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 planning a podcast. From targeting the right audience to choosing the right format, this guide will walk you through planning and launching a successful podcast.

The UK Podcasting landscape

Podcasting is a powerful marketing tool that can help build a passionate audience around your brand. 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 once 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.

Estimated number of podcast listeners in Millions in the UK from 2017 to 2026

As such, podcasts provide a fantastic opportunity to target your audience with a podcast.

But despite the increase in listeners and 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.

The average listener will consume five podcast episodes per week, while the most prolific listeners will consume over 11+.

The average number of Podcast episodes listened to in the UK each week

Now, you may already have other plans in place for your target audience outreach. However, they’re unlikely to be as engaging 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.

Additionally, unlike other forms of digital marketing where the goal is to "disrupt the scroll" and grab mere seconds of attention, your target audience chooses to listen to podcasts. 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.

Regarding 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 regularly listen 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 a large proportion of the UK population 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.

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