Amplify your voice: How a podcast can boost your business

It is an absolute crime to think that podcasts are only good for solving the latest true crime. The art and influence of podcasts goes way beyond entertainment.

Think about it. How much closer can you get to your stakeholders than whispering straight into their AirPods as they walk their dog or stroll the grocery store aisles. There is an intimacy to podcasts that can’t be found with any other medium. Podcasts are personal – and therein lies your opportunity.

People turn to podcasts like a friend for good company. They want to learn a new skill or improve the ones they’ve got. Listeners want to be challenged, transported and engaged. When you produce a podcast series, you’ll solidify your reputation as a leader and your business will thrive in a competitive market.

“I suggest podcasts be at the top of any business’ content marketing hit list to convert prospects into customers and customers into fans,” said Andrew Ellenberg, President of Rise Integrated Marketing in his Forbes Council post.

Fill your stands with podcast fans, and you’ll have a built-in audience to buy all the popcorn, hot dogs and souvenirs you can dream of. Let’s review the key aspects of planning your podcast.


Take your time to build something great. Think through the focus and theme of your podcast by defining your brand and how it connects to your stakeholders. To help you get started, answer these questions:

  • What makes your business unique? 
  • What topics do you have original thoughts and perspectives on?
  • What do you want to be known for? 

Once you’ve chosen a focus, splice it up into categories. Start a list of podcast topics to make sure you have lots to say. In a podcast series, you’ll use storytelling to deepen your relationship with stakeholders.

Thought leadership

What’s the best way to build trust? Your podcast needs a compelling host and that host should be you. Podcasts are a great way to showcase your thought leadership – especially if you want to raise your profile as an innovative thought leader in the B2B space. You have a lot of experience, stories and professional advice to offer. Don’t doubt yourself! Use your humanness to strengthen your relationships.


You’re now ready to plan your guests. Think of people with stories that complement yours. When you interview your guests, spark meaningful discussions with people that have diverse backgrounds and experiences. You can invite academics, clients, colleagues and other stakeholders to join you. Find guests that represent you and your business well through your professional connections and your LinkedIn network. 

Once your podcast is up and running, people from all around may reach out to you to collaborate – so do your due diligence. Research all potential guests and make sure they have credentials that align with your business.


If you’d like to produce your podcast on your own, there are a lot of inexpensive ways to record. Consider buying an affordable USB microphone. You can also use audio recording software such as GarageBand or Audacity. When your podcast is all set, give it a home by distributing it on all the major platforms.


Now it’s time to get out there and promote! You can use a multi-channel campaign to reach out to your audience, including interactive social posts and your company’s newsletter. Encourage employees to spread the word on their profiles and help your guests share their episodes by drafting a short message they can copy and paste.

To learn more, read this case study on how we helped our client Tiltco boost its profile as an expert in business strategy by producing and promoting its podcast series. Creating thoughtful and engaging podcasts with quality content can nurture your own leadership, expertise and client base. Remember, podcasts are your chance to get personal. If you’re thinking of starting a podcast, Jack can help you boost listenership, downloads and engagement with authentic conversations. Let’s chat.

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