Podcasts: Creating a powerful, personal, presence for your business Article Image

Podcasts: Creating a powerful, personal, presence for your business

Podcasts are a great way to connect with customers on a personal level, learn more about the benefits for your business.

In this digital age, people are more connected than ever, and opportunities are presented in every direction to grow your business presence via the internet. Up for discussion today is the booming sensation of podcasts. Currently, around 6 million people per week are tuning in which has nearly doubled in the past five years, and the numbers continue to grow, showing that this really is a media format that the UK enjoys.

What is all the fuss about?

A podcast involves spoken word like a radio show, yet it is not limited to being broadcast on the radio. The format is internet based and you can self-publish your podcast relatively easily by uploading your audio file to a hosting site, making it available for people to stream and download.

Episode lengths vary from minutes long to hours long, and if the content is good, there is bound to be a captive audience out there ready to eat up your individual slice of entertainment and knowledge. What I am looking at today is whether this can be used as a business growth tool? For sure.

picture of a tired dog with a microphone

If you run a business and have expertise in a subject area, then a podcast can be a great medium to connect you with a wider audience, promote your brand, company values and individual expertise. If you have the knowledge to share, a podcast could be a way to express this and potentially reach new clients. You can build followers who resonate with your message and business goals while elevating your company’s presence online.

Does a professional podcast cost much to produce?

With current technology, the production of a professional quality podcast can be relatively cheap. The key pieces of equipment needed are:

  • An audio interface with XLR mic preamp. An example would be a USB audio interface such as the Focusrite Scarlett 2i2
  • A Microphone. I would suggest a condenser microphone for clarity. An example would be a Rode NT1A
  • A DAW 'Digital Audio Workstation'. This is the software that you record into and edit the podcast with. DAW's can range from free to very expensive. A great example of free DAW software is a program called 'Audacity'.
  • A PC with a spec that meets the performance specifications of the DAW software.

No longer are expensive recording studios needed to get high-quality digital recordings out there, with an office or small room providing adequate space for all the equipment listed above. If the content you are creating is of value to people, they will listen, and your audience will grow. Promote your personality and business by talking about the things that are relevant to you, and watch your brand awareness increase as a result.

Considerations when creating a podcast:

If you would like to play copyrighted music within your show, a licence from the UK Performing Rights Society will need to be obtained.

  • Keep your content relevant, interesting and within your area of expertise.
  • Use social media to promote the podcast and interact with your audience.
  • Use a podcast hosting and distribution site to get your show published across digital platforms such as Spotify and iTunes.

About the Author – Aspen Waite’s Marketing Trainee Drew Armstrong is lead Technical Engineer and co-host of the Aspen Waite CBGS Podcast. With a background in Music Production and freelance contracting within the area of Document Management, he brings a new dimension to the team and insight into the technical aspects of audio within the business environment.

If you would like more information on how a podcast could work for your business, speak to a trusted adviser at Aspen Waite today.


Get in touch for expert advice and solutions for you or your business.

Call us on: 01278 445151