What is a podcast?

Podcasting is becoming increasingly popular for both entertainment and business, but with so many platforms and formats, it can seem like a daunting and overwhelming endeavor for small business owners. It might also feel like a waste of time—can podcasting really benefit your business in tangible ways?

Yes! Podcasting for businesses offers a number of benefits. While many small businesses struggle to find effective platforms that they can use to communicate with their audience on a regular basis, podcasting can help build business relationships with their current followers, grow their audience, and establish themselves as thought leaders in their industry. 

Brands who advertise their products and services on podcasts see an average of a 14% increase in purchase intent. Since 32% of Americans listen to podcasts at least once every month, your potential reach is enormous. 

Podcasting is an outstanding way to set your business apart from the rest while growing your audience and proving that you are an expert in your industry. 

How to create a podcast in 14 simple steps

What is a podcast and how do they work

A podcast is a digital audio program that's made up of a series of individual episodes. Users are able to subscribe to your podcast, and they'll automatically be notified when you release a new episode. Some platforms allow subscribers to opt-in so that new episodes are downloaded automatically upon their release. 

Business podcasts typically focus on discussions related to the industry at hand. There are plenty of marketing podcasts, for example, that talk about lead generation and that interview leading experts. Wedding planners might start a podcast about planning on a budget, wedding etiquette, or tips to plan the biggest bash of the year. In many cases, businesses are able to share their knowledge with their target audience while attracting potential customers at the same time.

How to listen to podcasts

Podcasts are like radio shows, bottom line you can listen to your favorite podcast episode literally from anywhere; whether it's in your car while driving back home from work, from your smartphone while at the gym, or from your computer within the comfort of your home. Basically, all you have to do it's to either download a podcast application or visit a podcast website such as blurry or the National Public Radio Podcasts find and subscribe to podcasts you like, and get notified whenever a new podcast episode is available. But let's look now at the different ways that you can actually listen to a podcast.

1. You can listen to a podcast on your smartphone. Whether you are an Android or an iPhone user, they both come with a podcast app built-in. The best iPhone podcast Apps are Apple Podcasts, Spotify App, and Overcast while the best podcast apps for listening on Android are Pocket Casts or Castbox.

2. You can listen to a podcast directly from your computer which is technically speaking the easiest solution as you just need to visit your favorite podcast website, find a podcast you like, and hit the play button in order to listen to it. It's as simple as that.

3. You can listen to a podcast in the car via a Bluetooth connection. Bluetooth is now a standard feature in practically every modern car allowing you to make hands-free calls as well as to play audio directly from your phone. All you need to do, it's:

• Turn the car’s Bluetooth on and turn it into the discoverable mode.

• Grab your phone first select settings, then select Bluetooth and set it to on.

• Tap the name of your car Bluetooth under Other Devices to pair.

• After pairing, you are ready to listen to a podcast directly from your car’s audio system.

Why are podcasts so popular

To let you fully appreciate and understand the growing popularity of podcasts, here are a few interesting stats worth knowing:

• In 2021, it was found that 57% of US consumers listened to audio podcasts, up from 55% in the previous year (ref: Statista)

• There are over 2,000,000 podcasts

• There are over 48 million episodes as of April 2021

• 24% of Americans (68 million) listen to podcasts weekly

• Podcast listeners are more likely to follow companies and brands on social media

• 69% of Americans agreed that podcast ads made them aware of new products or services

(Ref: Podcast Insights)

Podcasts can actually be either video or audio, though audio-only podcasts are typically more popular. This is for a number of reasons, including the following:

• They're often more convenient for users. Users are able to listen to audio podcasts on the go, while they're doing dishes, at the gym, and while driving. They couldn't necessarily do this well with a video podcast.

• They're easier and more affordable to make. You can record an incredible podcast relatively quickly (and without even doing your hair or putting on nice clothes) from the comfort of your own home. Because it's audio-only, there's typically less equipment involved and it's faster and cheaper to produce and edit.

• They take up less space on users' devices. Video naturally takes up significantly more memory than an equivalent audio file. This may sound like a small detail, but it's significant; users are going to be more likely to download content that won't eat up their battery life or their storage space.

How to create a podcast

Now it's time to learn how to create a podcast the right way and to do so you just need to follow the general steps here below.

Step 1. Identify your goals. It's important to answer the question, "why am I creating a podcast?" Most businesses don't typically decide to start one "just because." They might want improved search visibility, the chance to demonstrate their expertise or a new way to network within their industry. Write down what your goals are for creating a podcast, the answers should shape the podcast you'll create.

Step 2. Define your target audience. You shouldn't do anything without first considering your target audience and the niche that you really want to reach. Imagine that you were starting a tech-focused podcast. There's a huge range for who your audience could be, even if you're looking at "tech consumers." You could have one audience made up of mostly 20-40-year-old men who like gadgets; they don't really care how it works, just that it does. Another audience could even be software developers and engineers who love technology and like to understand exactly how it works. Someone who likes to use a high-end computer, after all, maybe a different audience member than the person who actually builds said computer.

Step 3. Choose a podcast topic. Once you understand your audience, you'll want to choose a specific core topic that will define your podcast. You want this to ideally be unique enough that you stand out, but broad enough that you'll appeal to enough people. It should be both interesting and valuable at the same time. 

Step 4. Listen to other podcasts around your chosen topic. Look at their podcast landing page, read reviews, understand what’s trending in your podcast field, and what type of content works the best for your target audience.

Step 5. Choose your format. There are multiple different podcast formats to consider, including one-on-one interviews, solo commentary, the conversational / co-hosted format, the panel podcast format, and the non-fictional storytelling podcast format. Each one works well for different purposes. It's important to consider which you'll use before you ever start creating your content, the number of episodes you want to create, and how long each episode will be.

Step 6. Find a creative podcast name. You know who you're targeting, you defined a topic, and what results you want to optimize for. At this point, you can choose a name for your upcoming podcast, just make sure to keep it short and sweet, to make it interesting, attention-grabbing, and relevant so users know what they'll be listening to when they see it. When in doubt, come up with at least five names. Choose your top three, and get feedback from friends, family, and peers that you trust. The objective opinion can be valuable, and they may even have suggestions for improvement or new ideas.

Step 7. Write out some show notes to keep the conversation on track. You don't need to write a full script as you want to keep your podcast authentic, transparent and conversational as much as possible. However, you can still write a catchy and entertaining intro welcoming your audience and an outro including a call-to-action (CTA) designed to drive specific results whether it's subscriptions, reviews, or social shares. Your CTA can change from episode to episode, but it should always be in line with your overall goals for your podcast. It doesn't make sense to focus on engagement like "send feedback" if you'd really rather try to encourage users to purchase instead. Choose the right time and place (and episode!) for each CTA for the best results. 

Step 8. Get the right recording equipment to produce high-quality audio. You will want to invest in the right recording equipment to ensure that you're getting high-quality audio results. To do so you'll need a microphone, headphones, a pop filter, and recording and editing software. Adobe Audition is a great choice, allowing you to both record and edit audio with top-of-the-line editing features.

Step 9. Set up an audio-friendly recording space using sound treatment materials such as acoustic foam panels, sound-absorbing curtains, or sound blankets just to name a few.

Step 10. Record your podcast. Once you have set up an audio-friendly recording space and captured your voice with a quality microphone, you need a way to save it. Here are four of the most popular podcast recording solutions to consider.

• Record using audio software. 'Audio software' is any type of computer software that lets you create, listen to, and edit sound files. When recording a podcast, you'll find many types of software that can do the job, such as Anchor, Audacity, or Adobe Audition. The main advantage is that they make it simple because all you have to do is plug in your mic, ensure it's all set up, and start recording in your program of choice. The right choice for you will depend on your preferences in user-friendliness, cost, and editing abilities. 

• Record using video conferencing software. Video conferencing software platforms like Zoom and Skype can also be a convenient way to meet with guests and record your conversations. However, to record on Skype, you will need additional call-recording software. Zoom lets you record but is not made for podcasting so you might notice that the sound quality of your recordings isn't quite as crisp as recordings from other programs. Being so, it's a good idea to record a test audio file and listen to it to ensure it's providing the quality you want before recording an actual episode. While the recordings may be decent, video conferencing software doesn't have editing software or other podcast features. Also, your recordings will be downloaded to your computer and you'll have to open them in another software program for editing. 

• Record using a remote recording platform. Next, remote recording platforms are software programs designed for recording podcasts. Everyone will be joining from various locations so they will need their own microphones. If you and all your guests have decent mics and quiet recording spaces, the quality can turn out very good. It helps that each participant's audio and video is recorded as a separate track on their device so that a bad internet connection won't impact the recording quality. Riverside.FM and Zencastr are examples of remote recording platforms. These solutions also include an option for video, which can help enhance the conversation by enabling you to see your guests and their body language. 

• Record using a portable recording device. If you are going to meet your guests in person, you can bring along a light, portable recording device like the Zoom H6 (or even a smartphone) and plug your mics directly into it. This can save you the hassle of bringing your computer. You can simply put the recording device on the table, plug in the mics, and press record. The audio will be saved to the device which can later be transferred to a computer for editing. However, you'll typically need a computer program in addition to this device in order to do your file editing post-recording.

Step 11. Edit your podcast. Now it's time to import the audio you have previously recorded, delete unwanted material, improve audio quality, or simply add music or sound effects if you like. You may want to edit your podcast yourself, that's great but in many cases, though, it's a great idea to hire a professional podcast editor to ensure that the final product is in perfect condition.

Step 12. Sign up with a podcast hosting company to store your audio file (MP3) and create your podcast RSS feed. Among the best podcast hosting platforms you can find LibSyn is a popular option, as well as Buzzsprout or PodBean just to name a few.

Step 13. Make your podcast discoverable by listing it on as many podcast directories as you can such as Apple Podcasts, Spotify, and Google Podcasts. When it comes to choosing a podcast directory, you always want to keep an eye out for new options that are rising in popularity. You also want to take a close look at which ones your audience is most likely to be using. A lot of tech-heavy content would want to ensure they're on Google Play, for example, because a lot of techy people prefer Android over Apple devices. 

Step 14. Promote your podcast. After you have listed your podcast to the directories of your choice, it's important now to promote it properly to ensure that it picks up traction. To do so, you can:

• Share your podcast regularly on social media. Use relevant hashtags on Instagram and Twitter, and consider search visibility on Facebook and LinkedIn. Tag any guests for added visibility.

• Announce the podcast on your site and to your email list. Send people to your podcast hosting account where they can listen more.

• Show up as a guest on other podcasts when invited to build connections and promote your own content.

Conclusion

Many businesses can benefit from creating a podcast that's designed to help them better connect with their target audience and promote thought leadership. 

There are plenty of benefits that can come with podcasting, including the potential to establish yourself as an expert within your industry, increase search visibility, provide valuable content to your audience, and build more meaningful relationships with your followers. It's well worth the effort that goes into planning, developing, and creating the content.