How to Create a Business Podcast | A Beginner’s Guide

Before showing you the basic steps on how to start one, here’s a definition of what a podcast is:

What is a podcast?

A podcast is an audio show that is a collection of recordings or “episodes” that are focused on a topic or theme. It is used by businesses, creators, and hobbyists to inform, entertain, market, and connect with their audiences. The “pod” of the word podcast is borrowed from Apple’s “iPod” digital media player, and the “cast” portion of the podcast is taken from Radio’s “broadcast” term.

You can listen to a podcast on demand through streaming apps, online websites, etc. Unlike radio, you can access a podcast at your own time depending on your schedule. You can also download episodes and get back to them later! All you need is your phone or computer and headphones to enjoy it wherever you are and whatever you’re doing.

If you’re looking into using a podcast as a marketing medium, there are many ways it can help your business grow. Check out the 6 Ways a Podcast can Help Your Business Grow to learn more about it. From showcasing the identity of your business, reaching new customers and clients, maintaining an authentic relationship with your current audience, establishing yourself as an opinion leader, driving traffic to your website, and more, you should definitely take advantage of the awesome benefits of having a business podcast.

Steps to Create a Business Podcast

1. Choose a name and theme for your podcast
When brainstorming on podcast names, remember the following:

• The podcast’s host will say the name multiple times throughout each episode so make sure it easily rolls off the tongue. Avoid hard-to-pronounce words and make sure it isn’t a mouth full. It’s best if it’s catchy and immediately gives people an idea of what your podcast is about.
• Think about how the intended audience searches for information related to the topic. Include those keywords in the name for a better chance of appearing in search results.
• Avoid overly clever titles that need explanations. This hurts the searchability if the play on words or obscure spelling isn’t obvious to someone who wants to Google the podcast later.

When deciding on the theme and topics of your business podcast, ask yourself: “how do I create a podcast for my audience?” and not “how do I create an audience for my podcast?” Your podcast should discuss common pain points of customers, solve problems, teach, entertain, or better if it can do it all.

2. Choose a format
What makes podcasting shine is you have the freedom to choose your format or invent one. There’s always the option to create a show that is completely original but to gets started, these are the most popular formats:

• Monologue: one host who speaks the entire episode, telling a story or sharing their business expertise and personal experience.
  Co-hosted: two or more hosts having a conversation about their experiences or expertise.
• Interviews: one or more hosts interviewing different guests each episode. You can invite other industry experts, employees, fellow entrepreneurs, loyal customers, and more as long as they have the capacity to discuss the topic for that specific episode.
• Call-in: one or more hosts field questions or comments from audience members.

3. Craft a cover art
Cover art is the thumbnail image that appears across podcasting platforms like Anchor, Spotify, and Apple Podcasts. Make sure the podcast’s name is legible across multiple sizes so that listeners won’t have a problem seeing it, no matter what device they use. The target audience will most likely judge the podcast by its cover, so it’s key to create polished graphics. Many brands choose to include their logo or feature the host’s face if they’re a well-known talent.

It varies across the different podcast’s hosts, but usually, the format should be:

• A square, 1:1 ratio
• Specs are at least 1400 by 1400 pixels
• In JPG or PNG format

4. Pick an intro and exit music
Podcast episodes should start with a jingle that will instantly hook listeners. Intros typically explain the podcast’s tagline or purpose, introduce the host/s, what the topic the episode will cover, accompanied by a musical jingle. Exit music also called outros, is also a common addition to podcasts. This the perfect subtle transition to the end of the episode and where credits can also be mentioned.

If you don’t have the capability to compose or hire someone to create an original jingle yet, you can opt for royalty-free music for the intro and outro of your podcast.

Some sites that you can check out our Incompetech, The Free Music Archive, and Danosongs. You can also find royalty-free music on Youtube.

5. Choose your recording equipment and location
Having the right equipment is important to achieve quality recordings of your podcasts. Remember that since it’s an audio show, the sound quality should impress your audience. It’s the first thing that they will notice and if they’re unsatisfied with the sound quality, they will inevitably click out your podcast.

The main equipment that beginners need is a computer or a laptop, microphone/s (specifically a USB microphone), headphones, mixer, and a pop filter/windscreen for your mic to make sure that your voice is crisp.

Now, the location where you’ll record is also very important. If you’re going to record at home or at your office, make sure you’re in a space that is far from noise and distractions (which is hard!) Some people even record inside their closets to avoid unnecessary sounds ruining the recording process. It’s doable but that is such a hassle on your part!

If recording at home won’t be possible there are spaces, like ours, that can provide you a sound-proof studio equipped already with the tools and hardware you need.

6. Choose a podcast hosting provider
A common misconception about podcasts is that someone can upload them directly to a listening app for people to find. However, this isn’t how the technology works. Instead, podcasts run on RSS feeds that are connected to each podcast listening app. In order to create a podcast RSS feed, a business needs to upload the episode audio files to a podcast hosting provider. Each time new content is uploaded, the hosting provider automatically updates the RSS feed and sends the information to each app.

Popular podcast hosting providers include Castos and Anchor. Each service will host, or store the podcast’s audio files and distribute them to the target audience.

7. Decide how to promote
The most important part of producing a podcast is promoting each new episode. The point of creating quality content is to share it and make sure your audience consumes it. You should announce podcast updates across all major channels like your social media, newsletters, and blog posts if you already have those. Start with the platform/s where most of your target audience is or the one where you have the most following. Similar to promoting written content, tailoring the promotion to each channel is the best way to generate more engagement.

8. HAVE FUN
Not really a step, but more of a reminder: enjoy the process! This is your chance to share your business on a more personal level with your audience. Don’t stress too much about doing it perfectly or just strictly sticking to specific questions you’ve prepared. A podcast is meant to humanize your brand through meaningful conversations and discussions. The more relatable you are to your audience, the better.

Here are some podcast beginner tips from one of our creatives, Tyler Mcgrath:

• Start your podcast. Don’t overthink it, nobody cares if it’s not perfect on your first try.
• Be honest with your listeners. For a business podcast to be successful in connecting with your audience, you have to be authentic.
• Choose the person best fit to be the voice or host of your podcast. It doesn’t have to be you. It can be a team member from your company or you can hire talent to help you out.
• Don’t be afraid to ask for assistance! At Capital Workspaces, you can choose somebody or a team to support you from writing, recording, shooting, editing, and distributing your podcast content!

Podcasting Made Easy

Capital Workspaces’ Podcast studio is dedicated to supporting its members and others who want to tell their stories or have a conversation with their audience through this popular medium. We have a team of creative professionals that can guide you from start to finish. Podcast studio offers access to top-notch apps and software for you to utilize, and has professional-grade equipment to ensure you’ll have a great podcast production experience.

If you’re a beginner and are just starting to create a business podcast, you won’t have to buy the equipment separately. All you need is to show up with your guests. Our acoustically sound studio already has everything you need to record, edit, and distribute your business podcast.