How to Create Engaging Podcasts for Your Business
The number of podcasts has been rising over the recent years, with over 1 million active podcasts to date!
A podcast is an audio recording that usually spans several episodes and talks about certain topics. In other words, it functions as an internet radio show.
Listeners can access podcasts from audio streaming services such as Pandora, Google Podcasts, Apple Podcasts, and Spotify for Podcasters. They have the option to download the audio files to their mobile devices so that they can listen to it on-demand.
Many entertainers — and even marketers — are jumping into the podcast trend because it offers many benefits: convenience, portability, and easy to create with a minimal initial investment.
How do you start a podcast for your business that really hooks in listeners? Here are a few tips:
1. Invest in the right tools
Having the right tools is essential in making sure your audio recordings and the podcast itself are of professional quality. Some of the basic tools you need are the following:
Microphone: You can use the built-in mic from your phone or computer, but it’s best to invest in a standalone mic. It need not be expensive. Some models are less than $100 and are already decent in quality.
Audio recording/editing software: It’s crucial to edit your audio recordings to make it more organized and professional-sounding. Some of the popular choices are:
If you’re collaborating with remote guests, Zencastr is a good tool to use and record the interview/audio. Then you can use the audio editing software we mentioned to fine-tune your recording.
Accessories: These are nice-to-haves but are quite helpful in improving the quality of your podcast:
- Pop filters: Help filter out noise (e.g., your breathing or clicking noises of the mouth) when you’re speaking close to the mic.
- Boom arms: Allow you to use your mic hands-free.
2. Develop a valuable topic and podcast concept
An engaging podcast starts with content that resonates with your target listeners. Start by identifying who your audience is and asking yourself why you want to start a podcast.
It greatly helps if you set a goal. Some common goals include:
- To be recognized as an industry expert; to teach
- To generate business leads/convert listeners
- To share an important message; to drive change
- To entertain and have fun
You would also want to decide on a podcast concept. You may do it solo or have a co-host. You can invite guest speakers and do an interview. You can also do a narrative or storytelling. Or you can do a combination of two or more concept types.
3. Optimize your podcast name, description & cover art
Podcast and episode name/s: Make your podcast name and your episode titles are specific and descriptive. Some sample titles are:
- The Mindset and Mentor Podcast with Rob Dial — Here, “mindset” and “mentor” act as keywords, while “Rob Dial” describes who the speaker is.
- The Minimalist Podcast — Simple and straight to the point.
- Meditation Life Skills Podcast — Learn How to Meditate More Effectively — A combination of the first two examples, where the simpler title is paired with the more descriptive one.
Podcast description: Use relevant keywords so that your podcasts are easily discovered and searched by listeners. Apply the same principles of SEO with podcast descriptions:
- Choose relevant keywords
- Emphasize the benefits
- Mind the length; each platform may have different limits
Cover art: Your cover art should be attractive and includes the podcast name. Apply your branding identity to boost recognition (i.e., fonts, color palette, and the imagery/graphics). A few things to remember:
- Cover art dimensions: 1400 x 1400 pixels minimum, 3000 x 3000 pixels maximum
- Either in JPG or PNG format
4. Make the content relevant and interesting
Intro and outro: Your introductory voice over (VO) and music should make sense to your topic — for example, a calming VO and music if your podcast is about meditation. Also include descriptions such as the episode title and number, who the hosts are, and the tagline of your podcast.
For your outro, keep it short and sweet. Remind listeners to tune in to the next episode and give an additional call to action — for example, subscribing, encouraging them to share what they want the next episode should be (if the series is still ongoing), or clicking on the link to your landing page.
Episodes: Each episode should focus on one topic. Have a script or outline to give structure, especially when there is more than one host. Keep your sentences short; avoid rambling on and on. Steady your pacing and make sure to modulate your voice.
Show notes and transcriptions: Show notes are a summary of your podcast’s content. Transcriptions, on the other hand, is a word-for-word script of the whole show. Either can help in your show’s SEO, and both provide audiences with another way to learn about or review the show’s content.
Co-hosts and collaborators: Many podcasters do their thing solo, but having guest co-hosts and other collaborators can add more spice to your show. When choosing, it’s a good idea to invite those who are reputable in the industry (i.e., industry experts), those who are popular and relevant to your audience (i.e., an influencer or celebrity), or someone (celebrity or not) who has a relatable experience that would resonate well with your listeners.
5. Take care of the technical stuff
Length: There is no hard-and-fast rule as to the ideal podcast length. A rule of thumb is to have your podcast as long as it needs to be, depending on your topic. Most podcasts are 30 minutes to an hour long, and some for 2 or 3 hours.
Music and sound effects: These add flair and personality to your show, but overusing them can distract listeners. Use music and sound effects where appropriate and when the content calls for it.
Submitting your content: After editing and fine-tuning your podcast, submit it to streaming platforms (mentioned in the introduction of this article). Be sure to be mindful of each platform’s guidelines.
Creating a podcast is but one of the many ways you can create content for your business and attract potential clients. To read more about digital and content marketing, check out our blog at https://www.ilfusion.com/blog.
