Should your business start a podcast?

In recent years, podcasts have continued to grow in popularity. In 2021, over 19.1 million people in the UK listened to podcasts, and this is predicted to grow to 28 million listeners by 2026. We’re also seeing people listening to podcasts on a regular basis – 25.5% of people say they listen to podcasts weekly.

Podcasts are becoming an effective communication channel for a whole host of businesses across different industries. Just like how we now consider social media a fundamental way to engage with our customers, marketers and comms professionals are starting to view podcasts in the same way. But podcasts aren’t just relevant for your customers or external audiences, they are a great way to increase engagement with the workforce too.

So how can you effectively leverage podcasts as a communications channel for your business?

Positioning your experts as thought leaders

One of this year’s trends in podcasting is the growing demand for educative content delivered in an entertaining and interesting way, as listeners want to stay informed and be inspired. Podcasts provide an opportunity for experts in your business to reach new audiences and share their knowledge, experience, and insights in an engaging way.

Connecting through real-time interaction

Another podcasting trend growing in popularity this year is live podcasting. Providing real-time engagement and a stronger connection with listeners, live podcasting provides an opportunity to deliver truly authentic content. Listeners have the opportunity to ask questions or guide the conversation in the way they want it to go and engage with speakers on a more personal level.

Exploring your brand personality

With podcasts typically having a more friendly and informal tone, they provide an opportunity for you to bring a more conversational element to your brand personality. Whilst listeners are looking to be entertained by podcasts, many are also keen to learn something new. This presents a real opportunity for businesses to provide informative and interesting content in a relatable and enjoyable way.

Communicating with employees

When communicating with employees, it can sometimes be difficult to break through the noise of day-to-day communications. Office-based employees constantly receive emails or instant messages, whilst frontline staff may be on the road or working in the warehouse where checking these channels might be more difficult. A podcast gives you the opportunity to engage employees through a different channel, perhaps whilst they are driving or commuting.

Giving employees a voice

Podcasts don’t just have to be a way to communicate with employees – they are a great opportunity to give employees a chance to talk about the things that matter to them. Whether you invite employees to be guest speakers or start an employee-led podcast series, this can be a great way to start conversations about important topics within your workforce.

Our top podcasting tips

• Release episodes regularly. People look forward to the next episode of their favourite podcasts being released – just like they would with the next episode of a TV series.
• Make sure your podcast is available on all the most popular platforms, such as Apple Podcasts and Spotify.
• Promote your podcast via your other channels. 32% of people hear about new podcasts through social media.
• Keep the tone conversational and friendly. Listeners typically find these types of podcasts relatable and enjoyable as they can feel like a conversation they would have themselves.
• Consider bringing in guest speakers who are relevant to the target audience.

If you’re looking for support in starting your podcasting journey, we’re here to help. From communications plans to recording podcast episodes, we can provide the support you need.