Podcast for business

Before planning your business podcast series, it is important to identify your niche, including an overall theme. Your theme should be broad enough to support multiple episodes, while allowing each episode to focus on a specific topic within that theme.

For example, a podcast theme might focus digital marketing. Each episode will deep-dive into a topic in this area, such as search engine optimisation, social media or email marketing.

Podcasting offers the opportunity to try different formats, including solo, co-host, panel and storytelling. You should pick a format that will work best for your business.

You need to consider what kind of content you think your audience and customer base will respond to and listen to.

Who is your podcast's target audience?

It’s best practice to identify a particular group as your target audience instead of aiming to reach everyone. Good quality content targeted to a specific group of people will help you find your ‘voice’ and start growing your audience.

Choosing a name for your podcast

Your podcast name should clearly reflect its theme and be easy for listeners to recognise when searching. The title can be descriptive or creative, but it should clearly relate to your product, service or area of expertise.

How often should I release new episodes?

However, it’s best practice to ensure your episodes are released regularly and at a particular time. Consider how much time and effort it will take to record each podcast episode. Also, consider how resource intensive it will be. Think about this before picking a release schedule.

For example, you might record a podcast theme with ten episodes at once and release one weekly or monthly. Planning your podcast this way will allow you to stick to a schedule and build a loyal audience.

When considering a podcast for your business, think about “why” you are choosing this channel. Also, consider “what” actions you want listeners to take and “how” you will measure success.

In addition, think about how using a podcast for communications will fit into your digital marketing strategy.

How long should a podcast episode be?

There is no ideal length for a podcast episode. Each episode should be as long as it needs to be to cover the topic clearly. Creating a rough structure or script can help you manage length and identify content that may need editing.

Once your podcast is established, asking listeners for feedback can help guide future content.

Each episode should also show how much time and resources you can invest in recording and production.

Video podcast

You may also choose to produce a video podcast, particularly if your business has products or visuals that support the content. Video podcasts can be simple or more complex, recorded live or produced using static visuals alongside audio.

Video podcasts can provide additional content for social media and help increase online engagement.