Why Your Brand Needs to Start A Podcast

By Bryton Udy,
business.com writer
|
Feb 21, 2020
Image Credit: Prostockstudio / Getty Images

Start your podcast in four easy steps.

Let's be real, podcasting has been around for a while now. In 2004, Apple removed the barriers for audio content producers, allowing them to create and share their own radio-like talk show with the world. You no longer needed to be on the radio to have your voice heard. All you needed was a microphone, recording software on your computer and an RSS feed.  Although there have been podcasts on our smartphones since the first Anchorman movie was released (yeah, it's been that long...), it hasn't been until the past two or three years that podcasting has become a widely consumed content medium. And now, there are more new listeners subscribing to podcasts than ever before.

Your potential listeners

"The Canadian Podcast Listener," a landscape study conducted by Audience Insights Inc. and Ulster Media, with support from The Globe and Mail, shares the podcast listening habits of 4,000 Canadians. The study found that nearly 10 million Canadian adults have listened to a podcast in the last year, and that number is growing. More than 70% of listeners started listening to podcasts in the last three years, with 41% starting in the last year alone. 

A passive medium

Podcasts are a passive medium, which means you don't have to have your phone in your hand or be sitting in front of a screen in order to consume it. It makes it incredibly easy for listeners to consume content when they are completing other tasks. They can listen on their commute to work, on their morning run, or cleaning the house. "The Canadian Podcast Listener" explains that there are three reasons behind why listeners tune into their favorite podcasts.

  1. To be entertained

  2. To hear interesting stories 

  3. To learn something new

Podcasts allow listeners to learn something new, become inspired, listen to a story and even catch up on their celebrity gossip while doing the most boring tasks during their day. If you're cleaning the bathroom, you might as well listen to your favorite comedy podcast. If you're stuck in rush-hour traffic, you might as well listen to your favorite business strategy podcast. If it's cardio day at the gym, might as well catch up on your favorite celebrity gossip podcast. It's just so dang easy! 

Starting your podcast

OK, so now you've decided that you're going to start your very own podcast for your brand. Where do you start? Although it may seem daunting at first thought, once you have a process in place you'll be well on your way to having your very own live podcast for the world to listen to! Here are a few tips to get you started.

1. Pick your topic and episode format

The first step is to determine what you are going to talk about! If you are a brand looking to launch a podcast, ensure that it provides consistent value to your listener. Your podcast shouldn't be a constant sales pitch. If you're a landscaping company, maybe you talk about tips and tricks to keep your garden free of weeds, or new trends in patio furniture. Ultimately, you are wanting to be a thought leader and prove to your listeners that you are a reliable, knowledgable brand that they can trust! 

The other thing to keep in mind is how you are going to format your episodes. When you start off the episode are you going to have a "quick tip of the day" or a catchy intro song? Is it going to be an interview podcast where you bring in clients or colleagues to talk about their stories and advice? If you are looking for sponsorships, where are you going to place the ads? This structure should also remain consistent. You want your listeners to be comfortable listening to your podcast, not being caught off guard.

2. Determine your publishing schedule

When are you going to post your episodes? Weekly? Monthly? Every weekday? Whatever your schedule is, make sure you are able to remain consistent in the release of your content. Listeners look forward to your content, so make sure that the release of new episodes is predictable. 

Pro Tip: Batch record your episodes! If you are able to record multiple episodes in one sitting, do it!  It makes the process much easier for you! Record 4 episodes, edit 4 episodes, schedule 4 episodes, BOOM! You have a month's worth of weekly content! 

3. Choose Your Equipment

Building your podcast "studio" can be as simple as using your iPhone to record your episode. However, investing in a small, mobile recording rig can make a huge difference in the quality of the audio that you record for your listeners. Here is the set up that I use to record our podcast The At Heart Branding Podcast with Bryton Udy.  

4. Record, edit, publish

Now that you have your gear, topic, format and schedule, you are ready to start recording, editing, and then share your podcast with the world! There are plenty of podcasting hosting sites that help you distribute your podcast onto multiple podcasting services, such as Apple Podcasts, Stitcher, Google Podcasts, and Spotify. Another one is AudioboomAudioboom allows you to upload, schedule and publish podcasts across the most popular podcasting platforms, and also gives you valuable analytics into the listenership of your podcast. The mobile app also allows you to record right from your phone and upload it right to your podcast. It doesn't get easier than that! 

Ready to record?

Podcasting is a very exciting opportunity for businesses to share their expertise, knowledge and build relationships with potential customers. Becoming a thought leader and a source of inspiration for your listeners can lead to loyal listeners and customers. It may seem daunting to get started, but it doesn't have to be! Happy Podcasting! 

With rich experience in starting, branding, and marketing small businesses, Bryton Udy has gathered a wealth of knowledge and expertise in what it takes to create a strong small business brand. Founder and Head Brand Coach of At Heart Branding Co and host of the At Heart Branding Podcast, Bryton is dedicated to helping small-mid sized businesses create clear, authentic marketing plans that reflect the true essence of their brand's "Spirit" and "Personality". When he's isn't helping clients clarify their brand and marketing, he's spending time with his wife, playing music, and traveling the world.
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