Podcasts provide the opportunity for organisations to reach new audiences that will engage with content while on the move or while doing other activities, like cooking or exercising. In addition, they offer a powerful way to subtly promote your company while appearing as editoria But what are the benefits of podcasting for businesses? Podcasts provide the opportunity for organisations to reach new audiences that will engage with content while on the move or while doing other activities, like cooking or exercising. In addition, they offer a powerful way to subtly promote your company while appearing as editorial. Importantly, podcasts provide the opportunity for complete editorial control and can be produced within relatively short time periods. Businesses are increasingly using the podcasting medium to strengthen their relationships with customers and to reinforce their position as thought leaders and industry experts.Before sitting down and planning your podcast, you need to bear some considerations in mind. Importantly, what are you going to talk about – and who are you aiming your podcast at? You need to have a sense of what your audience wants to listen to before you begin.

Once you have selected a theme, you need to think about your broadcasting strategy. For example, is there enough for you to talk about on a fairly regular basis? Podcasts rarely work as a one-off, so you need to have enough material to talk about for at least four episodes. You also need to consider frequency. Are you hoping to do a podcast episode By this stage you should have a name for your podcast, and I would suggest focusing on the theme that you’ll be discussing. This will make it easier to find. It’s also important to check that your podcast name hasn’t been used already.  Unless you’re a world-famous brand, I would stress caution on using your company brand, instead focusing on the content and topics you’re discussing.