Podcasting is In, But is it Right for YOUR Business?
The Good & The Bad of Starting a
Business Podcast
Podcasting is In, But is it Right for YOUR Business? – Podcasts are everywhere. In fact, Spotify announced that 1.2 million new podcasts were added in 2021, with 80% of those podcasts being made by independent creators.
What does this tell us? The podcast industry is growing as a way for people to share what they do and why they matter.
So, with their rising popularity, and relative ease to produce, should your business consider podcasting? Let’s take a look.
When my teammates at Engenius said they wanted to launch a podcast shortly after I came on board, I was intimidated. Sure, podcasts were (and are) great things, and I’m an avid podcast listener, but helping create one seemed out of the question. The people who created podcasts understood technology, audio-mixing, and editing…I did not.
Still, I set aside my apprehension, worked with a team to create a podcast recording process, found the right partner for audio engineering/editing, and established a content calendar. And thus, The Engenius Podcast was born.
What I thought would take a team of experts, a sound-proof studio, and either years of experience or several degrees, was, in fact, possible with careful planning and a solid content calendar.
Now, one year later, podcasts are everywhere. Spotify, which owns the podcast streaming and creation platform Anchor, announced that 1.2 million new podcasts were added to Spotify in 2021 with 80% of those podcasts being made by independent creators. What does this tell us? The podcast industry is growing, and more and more people are turning to audio to tell the world who they are, what they do, and why they matter.
So, with their rising popularity, and relative ease to produce, should your business consider podcasting? Let’s take a look.
In this article, we’ll Cover:
• The pros of podcasting
• The cons of podcasting
• What should go in a podcast
• How to start a podcast
• How to tell if your business is right for a podcast
The Pros
Podcasts are ubiquitous. People listen to them everywhere and on every topic. From driving to mowing the lawn to doing chores — podcasts have become an easy and convenient way for people to entertain and inform themselves. People search for new content based on hobbies, areas of interest, and growth.
While some podcasts may be pure entertainment (True Crime anyone?), some provide helpful insight into business strategy, professional development, personal growth, and self-improvement.
Speaking is easier than writing. Not everyone is a writer and that’s ok! For many people, it’s easier to explain a concept to another person than to clearly articulate that concept on a page. You and your team may not have the time or the desire to write, edit and publish a blog once a month, but you may have time to have short, mic’d conversation that you review, send off for editing, and publish.
The barrier of entry isn’t as high as you may think. It’s easy to think you need
professional recording studio equipment or a trained “host voice” to have a podcast. The reality? Retailers carry excellent, affordable mics to get you started and podcasts are intended to be conversational…not perfectly polished. If the point of your podcast is to advertise YOUR company and YOUR brand voice, then people will want to hear from you and your experts.
At its simplest, all you need to do is:
1. Define the vision and goal for your podcast.
2. Create a content calendar for suggested podcast titles, content, and speakers.
3. Purchase a mic or two depending on how many guests you want to feature at
a time.
4. Create an account with a group that records, hosts, and posts podcasts (We
use Anchor).
5. Record.
It’s a trend and a chance to try something new. It’s easy to stick with what works in marketing, but “what works” doesn’t always get you in front of a new audience. Experimenting with new channels and new marketing techniques not only keeps your company agile — it also helps your team continue to grow their professional competencies.
READ ABOUT THE CONS INSIDE…
“PODCASTING IS IN, BUT IS IT RIGHT FOR YOUR BUSINESS?”
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