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Why Your Small Business Needs a Podcast and How to Get Started Today

As a small business owner, you have valuable knowledge that listeners can benefit from, both in your niche and in the realm of starting and running a small business.

Dallas, United States, 10/17/2021 / Venture X Dallas Galleria /

Podcasts are a uniquely 21st-century form of media, with roots tracing back to 2004, when a program called iPodder was released, which allowed consumers to download radio broadcasts to their iPods. Today, podcasts are a well-established form of audio-only media, usually released in episodic installments on a regular basis. There are podcasts on every conceivable topic, ranging in scope from lighthearted comedy and cooking advice, to business and finance, to politics and mental health.

1. Podcasts are an increasingly popular medium.

The rate of weekly podcast listenership in the United States has risen from 12% of Americans in 2013 to 28% of Americans in 2021, according to data from the Pew Research Center. Additionally, approximately 116 million people listen to podcasts at least once per month in 2021. Podcasts appeal to viewers because they can be listened to while on the go, making commutes and tasks such as cleaning the house more interesting and more productive use of time.

It is easy to be intimidated by the sheer number of podcasts out there — as of April 2021, there are over 2 million podcasts and over 48 million podcast episodes — but it’s important to remember that you aren’t competing with every single podcast for listenership. The vast international audience

2. You have valuable insights and knowledge to share.

People listen to podcasts for two main reasons:

  1. To be entertained.

  2. To learn.

As a small business owner, you have valuable knowledge that listeners can benefit from, both in your niche and in the realm of starting and running a small business. With the right promotional strategy to help listeners find your podcast, there is an audience out there who want to hear what you have to say.

3. Podcasting helps you network.

Many podcasts use an interview-style format, inviting guests to speak alongside the podcast host on a particular topic. Although not everyone you invite to speak on your podcast will accept the invitation, podcasts are a great way to establish and strengthen connections with other businesses and professionals in your niche, as well as in other fields. Inviting guests onto your podcast will also provide listeners with a broader range of knowledge.

4. Podcasting is a low-cost way to build authority, enhance your branding and create lasting relationships with consumers.

The era of content marketing has changed the way that consumers interact with businesses. Podcasts are one form of content marketing that can help you expand your reach, appealing to an audience that wouldn’t otherwise have found you.

The demographic of podcast listeners skew younger, according to Forbes, with half of all listeners in 2021 being between the ages of 12 and 34, and the remaining half of listeners being over the age of thirty-five. Podcasting is an excellent way to reach younger members of your target audience that may be difficult to reach through more traditional forms of media.

Additionally, having a podcast helps show the expertise that you have in your niche, therefore building authority. Both of these factors help to build relationships with a loyal audience.

5. Starting a podcast has a low barrier to entry.

Starting and promoting a podcast isn’t necessarily easy, particularly when you also have to handle the responsibilities of running a business, but compared to other types of content and means of distribution, the barrier to entry is low.

In terms of content production, learning how to use podcasting equipment may seem intimidating, but it is less complicated than creating video content. Some podcasts are scripted line-by-line, others are completely improvised, while most fall somewhere between the two ends of the spectrum, so

In terms of distribution, there are a variety of channels you can use to distribute your podcast episodes, including YouTube, Spotify, and Apple Podcasts.

How to Start a Podcast — Why You Should Consider Podcast Studio Rental

Many successful, popular podcasts were started with minimal equipment and software, using Apple headphones in place of a recording microphone and free recording software such as Garage Band. However, the strategies that worked for many podcast creators ten, five, or even two years ago are unlikely to work for the vast majority of people starting a podcast in 2021.

(Related article: Dallas Podcast Studio Rental — Is It Worth It?)

As has been the case with YouTube content, consumers expect higher production value from the content they consume. In part, this is due to the widespread availability of high-quality content made by both professional and hobby podcasters — people simply don’t want to listen to podcasts with low audio quality when there are so many other podcasts out there with professional studios sound quality.

While you can buy an excellent microphone for a relatively low price in the hundreds of dollars — an investment that many people made while working virtually over the last year and a half — there is much more to crisp, studio-quality sound production than the microphone you use, including:

  • Soundproofing. High-quality microphones will pick up far more than the typical webcam or headset microphone. For this reason, recording in your office or at home is impractical — it’s incredibly frustrating to spend several hours recording a podcast episode only to listen back to the audio and find that it’s been ruined by background noise such as people walking around on upper floors, talking from other rooms, or sounds coming from road traffic. Even in a silent room, soundproofing is important, because walls reflect sound back to the microphone, causing echoing that is difficult to clean up.

  • Audio mixing equipment and software. Free audio recording software has limited functionality and can be difficult to use. On the other hand, professional audio recording software can be pricey and may be out of budget for a lot of small businesses looking to start podcasting as a low-cost form of content production.

  • Audio engineering. The technical side of audio recording takes years to master. Audio engineers might make it look easy, but they’ve spent years studying and gained experience in the field to understand the ins and outs of making audio sound great and overcoming technical issues as they arise. At Venture X Dallas by the Galleria’s onsite podcast studio, an audio engineer will be by your side to help you get set up for recording.

Fortunately, podcast studio rental provides an affordable way to get your new podcast started without the trouble of having to buy and set up equipment, allowing you to focus on making the content as valuable and educational as possible.

Venture X Dallas by the Galleria is a coworking space that provides onsite access to podcast studio rental. Book a tour today.



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