In the ever-evolving landscape of digital marketing, businesses constantly seek new ways to stand out and connect with their audiences. That means more businesses are starting a podcast than ever before. While it isn’t always the most conventional marketing tactic, branded podcasts could be the key to finding more prospects, generating more leads, and making more revenue for your business.
Podcasts offer a unique blend of accessibility and creativity. But is starting a podcast the right move for your business? Let’s explore the pros and cons of starting a podcast, and go over some actionable tips for launching and running a successful corporate podcast.
Pros of starting a podcast for your business
1. Builds a loyal audience
Podcasts allow you to establish a deeper connection with your audience. They’re attaching a voice (or voices) to your brand. By sharing insights, expertise, and stories, you create a sense of trust and loyalty that’s hard to achieve through other mediums. Listeners often become long-term followers who engage with your brand across multiple channels.
When done right, a corporate podcast is a branding beast of its own. What other marketing medium will have your listener willingly listen to your message for dozens of minutes at a time?
2. Enhances brand authority
When you use your podcast to consistently deliver valuable and insightful content, you position your business as a thought leader in your industry.
This builds credibility and trains listeners to view your brand as an expert resource. B2B podcasts can especially benefit from this. Even if your listeners aren’t top of the funnel prospects, they’ll remember your brand first and foremost when it’s time.
3. Supports multi-channel marketing
Podcasting integrates seamlessly with other marketing efforts. Episodes can be repurposed into blog posts, social media snippets, or email newsletters, maximizing your content’s reach.
In fact, 20% of American podcast listeners discover new podcasts through TikTok. Podcasts boost social media engagement and social media increases podcast listeners. One hand washes the other.
4. Improves SEO
Podcasting contributes to SEO efforts by driving traffic to your website. Show notes, transcripts, and keywords in episode descriptions makes your content more searchable.
Podcasts also provide an opportunity for backlinks and keyword optimization when shared on platforms like Apple Podcasts, Spotify, and YouTube.
5. Humanizes your brand
The conversational nature of podcasts showcases your brand’s personality, making it relatable and approachable. This personal connection can build stronger relationships with potential and existing customers.
Cons of starting a podcast for your business
1. Time-intensive
Planning, recording, editing, and promoting a podcast takes significant time. It’s not a one-time investment but a lengthy production process and a continuous effort that demands consistency.
If you’re not going to dedicate the proper time to a podcast, then you should focus your energy towards other marketing channels.
2. Requires specialized skills
Audio editing, sound quality, and content scripting are essential for producing a professional podcast. If you lack these skills in-house, you may need to hire freelancers or agencies, which can increase costs.
If you plan on hosting the podcast, or having in-house employees host it, then be sure that they’re not shy about sharing their voice and being on camera. Your host (or hosts) need to be charismatic and interesting.
Be honest: Can you listen to this person talk for thirty minutes without getting bored? If not, you’ll need to find the right talent who can hook listeners and win them over to your brand.
3. Competitive market
With over 4.58 million podcasts available globally as of 2026, standing out can be challenging. Success often hinges on finding a niche and delivering unique, high-quality content.
4. Long-term commitment
Unlike writing a single blog post or an email newsletter, a podcast requires ongoing effort to maintain and grow your audience. Inconsistent publishing schedules can result in losing listeners and credibility.
How to start a podcast: a step-by-step guide
1. Define your purpose and audience
First, identify why you’re starting a podcast and who your target audience is. Are you educating, entertaining, or solving a problem for your listeners? A clear purpose helps you create content that resonates.
If your business sells consumables to the general public, then it’s likely that you’re going to want to entertain your audience.
If you run a B2B business, then you should be educating your audience.
2. Choose a niche topic
Focus on a specific area relevant to your business. For example, if you run a fitness brand, topics could include “The Science of Strength Training” or “Meal Planning Tips for Busy Professionals.” A niche topic ensures you attract the right audience.
3. Plan your episodes
Decide on the format (interviews, solo episodes, or panel discussions), duration (15-60 minutes), and frequency (weekly or bi-weekly). Create an editorial calendar to map out your content strategy for several months.
Think of how long you want a season to be as well. The end of a season could be a great time to reflect creatively and analytically.
4. Invest in quality audio equipment
Your audience is going to judge the quality of your podcast before they judge your content, so good audio is non-negotiable. Make sure you invest in:
- A high-quality microphone
- Noise-canceling headphones
- Recording software (Audacity, GarageBand, or paid options like Adobe Audition)
5. Record and edit
Record in a quiet environment and use editing software to remove background noise, insert music, and ensure smooth transitions. Maintain a conversational tone to keep your episodes engaging.
6. Host and distribute
Choose a podcast hosting platform like Buzzsprout, Podbean, or Anchor. These platforms distribute your podcast to major directories like Apple Podcasts, Spotify, and Google Podcasts.
7. Promote your podcast
Leverage your existing marketing channels to drive traffic to your podcast. Share episodes on social media, embed them in blog posts, and include links in email newsletters.
Best practices for running a successful podcast
1. Stay consistent
Consistency builds trust. Whether you release episodes weekly or monthly, stick to your schedule. A predictable cadence keeps your audience engaged and coming back for more.
Even if you’re struggling with an initial sum of followers, don’t give up. Consistency will reward you with results.
If it’s just not working, then take a good look at the bigger picture to decide what’s going wrong.
2. Engage with your audience
Encourage listener feedback through social media or a dedicated email address. Address questions or comments in your episodes to foster a sense of community. This also gives listeners a reason to come back for every episode. They want to see if they’ll be featured!
3. Collaborate with guests
Inviting industry experts or influencers as guests can attract their audience to your podcast, boosting your visibility and credibility.
4. Monitor metrics
Use analytics tools from your hosting platform to track downloads, listener demographics, and engagement rates. This data helps you refine your content and strategy.
Don’t forget about social media analytics, either! TikTok’s analytics are especially powerful. They can show you where listeners are scrolling away. Use this information to determine what parts of your podcast are boring to listeners.
Additional tips for success
1. Experiment with monetization
Once your podcast gains traction, explore monetization options such as sponsorships, affiliate marketing, or premium content subscriptions.
Who knows? Your podcast might become another major part of your business someday.
2. Leverage video
Record video versions of your podcast for YouTube or other video platforms. This attracts a wider audience and improves accessibility.
Videos are also much more likely to trend on social media. Plus, attaching a face to your brand is always a positive.
3. Stay up-to-date
Podcasting trends and tools evolve quickly. Stay informed about new platforms, formats, and technologies to keep your podcast fresh and competitive.
Follow similar podcasts in your niche on social media and see which videos perform the best.
And do some self reflection: Which podcasts do you like to listen to? Ask yourself why you like to listen to them and you’ll learn something new!
Redefine your marketing with a B2B podcast
Starting a podcast can be a game-changer for your business. It offers a unique way to engage with your audience and enhance your digital marketing strategy. It does require time, effort, and resources, but the potential benefits make it worth it.
Corporate podcasts increase brand authority, audience loyalty, and improve SEO. It’s a worthwhile investment for many businesses.
Redefine can help you navigate the best practices for successful digital marketing that amplifies your brand’s voice and sets you apart in a crowded market. Reach out to us for a consultation and we’ll answer any questions you have about getting started!
