Podcasting for your business: what’s your goal?

“Discipline is the bridge between goals and accomplishment.” – Jim Rohn

Brands are embracing podcasting like never before. They understand they can engage more deeply with their audience, educate the market, and provide a voice for their brand.

There are now endless examples of companies increasing their customer base through high quality content over a long period. Just some of the examples are here, here, here, here and here.

So, if you’re a business looking to get into podcasting, where do you start?

A good place is with the question ‘Why?’. Why are you doing it? What are your goals?

Like any kind of content marketing, podcasting must tie in with your business goals and what you want to achieve. Most businesses are striving to grow, or – at the very least – striving not to go backwards. And that means finding a new base of clients.

Once you’ve determined your business goals, make a detailed plan on how to achieve them.

The unique thing about podcasting is that it is a powerful channel to increase exposure to your brand and engage deeply with a potentially new market of people.

People are increasingly turning to podcasts to learn more and delve deeper into an area they care about.

According to surveys from curated podcasting platform, Acast, 80% of podcast listeners are “seeking out podcasts for self-learning, for self-knowledge,” says Adam Martin, Global Chief Content Officer at Acast.

So, when planning a podcast, ask yourself, ‘What is it that they care about? What do they want to discover? What lights their fire? Chances are it’s not what you sell.

Wrap your brand and voice around a topic of conversation, and over time they will learn to trust what it is that you provide. You achieve a loyal audience by producing engaging content consistently and regularly.

But you have to be clear on your goal in the first place; then you need to work out a strategy around which to build the podcast.

Producing a high-quality podcast takes time, effort and considerable resources. If you don’t invest in it properly, then you can’t expect to achieve high audience numbers. No one’s going to come back for more if it’s simply not engaging.