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Creating a podcast for your business is an amazing way to communicate the personality of your brand and build trust with potential customers.  For a long time, the only way to do that was via the copy on your website.  And while it’s possible to pack words on (electronic) paper with the tone it’s much easier to get that tone across with your voice.

The starting point for any podcast, whether it’s personal or professional, should always be “Who is my ideal listener and what kind of content are they looking for?”

I’ve worked with lots of clients, both individuals and businesses, who come up with a content plan for their podcast that reads like a press release.  Unfortunately, no matter how great you think your business is, no one is ever going to listen to a show if it feels like a marketing exercise rather than a source of great content.

This means you need to think of ideas that are related to your product or service without literally ramming what you’re selling down people’s throats.

Some businesses are wedded to the idea that they need to stamp their brand all over the content to make it worth the time and effort.  But often a lighter touch will get your business more attention and love because people don’t want to be sold to.

Think about what themes match up with your products or services or whether there’s content that relates to the ethos of your company, rather than just shouting about what you do.

If a customer hasn’t purchased your product or spent any time with you there’s usually no way of knowing what you’ll be like to work with.  With a podcast, you’ve got an opportunity to show people who you are so they feel comfortable investing in you.

It’s also a great way to prove you’re an expert in your field which in turn builds your authority and trust with potential customers.

Business podcast examples

This isn’t an exhaustive list but it gives you an idea of a few different ways you can create content around your business…

Offer free advice or tips that tie back to your business

 

How do you come up with content?

Right, so you’ve decided on your idea, now you need to pack out your episodes with content.

If you’ve got an existing email list of customers you’ve already got a huge untapped resource.  Email them and ask what they’re struggling with, what their pain points are or what they need help with.  Anything that could spark inspiration.

If you’re just starting out and don’t have the luxury of an email list, sit down with a pen and paper and jot down all the things people who come to your business might want to know.

Once you’ve identified those areas, start googling the topics to see what comes up.  You’ll probably find a bunch of references from other people and businesses in your niche that can inspire your own content.

Looking at how other people are doing things will help spark ideas but it’ll also help you work out what you do and don’t like.

Just please don’t copy other people’s hard work…nobody likes a plagiariser.

How do you make sure it’s not a flop?

While there’s no silver bullet for podcasting success there are a few things you can do to improve your chances or building a following and standing the test of time…

Maintain consistency

The majority of podcasts aren’t actively producing new episodes.  A very small percentage of these are seasonal shows that were only supposed to exist for a short run but the vast majority have gone quiet because they’ve succumbed to pod fade.

The average number of episodes where most podcasters fade-out is seven.  This is apparently just enough for people to realise “Holy crap, this is WAY more work than I realised!”

If you want to build a meaningful connection with your audience and build up a loyal fanbase, consistency is key.

That means you have to understand the realities of what’s involved BEFORE you get started.

Sometimes the easiest way to do this is by practising before you release episodes, so you can see how long it takes and works out whether you really have the time to do it.

Choose the right host

Let me start this section with a newsflash to those in the upper echelons of business  – this is usually NOT the CEO, no matter how badly he or she wants their own podcast.

I’ve had a number of conversations with companies where the CEO or Marketing Manager has taken it upon themselves to raise their hand for the role of podcast host and understandably, no one below them wants to deliver the harsh but brutal truth they’re not as entertaining as they think they are.

The decision of who should host always needs to be based on who’s the best person to deliver the content.  Not just because they know the most about it but because they’re the most engaging and entertaining.

If you’re a one-man-band or a personal brand, the host decision will be easy but make sure you’ve got people around you prepared to give you honest feedback so you don’t drink your own Koolaid.

Don’t settle for anything less than good content

There’s so much competition out there.  So, if you really want your podcast to cut through and get noticed you need to give people a reason to listen.

The only way to do that is to design the content specifically for them.

Whatever benefit your product or service provides, think about how you can use that as a starting point. Then try and create a show that will help your potential customers reach their goals (hopefully with the help of your business).

Don’t be boring

This goes without saying but nobody will listen to a show that puts them to sleep.

Remember that you’ll always find your company more interesting than anyone else will so think about the content from the point of view of your audience and you’ll be fine.

Got a burning podcasting question you’d like answered?