Podcasts have grown in popularity and businesses can capitalise on this.

Podcasts are an audio series that is available online. The concept is similar to a radio show. Listeners can subscribe to specific podcasts, download episodes as they become available and listen to them whenever they like. Tuning into a podcast requires an internet connection and a smartphone, tablet or computer.

Given podcasts’ ability to attract and keep an audience, it’s no surprise that businesses are looking to capitalise on this medium as a marketing tool. You can use your podcast to position your firm as an authority on a particular topic. You can use this to help build your brand and influence the purchasing decisions of your target market.

The great news is that podcasts are an inexpensive marketing tool. You can create them using freely available software and beyond that all you need is a computer, a microphone and a topic.

Choosing your topic is absolutely key. To attract an audience you need to focus on a particular niche.

The difficult part is choosing a topic that people will be interested in that also relates to your business and the products or services that you sell. For example, if your firm offers IT services then your podcast could focus on the latest tech solutions for small and medium sized businesses.

Once you have chosen your topic, you need to choose a format. Are you going to run a solo talk-show or are you perhaps going to interview a different business-person every week? If you’re interviewing guests, it’s best to stick to one host as having too many people speaking at once can be ineffective as people are likely to talk over one another.

Once you have created your podcast, you will need to upload it to an audio streaming service provider such as iTunes or Spotify (there are many other options available). Once your podcast is up and running, you can promote it on your website and social media channels. To get the most out of your podcast, think of ways to repurpose your content so that you can raise awareness among your clients and contacts.