What you Need to Create a Podcast for your Business


Podcasts have become a force to be reckoned with in the field of business marketing and communication. Whereas companies in previous years would rely on print media and websites to share information with their audience using textual content, today’s organizations are finding it much easier and more effective to “speak” to their customers using auditory means — podcasts that people can listen to.

It’s not difficult to understand the ever-growing popularity of this format. Written articles can be ideal tools for delivering information about a business’s vision, objectives, and offerings, but a number of factors come into play in order for the message to truly reach consumers; the content must be well-written, it needs to be segmented into easily digestible sections, and it must be presented in an attention-grabbing manner, like in a beautifully designed website or an impressive printed piece, before it can engage and motivate people to spend time to read it all the way through.

Podcasts, on the other hand, are very friendly to today’s tech-savvy markets. People can listen to podcasts on most devices — smartphones, MP3 players, tablets, laptops, etc. People who learn or understand things better by listening to audio material instead of reading text, or are visually challenged, find listening to them a breeze. And podcasts allow people to receive information even as they’re doing something else, like driving, running errands or even running around the park.

If you want to tap into the endless marketing and conversion potential that podcasts can bring for your business, then these are the things that you’ll need to get started:


1. A genuine desire to communicate with people. Some business owners find it more natural to use their own voice to share their expertise and services with others, and while recording yourself talking may take some getting used to in the beginning, constant practice will enable you to hone your speaking ability and help you become an effective and motivated communicator.

2. The right equipment. Investing in good quality technology will help you produce good quality podcasts, so make an effort to find the best tools for your purposes. A portable recorder or microphone is a must for flawlessly capturing your speech. Mixers can help you fine tune the audio signals and frequency of your recording. Editing software is necessary because it will essentially convert your audio file into an MP3 file that people can listen to. Free audio-only and video call service providers (like Skype) are also important if you will interview guests for your podcasts. And a Web hosting service will help you get your podcast out into the world.

3. Social media presence to spread out your podcast’s reach. Your target market can quickly find your content on iTunes and other app stores, but it helps a lot if you generate buzz for your podcast through Facebook, Twitter, LinkedIn, and other media and social networking sites. Also, if these accounts link back to your blog, then you also stand to drive more traffic to your virtual doorstep.

4. A dedicated blog. You may already have a blog even before you started a podcast; keep it up and running because your podcast listeners will be checking it out for your podcast transcripts, links to complementary resources and additional discussions. New and existing blog followers may also discover your podcast through it and become encouraged to subscribe.


A podcast gives you a strong, authoritative voice in your industry. It makes you more relatable and approachable. And it gives you an opportunity to demonstrate creativity and originality through the information you provide. Give it a try — and give your business a welcome boost.

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