In today's content creation era, podcasts are quickly gaining steam. You may even have a few favorites queued up for your next drive to work or moment of down time. Basically, podcasts are popular digital audio files that can feature interviews, stories, and lectures on almost every topic imaginable. They're easily accessible and made available for download across multiple streaming platforms.

They're also a wonderful source of information and inspiration from experts in every industry. And as a business leader, you might have considered broadcasting your own expertise.

Podcasts aren’t just reserved for those with big budgets or famous people with an established fan base. Quite the opposite — anyone can start one!

In fact, a podcast could be the perfect addition to your business's content strategy. It’s becoming more and more common for businesses and founders to build podcasts around their brand, so why not yours?

Now, there’s a lot that goes into starting a podcast. It can feel overwhelming, confusing, and even intimidating. But don’t worry, those feelings are totally normal.

This guide is here to help alleviate some of those feelings and give you the framework for building a great podcast. Let's get started.

Why start a podcast for your business?

Starting a podcast for your business is a great way to provide value-based content for your audience and customers.

By delivering content that meets the consumer where they are, you build trust with your audience, expand your network, and establish a reputation in your industry.

From a business leader's perspective, that's incredibly important because it sets the foundation for building your personal brand. Building authentic personal branding is important in today’s day and age because it helps you make industry connections, reach new audiences, and become recognizable and more memorable online.

And podcasts have become one of the best vessels for SMBs to deliver this type of content.

Here’s why:

People are listening to podcasts — a lot!

The fact is, podcasts are increasing in popularity. In fact, new studies show that in 2021, 78% of the adult American population were aware of podcasting. That number was just 22% in 2006.

And today, there are an estimated 120M podcast listeners in the U.S. alone. Plus, projections see that number surpassing 160M listeners by 2023.

That means that the potential to reach a wide audience through podcasting is growing every year. So, now is the time to take advantage of this medium.

You might be thinking, “wow, there are already a ton of podcasts out there, is there room for me?”

Emily Holland, podcast consultant and popular host of multiple shows, often gets this question from her clients. Her response: “The short answer? Yes. The long answer? We are in the very beginning of podcasting’s maturity with much more growth and expansion to come. Now is the time to dive in.”

Podcast listeners are engaged

Most people aren’t just listening to podcasts for background noise. Listeners are engaged, often tuning in to learn, even if they're multitasking while listening. And 74% of podcast listeners say they tune in to learn new things.

A survey done by Neilson showed that 78% of podcast listeners don’t mind sponsorship or ad messaging. Also, 62% said they are likely to consider new services or products that were featured in podcast advertising.

And while we're not saying that you should fill your episodes with lots of CTAs telling your listeners to go buy your product, it’s a sign that podcast listeners are engaged and willing to listen, once that trust is established.

Low cost of entry

At its simplest, you can start a podcast with just three assets: your smartphone, your time, and a hosting service. All you need to do is record an interview on your phone, upload the recording to a hosting service, and distribute it to all the top streaming platforms. Voilà, you’re a podcaster!

You probably won’t get the highest-quality results with this simple setup, but it goes to show that you don’t need to spend a ton of money upfront just to get started.

We’ll go into more detail on recommended equipment later, but it’s a good idea to make use of the equipment you already have to test out a few episodes. There are even free editing tools like Audacity and Garageband that allow you to record and edit your episodes.

Most hosting services will set you back around $20 per month, but there are also free hosting services like Anchor, which will distribute your show to all the right places.

Don’t let cost get in the way of starting.

Speak directly to your audience

Content marketing can be hard to hack in a sea of competition and dwindling attention spans. It’s even harder to speak to people directly because content marketing as a whole is meant to reach a broad audience.

Here’s where podcasts have the upper hand: you can speak directly to your target audience and consumers are going to listen for extended periods of time. It’s the nature of the format. On average, 58% of US listeners will consume up to 76-100% of a podcast episode.

A podcast for your business should share a similar audience with your customer base. Because the expertise you share on your podcast will be the same knowledge and experience your ideal customer needs.

Meaning, for every new listener to your podcast, you gain the undivided attention of a prospective customer. And if an average podcast episode lasts 40 minutes, that’s a lot of time a potential customer could be listening to you.

Now, it’s important to understand that not every listener will be a current or potential customer of yours, nor should they be. Think of your podcast as a very top-of-level funnel to your brand and business. Meaning, you should consider your podcast another avenue for people to find your business. Don't focus solely on trying to generate leads from your listeners.

Make fans of your show first. This is — and will always be — your number one priority. If your podcast quality is good and your listeners realize they need your product or service, they'll naturally come to you to satisfy their needs.

Establish expertise and build personal branding

You’re the expert in your business, so why not share your experience with the world?

Traditionally, customers could only learn about your industry expertise by directly inquiring about your product or service. But now, podcasts give you the ability to share that knowledge with a wider audience.

Plus, podcasts allow you to cast a wide net with your content, giving you the chance to help others who want access to your industry knowledge, whether they’re your customers or not.

And while it may seem contradictory to share knowledge for free, the ability to build your brand as a founder and bolster up your reputation far outweighs the drawbacks of giving out free info. Your brand and reputation are priceless, because your brand is your leverage against competition and industry consolidation.

Don’t just take my word for it: listen to Gary Vaynerchuck, the chairman of VaynerX, and arguably today’s most well-known digital media guru.

Think of your podcasting efforts as a long-term game. It’s the same mentality when building your company's reputation — it doesn’t happen overnight.

Use your podcast to deliver value, make your expertise known to the world, and reap the many benefits and opportunities that will come.

Define your niche

Maybe you're beginning to see the value of getting into the podcast game — but don’t go booking guests just yet. Defining the niche (AKA focus) of your podcast is a crucial step that requires thought and insight.

In addition, you should really understand your purpose for starting a show. Ask yourself, what would the show be about? Why are you starting, hosting, producing it, and what will listeners take away?

All of this is important because it will help determine your goals for the show, the type of content you will talk about, and what kind of guests you will have on.

Here are some helpful tips to consider:

Consider your industry and customer base

Your business’s target customer is a great starting point for figuring out what you will talk about on your podcast. Their interests can help provide relevant ideas to base your show around.

You’re an expert in the industry you serve, so why not create episodes to share the advice, insight, and the expertise you’ve gained over the years?

You can also do market research on your customer base and find out what they may want to hear about or what they are missing from their current podcast landscape.

A podcast category is not your niche

It could be tempting to say your show’s niche is business because it’s in the business category on Apple Podcasts. But then you’re just a small fish in a big pool of hundreds of other “business” podcasts.

Go one level deeper and ask yourself what makes your podcast unique? What can you offer to your listeners that no one else can? What unique value does your business or experience bring to the table? Hone in on that!

You may be familiar with one of our podcasts, Organize Chaos, hosted by Trainual CEO Chris Ronzio.

While Chris offers up his business advice and speaks with other entrepreneurs to unpack the secrets to their own success, the show has a core pillar of focus: highlighting how people, processes, and productivity can help organize the chaos in your business and life.

Chris is the process and documentation guy. In fact, that passion for process and documentation is what ultimately led to the start of Trainual. Building a show around that is what helped us define what niche the show serves.

What if I run out of things to talk about?

Yes, having a defined niche and being hyper-focused on a certain topic can limit what you can talk about. But your niche also serves as the compass for your content.

Without that core focus, it can be easy to lose sight of your show’s direction. And it becomes harder to stay true to what makes your podcast unique. Think of your niche as the foundational idea of your podcast — you can always branch out from those roots.

Here are some tips to help generate fresh ideas.

1. Use social networks and profile suggestions to find relevant guests.
2. Tap into your own customers or community for guests to interview. Plus, they'd probably be pumped to be on a podcast with a brand they love.
3. Use online tools like Quora, Reddit, and BuzzSumo to see what topics or questions are trending online in your industry.
4. Stay up to date with industry news and trends. Relevant and timely topics are great foundations for episodes.
5. Reference topics from others podcasts, businesses, and thought leaders. Similar content producers are bound to have crossover in topics, so don’t be afraid to use what others are doing to help generate ideas. The unique voices you have on your podcast and opinions you share will add new value around an already popular topic.
6. Keep a list of what’s happening in your business and personal life. People are often interested in the lifestyle of business owners and want to get an inside look into the brands they support. For example, how are you overcoming some of the hurdles that appear in your business? Share that!

Equipment You Will Need

Maybe you’ve recorded a few episodes and are interested in becoming more serious about your podcasting. You could keep using your phone to record episodes, but chances are you want a more professional and high-quality set up.

So, let's talk about gear.

Decide what gear you need can be intimidating. Especially since there are plenty of blogs and Youtube videos that go really in-depth on the hundreds of podcast tools available.

But thankfully, we’ve made it easy. Here are the essentials you need to consider getting for a more professional podcast setup.

Computer and recording software

Your computer will be the central piece of gear for your podcasting setup.

Make sure it has adequate processing power for editing the podcast, especially if you're editing video. In more technical terms, we’d recommend a computer with at least 8GB of RAM and 500GB SSD storage.

In addition, you’ll need audio editing software to record and edit your podcast. Like we mentioned earlier, Audacity and Garageband are free programs that many podcasters get started with.

Other more professional-grade options include Adobe Audition and Logic Pro. For reference, Adobe Audition costs about $20.99 per month (on the annual plan).

And you get what you pay for! These paid options give you more control over your editing process, offering advanced editing and noise reduction tools to help you obtain a more professional sounding episode. Do your own research and see which software is best for your needs.

If you don’t plan on recording interviews for your podcast locally (meaning the host and guest are in the same room), you’ll also need to use a remote recording service like Zoom or Riverside.fm.

You’ve probably heard of Zoom before, but Riverside’s rise on the remote video scene is due to their ability to record HD video and audio without the risk of dropouts.

🔥 Tip: Learning a new editing software can be overwhelming. Check out tutorials on the software’s website or YouTube to get an overview. Start with the basics, make it sound as good as possible with your skills, and you'll improve over time. You can always outsource the editing later on.

Microphone

You want your podcast to capture all your wisdom and advice as clearly as possible. A good microphone will help you achieve that.

The deciding factor: choosing a USB microphone versus a traditional dynamic microphone.

Choosing a USB microphone like the Shure Mv7 or the Yeti USB condenser mic will allow you to connect your mic directly into your computer via USB. These types of mics are usually cheaper because they’re much easier to set up.

A dynamic microphone, like the ones you see radio broadcasters using or in a professional podcast studio, would be something like the Shure SMB7 or the Rode Podmic. And while this setup will often yield the highest audio quality, you will also need to invest in an audio interface (AKA hardware that lets you connect mic and other audio signals to your computer).

If you do decide to pick up an audio interface, one of the main advantages is being able to record with multiple mics in the same room. That is, you can record multiple people. So, if you plan on having several guests in the same room or sharing your podcast with a co-host, this is the route to go.

Headphones

While not required for your setup, it’s a good idea for you and your guests to use headphones.

That way, everyone can hear each other clearly, which prevents feedback loops and a number of other audio issues that can result in a poor recording.

Your favorite set of earbuds will do, but for a professional grade pair that will last, try the Audio-Technica ATH-M50x.

Video

Recording video with your podcast is a great idea, because it allows you to distribute your episodes in a format that some listeners might prefer over just audio.

But adding video into the mix can lead you down an entire rabbit hole of potential equipment. From cameras to video editing software, there are hundreds of options to choose from (in addition to what you already need for your podcast).

For those interested in an introductory video setup, your laptop’s built-in camera or an external webcam will do just fine.

But if you’re looking for higher quality results or the ability to have multiple camera angles, investing in DSLR cameras is the way to go.

Plus, starting a video podcast also means you need video editing software, like Premiere Pro. Premiere Pro is the industry standard and can handle any of your video editing needs.

🔥 Tip: Recording video is also super useful for repurposing your podcast into promo clips for social media. That way, you can reach out to a wider audience and find more listeners.

Building out the podcast show structure

Once you've figured out your equipment, it's time to focus on the content of your podcast. And the easiest place to start is your show structure.

Building out the structure for your episodes will serve two purposes:

1. It creates continuity for your content. Following a set structure for your show makes sure all of your episodes will sound similar from one to the next, making them more recognizable for the listener.
2. It allows you to scale your production output. The repeatability of using the same show structure will allow you to create your episodes more efficiently.

Not sure where to start? Check out some of these common components of a podcast episode.

Hook

How would you summarize the overall premise of the show in one or two sentences? That’s your hook.

Try filling out this template:

Riveting hook, right? (Not really, but you get the gist.)

Make your own hook catchy and unique! And don’t stress over creating the perfect hook at the beginning. It can be developed over time as you dial in the format of your show.

Sonic branding

AKA the unique sound of your podcast. By using a recurring music track or sonic tag in the intro and/or outro of your episodes, you'll start to establish the sonic branding of your show. This makes your content more memorable and unique.

You can find royalty-free music and sound effects on platforms like Soundstripe.

Episode introduction

How will you introduce the main segment in your episodes?

If it’s an interview-style podcast, you can introduce your guest, their credentials, accomplishments, and the expertise they will be sharing. If it’s not an interview, set the listener up with a few words about what they can expect to hear next.

Don’t overlook this. Grab the listener’s attention and tell them why they need to continue to listen.

Main segment

The main segment of the episode will depend on the style of podcast you choose. Here are some common styles:

Interview: This one's pretty self explanatory. Interview guests that can bring insight and value to your listener base. Your guests should be tailored to the niche and content of your show. Ask yourself, “would my core listener want to hear from this guest?”

Topical: The host talks about a specific topic — anything from quick tips and industry trends to breaking world news. This works great for short formatted episodes that can deliver quick value in five, ten, or 15 minutes.

Narrative: A much more involved style of podcast, these generally tend to work best in an episodic structure. A narrator would take the listener through a story, unpacking past and present interviews, archived audio, and any other auditory content that supports the storyline.

This style is most conducive for storytelling and probably isn't the best choice for a business podcast, but it’s worth mentioning. Regardless, it may inspire some creative ideas in how you deliver your podcast content.

CTA

Develop a “call to action” that gives your listener a “what to do next.” You can request that they follow you on social media, visit a specific website, or learn more about a promotion you’re running.

Whatever the case, you should stick with one strong CTA per episode. This will often change depending on your goals for the show. A standard CTA might looks like this:

Production Cycle

The listener only experiences polished episodes, but there's a lot of work that goes into creating a podcast! From prep and recording to publishing, there're a lot of steps involved. And it can be overwhelming to know where to begin.

Try this standard production cycle:

Book guests and ideation

You can’t start a podcast episode without a topic. So, start by developing some episode ideas. For topical episodes, think about recent trending topics or problems you see coming up in your industry.

If you’re going the interview route, define your dream guest. They could be industry leaders, authors, academic professionals, or influencers — whoever is pertinent and timely in your space. Build a guest list around that.

Now, you probably won’t get your dream guest on the show right away. It takes time to build up a fan base and increase demand for your show. Up-and-coming talents are great to target when you're just starting.

Reach out via email or social media. Keep your messages personal and to the point. Tell them why your listeners would want to hear from them.

🔥 Tip: Automate your guest scheduling with a tool like Calendly. Simply check off the times you want to set aside for interviews, send the booking link to a guest, and they can sign up for a time that works best for them. This reduces the back-and-forth of trying to sync different schedules.

Prep work and research

This isn't the most exciting step, but it's a necessary one. You should be well prepared for your podcasts, especially for interviews. Learning how to interview is a skill that takes practice, so your research and prep work will be a guide to keeping the conversation flowing.

Create the outline of your episode. Fill in any necessary scripts for intros and outros, include basic info about your guest, and make a list of questions or talking points that you can reference.

You can even share the outline with your guest ahead of time tand give them an idea of what you will be covering. This gives them a chance to say no to any questions that are off the table for discussion.

You don’t have to follow your talking points to a tee. Think of them as launching points to steer the chat.

Also, be a good listener. The best insights come from a follow-up questions because something piqued your interest in your guest’s initial response.

Preparing for a topical episode is very similar. The main difference is that your talking points will be there to help make sure you cover all the important information about that topic. If necessary, script out the entire episode.

You're already an expert on the topic — so, add additional research on stats that could be important or recent changes in the industry. Other than that, be ready to talk about what you know best.

Record

Mic check, test, test…

But seriously, test your recording setup. The last thing you want to worry about when interviewing your dream guest is a technical issue.

Before hitting record, double check your environment for any distractions or unwanted noise that could be picked up by your mic, make sure your equipment is functioning properly, and set healthy recording levels. This means the input level from your microphone should not be distorting or peaking your meters in the red.

Now comes the fun part: actually sit down and record your episode! With topical episodes, you get the chance to talk about the topics that interest you in the industry you love.

And when it comes to interviews, remember that you’re not just asking guests questions for your listeners. They can provide insightful advice for you too. So, take the time to actually enjoy the process.

Edit and mix the episode

This step encompasses the process of refining and piecing together your audio into a finished episode — editing for continuity, mixing for levels, and mastering for loudness standards.

For some, this step can be technical and time-consuming, so it’s very common to outsource this part to someone who is experienced in audio editing and mixing. You can find qualified freelancers with tools like Fiverr or Upwork to assist you in the editing process.

It’s worth mentioning that the quality of podcasts is becoming more important to fans. So, as you become more comfortable with the podcast process as a whole, you can begin to concentrate on the quality of your episodes.

Publish

The final step: publishing.

You'll need to upload the audio to a hosting provider, which will distribute the episode to all the major streaming platforms via your RSS feed. AKA, the unique web feed tied to your podcast that allows all the streaming platforms to reference your show for new episodes and updated content.

When you publish, be sure to include the episode title, show notes, and any other pertinent info for that episode. Include a short summary of the episode, the guest’s name (if you interviewed someone), and any important links that you want the listener to check out.

Check publishing platforms like Anchor, Podbean, or Buzzsprout.

Market the episodes

You’ve prepped, recorded, edited, and published your episode. Now, you need to get people to listen to it.

Make announcements of your newest podcast episode on social media and highlight it on your website.

One of the reasons podcasts are so great is their ability to be repurposed into other forms of content. It's helpful in reaching new audiences and letting your fans know about upcoming episodes.

Here are some ideas to try out:

1. Create audiograms to share important segments from episodes. AKA, an audio waveform combined with static images and transcriptions over it.
2. You filmed the podcast. Super! Upload your video episode to YouTube and pull all of the micro clips out of it that you can. Use those clips to create short formatted video content to share on social media.
3. Transcribe your episode. Add the transcript to your podcast’s web page for SEO optimization and accessibility. Turn the transcription into a blog post. Repurpose important quotes into quote graphics and other social content. Try Descript, for easy automated transcribing of your podcast. It even has a free version.
4. Try creating a social carousel of image graphics that highlight the top takeaways from an episode.

The options are endless. Experiment and see what works best for you.

🔥 Tip 1: It’s important to establish your publishing cadence. Daily, weekly, monthly?

Ask yourself, “how much time do I have to commit to this?” Be realistic. The last thing you want to do is burnout because you're trying to keep up with an unattainable publishing cadence.

You may need to outsource help for specific parts of the production process to maintain consistent publishing. A consistent schedule allows your listeners to know when to expect new episodes and increases the likelihood of them becoming long-term fans.

🔥 Tip 2: Before you launch your podcast, record a batch of episodes ahead of time to give yourself a buffer. By having at least a month's worth of episodes in a backlog, you reduce the risk of not being able to deliver your next episode on time.

You’re bound to have guests cancel or run into production hiccups that alter your normal flow of production. You’ll want to be prepared for any scheduling issues so you don’t have to break your publishing cadence.

Conclusion

Starting a podcast can feel scary, overwhelming, and exciting all at the same time. What will people think? What’s the ROI? Will it sound any good?

These are all fair questions that every podcaster ask themselves at some point, but don’t let those thoughts prevent you from giving it a shot.

Consistency and time will be your best friend as you refine your podcast into a well-oiled content machine. Be passionate about the content you share, stay true to your brand, and serve your audience.

Your podcast will help you build trust with your audience, expand your network, establish a reputation in your industry, and shape your personal branding.

After all, you and your team can build a successful business. So, carry that same knowledge and momentum into building a great podcast.

👉 Need further inspiration? Check out the Organize Chaos podcast. New episodes kickoff on March 28. Subscribe and don't miss out!