May 7, 2022 11:06:00 AM | Sell Your Products Shoplazza | How to Create a Podcast for Your Business?

Learn how to create a podcast for your business from the scratch.

Estimated time to read: 7 minutes.



Far from being the partridges of the year, podcasts have just gone through fifteen years during which their success has never wavered. They represent today a major stake for the large platforms of the Web, which tears them away. They tell us about our passions, our lives and tell us stories. We consume them on demand, where we want, when we want. The most common listening method is ... the smartphone. Now is the time to get started ... never to come back?

Table of content:

  • What is a podcast?
  • What equipment do I need to produce and broadcast a podcast?
  • The choice of subject
  • Have a nice podcast to listen
  • Be regular
  • Before submitting your RSS feed
  • Broadcast your podcast on as many listening platforms as possible
  • Can you share content without it being too advertising?
  • The promotion
  • What are the benefits of podcasting for a business?
  • Conclusion

What is a podcast?

Specifically, it's usually an audio broadcast that you can listen to wherever, whenever you want. Podcasts can be listened to directly by streaming or downloaded to listen to them later. Either way it's free and completely legal, you can do it on most platforms.

The word "podcast" created in 2004 is the contraction of iPod (you remember the Apple player!) And broadcast. It was coined by British journalist Ben Hammersley in an article for The Guardian in 2004. As early as the following year, Apple took hold of the term and democratized it by introducing the feature into its iTunes software, thus enabling synchronization. with the iPod. At the time, there were 3,000 podcasts available on the web, there are over millions

What equipment do I need to produce and broadcast a podcast?

To produce and broadcast a podcast?

If you want to produce a podcast for your business, here is the list of the equipment you will need one:

  • Microphone
  • Headphones
  • Pop filter
  • Software for editing and recording
  • Podcast hosting account


  • Several Podcasts are available in both audio and video form. If you are considering this option, remember to schedule extra time for editing both versions of your podcast.
  • If you are going to use music in the editing of your episodes (intro, background music, etc.), be sure to choose royalty-free material. If you refuse to comply with copyright rules, your podcast may be removed from distribution platforms without notice.

The choice of subject

The first step is therefore to choose a subject. To do this, you can simply refer to your editorial calendar which, if well thought out, will immediately give you an idea of ​​the subject. You can also learn about the most popular podcasts and popular topics right now. The idea is not to copy a topic but rather to propose a topical subject and link it to your field of activity.

Find the angle, define the keywords and go hunting for speakers who will also be delighted to gain visibility!

Have a nice podcast to listen

In order for your podcast to be heard, it must be fun to listen to. It means first that there has to be a good sound. Who says good sound, says good microphone!

And yes, imagine your listener listening to your podcast and the sound is terrible, it won't come back! Invest in a good microphone: for example, the blue yeti or the h1n1 if you are traveling. The ears of your listeners will thank you.

The second ingredient for an enjoyable podcast is your voice.

Maybe you don't like your voice. It shouldn't be an obstacle to launching your podcast project. Of course, having a great voice is an asset. But what matters and what will keep your listeners coming back is the content. And this is also what you will share as emotions and arouse as emotions with your voice. The voice is a vector of emotions whatever it is.

The third ingredient is speaking speed.

If you speak too fast, you will stress your listener. Conversely, if you speak too slowly, you will put them to sleep.

So how do you find the right speed?

Again, put yourself in your listener's shoes and imagine them in front of you. Pretend you're talking to him. Talk to him naturally with a smile. He will feel it and come back to listen to your podcast.

Be regular

Be regular in broadcasting your podcast episodes. Each episode you broadcast is a date with your listener. Have you ever had a bunny? It’s not very pleasant!

First, announce the broadcast frequency of your episodes in the intro of your podcast. And, be faithful to this appointment. Then, if you ever miss an episode, don't panic! On the other hand, inform your listeners in advance on social networks.

Tip: Record and schedule your episodes to air in advance. It will prevent you from missing an appointment.

Before submitting your RSS feed

You will need to make sure that it contains all the required elements. On your audio hosting site, make sure you've included these details in your Podcast's RSS feed:

  • The title
  • The author
  • The category
  • Language
  • Your podcast icon
  • The description
  • An email address

Additionally, you will need to post at least one full episode so that it can be reviewed as part of the approval process. Make sure this episode is included in your RSS feed and that it contains:

  • A title
  • A description
  • A category
  • Your podcast icon

If you submit your RSS feed and it contains no episodes or details are missing, your podcast may be rejected by these platforms. Once your show is approved, your RSS feed will automatically send new episodes to listening platforms that you make public on your audio hosting site.


If your podcast deals with explicit content, this should be indicated in the RSS feed. If you don't indicate it, you run the risk of your podcast being rejected.

Some platforms pick up iTunes approved podcasts. By making your podcast available on iTunes, it could end up on other platforms without any additional effort on your part!

Broadcast your podcast on as many listening platforms as possible

The more a podcast is present on the different listening platforms, the more it will be exposed, naturally, to a large audience. But, making sure you get referenced by all of these distribution platforms can be tedious and time consuming. Indeed, these are more and more numerous today in the digital audio on demand market (there are several). Also, each platform has its own referencing methods, be careful.

The promotion

Building an audience for your podcast is a tall order. Be patient and don't give up! The popularity of your show will grow with each new episode released. So how do you help your podcast grow? Here are a few things to consider:

  • Your podcast icon should be attractive. Try to differentiate yourself from the competition by being creative.
  • The title of your podcast should be original while clearly announcing the topic you are discussing.
  • Share your new episodes on social media and don't hesitate to ask your friends and contacts to share.
  • When recording your podcast, don't forget to thank your listeners. Encourage them to subscribe and rate your podcast positively on various listening platforms. Your SEO will benefit greatly.
  • Invite experts to participate in your podcast. They will bring an interesting angle to your discussions and share your show on their social networks.
  • Launch a Facebook, LinkedIn or Twitter page to promote your podcast and invite your listeners to follow you.
  • Pay attention to constructive comments and criticism from your listeners. They are probably right.

Can you share content without it being too advertising?

Some might think that the purpose of a podcast for a company would be solely to promote it, by selling the fries of their products and services.

However, be aware that a podcast is not an advertisement for your organization, at least not as much as you would like. Unless your brand is big enough to generate a cult following (like Disney), no one will turn to a podcast to find out how great your company is. Podcast listeners want quality content on the topic they are interested in, and luckily for smaller organizations, they're usually not fully aware of where that topic comes from. With the proliferation of podcasts, it's highly likely that the people who listen have never heard of your organization. However, if listeners like your business podcast content because you discuss your company's area of ​​expertise in it, if one day these people need your products and services, they might be thinking of your company.

Knowing that they've listened to you for so many episodes, you're more likely to have people remember your podcast than a competitor who doesn't.

What are the benefits of podcasting for a business?

For a business, podcasts are a simple and effective way to reach your audience. The consumption of podcasts is growing rapidly and many people listen to podcasts when traveling by car , plane , on public transport or when they walk, run, cycle and play sports. These developments make podcasts a powerful lever in terms of digital marketing!


  • Your audience is attentive and focused.
  • Because your audience is listening and receptive, the podcast generates engagement.
  • Podcasting allows you to stand out from your competition.
  • The podcast consolidates your position as an expert in your field.
  • Podcasts allow you to give voice to your customers (eg to give their opinions on your products or services).
  • The content of your podcast is a building block of your inbound marketing strategy.
  • Podcasts allow you to “create a close link” with your audience.
  • The episodes retain your audience.


Once the podcast is broadcast and more importantly available, you need to track the number of listeners in order to determine the popularity of the program. If there are any comments, they should also be analyzed to better understand what worked and what needs to be changed. Now that you know how to do it, it's time to think about the next podcast you will write!


Stay tuned with SHOPLAZZA blog!


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Written By: Yorly

Read articles written by Yorly and learn the essentials about developing eCommerce businesses on Shoplazza.