One of the most effective and economical ways to boost your company’s brand awareness or image is through podcasting. According to recent reports, the podcasting industry is projected to reach $153 billion by 2030. One of the ways many podcasters can repurpose their content is by having their audio files transcribed by a podcast transcription services company.
Is podcasting right for your business?
In This Article, You’ll Know How:
- Podcasting can benefit your business—from boosting brand awareness to generating revenue and creating authentic connections.
- To launch your own podcast step-by-step, including setup, equipment, hosting, and editing options.
- Transcription services can maximize your podcast’s reach and accessibility, making your content searchable, inclusive, and repurposable.
Let’s take a look inside this fast-growing medium.
iPod + Broadcasting = Podcasting
The idea of podcasts began in the early 2000s when Tristan Louis proposed attaching sound and video files to RSS feeds.
The word “podcasting” was introduced in 2004 when a journalist with The Guardian suggested the name by combining Apple’s iPod with broadcasting. This new technology emerged when a recorded audio show produced by the NFL’s New England Patriots was made available for fans to download manually. However, the first official podcast is Doug Kaye’s IT Conversations, which ran from 2003 to 2012.
Podcasting gained popularity a few years later, in 2009, when pioneers like comedian Joe Rogan started recording conversations and interviews for their fans to enjoy. Since then, podcasting has continued to evolve, with top shows generating financial returns.
In May 2020, Spotify signed an exclusive deal with Rogan worth over $100 million, whose podcast, The Joe Rogan Experience, receives north of 200 million downloads each month and is the first podcast to reach over 1 billion downloads. As you can see, many people listen to podcasts.
While the number of business podcasts is dramatically increasing, the industry remains in its infancy. According to eMarketer, the number of podcast listeners in the U.S. is projected to grow at a rate of 16 percent annually, reaching approximately 106 million active listeners.
Today, there are slightly over two million podcasts, with a few thousand added daily. Interestingly, only 64 percent are “active podcasts.”
To understand how podcasting works and what tools and services you’ll need to begin, we’ll cover the basics before exploring how your company or brand might benefit from starting a podcast.
What Is Podcasting?
Podcasts are recorded digital audio files that use an RSS feed uploaded to the internet. Most podcasts are recorded and produced in multiple episodes. Individual podcast episodes are then downloaded via a computer or mobile device.
By subscribing to a podcast, episodes will automatically be made available. You can also listen to individual episodes by searching for podcasts on various podcast streaming platforms (e.g., Apple Podcasts, Spotify, iHeart, Stitcher), on social media, or when available on websites. You can even promote your show is by using podcast advertising on various mediums.
Today, podcast transcripts are gaining traction because of their positive influence on podcast marketing, helping listeners find what they are looking for in the content. This is similar to legal transcription used by lawyers for case defense, which provides convenient access to information rather than requiring hours of listening to recordings.
Individuals, companies, news and media outlets, religious organizations, and entertainers all use podcasts to reach larger target audiences. There are no predetermined formats for podcasts. Episode lengths range anywhere from a few minutes to several hours.
Successful podcasts have one thing in common: professionally edited, quality content.
How Do I Start A Podcast For My Business
Did you know that you can start podcasting with nothing other than your smartphone? All you need to do is make an audio recording on your smartphone, upload it to a podcast hosting website, and click “publish.”
While the basic process is simple, top-quality podcasts require planning and purchasing or having access to professional recording equipment. It’s also essential to find the right podcast media host, determine who will host or co-host the show, edit for audio and possibly video quality, and promote your content. Don’t let this information overwhelm you because we’ll break it down into bite-sized chunks.
Plan Your Business Podcast
Like building a website, laying the groundwork for your business podcast is critical. Here are a few items you’ll want to consider:
- What topics will you discuss?
- Will the show have a single host, or will one or more co-hosts be involved?
- Is the format discussion-oriented, or will you interview different guests?
- What type of equipment will you need, and how much will it cost?
- How often will you publish an episode?
- Is the subject matter something you can cover in a series, say in two to five episodes?
- How many episodes are in a season?
- What is the approximate length of each episode?
- Who will edit each episode? Do you have an in-house audio editor, or will you need to contract with a freelancer?
Topic
The first item is determining your topic. Let’s say you’re a company that provides marketing services to independent financial advisors. Your company invested thousands of dollars in a new website to promote your services, and you would like to drive more traffic to specific pages. Over the past year, you’ve introduced three new client acquisition programs, including strategies for identifying, marketing to, and closing new businesses.
For our example, the podcast title is Financial Freedom for Financial Advisors.
Show Host(s)
Our Co-hosts for this example are Susan, the company’s marketing director, and Tom, the company president. The show will record and publish a new 45-minute episode each week. Some shows will feature discussions between Susan and Tom, while others will include interviews with guests.
How often have you heard the phrase, “Content is king?” The same applies to podcasting.
There’s no magical formula to determine the length of your podcast episode. The Joe Rogan Experience produces five three-hour episodes each week. However, unless you have amassed a tremendous following and have a plethora of excellent content, I wouldn’t recommend anything much longer than 60 minutes. The bottom line is that if your content and delivery are good, people will listen.
Cover Art
Once the title of your podcast is determined and co-hosts are in place, the next step is producing cover art.
Remember the covers of your favorite albums, CDs, or books? Your podcast cover art should highlight the show’s title and co-hosts. Producing eye-catching cover art is vital because it’s the first thing people will see. You can create podcast cover art through websites like Canva or hire a professional graphic designer.
Ensure that you adhere to the size guidelines and that your artwork effectively highlights the show’s title. Whatever podcast media host you choose will recommend cover art guidelines.
Podcast Media Host
You’ll need to find a podcast media host to format, publish, and store your episodes. Think of your podcast media host as the location where your show and episodes reside.
The podcast host site will provide an RSS feed that includes essential details, such as the show title, description, cover art images, and options for sending to podcast directories like Apple, Spotify, Pandora, iHeart, Stitcher, Google Play, and others.
New podcasters often ask if hosting podcasts on their website is an option. No, it isn’t, and for several reasons.
First, your web server probably isn’t configured to optimize audio and handle download requests. Sure, you could purchase enough space, but the cost is prohibitive compared to other options. Podcast media hosts typically provide valuable analytics, promotional tools, WordPress plugins, and customer support.
There are several options for podcast hosting, and some are free. However, Libsyn comes highly recommended by many podcasters.
Libsyn, which is short for Liberated Syndication, has been around for over 15 years and not only hosts new and small podcasts, but it also hosts many of the bigger shows like Rogan and Marc Maron.
Libsyn offers several monthly plans, ranging from $5 to $150 per month. One of their most popular options is the Advanced plan, which costs $20 per month. The Libsyn team can walk you through everything you need to get started.
In addition to providing 540 MB of storage, this plan offers several other features. Plus, you can purchase additional storage if needed. For Susan and Tom’s show, this plan should be plenty. Their more advanced plan, LibsynPro, offers even more options, including custom mobile apps and private podcasting. Prices for this upper-tier option depend on your specific needs.
Podcasting Equipment
Yes, you could record and publish a podcast from your smartphone. However, experts recommend investing in quality equipment if you want your episodes to reflect your company’s commitment to quality.
| Category | Recommendations | Key Notes |
| Microphones | Shure MV88 (USB) – Rode, Shure, ElectroVoice (XLR) | XLR mics = pro quality. Use foam covers/windscreens. Boom stands for stability, and tabletop stands for portability. |
| Headphones | Audio-Technica ATH-M20x (~$49) | Essential for monitoring sound, mic distance, and noise issues. |
| Mixer & Recording Devices | RodeCaster Pro (~$600) | All-in-one mixer/recorder with 4 XLR inputs, sound effect buttons, Bluetooth/phone integration, and one-touch recording. User-friendly, even for beginners. |
| Recording Space | Dedicated, quiet, sound-absorbing room | Avoid background noise. Coworking studios are an alternative if you don’t have space. |
| Editing Software | – GarageBand (Mac) – Audacity (free, cross-platform) – Adobe Audition – Logic Pro | DIY editing is possible, but requires time & patience. Remove pops, mispronunciations, and improve overall sound. |
| Professional Editing | Freelance editors ($50–$400/episode) | Speeds up workflow. Produces polished, professional episodes without in-house expertise. |
Is Podcasting For Business Actually Good For Business?
Yes, and the reasons are many. Starting a podcast is a relatively inexpensive way to connect with your potential customers (and current customers) and draw more unique visitors to your website.
Building your company’s brand requires hard work and plenty of patience. Also, starting a podcast for your business provides another tool to build customer confidence and loyalty.
Additionally, creating your own podcast episodes is a great way to give others a glimpse into the personalities of those who make your company’s products or services.
In summary, here are a few of the benefits of starting a business podcast:
| Benefit | Why It Matters |
| Exposure for Your Business | Reach new audiences and attract potential clients |
| Establishes Authority | Position yourself or your company as an industry expert |
| Niche Development | Build influence in a specialized area |
| Revenue Opportunities | Sponsorships, ads, or premium content |
| Authentic Voice | Showcase your company’s personality and values |
| Brand Awareness | Consistent content keeps your brand top-of-mind |
| Social Media Content | Repurpose podcast clips into posts and ads |
| Client & Industry Engagement | Build stronger connections with customers and peers |
Why & How Are Business Podcasts Growing
The beauty of podcasts is that people can listen anywhere and at any time. Around 2006, in the early days of podcasting, only 22% of the adult population in the U.S. was familiar with podcasting. Today, that number skyrocketed to >75 percent.
In the United States, podcast market projections indicate that almost 80 million people will listen to at least one podcast episode each week. More importantly, podcast listeners tend to be affluent, young, and well-educated. They are also more open to podcast advertising, which could provide additional revenue for your company.
Media companies like iHeart are capitalizing fully on the growth in podcasting. You may recall that in 2018, iHeartMedia filed for bankruptcy protection. By the end of 2019, the company reported revenue of $3.68 billion.
Promoting Your Business Podcast
Now that you’ve decided that podcasting is right for you, remember it doesn’t matter if you’re running a big or small business. The next step is to promote your podcast content, so your clients and potential clients can benefit from your expertise.
The obvious place to start promoting your podcast is on your website. Next, utilize your social media platforms, such as Facebook, Instagram, LinkedIn, and Twitter. When you publish episodes using Libsyn, you can automatically have the show feed published on multiple social media platforms.
Writing quality show notes is another crucial aspect of successful podcast promotion. Describe in detail the essential points you discuss, including information about any guests and what credentials they bring to the subject matter.
Don’t neglect to ask any guests to promote your podcast episodes. Well, we all know that organic impressions are best, so take full advantage of every opportunity to let others know about the quality of your podcasting efforts.
If you have some budget to put towards your podcast marketing strategy, it can be a good idea to use podcast ads to create a new audience.
Finally, be patient. Podcast promotion, like all other marketing endeavors, takes an investment of time and financial resources. Experts suggest it takes two to three years to firmly establish a podcast, which is why most never advance beyond a few episodes.
Transcription Services For Podcasters
Several podcasts produce detailed show notes that allow listeners to read a copy of the audio file. Producing transcripts of your audio podcast using high-quality transcription equipment allows those with hearing disabilities to explore your content. Hiring a quality, U.S.-based business transcription company is your best option. Interested in learning how to transcribe a podcast?
Ditto Transcripts can quickly and affordably transcribe your podcast audio files in verbatim or non-verbatim formats, just as we do for all businesses. But it doesn’t end with the product offering.
Our services go beyond by offering a transcript with >99% accuracy while upholding the highest security standards. There are many transcription companies in the industry, but not all guarantee a high accuracy rate like we do. The worst part? Their services are more expensive, and you will likely need to spend more to fix the issue.
For competitive transcription pricing, Ditto provides the highest quality of transcripts without breaking the bank or sacrificing quality. Our services are proven and tested and can be verified through our client testimonials.
Now’s the ideal time to start a podcast for your business. Good luck, and we look forward to hearing about your new episodes soon.
Ditto Transcripts is a Denver, Colorado-based FINRA, HIPAA, and CJIS-compliant transcription services company that provides fast, accurate, and affordable transcripts for individuals and companies of all sizes. Call (720) 287-3710 today for a free quote.