast episode is due to be released. That way, you can maintain a regular schedule and offer teasers to make sure your audience comes back for more.

Once you establish your release schedule, your audience will expect you to stick to it, so make it workable, and don’t let them down.

How long does it take to produce a podcast?

It takes around two days per episode, if you factor in the preparation and research, recording, editing, distribution and promotion elements.

You also need to decide how often you plan on releasing each episode. Weekly, bi-weekly or monthly? And like we say, once you’ve found a schedule that works, stick to it, as regular content will make your audience smile.

And if you have a happy, engaged audience, you’ll be smiling too.

Ready to launch your podcast? With years of experience scriptwriting, producing and promoting, we can help create your vision, and help you reach your audience. Get in touch today.