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3 Common Questions about Podcasting for Business

I’ve been involved in podcasting for business and organizations for nearly a decade, and I’ve talked to a lot of people about the pros and cons of the medium. Over the years there have been three questions I get asked constantly, and the answer has changed significantly over time, so I am addressing them in this short post. I hope this is helpful.

Question 1: Can podcasting really help my business or organization?

The answer is yes, it can — especially if content marketing is already a major component of your marketing program. Remember, more than half of Americans over the age of 12 have listened to a podcast, and the numbers continue to grow.

One of the key values of podcasts is their ability to reach people at times and places that other forms of media just can’t, like when people are driving, or exercising, or working in the yard. Those are great times they could be listening to your podcast, learning more about you, and hearing your story. 

Podcasting for business can be available to your audience almost anywhere and any time.
Your audiences can listen to your podcast almost anywhere.

Since there are no requirements for the length or frequency of a podcast, you can find the content that fits best for your audience. As long as you focus on delivering content your audience wants and needs, you can make a five-minute daily briefing, a weekly half-hour update, an hour-long monthly update, or anything in between and beyond.

Podcasting is a rapidly growing medium, so if you want to reach your customers, members, or stakeholders, podcasting for business or organizations can be a big addition to your marketing mix.

Question 2: Is making a podcast hard?

The answer is no, podcasting isn’t very hard — but it is work, so you should be prepared to put in the time and effort to make a good one. There are 750,000 podcasts in the marketplace, so you do have a little competition.

Before we get into the details, let me just say that the technical side of podcasting has a very low barrier to entry (which may be why everyone seems to have a podcast). The equipment and software are relatively affordable and easy to use, so just about anyone can.

Professional audio equipment and software is easy to find and affordable.
Professional audio equipment and software is easy to find and affordable.

One of the major challenges for podcasters used to be the engineering, that is, the technical know-how to make the recorded audio sound professional, with theme music, audio transitions, and more. Luckily, that’s changing as there are now plenty of services that will handle your engineering for a reasonable monthly fee, including Junto Media.

While the technical side has become easier, there is a lot of thought and planning that should go into any podcast for a business or organization, and that’s where the effort can come in. A poorly planned podcast will make a listener feel out of place, or like they are eavesdropping on someone else’s conversation. A well-planned podcast will engage the listeners, and help them feel like they are participating.

Just remember, you should give podcasting for business the same time and attention you would give to any major content marketing effort. Otherwise, it will be hard to get the maximum return on your investment. 

Question number 3: If it’s relatively easy and it can help my business, should we have a podcast? 

The answer is, maybe — it all depends on your audience, your time, and your commitment. If you choose to start podcasting, you’re creating a product for an audience, so be sure you make something your audience will love.

Podcasting can be easy, fun, and productive – if you treat it professionally.
Podcasting can be easy, fun, and productive – if you treat it professionally.

Treat your podcast professionally. Start by defining your goals and objectives, to be certain you and everyone involved understand why you are podcasting, who your audience is, and what you hope they will get from the content.

Establish metrics that you can measure so you know the podcast is accomplishing what you intended and, if it’s not, what you can do to improve it. An important reminder is that your metrics should be yours — never judge your podcast by how many downloads, listens, or likes another podcast gets. Your show is for your audience; it’s unique. Let it be special.

Learn more about podcasting for business or organizations. 

If you focus on the things I’ve explained here, podcasting can be a very effective marketing and communication tool for your business or organizations. Find out more about all of this and get a free consultation about podcasting for your business or organization by clicking the link below.