Podcasts: turn on, tune in, listen up!

by: Jen Kelly
Content Director

The number of people who listen to podcasts has been growing steadily and it shows no signs of slowing. An estimated 16.7 million of us in the UK are tuning in, a figure that is expected to increase to over 19 million by 2024. Podcasting can add value to businesses of all sizes across any industry, whether it’s to reach new customers or form a better connection with your workforce. And with audio enjoying newfound popularity on the social media scene, now’s the time to listen up.

Why podcasts are good for business

Creating a podcast series is a great way to – quite literally – give your business a voice and nurture a meaningful relationship with your audience. Podcasts are easily available and listeners can choose when they want to consume your content, so you can reach people while they’re driving for work, commuting or out for a walk.

Another benefit of podcasting is the relatively low cost of producing and publishing marketing content. When compared with the resources and investment you would need to publish a book or produce a polished video series, podcasting can add real value to your marketing strategy.

That’s not to say the same level of planning isn’t needed – the success of any podcast depends on identifying content that will interest your listeners (rather than just broadcasting what you want to tell them) then making sure they know about it.

How to plan your podcast

This comes from careful research to find out:

  • Who your audience is
  • Where and when they’re likely to listen
  • What they want from your brand – what can you offer them that your competitors can’t?
  • What you want to achieve – brand exposure, increased sales or employee engagement, for example

Based on what your audience wants to hear and what you can realistically achieve with the time and resources available to you, you’ll need to plan out your editorial calendar and decide on the best format for your podcast series.

The Enterprising Mindsets podcast from UK charity Young Enterprise features the host, the organisation’s CEO, Sharon Davies, interviewing successful female founders with the aim to inspire the next generation of female entrepreneurs.

You might opt to host a one-to-one interview with a guest for each episode, a conversation between two or more regular hosts, or a wider discussion with a panel of speakers. Your guests might be your staff, customers, industry experts or influencers.

Promoting your podcast

Once you’ve planned and produced your podcast series, use the channels you have available to you to let your audience know about it. Social media is a great way to spread the word to an external audience, your guest speakers can also increase your reach by sharing on their profiles.


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A post shared by Young Enterprise (@youngenterpriseuk)

If the purpose of your podcast is to increase employee engagement (more about why this is so critical over on our blog here), use your internal comms channels to let employees know what’s in store for them and encourage them to listen.

How you measure the success of your podcasts depends on what you’re hoping to achieve. If your objective is to increase brand exposure or drive traffic to your website, add a trackable link to your podcast notes. If you’re looking to boost employee engagement, ask your workforce for feedback and use this to shape your content.

Wondering where to start? To find out more about what podcasting could do for your business get in touch or download our Introduction to Podcasts guide.