PODCASTS FOR YOUR BUSINESS
Using podcasts to promote your business
Ben Anderson, managing director of Sound Rebel, believes podcasts present organisations with a great
marketing opportunity. Regardless of the size of a business, they are a great way of communicating your
value proposition to an engaged and captive audience. In this article, Ben discusses why podcasts are the
perfect tool for bringing people together to create memorable content that an engaged audience will find
valuable, particularly when it comes to buying decisions
Driven by the change in the way
people consume television
programmes, which has seen a
significant shift to on-demand
services, the country’s listening habits
are being transformed.
Until the recent stay at home
warnings, the number of people
listening to live radio had been
dropping, and is expected to do so again
once the coronavirus crisis has passed.
Meanwhile, those choosing to listen
to podcasts has increased significantly,
with the latest RAJAR data reporting
almost a quarter of 15 to 34-year-olds
now listen regularly to podcasts.
A podcast is a set of digital audio files
that are made available on the internet
for people to listen to immediately
or download for later use. Users can
subscribe to specific podcasts to ensure
they receive it as soon as a new one is
Projecting your authority
Businesses now use podcasts for a
variety of purposes, including sharing
information about new products,
company news or general information
related to the sector in which they
operate, and even information aimed
only for the ears of their employees.
Incorporating podcasts into your
marketing strategy offers numerous
benefits for your business, and there’s
never been a better time to get started.
Your podcast is the opportunity for
you to demonstrate, then share your
experience and expertise to listeners.
Traditionally, you may have relied
on the written word, but podcasts
are a better way to show your true
personality and enthusiasm for
what you do.
Regular podcasts offering
information, opinion and new
ideas for discussion help establish
you and your business as a leading
authority, to be trusted by customers
and new prospects alike.
Inviting similar respected
individuals from within your business
or from across your sector to help create
the podcasts, will only add to your
credibility and generate further trust
from the audience, whilst expanding the
number of likely listeners.
Creating a memorable
A podcast may be relatively easy to
produce, but the content is critical
to the success and longevity of your
activity. The mechanics are easy enough,
requiring just a good microphone
connected to your computer to make
the recording and a way of editing the
finished sound files.
However, whilst it is often lauded
as a DIY project, it is easy to make a
podcast that only you want to listen to,
and professional producers will enhance
the quality of the output considerably.
The producer is also helpful for
handling the transition between
speakers, asking the questions,
requesting clarification of unclear
points or jargon, and ultimately
editing the hours of chat into
a professional and efficient
25-minute sector specific podcast
that thousands will enjoy.
The content can cover current
events, changes in the sector,
news specific to your business, a
discussion around sector-specific
topics, trends, legislation etc., but it must
be interesting to the target audience and
delivered in short sections.
Content is key
Thirty minutes on a single topic might
bore the average listener, however, it’s
easy to break the topic up into pieces
and deliver several podcasts that revisit
You don’t have to be funny or try
hard to entertain. You just need to
use your experience and imagination
to deliver short bursts of interesting
chat or discussion, in a professional
manner, with the content tailored to
your audience. And the more you do, the
easier it will become.
Once finished, you can start
promoting your podcast to increase its
exposure to a larger audience.
You will need to make the podcasts
available on a variety of distribution
channels, or enlist the help of a podcast
producer, who will know the best
channels to choose.
If you want to talk in detail about
sensitive information only for your
employees, perhaps explaining strategic
decisions, or current lockdown policy, a
private podcast can be created and a link
emailed to specific recipients – it can be
password protected if necessary.
Podcasts can be a spontaneous, informal
and intimate medium, perfect for
delivering important insight with
emotion, warmth and passion for
It’s not all about well-edited scripts
or carefully crafted questions, but
about researching the topics carefully,
agreeing what’s to be covered and then
talking with friends as you would in the
pub, not the boardroom – it’s where the
authenticity comes from.
you and your
be trusted by
“Businesses now use podcasts
for a variety of purposes,
including sharing information
about new products, company
news or general information
related to the sector in which
16 www.rcimag.co.uk June 2020