How to Start a Company Podcast in 2025: A Step-By-Step Guide

Creating a podcast for your company is no easy task. To be honest, we wracked our heads several times in 2023 before we came around to our company podcast - Lessons From a Podcaster.

Since then, we have featured interesting guests on the podcast and the number of downloads and engagements keeps growing.

If we can do it, you can do it too. But, how did we do it?

We put together this guide on how to launch your company podcast. We also included 5 creative ideas on how to effectively promote your company podcast - ideas that you can reuse over time, so you’ll have a checklist in hand whenever you want to launch a new company podcast.

Recommended Reading:

• How To Start a Business Podcast
• How To Do a Solo Podcast: Actionable Tips
• Podcast Ideas Generator

But first, before you go on, make sure you download your free podcast content calendar template.

What Is a Company Podcast?

A company podcast is a podcast hosted and produced by a company/business/brand for two main reasons: to use it as internal communication between employees or for branding while subtly increasing the company’s awareness in the big podcast space.

But company podcasts aren’t only limited to these two reasons. Here are some other ways a company podcast could be used:

• To ​​establish authority by sharing industry insights, expert interviews, and innovative ideas.
• To teach customers how to use your product or service effectively especially if you have a tech-heavy SaaS.
• Use a private for company updates, leadership messages, or employee training.
• To feature real customers sharing how your product helped them achieve success.
• To share behind-the-scenes insights about new products, updates, and upcoming features.
• To build a community by answering listener questions, featuring user-generated content, and creating discussions.

Some Examples of Company Podcasts

HubSpot: Marketing Against the Grain

"Marketing Against The Grain" is a podcast co-hosted by Kipp Bodnar, HubSpot's Chief Marketing Officer, and Kieran Flanagan, Zapier's Chief Marketing Officer. This is the type of show that delves into marketing trends, growth tactics, and innovative strategies, to establish authority, teach their audiences, and offer them fresh perspectives beyond typical marketing advice.

Google: Think with Google Podcast

This podcast is from the tech giant, Google. It covers digital marketing trends, consumer behavior insights, and tech-driven business strategies. Its core is to provide data-backed discussions to help marketers and business owners make informed decisions.

For example, its episode, The Future of AI in Marketing, – explores how AI is changing digital marketing strategies and the data cited in this episode can be used by marketers, AI enthusiasts, and the industry in general.

SImilary, other episodes explore creative spaces and how to use their product (and the industry at large) effectively

Spotify: Life at Spotify

Life at Spotify is Spotify's official podcast that gives listeners an inside look at the company's work culture, values, and innovations. The podcast features conversations with Spotify employees from different departments, covering topics like leadership, diversity, product development, and behind-the-scenes insights into how Spotify operates.

Why Should You Have a Company Podcast?

With over 546 million podcast listeners worldwide (according to Backlinko) which equates to about 24% of total internet users, podcasting shouldn’t be an optional part of your business marketing strategy, it should be at the forefront.

According to Statista, more than half of Americans have listened to a podcast at some point, and nearly 75% are familiar with the concept of podcasts.

Considering the number of people listening to podcasts daily and the big number that these statistics are pointing to, what does all these mean?

With a company podcast, you can build authentic and deep connections with your audiences. Considering that podcast listeners seem to be driven by a sense of intellectual curiosity this can be an avenue for your company to make the audiences see your business in a new light.

Here are some other benefits of why those big companies still invest in podcasts.

Advantages of Launching a Company Podcast

Enhancing Brand Awareness

Creating a company podcast and producing content consistently can help increase brand awareness. If you’re able to feature big guests on your show, you can expand your reach and brand visibility across the niche of the guests you feature.

Building and Showcasing Company Culture

Like Spotify, creating a corporate podcast is a great way tp build and showcase your company culture. By sharing behind-the-scenes stories, employee experiences, and what makes your company unique, you can help humanize your brand and make you relatable.

Easy Content Repurposing

You don’t publish a podcast and it then becomes unusable on other platforms, With these podcast repurposing tips, you can repurpose your podcast into different content formats.

Here are some formats that you can repurpose your podcast to:

• Audiograms
• Podcast clips
• Twitter thread
• Linkedin post
• Bullet points
• Newsletters
• Blog posts

How To Start a Company Podcast

Follow these steps to create and launch a company podcast.

1. Define the Podcast’s Purpose

Define the purpose of your podcast to the company. This will be the pretext where your podcast will be built. If you want to start your podcast for internal communication and only make it private to your employees, the approach towards that will be different from creating a podcast to showcase your company and build brand awareness.

This includes choosing a core theme that guides every episode of your podcast. This should be clear and repeatable. For example, you could choose sharing industry insights, and customer success, or if you’ll be having an internal podcast, yours can be sharing your company culture.

2. Document Your Podcast’s Plan

Ensuing, plan and document your podcast. These are the overall wrap of how your podcast will be presented to the listeners.

It includes:

• Podcast name and identity
• Episode format and structure
• Branding and personality
• Podcast promotion and repurposing
• Call to action

This means you’ll have a consistent episode format to maintain listener engagement and follow a structure that you’ve found has worked best in your niche. Some examples are:

• Interview format
• Solo episodes or expert insights
• Storytelling and narrative-driven content like customer stories
• Panel discussion and roundtable

Other parts of your plan are detailing how often you want to release an episode. We would suggest weekly as this is ideal for growth. Depending on several factors, you can also opt for biweekly or monthly if you work on in-depth episodes.

3. Choose The Right Podcast Tools and Equipment

Explore options to help you create and manage your podcast even if they're just the essentials. Start with some podcast equipment like:

• Microphone
• Headphones
• Camera (if you’re going video podcasting)

Podcast requires many processes from scripting and production to post-production. To streamline these processes, include software in your processes to help you manage your podcast. Some of these include:

• Podsqueeze
• Buzzsprout
• Transistor
• And other editing software.

Read more: The Top 50 Podcasting Tools Ever.

4. Bring Guests Over To Your Show

This can be optional depending on the podcast format you want. If you’re tilting towards solo episodes, you don’t podcast guests but if your format involves interview-style videos, you’ll need to find guests.

Finding guests can be tricky but there are proven tips that can steer you in the right direction. They include:

• Using matchmaking tools. Some of these include matchmaker, podseeker, podpitch, and rephonic.
• Reach out to guests via DM on their social media
• Post publicly on social media that you’re looking for guests.

When inviting guests, look out for people who have proven records as industry leaders, experts, partners, and if you can, guests who have sizable followers online because big followers = more interest.

5. Create, Record, And Edit Your podcast

If you haven’t decided which podcast format you want to explore, check out our detailed guide about audio vs video podcasts.

There is no shortage of podcast recording tools out there but we have handpicked some best podcast editing and recording software for you. One of the best that we recommend is Zencastr. It can record in high-quality resolution on both video and audio and can be done for remote guests.

With it, your guests can be anywhere in the world and you can record them without worrying about quality, lags, or audio discrepancies.

After recording your podcast, the next step in line is editing your video/audio. This can be tricky if you’re new to podcasting but some tools are designed to make editing easy.

If you record your podcast using Zencastr, it also offers some editing features that can help your podcast look polished and good but if you want an audio podcast cleaner, then we suggest you try you try Podsqueeze. Our AI audio enhancer not only cleans your audio but polishes it without worrying about any additional touches from you.

6. Market and Promote Your Podcast

After recording and editing your podcast, your next step is promoting the best out of your podcast. You can’t just publish an episode and wait for it to automatically go viral, you’ll need to make precise efforts to promote it.

The best start to podcast promotion is podcast repurposing. This involves converting your podcast into several elements that are digestible for wider audiences. A great way to get started is using Podsqueeze AI Podcast Clipper.

This feature cuts your long episode into shorter clips that can be posted on social platforms like Instagram, TikTok, Facebook, and YouTube. It finds key moments from your episode and automatically captures 15-60 seconds of your episode and turns them into several short clips.

To explore more on how podcast repurposing works and how you can maximize your podcast with it, check out this detailed guide on how to repurpose your podcast for social media.

Best Practices For a Successful Company Podcast

These practices are the bedrock to maximize your company podcast and set you up for success in the ever-changing world of podcasting.

Define and Refine Your Podcast Purpose

The importance of this can not be emphasized enough. The purpose of your podcast should stand at the forefront of everything you do. It should guide every inch of your steps and actions as regards the podcast.

These include:

• Identifying your target listeners
• Knowing the problem you want your podcast to solve
• The goal of your podcast and the topics to cover
• Creating a guest profile to know the type of guest you want on your show
• Knowing the tone you want to adopt for your podcast

Outsource If You Don’t Have The Expertise

Let’s be honest, creating a podcast is hard. Managing a podcast is even harder. Promoting a podcast? That’s even another level of expertise. But these are not to scare you but to make you see the reasons why you can employ the expertise of others to do it for your company.

We have a detailed list of the best podcast agencies you can outsource your podcast to. They can help plan, create, schedule, and promote your podcast. All that you have to do is just record.

Develop a Consistent Posting Schedule

Only a few things could keep your podcast going and relevant like a consistent posting schedule.

In the intro of this guide, we included a podcast calendar that you can download and work your way through. If you miss it, you can re-download it.

A podcast calendar ensures that you stay consistent and actively keep your content fresh. Your posting frequency can be weekly, biweekly, or monthly for in-depth episodes that require a lot of planning and research.

If your podcast is only used for internal communication, a podcast calendar might not be compulsory as internal communications are often unplanned and impromptu.

Research Your Audiences And Listen To Their Feedback

Before creating your first episode, you should research your audiences, understand their pain points, and use your findings to plan a unique angle to present your podcast.

These findings are important to know who your audiences are, and how they prefer to listen to podcasts, and after a couple of episodes, ask for their feedback and what they think about the show.

Use their answers to plan and shape your next episodes going forward.

Promote Across Multiple Channels

As a company, you already have a headstart for promoting your podcast because you already have audiences. You just need to promote your podcast to them. For example, you can share your podcast on:

• Your company website
• Company newsletter
• LinkedIn and other social platforms

Your company’s profiles and online presence could be effective for promoting your podcast and getting you started quicker than promoting from scratch.

You can also explore content repurposing for converting your podcast into formats shareable on different mediums. For example, you can turn your podcasts into blogs or turn your best-performing blogs into podcasts.

FAQs On Creating Company Podcasts

How Do You Structure a Company Podcast?

Here’s how to structure a company podcast:

• Podcast Purpose: Why are you creating your company and the main pain points you’re addressing?
• Episode Format and Structure: Decide on how to structure your episode, the format to maintain, and stick with it.
• Add Branding and Personality To Your Podcast: Give your podcast a name that is short, memorable, and relevant to your industry. Create a tone for your show. It could be casual, professional, witty, or inspirational. Find one and stick with it.

Why Should My Company Start a Podcast?

A podcast allows your company to stay relevant both internally and externally. If you start a podcast for internal communication, it can allow you to effectively deliver timely messages to your employees. If you have a podcast for increasing your brand awareness and tackling industry matters, you can develop a community, increase your visibility, and bring audiences into your company journey.

What are the benefits of an internal company podcast?

Internal podcasts are a unique and accessible way to deliver messages and updates to employees within an organization. Unlike public podcasts, internal podcasts are restricted to a specific audience, in this case, employees of the company. They're password-protected and can only be accessed by selected teams or all your employees within your company.