In the past 15 years, the number of U.S. adults who listen to podcasts has nearly quadrupled. That number continues to grow, with forecasts predicting that by 2023 this will have increased by about 20 million each year. Many users stream podcasts on their phones through apps like Spotify and Apple Music, giving podcasters a convenient channel to get their message out to a wide audience. Are you wondering if your business should take the leap into podcasting? Here are a few questions to consider:

1. Do you have an engaging topic?

It is important to consider what your episodes might consist of if you were to create a podcast. Simply promoting your product or service won’t get you very far, so it’s essential to set some time aside and come up with a theme and a number of goals. Whether educating your audience or sharing advice, identify something your team is passionate about that can last several episodes or seasons. 

2. What does your audience want to hear?

After deciding on a topic, it is critical to establish a format to present information in an ideal way for your audience to hear. While you may think of podcasting as a singular layout of speaking into the mic, there are actually different approaches that can be taken. Will you choose interviews, a single speaker sharing knowledge, a Q&A, an advice column, or a simple conversation between you and a colleague? Also, how long will your episodes be? What is the attention span of your audience? While there are lots of possibilities, it’s crucial to consider what will resonate most with your audience.

3. How will this differentiate your brand from competitors?

If your competitors have a podcast, how will you make yours different? Is their presence successful? Why or why not? Listen to a few episodes and figure out what you do and don’t like about it. If your competitors do not have a podcast, consider focusing on what sets you apart from competing brands, as this can serve as an opportunity to capture the attention of a wider audience.

4. Will your target audience be able to find your podcast?

Any marketing material is useless if nobody can find it, so ensure you have a plan in place to get people to listen to your podcast. If your brand has an established website or blog, link the episodes there. Add the link to your next newsletter, or post the schedule with links on your social media pages. You can even create a YouTube channel. Make sure your audience knows where and when they can find your content.

After considering each of the above questions, it’s time to start planning! Scripts, music, and equipment are great places to start. Podcasts are an investment of time, but the return can be incredibly impactful for your brand.