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Your Business Could Be Boosted by Embracing Podcasting

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Half of all podcast listeners tune in to learn and develop their understanding, so podcasting can be a great way of demonstrating your industry knowledge and positioning yourself as an expert. Even a short series can attract hundreds of thousands of listeners.

The difficulty with podcasting is the learning curve it takes to get the content right. Not only does it have to be interesting and engaging, but there is also the technology and production that you need to get right. Additionally, while podcasts started as primarily audio content, most now combine audio and video content, increasing complexity. 

But there are benefits to putting in the effort. Take the Mining Journal, for example. Despite their rather niche and down-to-earth subject matter, in just 10 episodes, Mining Journal’s podcast reached over 200,000 listeners. To give you an idea of how big that audience is, if you had two Wembley stadiums to put them in, you’d still fill the O2 with those left outside. 

Clearly, podcasting provides the potential to put your business in front of hundreds of thousands of potential customers.

Podcast popularity is growing

Once reserved for niche interests and gamers, podcasts have flourished into a global phenomenon. In the UK alone, over 21 million people regularly listen to podcasts. While podcasts are most popular with younger audiences, 22% of people over the age of 56 listen to podcasts.

The main reason to consider starting a podcast for your business is simply that people like listening to them. The challenge is how to cut through the noise. While it is hard to pin down a specific number, there are estimated to be between three and five million podcasts worldwide. Getting noticed by your target audience can, therefore, be tricky.

Cross-promotion with guests

Bringing in guests is a great way of cross-promoting your podcast and piggybacking on your guest’s existing audience. Featuring guests also enhances the perception of you as a thought leader while providing more variety within your content.

Hosting guests can, however, pose a number of challenges. Sometimes the biggest challenge is getting your guest to actually show up. If you are running some pre-show marketing and advertising to hype the episode, it is embarrassing when your guest then cancels at the last minute.

One top tip is, once you have booked the guest, to immediately book their travel and accommodation, even if it’s just an Uber to the studio. It may cost a little more, but it locks them into a commitment, and they will be less likely to back out.

Sometimes guests will still cancel. It’s unfortunate, but it can’t be helped. One way of dealing with a guest who can’t make it is to switch to a remote interview. While video calls may suffer from connection difficulties or low quality, they are better than nothing. If you are working with an established studio, you might also have the opportunity to send the guest to their local studio to do the recording, meaning no loss in quality.

If all else fails, have a backup plan. If you pin all of your content ideas on your guest showing up, you will, once in a while, be caught short. Always have backup content ideas and a host who knows how to adapt on the fly.

If you are featuring a guest, always have an introduction meeting before recording. The meeting will help you get to know the guest and form a relationship between the guest and the host, translating into a warmer, friendlier relationship on the air.

Interactive and engaging

Of all forms of content, podcasts are one of the most interactive. You can podcast about anything, whether it’s incredibly niche or fairly broad and generic, and there will be people interested in listening and learning more.

What’s more, people will have opinions, meaning you can have real interactions with your listeners. Interaction tends to happen in one of three ways: asynchronous interaction via comments, instant interaction via livestream commenting, or real-time interaction via call-ins.

Find ways to include interaction within your podcast, and you’ll create a lot of audience engagement. Comments can also be very useful when coming up with new content ideas, or you could include a Q&A segment within your regular podcast.

More bang for your buck

One of the best business cases for podcasts is that the content can be easily chopped into a multitude of different formats for different channels. A long-form podcast can be chunked into clips for social media and YouTube, segments for marketing and advertising, and even turned into blog posts. 

Among all content types, podcasts are perhaps the most multi-purpose, making them one of the most cost-effective as well. A single 30-minute episode could produce a hundred pieces of content in the form of social clips, soundbites, and blogs.

Getting content that can be chunked down into pleasing soundbites is, however, harder than you might imagine. It’s all down to your pre-production; it takes a lot of planning to find the ideal structure for the episode. You also need a good host who knows how to summarise things neatly, when to pause, and when to move things along.

Top tips

If you are featuring a guest, let them know the questions in advance so that they can prepare useful and concise answers that are far richer in information. It’s always hard to think of everything in the moment. It is then the job of the host to make the questions seem natural and organic, despite the preparation.

It can also be useful to coach less experienced guests on how to minimise filler words like “err” and “erm” and when to take pauses. A guest who talks at length, with lots of filler words and very few pauses, makes for a difficult editing process. How can you chunk up an endless stream of speech?

One idea can be to have an agreed signal, such as the host raising their hand slightly, so the guest knows when to bring their sentence to a natural end so the host can speak. This also helps minimise crosstalk – another nightmare for the editing room.

If you are setting up cameras to record video content at the same time, it’s always best to have a few different angles set up. Then, when it comes to editing, you can simply switch between angles to make the cuts appear seamless. 

A final tip to help with editing is to have someone off camera make note of the times when particularly interesting things were said. This makes the editor’s job a lot easier and means you know how to market the episode before the final edit is complete.


Podcasts can be an amazing marketing tool for businesses. They do, however, take a lot of planning to get right. Between content, production, marketing, guests, hosting, and editing, there are lots of pieces that need to align.

Michael Olatunji is the co-founder of Outset Studio, a full-service podcast and video production studio in London.

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