Everything You Need To Know About Podcasts For Business

Looking to reach new audiences while building your brand’s authority? It may seem daunting, but podcasts for business really can be a game changer.

Our parents had the radio. In the digital age, we have podcasts. By definition, a podcast is a digital audio file available (somewhere) on the internet, and is generally available to download to either your computer or a mobile device. Typically available as either a series or via instalments, audiences can subscribe to their desired podcast channel and get notifications when a new file or “episode” is released.


In the Australian podcast industry alone, revenue is tipped to break $47 million by the end of 2020. According to Deloitte, our national market and demand for podcasts is growing faster than anywhere else in the world, with more than 1.6 million Aussies tuning into a podcast every week.

Like most things, your podcast preference is generally linked to your interests or lifestyle – Joe Rogan is the “go to” for some, while for others it might be true crime or even current affairs. The question is, how do podcasts for business work – and how can they be used effectively?

Podcasts For Business – Where Do You Start?

You might have your SEO, social media and website taken care of – but have you even considered where podcasts could potentially fit into your marketing plan? In an ideal world, a podcast can help a figure, brand or business to:

  • Improve public speaking skills
  • Build brand authority
  • Establish a community
  • Network within your industry
  • Connect with new audiences
  • Generate traffic and leads
  • Provide highly engaging content
  • Offer an alternative to video

Before you rush out to purchase a swag of audio equipment, consider channelling your efforts into being a guest speaker on someone else’s platform as opposed to starting from scratch to build your own. Like most content marketing strategies, it’s a long game – and building up a profile can take time.

In order to feature as a guest speaker on another figure’s podcast or platform, you can either:

  1. Wait for podcast hosts to contact you, and ask you to appear as a guest
  2. Proactively reaching out to podcast hosts, and promoting yourself as a potential guest

Either way, you’re going to want to ensure that you can prove your ability to walk the walk (and not just talk the talk). Be confident in the content that you have already produced, ensure that it’s engaging and relevant, and know exactly who your audience is before you start pitching.

By featuring as a guest on another (ideally relevant) platform, this will help audiences to familiarise themselves with who you are, and what you’re all about. When the time comes that you’re ready to launch your own podcast, it will significantly improve your own chances of getting “discovered”.


Where To Learn More About Developing Podcasts For Business

If you are serious about producing a podcast as a part of your brand’s content marketing, it will of course require some commitment – going “viral” isn’t going to happen overnight.

To obtain a thorough understanding (and education) on how the realm of podcasts for business works, one of the most well-known and key industry figures is John Lee Dumas.

With over 2000 episodes, 70 million downloads and 1 million monthly listeners, “JLD” is the host of the multi award winning podcast “Entrepreneurs On Fire.” With past guests including Tony Robbins and Barbara Corcoran, John Lee Dumas has cemented his status as an industry leader when it comes to podcasts for business.

“JLD” has also gone on to expand his reach into forming an online community called Podcasters Paradise – or essentially the “one stop shop” for anyone looking to create, grow and (eventually) monetise a podcast. With free and paid programs available, “JLD” educates and empowers subscribers with the knowledge and tools they need to achieve success with podcasts for business.

Ready To Get Podcasting?

Let’s face it – at the end of the day, we’re only getting busier. Some people simply prefer audio over reading, and podcasts are a form of communication that’s accessible “on the go”.

Podcasts for business are a common example of content repurposing, and ultimately increase the value of your marketing. However, in order to be able to repurpose content – then you need quality material to start with.

If your brand or business doesn’t have the time, energy or resources to produce great content – then it might be time to consider outsourcing. Thankfully here at Content Hive, we specialise in getting digital marketing done for you – so please get in touch today to discuss how we can get your brand buzzing online.

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