How to start a podcast for your business

Podcasts are becoming increasingly popular. A 2019 Roy Morgan report showed the market for podcasts increased by 70% in just four years, with podcasts reaching millions of Australians every month.

From a public relations perspective, there are many reasons why starting a podcast for your business can be beneficial. Podcasting can help you reach audiences in a different way, by allowing you to not only educate listeners about the industry you work in, but also profile your business and clients. They also allow you to showcase the personality of your members of your staff. This, in time, can increase the reach of your business and help to grow it, while also promoting and showcasing the your organisation’s work.

Here are 5 steps for starting a podcast for your business:

  1. Refine the concept

Find a topic to talk about and consider how you want to deliver information about it. This may include interviews with your CEO or employees, profile-style chats with your clients, or broader discussions or tips about your sector as a whole. It’s a good idea to write scripts or draft talking points before you start recording so each episode flows well and has clear direction.

  1. Brand your podcast

Think of a name for your podcast and make a logo. The choice of logo you use is important, as it needs to both represent what the podcast is about and entice audiences. Even if you don’t have a graphic designer, you can easily make a logo that looks great using tools like Canva or InDesign.

  1. Headphones on

Record and edit your podcast. Using good quality microphones will make you sound professional, and help you gain listenership (nobody wants to listen to something that sounds bad). There are many editing programs which are very user friendly, some are even free (such as Audacity). Watch online tutorials to learn how to edit or hire a professional.

  1. Distribution

To distribute your podcast across streaming platforms, you first need to find a hosting website. Some popular hosting websites include Podbean, Libysn or Whooshkaa. You can then distribute your show’s RSS feed from the hosting website to platforms like Apple Podcasts, Spotify, and more.

  1. Promotion

Once your podcast is available to listeners, you should market it in order to grow your audience. Effective social media management and planning will help you promote the podcast online, including to pre-existing followers of your business.

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