1 Learn the concept
Podcasts have gained popularity in recent years and continue to be an effective way for businesses to reach audiences. They suit people who listen while commuting, exercising or working. A podcast can build trust and a loyal audience, but it needs regular effort. This lesson explains how businesses use podcasts and what is involved.
2 See it in action
- Format: interview, solo, or a mix.
- Commitment: regular episodes and consistent quality.
- Audience: busy listeners who want depth.
- Support: show notes and clips help people find you.
Worked example
A 20-minute episode outline
Topic: how a local baker handles a rush week.
Intro: 0:00 to 0:30.
Interview: 0:30 to 15:00, with three planned questions.
Takeaway: 15:00 to 18:00.
Call to action: 18:00 to 20:00.
Check: one idea per episode keeps listeners with you.
3 Study an example
Real-world case study
Serial and the Mailchimp podcast boom
What they did. The podcast Serial, released in 2014 by the creators of This American Life, told one true story across weekly episodes. Soon after, the email company Mailchimp sponsored a number of shows. Its "MailChimp" sponsor ad on Serial, with the pronounced "Mail Kimp" joke, became widely known and was parodied.
What happened. The sponsorship raised awareness of the brand among a large audience of listeners. Press coverage at the time described Serial as one of the fastest-downloaded podcasts ever.
What to take away. Podcasts create trust through a long, voice-led relationship. A brand does not need to be the star, it can be the supportive sponsor of something people love.
Details are from press coverage at the time. Download figures were reported by the show's producers.
Sources Wikipedia: Serial (podcast)
4 Apply it and download
- Decide whether a podcast suits your goals.
- Outline a format.
- List ten episode ideas.
Worksheet Editorial calendar and content brief templateOpen, print or save as PDF