Are you thinking about starting a podcast for your business in 2023? With the ever-growing popularity of podcasts, there is no better time to take the plunge and launch one for your business.

This guide will provide a comprehensive overview of the essential elements you must consider to succeed when launching a podcast. From choosing the right format to developing a promotional plan, this guide will walk you through the complete process of launching a successful podcast. With this comprehensive guide, you will be well-equipped to launch a successful podcast that will benefit your business.

The UK Podcasting landscape

Over the past decade, podcasts have become one of the most popular forms of entertainment in the UK. (REF) Just like Netflix disrupted the streaming industry, podcasting is making its own big moves. The demand is clear, with over 800,000 active podcasts and over 54 million episodes currently available worldwide.

But despite the increase in listeners and the increase in podcasts, the medium is still in its early days - you’re before the curve, and whilst it might seem like everyone is releasing a podcast, the space is surprisingly unsaturated.

There are an estimated 2 million podcasts. Compare that to YouTube’s 50+ million channels, and it starts to put things into perspective. (REF)

Podcasting is a powerful marketing tool that can help build a passionate audience around your brand. In fact, a recent OFCOM survey suggests that 25% of UK adults listened to podcasts regularly in 2022 with 41% of the population listening to podcasts at least one a month, consuming approximately 70 million hours of content each week. Not only that, but podcast listenership has been growing consistently year after year, and this is expected to continue. As such, podcasts provide a fantastic opportunity for you to target your audience with a podcast.

The average weekly listener will consume five podcast episodes during the week, while the most prolific listeners will consume 11+ shows weekly.

Now, you may already have other plans in place for your target audience outreach. However, they’re unlikely to be as engaged with as podcasts. On average, 68% of listeners listen to the entire episode. The level of engagement is significantly higher than liking a LinkedIn post or sharing a tweet. When listeners hit play on a branded podcast, they get a lot of one-on-one time with that company. Releasing a podcast for your company or brand is a great way to develop loyalty in your customers and clients while showing yourself to be experts within your industry.

When it comes to why people listen to podcasts, the two most popular reasons are entertainment and learning something new, with 48% of people saying they listen to podcasts to learn something new. This provides excellent grounds for businesses to create information-based podcasts to educate prospects, clients,  and their peers.

Of those who do not listen regularly to podcasts in the UK, 34% stated this was because they could not find any podcasts that interested them, suggesting that not only is the podcast market growing, but there is a large proportion of the UK population that remains untapped.

With the podcast industry growing so quickly, now is the time to develop your own and get your voice and values broadcast to your audience.

However, with so much to consider when starting a podcast, it’s easy to feel overwhelmed.

This guide will take you through our 8-step process for planning and starting a business podcast that brings value to your audience and your business.