Create a podcast strategy

Business Benefits

Get access to an engaged listener base with an in-house podcast.


Create a list of marketing and business objectives you want to achieve with your podcast.

For example, do you want to focus on driving traffic to your website, generating leads, linking with voice search, or creating an educated, engaged audience? Your objective will drive how you build out your podcast strategy.

Purchase the necessary hardware and software.

For example, a condenser microphone, mic stand, headphones, sound mixer, hosting option, a place to record, and a camera, if you want to simultaneously record video. The minimum suggestion is a $30+ condenser mic and stand. Adobe Audition is a great software option for mixing and editing.

Pick a podcast hosting solution like Libsyn, and an appropriate hosting package.

Hosting tiers are priced depending on features such as advanced reporting for analytics and ad revenue, and podcast size or usage caps. Most free options are not sufficient for longer-form or weekly podcasts as they exceed the file size limits.

Use the same brand and tone across your audio, your show descriptions, logo, and episode thumbnail design.

Thumbnail images or logos should be 1,400×1,400 pixels for iTunes and similar podcatchers; a computer program used to download various media via an RSS or XML feed.

Interview experienced or enthusiastic company staff, a professional voice actor, or a known industry influencer to find a podcast host or co-hosts.

Look for characteristics like being passionate or knowledgeable about your topic, has a soothing yet modulated tone, and has some previous experience. Guests with larger followings can help expand reach by promoting your podcast in which they appear as a guest.

Decide on a consistent podcast format, release frequency, and duration for your episodes.

Podcast formats include options like with or without guests, segments like news or “A word from our sponsors”, story telling, or educational. Refer to your overall objective and target audience when selecting an initial format to test.

Create bonus and repurposed content during the post-production phase by turning audio into images and text for social media platforms.

Use the transcript as a blog post or article, and upload video recordings to YouTube and Instagram. Each audio, text, or video recording can also be syndicated on multiple platforms.

Use podcatchers such as iTunes, Stitcher, and Spotify to distribute and syndicate your podcast.

Include keyword-infused show titles and descriptions, and categorize the show under multiple categories.

Promote your podcast across social media channels using industry and podcast-specific Twitter hashtags, release behind-the-scenes Instagram teaser videos, and create YouTube playlists of linked episodes.

Additionally, experiment with targeted advertising on platforms like Facebook, Google Ads, and LinkedIn. Remember to include links to your podcast, corresponding blog, and social media throughout your webpages and email campaigns.