It seems like everyone has a podcast – and they’re not just for big brands or famous people. For those unfamiliar, podcasts may seem like just more digital noise. For those who do listen to them, the sheer number of shows available might make starting your own feel overwhelming. BUT starting a podcast can be a gamechanger for your business.
A podcast is typically an audio-based form of content that covers virtually any topic – from business and education to entertainment and storytelling. While podcasts are traditionally audio-only, many now include video versions as well. You'll often find podcasts in both formats: audio-only on platforms like Spotify and Apple Podcasts, and video versions on platforms such as YouTube and TikTok.
Podcasts can vary widely in length, from quick 5-minute updates to in-depth episodes lasting three to four hours. This flexibility makes them a versatile and engaging way to connect with different audiences.
Podcasts are more than a passing trend. They’re proving to be a powerful content marketing tool that can boost your online visibility and SEO performance. Google and other search engines reward websites that regularly publish fresh, relevant content. By adding podcasts to your content strategy alongside blogs and videos, you increase your chances of being discovered online.
A podcast allows your brand to create highly shareable, multi-platform content. Businesses use podcasts to showcase their expertise, tell their stories, and attract new clients. Whether you're offering advice, insights, or entertainment, a podcast makes your brand more accessible to people actively seeking information in your niche. If a potential customer finds value in your podcast, they’re far more likely to consider your services.
Unlike blog posts that typically live on your website, podcasts can be distributed across multiple platforms, extending your reach exponentially. Each platform – Spotify, Apple Podcasts, YouTube, and others – allows you to link back to your website, creating valuable SEO backlinks, driving more traffic to your site, and generating leads.
Podcasts can also strengthen your brand identity and reputation. When you use your episodes to educate, inform, and engage – sprinkled with your branding voice and characteristics – you’re training your listeners to become advocates. When someone they know needs what you offer, your podcast will be the first thing they think of.
A well-received podcast can even generate revenue through sponsorships, affiliate marketing, and listener support. While monetizing a podcast isn’t easy and takes time, the potential is real if your audience grows and stays engaged.
Once your podcast is live, the next step is effective distribution. For audio-only content, services like RSS.com can help you automatically publish your podcast to major platforms like Spotify, Apple Podcasts, Amazon Music, and more. You should also host your podcast on your own website to reinforce your SEO value and give users a central hub for your content.
If you produce a video podcast, upload it to YouTube and embed it on your website instead of uploading the video file directly. This improves your website's speed and performance while also leveraging YouTube’s enormous search audience. Use keyword-optimized titles, engaging descriptions, and relevant hashtags to increase visibility.
Then, to make this valuable content go even further, slice up your full episodes into shorter clips. Share these shorts across social platforms like TikTok, Instagram, Facebook, and X (formerly Twitter). These bite-sized pieces can grab attention, build curiosity, and drive traffic back to the full episode, and, ultimately, your website.
You can also pay to promote your content on many of these platforms. If the goal is to grow your audience, this may be worth doing to take advantage of the information these marketing channels collect on their users interests to target your ads.
While multimedia content is crucial, written content remains the backbone of a good marketing strategy. Blogs, articles, and web pages with adequate copy help establish authority and boost SEO. That said, pairing written content with engaging podcasts and videos can amplify your impact significantly.
Creating a podcast is easier than you might think. All you need are a couple of USB microphones and a simple recording program. Free tools like OBS Studio or user-friendly platforms like Riverside.fm make it easy to record and edit quality audio and video.
Start by talking about topics related to your business – perhaps even expand on a recent blog post.
Your podcast doesn’t have to go viral or be overly polished. It just needs to be authentic and informative. Aim for 15–20 minutes – make it long enough to offer value without losing your audience’s attention.
You might be surprised how many people are eager to listen to what you have to say. Whether it’s helpful tips, local insights, or DIY help (which always sells your services!), your knowledge has value. Keep your content professional, relevant, and true to your brand.
Need inspiration? Check out The Priority Learning Culture Coaching Podcast, produced by Tiger Funk Productions, for a great example of locally rooted, business-focused content.
If you have ideas but don’t want to handle production yourself, Tiger Funk Productions is here to help. We specialize in creating professional business podcasts – without the high cost. Let us help you bring your voice to your customers.
