How to launch a podcast for my business?
In today's crowded media landscape, a company podcast is becoming as essential as a company website or a social media presence. Podcasting offers a unique way to tell your brand's story, deepen relationships with your current audience, and attract new customers. However, the thought of launching a podcast from scratch can be daunting. From figuring out the right format to getting your show published, there are many moving parts.
This guide breaks down the process of launching a podcast for your business, helping you navigate the journey from concept to a successful launch.
1. Define Your Purpose and Audience: Who Is Your Podcast For?
Before you even think about microphones and editing software, the most critical step is to define the "why" behind your podcast.
What is its mission?
This is where strategic podcast production begins. Your show needs a clear purpose, whether it's to find new customers, engage with your existing ones, or establish your brand as a thought leader in your industry.
Next, you need to identify your audience. Being specific here is key. Instead of targeting "anyone interested in what my company does," create a detailed profile of your ideal listener.
What are their interests and demographics? What do they want from your content? Do they want to be educated, entertained, or given a competitive edge in their job?
Answering these questions will shape everything from your podcast's format and duration to its tone and release schedule.
A well-defined audience is crucial for success. Around 584.1 million people across the globe listened to podcasts in 2025. This number is projected to reach 651.7 million by 2027, demonstrating a total growth of 28.57% over five years. (emarketer)
2. Choose the Right Podcast Format for Your Business
The format of your podcast refers to its underlying structure. While the classic "as-live" conversational interview is a popular choice, it's far from the only option. The format you choose should resonate with your target audience and create a sense of habit and joy in consuming it.
Here are a few popular formats to consider:
One-on-one interviews: A single host interviews a different guest each episode to gather information. This format is effective for building a strong connection between the audience and your company.
Narrative storytelling: This rich, immersive format uses the techniques of drama and filmmaking to tell a compelling story. It's a great way to capture attention and subtly weave in your brand's messaging.
Repurposed webinars or events: If you're already creating content like webinars, you can repurpose it for a podcast. However, it’s essential to be intentional about this process, as webinars are often "lean forward" experiences, while podcasts are typically "lean back". Clipping the best bits and adding a more personal, informal conversation around them can help.
Internal company podcasts: Podcasting isn't just for external audiences. It can be a powerful tool for internal communications, helping to share company culture and best practices.
Message Heard is highly experienced in developing compelling and original podcast formats that align with a brand's mission. We'll work with you to craft a show that stands out and achieves your strategic objectives.
3. Focus on Technical and Production Excellence
A great show is built on a foundation of high-quality audio and a well-managed production process. The podcast production agency you partner with should be able to deliver broadcast-quality results that adhere to industry best practices. Be sure to ask your prospective partners about their recording methods, audio engineers, and quality control procedures.
Working with an experienced team, like the one at Message Heard, ensures a smooth and stress-free process. We assign a Project Coordinator to oversee the project, supporting a dedicated Producer and a team of audio engineers, video editors, and marketing experts to ensure everything is delivered on time and on budget.
4. The Launch and Beyond: Distribution and Amplification
Once your podcast is produced, you need to get it out into the world. The best show is useless if nobody listens to it. The first step is to choose a podcast host, which is a service that stores your audio files and generates an RSS feed. This RSS feed is the heart of your podcast, and you'll submit it to various podcast directories to make your show available to listeners.
YouTube is rapidly gaining traction as a podcast consumption platform and is great for discovery. In fact, one in three people in the U.S. listen to podcasts on YouTube, making it the most popular platform for podcasts, surpassing Spotify (26%) and Apple Podcasts (14%). (Edison Research)
In December 2024, YouTube announced that 400 million hours of podcasts were consumed on smart TVs alone. (Edison Research)
After launch, amplifying your podcast is key. A good podcast production company will help you with audience development within the podcasting ecosystem itself. This can include running ads on other podcasts that your ideal customer profile is likely to listen to, which is often easier than trying to convince non-listeners to try your show.
By following these steps, you can confidently launch a podcast for your business that not only delivers high-quality content but also achieves your strategic marketing goals.