The Savvy Marketer’s Guide to Corporate Communications Podcasts
With podcast listening on the rise (including for business podcasts), there has never been a better time to launch a podcast for your company or organization.
Below, you’ll find a comprehensive guide to corporate communications podcasts, including arguments for why it’s such a savvy marketing investment.
Corporate communications podcasts are a savvy marketing investment
In a word, yes. Your audience is likely already listening to podcasts.
In 2025, 600 million people around the world listened to podcasts. Here in the US, more than half of all adults (158 million) listen to podcasts monthly.
There are more than 4.5 million podcasts globally, but the number of active podcasts that produce new episodes regularly is much smaller - just under 441,000.
You will likely have competition for listeners. But it might not be as stiff as you first imagined when you consider that business podcasts are the fourth most popular podcast genre (behind comedy, news, and true crime).
Podcasts can improve your current marketing strategy
Podcasts allow you to better tell your brand story and connect with your audience. Audio conveys tone of voice, your passion for the topic, and your personality much better than text in a social media post.
In fact, podcasts and social media work hand-in-hand.
Social media is a fantastic distribution channel for your podcast. Just look at the user numbers: Facebook has more than 3 billion active monthly users, Instagram has more than 2 billion, and LinkedIn has more than 1 billion.
When you integrate podcasts into your social media strategy, your brand’s thought leadership has the potential to reach a lot more people, faster. (More on integrating your podcast into your overall marketing strategy below.)
Podcasts are an engaging way to cover a serious or complex topic
Imagine trying to explain the implications of a recent appeals court ruling how numerous stakeholders came together to launch a new program. A written article may not keep your audience’s attention for long.
By contrast, a podcast gives you a platform to share details in a conversational way that doesn’t overwhelm your audience. As your organization’s leaders and experts showcase the depth and breadth of their knowledge, your organization will become a thought leader in your industry.
Podcasts build trust with your brand
As people tune into your podcast and get to know the hosts, listeners will become more connected to the brand. Connections lead to trust, and trust leads to new clients.
This is why it’s so important to choose a host who is personable, willing to put themselves out there, and comfortable talking about multiple topics. It doesn’t have to be the CEO or Executive Director.
(Read more about how a podcast can help you build brand awareness here.)
The Savvy Marketer’s Guide to Corporate Communications Podcasts
First, get approval for your podcast budget
Starting your first podcast? The cost of producing a podcast depends on whether you are doing it in-house or outsourcing it.
For those of you who choose to handle it yourself, your budget may include:
The cost of purchasing proper recording equipment
An online recording platform
Transcription services
Music licensing for your intro and outro
Editing software (plus the time it’ll take to learn how to use it)
How much you are paying someone in-house to handle it (including lost productivity - unless the podcast is their full-time job)
If you’re planning to outsource podcast production to a professional, plan on around $2,000 per 30 minute episode (that’s our current price).
Here’s what we do so you receive a polished podcast episode every time:
Host a prep meeting ahead of each recording
Send headsets to every guest that is compatible with their computer
Provide intro and outro music options that fit your criteria and align with your brand
Engineer recordings and troubleshoot as needed
Send transcripts for editing
Edit the audio so it flows and ensures conversations sound natural
(There’s a reason so many brands give up on DIY podcasting. It’s much more complicated than hitting “record”.)
Next, define your podcast audience
Who would benefit most from the topics you plan to cover on your podcast?
Our clients with niche audiences are more successful in attracting and keeping listeners for one simple reason: It’s much easier to stand out.
For example, here are niche topics around intellectual property law, along with the ideal audience:
Trademark Nightmares: Companies That Had to Rebrand and Why - ideal for founders and startup teams
Global IP Briefing: How Different Countries Handle IP - ideal for companies that are expanding operations overseas
Licensing Contract Breakdown: What Those Clauses Really Mean - ideal for any type of company exploring licensing agreements
Once you know who your podcast is for, you can start working on the format, creating topics for your first few episodes, and drafting a marketing strategy to reach your audience.
Create a dedicated landing page on your website
Your podcast is an important part of your brand, so be sure to create a dedicated landing page where your website visitors can learn more about it, the topics you cover, and explore episodes
Before you launch the page, get in touch with your favorite search engine optimization (SEO) specialist. He or she can help you choose the right keywords and format the page properly for both SEO and generative AI optimization (GAIO).
Integrate your podcast into your marketing plan
A podcast is a rich source of new content for your various marketing channels, and the messages and insights can be integrated into your marketing plan in numerous ways.
Those channels are also the fastest way to grow your listener base.
Announce new episodes via email and social media
While some people will discover your podcast on their own, the fastest way to grow your audience is to promote new episodes via your email list and social media.
When you send out the “we have a podcast!” email announcement, allow people to opt-in to notifications any time a new episode comes out. You can even choose to share new episodes with your list first before promoting them on social media or in your regular email newsletter.
Use quotes or excerpts in social media posts
Your marketing team can go through each episode’s transcript and pull the best quotes, insights, stories, and tips to publish as standalone social posts.
And don’t forget to include a call-to-action at the end of each social post encouraging your followers to subscribe to the podcast.
Highlight podcast episodes in your email newsletter
As your regular newsletter list grows, you’ll want to make sure new subscribers know about your latest podcast episodes. Highlight new episodes in each newsletter, and provide a sign-up link to the podcast list.
The first time you share a podcast episode, be sure to add a link to the podcast page in the newsletter footer (alongside social icons).
Turning podcast transcripts into blog posts
Not everyone loves audio; some people prefer to learn by reading. Turning podcasts into blog posts ensures you reach them, too.
The easiest way to do this is to format the transcript as a Q&A, the familiar and common tactic used by journalists everywhere.
Alternatively, you can embed the podcast player into a blog entry; add an introduction, commentary, or show notes; and include a transcript of the episode.
Setting up a YouTube channel
Did you know that Google’s search bots can scan audio and apply it to your overall search ranking? There’s just one caveat: that audio has to be on YouTube.
It is worth the effort of setting up a channel on YouTube for your podcast because:
In the US, YouTube, including YouTube Music, is the most frequently used service for listening to podcasts, outpacing both Spotify and Apple Podcasts.
When you set up your channel on YouTube, create a “podcast” playlist. (It is not yet possible to create a “podcast’ channel.)
Don’t worry - having a podcast on YouTube doesn't necessarily require it to be a video podcast. In fact, Triton Digital's research shows most people don't actually watch video when consuming podcasts.
2 more ways to grow your podcast audience
Invite your listeners to contribute
If there’s one thing podcast listeners love, it’s being included in the conversation. This can be done in a variety of ways.
Q&A: A question-and-answer segment or format is the most popular way to include your listeners in the podcast. Invite them to submit topics or questions for you to discuss or answer.
Listeners will keep coming back to hear their input addressed – and you can encourage them to share the episode with their friends, allowing you to reach even more people.
Future topics: Ask your audience to share topic ideas or suggest guests for future episodes. You can easily do this through social media and/or email surveys. And in the episode, you can give a hat tip to the listener who made the suggestion.
Create a community
With so much of our lives spent disconnected from others – working from home, on social media, streaming movies instead of going out – it’s gotten harder to find a tribe. Many people yearn for community and a sense of belonging.
Inviting listeners to contribute ideas for podcast episodes is just a start. Ask them for feedback on topics and recent episodes as well.
Choose a professional podcast production company to ensure your podcast is the best it can be
Professional podcast producers know exactly how to record and edit audio so you receive turnkey episodes every time.
We send the host and guests headsets we hand-picked for their ability to capture quality audio, and we use recording software specifically built for remote recording (and that doesn’t require a heavy lift of your organization, host, or guests).
Once we receive the recording, we level-match and seamlessly edit the audio - including removing ‘um's’, ‘like’s’, and ’you know’s’ - so conversations flow for a great listening experience.
If you’re looking for a partner who will produce exceptional podcast episodes, let’s chat. Reach out at info@volubilitypodcasting.com to get the conversation started.
