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Executive Summary

This article explores the process of creating a sustainable and engaging podcast series as an essential component of a business's digital selling strategy. It covers the essential steps, from planning and content creation to distribution and engaging employees in the process. It also touches on the benefits of incorporating live streaming, social media advertising, and other digital marketing techniques to boost the podcast's reach and overall effectiveness in generating new business.

Table of Contents

  1. Introduction to Podcasting for Business
  2. Getting Started: Content Planning and Creation
  3. Engaging Employees in Podcast Production
  4. Distribution and Promotion Strategies
  5. Incorporating Live Streaming and Digital Selling Techniques
  6. Actionable Key Takeaways
  7. Frequently Asked Questions
  8. Conclusion

Introduction to Podcasting for Business

Podcasting has emerged as a powerful tool for businesses looking to connect with their audience and grow their market reach. By creating a podcast series, you can provide valuable content to your listeners while establishing your expertise and building a strong relationship with your target audience. Moreover, podcasting can be seamlessly integrated with your digital selling efforts, making it a vital component of your overall marketing strategy.

Getting Started: Content Planning and Creation

To create a successful podcast series, you'll need to:

  1. Identify your target audience and niche
  2. Develop content that is engaging, informative, and relevant to your listeners
  3. Plan a content calendar and commit to a regular publishing schedule
  4. Utilize an informal and conversational tone that is appealing and easy to understand

Some content ideas for your podcast can include industry opinions, company events, customer stories, interviews, and product presentations. Remember to focus on keeping your content engaging and incorporating storytelling to captivate your audience.

Engaging Employees in Podcast Production

Involving your employees in the podcast production process can be a powerful way to foster engagement and teamwork. Encourage your staff to learn about podcasting through platforms like LinkedIn Learning, CreativeLive, or Udemy. This not only improves their skills but also helps create a company culture centered around learning and growth.

Distribution and Promotion Strategies

Once you've created your podcast content, it's crucial to distribute it effectively to reach your target audience. Platforms like iTunes, Soundcloud, Spotify, and Buzzsprout can help you publish and promote your podcast. Additionally, consider using email marketing and social media advertising to boost your podcast's reach and drive engagement.

Incorporating Live Streaming and Digital Selling Techniques

To maximize the impact of your podcast, consider incorporating live streaming and other digital selling techniques. By integrating these methods, you can create an immersive experience for your audience while simultaneously driving new business opportunities. For low-cost access to live streaming technology and equipment, check out Blackmagic Design.

Actionable Key Takeaways

  1. Plan your podcast content with your target audience in mind
  2. Engage employees in the production process to foster teamwork and skill development
  3. Utilize an informal and conversational tone to create engaging content
  4. Distribute your podcast effectively using multiple platforms and promotional strategies
  5. Incorporate live streaming and digital selling techniques to boost your podcast's impact

Frequently Asked Questions

Q: How can podcasting benefit my business?

A: Podcasting can help you connect with your audience, establish your expertise, and generate new business opportunities by providing valuable content that appeals to your target market. It's also an excellent way to integrate with your digital selling strategy, making it a valuable component of your overall marketing efforts.

Q: What equipment do I need to start a podcast?

A: To start a podcast, you'll need a high-quality microphone, headphones, audio recording software, and a quiet space to record. As you progress, you may also want to invest in soundproofing materials and additional equipment for better audio quality.

Q: How often should I release podcast episodes?

A: The frequency of podcast episode releases depends on your resources and audience preferences. Many successful podcasts release episodes weekly or bi-weekly, but the most important aspect is to maintain a consistent schedule to keep your listeners engaged.

Q: How can I involve my employees in podcast production?

A: Encourage your employees to learn about podcasting through online courses and platforms. Assign roles in the production process, such as content creation, editing, and promotion, to foster engagement and collaboration among your staff.


Creating a sustainable and engaging podcast series is an effective way to grow your business and reach your total addressable market. By focusing on content planning, employee engagement, and effective distribution and promotion strategies, you can establish a successful podcast that supports your digital selling efforts. Don't forget to integrate live streaming, social media advertising, and other digital marketing techniques to maximize your podcast's impact. For more insights and guidance, be sure to watch the video above by Nigel Maine on this topic.

Additional Resources

Whilst this is a short introduction to Podcasting for your business, please be sure to take a look at our digital selling page about Podcast Production here and to listen to some of our own podcasts, click this link to see how we do it.

Podcast Distribution Sites


  • Speechmatics are based in the UK and are one of the foremost platforms to transpose speech-to-text.  This is an imporant facet of podcasting, as well as video and live streaming, and that is to create a transcript to enable the search engines to crawl and index the exact nature of your page.  Google does not, as yet, auto-crawl audio tracks. -

Online Podcast Training Courses (CPD)

Go to our Digital Selling pages to see how you can change the way you work and scale up your business.


The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it. 


B2B Podcasting

00:00:00:14     Welcome to salesXchange where we talk marketing for CEOs who want to maximize their income without sacrificing any profits. Today I want to talk about podcasting. In simple terms. Podcasting enables people to access your content when they're on the move

00:00:36:14     and when they're ready... Now I'm not going to go into or basically go over all of the various content marketing activities needed today but podcasting is really important because it speaks directly to your customers who want to listen to something of value rather than music. For example on their way to or from work and really it's for you to look at

00:01:01:23     this as your special time with them. It's like a one to one relationship when it comes to podcasting. You're not broadcasting per say but you're having a chat with them... And if you're talking with other people you're including them in your conversation at the moment there's something like 700000 different podcasts and twenty nine million episodes. So it definitely looks like podcasts seems like the unsung hero in marketing terms.

00:01:30:20     So what's the best way to get the most out podcasting. Well, actually it breaks down into three kind of main categories which are technology, content and distribution, in those kind of areas. So if we just start with content, this is about your business is about your niche, your brand, your tribe, you know communicating connecting with your type of people and you're looking at live podcasts.

00:01:58:23     You can invite them to get involved with you. 

00:02:00:23     You can video it too. If you want to and you can go about this by getting a list of people you'd like to speak to and come up with a list of questions you might think well I'm going to say? But it's no different set to doing video content or whatever, you know stuff like that. We've got some production notes about this which you can download from our website, it's under Resources. So, when you want to start thinking about your podcasts, think along the

00:02:31:23     lines of say industry opinions, ideas and collaboration suggestions. Talk about company events and customer education and information get hold of customer stories... You've got documentaries about your business, documentaries about say exhibitions you've gone to you've got explainers, you've got industry news,

00:03:04:03     interviews with customers and partners, you've got presentation about your products you've got staff discussions, getting people together you know it could be customer support and so on and as part of the that audible process, think along the lines of radio stations and you've got sound effects and jingles and stuff like that which you get from companies like Shutter Stock and Epidemic Sounds and so on, but this is all about building

00:03:33:13     your content to create multiple episodes in advance and publish it when you're ready. So if you if you were to do four or five and initially you don't have to commit to a schedule by then. But the point of podcasts is you're going to get to grips with it and it'll take a little while. 

00:03:52:08     But if you look at like Netflix and iPlayer they enable people to binge watch or pace themselves and they build demand and you can do the same thing Say you want to produce podcast every Wednesday. That's great, and once you've produced your podcast you then got distribution and I think it's an important part of the process because it

00:04:21:02     can be really simplified. You can do you can go via iTunes or Soundcloud or Spotify and there's this which are up north. I think Manchester and Buzzsprout. We use Buzzsprout and they distribute all our podcasts whenever we want. So if you've seen our previous videos one of the things about approaching technology this way is, it's not about expecting you to go and do it as the

00:04:56:08     managing director, but financially speaking it's better to get your staff to go and do it rather than call people in. So how do you go about that, whats the best way of going about it. Well, we recommend regularly, to get them trained up on Linkedin Learning or and it helps get them engaged in ongoing learning continuous

00:05:22:12     professional development. So I think the key to podcasting is keeping it snappy and keeping them smiling and and so on when they're recording but getting your staff to learn about it. And learn about this stuff. Is a great way of generating more income making your life easier. So if if you check out LinkedIn learning which you know LinkedIn,

00:05:50:02, YouTube, and, they're excellent. 

00:06:01:00     Now while we're on this, before we finish on this what I want to talk about really is just speech-to-text. Back in the day long time ago, speech-to-text was shocking. It took hours to train a platform to you know to recognise you, I used Dragon Dictate and I had to read pages and pages from Alice in Wonderland so that the the speech engine could understand my voice and dialect it was painful! Now it's really different.

00:06:26:20     There's two main players which is Speechmatics and IBM Watson. And the reason I'm talking about speech to text is about being able to convert every single thing that you say into text. Now in terms of Speechmatics vs. IBM one is more expensive than the other. But pennies but they are really simple to use. You record your audio video or podcast, send the file to one of the companies and within a few minutes they send you back an

00:07:07:15     email of all the text for you to edit and put into whatever you want to do. I did mention it in the Video Process Video because it's used for what they call closed caption or subtitles for video but because the other issue is nobody seems to want to listen to audio on a video on social media anymore. So this type of software it all works within the editing software suite and

00:07:33:12     so on. But it's about what we're doing here with these videos talking to you is saying there are some very simple ways of doing all this work. 

00:07:43:23     And so when you are converting speech to text it means that you can create written content for your website. At a serious rate of knots especially if it's being recorded in voice form in the first place because you've got these podcasts. So this has a great impact on your search engine optimization and general visibility with the search engines because, if you think about a page of A 4 which takes about four minutes to read is about 460 words so a 30 minute

00:08:14:19     podcast would generate about seven or eight pages of text for a post. The other thing is with Speechmatics for example recognizes different speakers so that way you can create this content of a transcript of the discussion, so you know there are some people that want to prefer to read rather than listen. But at the end of the day it's about giving you multiple ideas about how to go about extending your content and in most cases, in fact in all cases,

00:08:52:05     it's not as complicated as you think it is, so anyway. I hope you found this useful, that's all for now and I'll see you in the next video. Bye for now.