How to Create a Podcast for Your Business: A Comprehensive Guide for Marketers and Video Production Pros


In today’s digital landscape, podcasts have emerged as a powerful tool for businesses to connect with their target audience. Whether you’re a marketer, a video production professional, or a business owner, launching a podcast can significantly boost your brand’s visibility and credibility. Here at Lapse Productions, we understand the value of diverse content strategies, and in this guide, we’ll walk you through the essential steps to create a podcast that resonates with your audience.

Why Podcasting?

1. Enhanced Brand Awareness

Podcasts can catapult your brand into the global arena. With the right content and promotion, you can reach audiences far beyond your local market, significantly boosting your brand’s visibility.

2. Authority Building

A well-executed podcast can position your business as an industry leader. By sharing expert insights and valuable tips, you establish yourself as an authority in your field, attracting a more engaged and loyal audience.

3. SEO Advantages

Don’t underestimate the SEO power of podcasts. From generating high-quality backlinks to driving organic traffic to your website, podcasts can be a goldmine for SEO benefits.

Interested in learning more? Check out our comprehensive blog post that delves into 10 compelling reasons to start your own podcast.

Thumbnail image featuring the text 'Top 10 Benefits of Starting a Podcast by Lapse Productions' with a microphone icon.

Planning Your Podcast

Define Your Target Audience

Knowing your audience is the cornerstone of a successful podcast. Conduct market research to identify the demographics, psychographics, and pain points of your target listeners. Tailoring your content to meet these specific needs will not only attract but also retain a loyal audience.

Choose a Podcast Format

The format of your podcast can make or break the listener experience. Here are some popular formats to consider:

  • Interviews: Great for bringing in expert opinions and diversifying your content.
  • Panel Discussions: Ideal for deep dives into industry topics with multiple viewpoints.
  • Solo Episodes: Perfect for establishing your own authority on a subject. Choose the format that aligns with your brand’s voice and the content you plan to deliver.

Create an Editorial Calendar

Consistency is key in podcasting. An editorial calendar helps you:

  • Plan topics and themes for future episodes.
  • Coordinate with guest speakers.
  • Align your podcast releases with other marketing activities. By sticking to a consistent publishing schedule, you not only keep your audience engaged but also improve your podcast’s visibility and SEO.

Choosing the Right Equipment


Invest in a high-quality microphone to ensure clear audio. 

We recommend the Shure MV7 and Elgato Mic Arm


A good pair of headphones is crucial for monitoring your audio during recording and also to hear your guest. 

You can use something like Bose QC 35s or smaller like airpods. This is just personal preference. 


This is the biggest decision you will have to make. You can use a mirrorless camera and connect it to your computer via a camlink device or you can purchase a webcam. This is very budget dependent. For us at Lapse Productions, we had 2 Canon C200’s that were gathering dust so we decided to connect them to our laptops via our camlink device and use them as the webcam. If you have an iPhone you can buy a camera mount and use that as the webcam. 

Recording & Editing


Prepare a script or outline to guide you through the episode.


Ensure a quiet environment and use your equipment effectively to capture high-quality audio. 

You can also use platforms like to record your podcast. We use it as a backup in case anything happens to our cameras footage (ex. Card fills up and we don’t notice). homepage


Edit your audio to remove any mistakes, add music, and enhance sound quality. You can use tools like autopod to speed up your editing process. There are also certain services that will create highlight clips for you using AI. 

A screenshot of Autopod's homepage.

Platforms like Riverside now include tools to edit directly in the interface. 

Publishing Your Podcast

Hosting Platforms

Choose a reliable podcast hosting platform that offers analytics and easy distribution. We recommend using RSS. There are tools within RSS that allow you to mass publish your podcast to various platforms. 

rss homepage

Submit to Directories

Submit your podcast to popular directories like Apple Podcasts, Spotify, and Google Podcasts.

Promotion Strategies

Leverage Social Media

Social media is a powerful tool for podcast promotion. Here’s how to make the most of it:

  • Highlight Clips: Share short, engaging clips from your episodes on platforms like LinkedIn, Instagram, Facebook, and TikTok to pique interest.
  • Interactive Posts: Use polls, quizzes, or Q&A sessions to engage your audience and gather feedback.
  • Hashtags: Utilize relevant hashtags to increase the discoverability of your posts.
  • Schedule: Consistency is key. Use social media management tools to schedule your posts for optimal times when your target audience is most active.

Collaborate with Influencers

Influencer partnerships can exponentially increase your reach. Here’s how to go about it:

  • Identify: Look for influencers who align with your brand and have a following that matches your target audience.
  • Pitch: Reach out with a well-crafted proposal that outlines the mutual benefits.
  • Collaborate: Whether it’s a guest appearance or a shoutout, make sure the collaboration adds value to both parties.

SEO Optimization

Search Engine Optimization isn’t just for websites; it’s crucial for podcasts too. Here’s how to optimize:

  • Keyword Research: Identify keywords relevant to your podcast’s content and incorporate them into your episode titles and descriptions.
  • Backlinks: Encourage reputable websites to link to your podcast page.
  • Transcriptions: Offer transcriptions of your episodes. This not only improves accessibility but also provides more content for search engines to index.

Real-World Example: Starting a Podcast for Your Business with “Creatives Grab Coffee”

Wondering how to put all these podcasting principles into practice? Look no further than our own podcast, “Creatives Grab Coffee.” Hosted by Dario Nouri and Kyrill Lazarov, this podcast focuses on the business side of video production and serves as a living example of how to successfully start a podcast for your business.

Ready to Start Your Own Podcast? We Can Help!

If reading about our experience with “Creatives Grab Coffee” has you considering starting your own podcast, you’re in the right place. At Lapse Productions, we don’t just talk the talk; we walk the walk.

As a video production company with firsthand experience in podcasting, we have the expertise and resources to help you launch a successful podcast. From planning and recording to editing and promoting, we offer end-to-end podcast production services tailored to your needs.

Why Choose Lapse Productions?

  • Expertise: Our team has the technical skills and industry knowledge to produce high-quality audio content.
  • Customization: We offer customized solutions to fit your brand’s unique needs and goals.
  • Quality: With a focus on high production standards, we ensure your podcast resonates with your target audience.
  • SEO Optimization: As experts in SEO, we can help you maximize the online visibility of your podcast.

Don’t miss out on the opportunity to connect with your audience in a meaningful way. Contact us today to discuss how we can help you start your podcasting journey.


Creating a podcast for your business is a rewarding endeavour that can significantly enhance your brand’s reach and credibility. By following these steps, you’ll be well on your way to launching a successful podcast that resonates with your target audience.

Let’s Create Your Video Today

If you’re looking for top-notch quality, industry expertise, dependability, and competitive pricing, don’t wait any longer. Contact us now for a quote and let’s get started on your project.

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